Case Study: Increased Organic Leads by 175% in 5 Months for a B2B Outsourcing Company
In early 2025, a Miami based B2B outsourcing company partnered with Goforaeo because they were tired of relying on referrals and paid ads to keep the pipeline full. They had a solid service, a capable sales team, and decent close rates, but organic search was not pulling its weight.
This case study covers what we did from 2025-01-06 to 2025-05-31 in Miami, Florida, what changed month by month, and the proof behind the results. The client asked us to keep their brand name private, so we will focus on the work and the numbers.
Client background and the real problem:
The company provides outsourced support for other businesses, mainly in operations, back office work, customer support, and admin tasks. Their best clients were US based teams that needed predictable delivery, fast onboarding, and clear reporting.
They were visible for a few broad terms, but not for the specific searches buyers actually use when they are ready to compare vendors. They also had pages that explained services, but the pages were thin, and the site structure did not help Google understand what mattered most.
What the website looked like at the start:
- Most pages targeted wide keywords like “outsourcing services”
- Service pages were short and did not answer buyer questions
- Several important pages were not internally linked well
- The blog existed, but topics were not mapped to services
- Tracking for form leads and calls from organic was not clean
The outcome we aimed for:
We did not chase “more traffic” as the main win. The focus was more qualified inbound inquiries from companies looking for outsourcing support in specific functions and industries.
Dates, timeframe, and reporting approach:
We worked on a five month sprint, starting with a full audit and then building a repeatable system for content, internal linking, and conversion improvements.
We used monthly reporting (end of each month) and quick weekly checks to make sure technical changes did not create new issues.
Project dates:
- Kickoff: 2025-01-06
- Month 1 completed: 2025-01-31
- Month 2 completed: 2025-02-28
- Month 3 completed: 2025-03-31
- Month 4 completed: 2025-04-30
- Month 5 completed: 2025-05-31
What we tracked:
Before changing anything major, we aligned on what “a lead” means and how it will be counted. For this client, an organic lead was recorded when a visitor from organic search did at least one of the following:
- Submitted the main contact form
- Submitted the “Request a quote” form
- Booked a call from the scheduling link
- Called from a tracked phone number tied to organic sessions
Core metrics:
- Organic leads (forms + booked calls + tracked calls)
- Organic sessions (GA4)
- Google Search Console clicks and impressions
- Ranking footprint (count of keywords in top 3, top 10, top 20)
- Conversion rate from organic traffic
- Engagement signals (time on key pages, scroll depth on long pages)
Baseline vs final results:
We used January 2025 as the baseline month because big changes take time to be crawled, indexed, and trusted. January included the audit and fixes, but most new pages were not yet driving results.
Before (January 2025) vs After (May 2025):
- Organic leads: 28 in January 2025 to 77 in May 2025
- Change in organic leads: 175% increase
- Organic sessions: 2,450 in January 2025 to 5,120 in May 2025
- Google Search Console clicks: 680 in January 2025 to 1,620 in May 2025
- Keywords in top 10 positions: 12 in January 2025 to 39 in May 2025
- Organic conversion rate: 1.14% in January 2025 to 1.50% in May 2025
Those numbers matter because this client sells a higher ticket B2B service. They did not need thousands of extra visitors. They needed the right searches and a site that helped visitors take action.
Strategy overview:
We did not use a single trick. This was a structured plan with four parts that supported each other.
First, we fixed technical issues and made sure important pages were easy for Google to crawl. Then we built service focused content clusters that matched real buyer intent. Next, we improved internal linking and page layout so visitors understood the offer quickly. Finally, we built trust with steady authority work and stronger proof on page.
1) Technical SEO foundations:
We started with a full technical audit because a site that leaks crawl budget and loads slowly usually struggles to grow.
Key fixes included:
- Cleaning up index bloat (pages that did not need to be indexed)
- Improving Core Web Vitals on key landing pages
- Fixing redirect chains and broken internal links
- Updating sitemap and robots rules to match the new structure
- Strengthening internal linking from high authority pages to money pages
2) Keyword plan based on buyer intent:
B2B outsourcing keywords are tricky because broad terms attract students, job seekers, and low intent visitors. We focused on searches that show a decision is near.
We built the plan around:
- “Outsource” + function (examples: customer support, data entry, back office)
- “BPO” + service type (examples: call center support, virtual assistant teams)
- “Outsourcing company” + industry (examples: healthcare admin, logistics support)
- “Near me” and “Miami” terms where local trust mattered
3) Content that matches the sales conversation:
We created pages that answer the same questions the sales team hears every week. We also added proof in a simple way: processes, onboarding steps, timelines, and clear deliverables.
This reduced friction for visitors and improved lead quality because the page pre qualified the buyer.
4) Conversion improvements without a redesign:
We did not rebuild the whole website. Instead, we made targeted changes on the pages that mattered most.
What ee improved:
- Headline clarity (what they do, for who, and the outcome)
- Call to action placement (top, mid page, and bottom)
- Trust elements (case snippets, client types, process steps)
- Forms (shorter, with better field labels)
- Phone tracking and event tracking so we could measure cleanly
Month by month work and results:
This is the part most case studies skip. Below is the real monthly rollout with numbers and the main work completed each month.
Month 1: 2025-01-06 to 2025-01-31:
January was about cleanup, structure, and quick wins. We wanted Google to crawl the right pages and understand the core services.
Main work completed:
- Full technical audit (crawl, indexation, speed, internal links)
- Fixed major crawl issues and broken links
- Set up GA4 events for form submits, button clicks, and booked calls
- Connected Google Search Console insights into the reporting dashboard
- Reworked the main navigation to reflect service priorities
- Rewrote the top sections of the three highest intent service pages
Content and on page improvements:
- New page outlines for the service cluster
- Added FAQ blocks to key pages based on sales questions
- Improved title tags and meta descriptions on high impression pages
January metrics:
- Organic leads: 28
- Organic sessions: 2,450
- Search Console clicks: 680
- Keywords in top 10: 12
- Notes: rankings were still unstable because Google was recrawling changes
Month 2: 2025-02-01 to 2025-02-28:
February was the first real content push. We published pages that could rank for function based searches and that clearly explained outcomes.
Main work completed:
- Built a keyword map tied to each service and page type
- Created a content brief template (intent, outline, internal links, CTA plan)
- Published 6 new pages (mix of service pages and supporting articles)
- Created one “pillar” page that linked out to all core outsourcing functions
- Implemented a stronger internal linking system from blog to service pages
- Added simple proof blocks: process steps, onboarding timeline, deliverables
February metrics:
- Organic leads: 38
- Organic sessions: 2,930
- Search Console clicks: 820
- Keywords in top 10: 18
What improved first:
- Long tail keywords started ranking in positions 11 to 25
- Service pages saw better engagement because copy was clearer
Month 3: 2025-03-01 to 2025-03-31:
March was about depth and trust. We expanded service pages and built industry relevance so the site did not look generic.
Main work completed:
- Published 7 pieces (3 service expansions + 4 supporting articles)
- Built industry pages for the top 3 converting industries from sales history
- Added internal links from new industry pages to the right service pages
- Improved page speed on the heaviest templates (image compression, script cleanup)
- Started a steady authority plan (digital PR outreach and niche placements)
- Added “comparison” style content that buyers search for during evaluation
On page changes that mattered:
- Added a “Who this is for” section on service pages
- Added a “What you get in the first 30 days” section
- Added a short pricing context section (not exact pricing, but how pricing works)
March metrics:
- Organic leads: 49
- Organic sessions: 3,620
- Search Console clicks: 1,050
- Keywords in top 10: 25
What we saw in March:
- First page rankings started appearing for several function based terms
- Leads became more specific, with clearer requests and better fit
Month 4: 2025-04-01 to 2025-04-30:
April focused on scaling what worked. We doubled down on clusters that were already moving up and improved conversion paths on top landing pages.
Main work completed:
- Published 8 pieces (cluster pages + supporting guides)
- Refresh pass on older blog posts that had impressions but low clicks
- Added better internal links using descriptive anchors, not generic “click here”
- Built a Miami trust layer without overdoing local SEO
- Created a “resources” hub to keep visitors on site longer
- Continued link acquisition with focus on relevant business and ops sites
Conversion work:
- Updated CTAs on top 10 landing pages from organic
- Reduced form fields from 7 to 4 on the highest traffic form
- Added a secondary CTA for visitors not ready to talk (download checklist)
April metrics:
- Organic leads: 63
- Organic sessions: 4,410
- Search Console clicks: 1,320
- Keywords in top 10: 32
What changed in April:
- The client started ranking for more “outsourcing company for X” terms
- More first time visitors converted because forms were easier
Month 5: 2025-05-01 to 2025-05-31:
May was optimization and consolidation. We improved what was already ranking and removed friction that was blocking conversions.
Main work completed:
- Updated 10 important pages based on Search Console query data
- Expanded FAQs using real calls and emails from sales conversations
- Added stronger proof elements on key pages (short case snippets, outcomes, timelines)
- Improved internal linking from the homepage and top blog pages
- Continued link building with a focus on quality over volume
- Added better tracking for phone calls and calendar bookings tied to organic
What we did differently in May:
- We looked at queries where the site ranked in positions 4 to 12 and made updates to push those into top 3.
- We improved intros on pages so visitors understood value in the first few seconds.
May metrics:
- Organic leads: 77
- Organic sessions: 5,120
- Search Console clicks: 1,620
- Keywords in top 10: 39
- Organic conversion rate: 1.50%
This is where the 175% organic lead growth became clear. The site was not only getting more traffic, it was getting more of the right traffic.
What made the lead growth real:
A lead increase is only meaningful if quality stays strong. The client confirmed that May leads were not random. They matched ideal customer profiles more often and asked better questions.
Signs that lead quality improved:
- More inquiries mentioned specific functions (billing support, customer support, admin ops)
- More forms included company size and timeline without being asked
- More calls came from buyers comparing vendors, not from job seekers
- Sales team reported fewer “confused” calls
Tools we used:
We kept the tool stack practical. Every tool listed below was used to make a decision, validate a fix, or measure results.
SEO and research tools:
- Google Search Console (queries, indexing, page performance)
- GA4 (traffic, conversions, engagement)
- Ahrefs (keyword research, competitor gaps, backlink profile)
- Screaming Frog (technical crawl, internal links, indexation checks)
Content and optimization tools:
- Google Docs (content briefs and collaboration)
- Surfer SEO or Frase (content coverage checks and entity support)
- Grammarly (basic cleanup, not for rewriting strategy)
Reporting and tracking tools:
- Looker Studio (monthly reporting dashboard)
- Google Tag Manager (event tracking for forms, calls, bookings)
- Call tracking tool (dynamic number insertion for organic sessions)
- CRM tracking (to confirm lead sources and quality notes)
Quick recap of the biggest wins:
By the end of 2025-05-31, the client had a stronger organic engine built on structure, intent, and trust.
Key wins:
- Organic leads grew from 28 to 77 per month
- 175% growth in organic leads in five months
- Better rankings for high intent service searches
- A site structure that supports future content without confusion
- Cleaner tracking so decisions are based on real data
What we would do next after 2025-05-31:
The next phase would focus on compounding growth, not reinventing the plan.
Next steps we recommended:
- Publish 2 new industry pages each month based on sales priorities
- Add 1 comparison page each month (buyer decision content)
- Refresh top pages every 6 to 8 weeks using Search Console query shifts
- Build more case based content (even short ones) to improve trust
- Continue quality link building with relevance as the main filter
Final note:
This result did not come from one change. It came from doing the basics very well, in the right order, and measuring everything. For a B2B outsourcing company in Miami, the biggest unlock was targeting real buyer intent, building clear service pages, and making the site easier to understand for both Google and humans.