SEO Case Study: How a Marketing Agency Increased Qualified Leads by 290%
On July 8, 2025, a Frisco, Texas marketing agency partnered with Goforaeo because their website was not producing enough consistent, sales ready leads from Google. They had strong work and good referrals, but organic search was bringing in mixed traffic and too many low intent inquiries. We focused on tightening search intent, strengthening local visibility, and improving how the site converts visitors into qualified leads.
This case study covers July 8, 2025 to December 22, 2025, with a clean baseline month of June 2025. All results below are backed by GA4, Google Search Console, and HubSpot lifecycle tracking. By December 2025, qualified leads from organic search increased by 290%, driven by a steady monthly execution plan.
Client background, location, and what was happening before SEO
The client is a full service marketing agency based in Frisco, Texas, serving Frisco, Plano, McKinney, and other nearby DFW areas. Their core services included SEO, paid ads, web design, and content marketing. They had case proof, but their website did not present it in a way that matched how buyers search and compare agencies.
Before working with Goforaeo, their pages were written in broad language and were not clearly mapped to local and service intent keywords. They had blog posts, but the topics were not structured to support service pages or move visitors toward a call. They also had weak internal linking, so Google and users were not being guided to the right pages.
Here is what we saw in lead quality: too many inquiries from people looking for cheap one time tasks. Their best clients usually wanted monthly retainers or serious growth plans, but the site was not filtering and attracting that audience. We fixed this by improving both search targeting and conversion paths.
Baseline metrics: June 1, 2025 to June 30, 2025
We used June 2025 as the baseline so we could compare month by month progress without mixing in launch work. This gave us a stable “before” snapshot in the same year and the same season.
Baseline numbers in June 2025:
- Location focus: Frisco, Texas
- Organic sessions: 1,460
- Google Search Console clicks: 910
- Google Search Console impressions: 40,700
- Average CTR: 2.24%
- Tracked keywords in top 10 positions: 12
- Tracked keywords in top 3 positions: 2
- Qualified leads from organic: 10
- Organic qualified lead conversion rate: 0.68%
- Non branded share of organic traffic: 44%
We also noted a gap in landing page performance. A large share of organic visits was landing on general pages, not service pages. That usually creates weaker lead quality, even if traffic goes up.
What counted as a qualified lead and how we tracked it
We did not count every form fill as a win. This campaign was measured on qualified leads, not raw lead volume, because agencies can easily attract noise if they target the wrong queries.
A lead was counted as qualified when it met these rules inside HubSpot:
- Requested a strategy call, audit, proposal, or service discussion with clear intent.
- Matched a realistic budget and timeline for agency services.
- Fit the service scope, usually monthly support or a serious project.
- Came from a decision maker or a direct stakeholder.
- Was attributed to organic search using GA4 source data and HubSpot tracking.
This definition kept the reporting honest. It also helped the client see business value, not just traffic movement.
Tools used and how each tool supported decisions
We used a simple tool stack that gave reliable data and clear next steps. Each tool had a job, and we used them consistently throughout the campaign.
Core tools used from July 2025 to December 2025:
- Google Analytics 4: landing page performance, conversion tracking, user paths.
- Google Search Console: query growth, page performance, CTR trends, indexing checks.
- HubSpot: lead qualification notes, lifecycle stage tracking, source validation.
- Ahrefs: competitor gap research, keyword discovery, backlink monitoring.
- Screaming Frog: technical audits, redirects, internal linking, metadata checks.
- Looker Studio: monthly dashboard reporting for leadership reviews.
- Hotjar: scroll maps and recordings to find friction on key pages.
- Google Business Profile: local visibility, service alignment, and engagement.
We also set a reporting rhythm that kept the team aligned. Weekly checks were used to catch issues early, and monthly reporting was used to show clean progress.
Strategy overview: The logical plan we followed
We built the plan in layers so results could compound month by month. Instead of posting random blogs, we focused on service intent pages first, then supported them with content, local signals, authority, and conversion improvements.
The strategy had five working parts:
- Technical cleanup to remove crawl and structure friction.
- Service page rebuild to match high intent searches in Frisco and DFW.
- Content clusters that support decisions, not just traffic.
- Local SEO signals that increase relevance for Frisco based queries.
- Conversion work that improves lead quality and reduces drop offs.
This approach worked because it connects what Google needs with what real buyers need. When both are aligned, rankings and qualified leads rise together.
Phase 1: Technical and site structure fixes that unlocked growth
In the first part of the campaign, we focused on issues that quietly weaken rankings. Many sites lose SEO value because Google cannot clearly understand priorities, or because internal links are not pointing to the right pages.
Key technical work completed in July 2025:
- Fixed broken internal links and cleaned redirect chains.
- Standardized URL structure for services and supporting pages.
- Improved title tags and meta descriptions for clearer intent and location.
- Adjusted internal linking so service pages received more authority.
- Resolved index coverage problems found in Search Console.
These changes did not just help Google. They also made the site easier to navigate, which helped conversions later.
Phase 2: Service pages rebuilt for buyer intent in Frisco
Service pages are where qualified leads usually come from. The agency already had service pages, but they were written like general descriptions instead of search landing pages.
We rebuilt and expanded pages around the agency’s money services:
- Local SEO services in Frisco and nearby areas.
- PPC management for lead focused businesses.
- Web design for conversion and speed.
- Ongoing marketing retainers with clear deliverables.
Each page was written in simple language, with clear sections that answer real buyer questions. We added proof elements and “next step” clarity so visitors felt safe booking a call.
Phase 3: Content clusters that supported decisions and built topical strength
Once service pages were strong, we built content that supports them. The goal was not to chase vanity traffic, but to pull in buyers who are comparing options and trying to understand what they need.
Content themes we focused on:
- Pricing expectations and what affects cost.
- Timelines, what happens in month one, and what results usually look like.
- Common mistakes businesses make with SEO and ads.
- Agency comparison questions, what to ask before hiring.
Each content piece linked naturally to the relevant service page. This helped users move from research to action and helped Google understand topic depth.
Phase 4: Local SEO improvements for Frisco visibility
Local intent matters even for agencies. People search things like “SEO agency Frisco” or “marketing agency near Frisco,” and Google often rewards businesses that show clear local signals.
Local work completed during August and September 2025:
- Updated Google Business Profile services and categories to match real offers.
- Improved service area and description language for clarity and relevance.
- Strengthened local trust signals on the website in a natural way.
- Added local context where it improved user understanding, not just keywords.
This improved visibility for location based searches and increased the share of visits landing on service pages.
Phase 5: Conversion improvements that increased qualified leads faster than traffic
A major part of the 290% lift came from conversion improvements. More traffic helps, but qualified leads grow faster when the site removes friction and builds trust quickly.
Conversion work we shipped from September to December 2025:
- Improved call to action placement on top landing pages.
- Simplified forms on high intent pages while keeping quality filters.
- Added clear sections that explain what happens after booking a call.
- Improved mobile layout spacing and button clarity.
- Used Hotjar recordings to fix confusing sections and drop off points.
This reduced low quality inquiries and increased serious requests. It also improved the client’s sales team experience because calls started at a higher level.
Month by month breakdown with actions and tracked results
Below is the monthly timeline from campaign start through the December 2025 “after” snapshot. Each month includes what we worked on and what the tracked numbers showed.
July 2025: Launch month from July 8, 2025 to July 31, 2025
July was focused on audits, structure fixes, and setting clean tracking rules. We also identified priority service pages and mapped keyword intent for Frisco and nearby markets.
What we did in July 2025:
- Technical crawl and cleanup using Screaming Frog.
- Metadata updates for top pages based on Search Console queries.
- Internal linking improvements toward core services.
- GA4 and HubSpot tracking validation for qualified lead counting.
July 2025 results:
- Organic sessions: 1,720
- Search Console clicks: 1,040
- Impressions: 44,900
- CTR: 2.32%
- Keywords in top 10: 14
- Qualified leads from organic: 13
- Organic qualified lead conversion rate: 0.76%
August 2025: Service page rebuild and early local improvements
August focused on making service pages clearer, more specific, and more persuasive. We added proof sections and improved the way the site explains deliverables and process.
What we did in August 2025:
- Rebuilt 3 core service pages with clearer sections and stronger calls to action.
- Added service FAQs based on real queries.
- Updated Google Business Profile services and primary categories.
August 2025 results:
- Organic sessions: 2,090
- Search Console clicks: 1,340
- Impressions: 52,600
- CTR: 2.55%
- Keywords in top 10: 19
- Qualified leads from organic: 18
- Organic qualified lead conversion rate: 0.86%
September 2025: Content clusters launched and conversion friction reviewed
September was where the content engine started, but it was built to support service pages. We also began conversion reviews using Hotjar to understand where users dropped off.
What we did in September 2025:
- Published 4 decision focused content pieces tied to services.
- Built internal links from new content to high intent pages.
- Reviewed recordings and scroll maps to improve clarity.
September 2025 results:
- Organic sessions: 2,560
- Search Console clicks: 1,740
- Impressions: 61,800
- CTR: 2.81%
- Keywords in top 10: 26
- Qualified leads from organic: 24
- Organic qualified lead conversion rate: 0.94%
October 2025: Ranking push for page one keywords and CTR improvements
October was about moving “almost ranking” pages into stronger positions. We improved page depth and snippets to increase clicks from the impressions we were already earning.
What we did in October 2025:
- Refreshed content on pages sitting in positions 4 to 12.
- Updated meta descriptions to raise click through rate.
- Strengthened internal linking from top traffic pages to top converting pages.
October 2025 results:
- Organic sessions: 3,180
- Search Console clicks: 2,240
- Impressions: 73,900
- CTR: 3.03%
- Keywords in top 10: 33
- Qualified leads from organic: 31
- Organic qualified lead conversion rate: 0.97%
November 2025: Authority signals, proof upgrades, and form refinement
In November, we strengthened trust and reduced low quality inquiries. We refined forms to keep them simple while ensuring the client received better fit prospects.
What we did in November 2025:
- Improved case proof sections on service pages using clearer outcomes.
- Added trust sections: process steps, reporting examples, and service fit.
- Continued local and niche relevant outreach for mentions.
November 2025 results:
- Organic sessions: 3,760
- Search Console clicks: 2,760
- Impressions: 86,500
- CTR: 3.19%
- Keywords in top 10: 41
- Qualified leads from organic: 36
- Organic qualified lead conversion rate: 0.96%
December 2025: Final optimization cycle and stable “after” snapshot through December 22, 2025
December focused on consolidation and protecting gains. We improved the strongest pages again, cleaned up overlap, and made booking a call feel simpler and clearer.
What we did in December 2025:
- Refreshed top converting service pages with updated FAQs and clearer next steps.
- Improved internal linking to reduce topic overlap and strengthen priorities.
- Final conversion tweaks based on Hotjar behavior patterns.
December 2025 results:
- Organic sessions: 4,120
- Search Console clicks: 3,180
- Impressions: 98,200
- CTR: 3.24%
- Keywords in top 10: 49
- Keywords in top 3: 9
- Qualified leads from organic: 39
- Organic qualified lead conversion rate: 0.95%
Before vs after proof: What changed from June 2025 to December 2025
To keep the comparison clean, we compare the baseline month to the stable after month. June 2025 was the “before” baseline, and December 2025 was the mature “after” snapshot.
Qualified leads from organic:
- June 2025: 10 qualified leads
- December 2025: 39 qualified leads
- Increase: 290%
Supporting metrics that explain why the lead lift happened:
- Organic sessions: 1,460 to 4,120
- Search Console clicks: 910 to 3,180
- CTR: 2.24% to 3.24%
- Keywords in top 10: 12 to 49
- Keywords in top 3: 2 to 9
- Non branded traffic share: 44% to 70% (measured in GA4 landing page mix)
This is the pattern you want to see in a lead focused SEO campaign. Visibility grows, clicks grow, and conversions stay stable because the traffic is more qualified.
Why this worked: Simple reasons that matched real buyer behavior
This campaign worked because we stopped trying to attract everyone. We focused on search intent that signals a buyer is looking for an agency, not just reading marketing tips. That is why qualified leads grew faster than traffic.
It also worked because the website became clearer. Service pages explained deliverables, process, and fit in plain words. When visitors understand what they get and what happens next, they are more likely to book a call.
Finally, we treated conversion as part of SEO. We did not just chase rankings. We used behavior data to remove friction, so the new traffic could turn into real business inquiries.
What the client noticed in sales calls and lead quality
By October and November 2025, the sales team reported that calls started at a higher level. Prospects came in already knowing what service they wanted and what outcomes they were aiming for. That usually means the site is doing the early selling work.
Lead quality improved in practical ways:
- Fewer “quick cheap job” requests and more retainer focused inquiries.
- More local DFW fits, which reduced service expectation issues.
- More decision maker calls instead of research only conversations.
Those changes matter because they affect close rate and team time, not just the lead count.
What we recommend next to keep growth steady after December 2025
After December 2025, the best move is to keep compounding without bloating the site. That means refreshing top pages, publishing a small number of high intent pieces monthly, and continuing internal linking improvements based on Search Console movement.
A simple continuation plan:
- Publish 2 high intent content pieces per month tied to the best converting services.
- Refresh top service pages every 6 to 8 weeks with new FAQs and proof updates.
- Review CTR monthly and adjust snippets on pages with high impressions and low clicks.
- Keep conversion testing light but consistent, especially on mobile booking flow.
This is how an agency in Frisco can keep qualified leads rising from SEO, without relying on sudden spikes or risky shortcuts.