SEO Case Study: How an IT Services Company Increased B2B Leads by 245%
In June 2025, an IT services company in Reston, Virginia partnered with Goforaeo because their growth depended too much on referrals and existing accounts. They had strong delivery and good retention, but Google was not sending a steady flow of business decision makers. Their website also lacked clear service pages and proof, so even interested visitors were not turning into consultation requests.
This case study covers the work completed from June 9, 2025 to November 28, 2025 in Reston, Virginia. It includes monthly tasks, monthly performance metrics, and a clear before vs after comparison using the same B2B lead definition throughout.
Company overview: what they sell and who they sell to
This company provides managed IT services, helpdesk, cybersecurity, Microsoft 365 management, cloud support, backups, and network monitoring. Their best clients were small to mid sized businesses that needed reliable IT without a full internal team. Most deals started when a business owner or operations manager realized they were losing time due to IT issues.
Typical buyer roles included:
- Business owners looking for predictable IT costs
- Operations managers wanting fewer outages and faster response
- Office managers needing stable day to day support
- IT coordinators needing a stronger partner
The challenge was that their website did not clearly match how these people search. It was written in a technical way, but not structured for high intent searches like “managed IT Reston” or “cybersecurity services Reston.” It also did not guide visitors into booking a consultation smoothly.
What counted as a B2B lead: tracking rules used
We tracked leads from organic search and Google Business Profile only. We also filtered for quality so the lead count stayed genuine.
A lead counted when it matched all of these:
- Came from organic search or Google Business Profile
- Was a business inquiry for services like managed IT, cybersecurity, Microsoft 365, or cloud
- Was in the service region and showed clear intent
Lead actions counted included:
- Consultation request form submission
- Discovery call booking
- Qualified phone call longer than 60 seconds
We excluded:
- Job inquiries, vendors, and partners
- Spam and fake form fills
- Out of area inquiries
- Personal tech support requests
We reviewed lead quality weekly with the client’s operations lead. This kept the monthly lead numbers accurate and consistent.
Baseline: where they started before SEO changes took effect
We used June 1, 2025 to June 30, 2025 as the baseline month. This was the last full month before our new content and local improvements could influence rankings and inbound demand.
Baseline performance in June 2025:
- Organic sessions: 1,120
- B2B leads from organic: 20
- Google Business Profile actions: 150
- Top 3 rankings for high intent local terms: 2
Main weaknesses identified:
- Core service pages were short and not built for intent
- Location relevance for Reston was weak and inconsistent
- Internal linking was messy, so authority was not flowing to service pages
- Proof was limited, which lowered trust and conversions
- Google Business Profile was not being used actively
Strategy: what we implemented and why it worked
B2B IT buyers care about risk. They want clarity, proof, and a clear next step. So our strategy focused on ranking improvements and conversion trust improvements at the same time.
We worked in four connected layers:
- Technical foundation fixes
- Local SEO for Reston visibility
- Service and industry content built for intent
- Authority and proof to raise conversions
Technical foundation: clean structure, stronger crawl, faster mobile
We started with technical and structural fixes because they affect every other SEO task. When the site is clean, Google understands it better and users trust it more.
Key actions:
- Fixed duplicate titles and weak meta descriptions
- Improved internal linking so main services became the strongest hubs
- Cleaned indexation issues and reduced page competition
- Improved mobile load speed by optimizing images and scripts
- Added local business and service structured data
Local SEO: turning Reston intent into visibility
We improved local signals so the business appeared more often in map and local searches. Even for B2B, many searches include location terms, and map results still drive calls.
Key actions:
- Optimized Google Business Profile categories and services
- Expanded the business description using natural Reston relevance
- Added weekly photo activity and short updates
- Cleaned citations across key directories for consistent business details
- Improved location signals on site pages without keyword stuffing
Content strategy: service pages for decision makers
The biggest content gap was that service pages did not explain enough. Buyers need to know what is included, what onboarding looks like, and why this provider is safe to contact.
Core service pages we rebuilt:
- Managed IT Services in Reston
- Cybersecurity Services for small businesses
- Microsoft 365 support and management
- Cloud support, backup, and disaster recovery
- Helpdesk support and endpoint management
What we added to each service page:
- Clear scope of what is included
- Who the service is for and who it is not for
- First 30 day onboarding steps
- Response expectations and support process
- Proof sections, FAQs, and clear consultation CTA
Industry pages: winning searches that include industry intent
We added industry pages because many B2B buyers search with their industry in mind. These pages helped the company show relevance and build trust faster.
High intent industry targets included:
- Healthcare clinics and offices
- Accounting and finance firms
- Legal offices
- Local operations teams and multi location businesses
Authority and trust: proof that increases lead quality
To turn rankings into leads, we increased trust across the website and local presence.
Trust improvements included:
- Clear onboarding and service process sections
- Certifications and partner badges where applicable
- Case style proof blocks with outcomes and services used
- Stronger about page, team credibility, and support promise
- FAQ sections written from real sales calls
Month by month execution and metrics: June to November 2025
All numbers below follow the same lead definition and the same tracking setup.
June 2025: setup, tracking, and roadmap
We started on June 9, 2025 by setting tracking rules and auditing the site. Google Search Console queries, page structure, and lead sources were reviewed. We also mapped a plan based on high-intent services and Reston demand.
June 2025 results:
- Organic sessions: 1,120
- B2B leads: 20
- GBP actions: 150
July 2025: rebuild core services and improve site structure
In July, we rebuilt the service pages and tightened site structure. We improved headings, internal links, and calls to action. We also made service pages more specific to Reston and nearby business areas.
July 2025 work highlights:
- Rebuilt managed IT and cybersecurity pages
- Improved internal links from homepage and blogs to service pages
- Added clearer consultation CTAs and forms
July 2025 results:
- Organic sessions: 1,450
- B2B leads: 29
- GBP actions: 195
August 2025: local SEO and listings cleanup
In August, we strengthened local trust signals. We optimized the Google Business Profile and cleaned citations across key platforms. We also added location based FAQs and proof sections on the highest traffic pages.
August 2025 work highlights:
- Updated GBP categories, services, and description
- Started weekly photo posting and updates
- Fixed inconsistent listings and duplicate citations
August 2025 results:
- Organic sessions: 1,820
- B2B leads: 38
- GBP actions: 260
September 2025: industry pages and conversion improvements
In September, we launched industry pages and improved conversion flow. We also added stronger qualifying questions so leads became higher quality. Internal linking was improved so supporting content pushed authority to service pages.
September 2025 work highlights:
- Published industry pages for healthcare, accounting, and legal
- Improved consultation forms with better fields
- Added more proof and clearer service explanations
September 2025 results:
- Organic sessions: 2,260
- B2B leads: 49
- GBP actions: 340
October 2025: push page one rankings and add more trust proof
In October, we focused on pages ranking but not yet winning top spots. We expanded content depth, improved FAQs, and added more proof. This increased click through and improved conversion rate.
October 2025 work highlights:
- Improved pages stuck in positions 6 to 15
- Added onboarding timelines and response expectations
- Strengthened internal links from high traffic pages
October 2025 results:
- Organic sessions: 2,680
- B2B leads: 61
- GBP actions: 410
November 2025: stable growth and final comparison month
In November, we focused on stability and refinements. We refreshed key pages, maintained GBP activity, and improved internal links to the pages producing the most leads. This month is used for the final before vs after comparison.
November 2025 work highlights:
- Refreshed service pages with updated FAQs and proof
- Continued GBP posts, photos, and service updates
- Improved internal links to top converting service pages
November 2025 results:
- Organic sessions: 3,050
- B2B leads: 69
- GBP actions: 490
Before vs after proof: June 2025 vs November 2025
We compared two full months using the same lead definition. This shows a clean improvement without cherry picking.
June 2025 baseline:
- Organic sessions: 1,120
- B2B leads: 20
- GBP actions: 150
November 2025:
- Organic sessions: 3,050
- B2B leads: 69
- GBP actions: 490
B2B leads increased from 20 to 69 per month, which is a 245 percent increase. Organic sessions grew from 1,120 to 3,050, and Google Business Profile actions increased from 150 to 490, showing growth across both website and local results.
Lead quality improvements: what changed in real sales calls
Lead quality improved because buyers arrived more informed. They understood the services and the next step, and they were more ready to talk. This reduced time wasted on vague inquiries.
The team reported improvements like:
- More leads mentioning managed IT, Microsoft 365, or cybersecurity specifically
- More forms including company size, urgency, and current IT setup details
- More calls from operations managers and business owners, not general questions
Tools used: tracking, research, and execution
We used a practical tool stack to plan work, measure results, and improve month by month.
Tracking and reporting tools:
- Google Analytics 4
- Google Search Console
- Google Business Profile insights
- Google Tag Manager
- Looker Studio
SEO execution tools:
- Screaming Frog for technical audits and internal linking
- Ahrefs or Semrush for keyword and competitor research
- PageSpeed Insights for performance checks
- Local listing tools plus manual checks for citation consistency
Why it worked: simple explanation
This worked because we built relevance and trust at the same time. The site became clearer for Google, and it became safer for a business buyer to contact. Reston visibility improved because local signals were stronger and the Google Business Profile became more active.
We also stayed consistent every month. SEO results stack when service pages, local signals, and proof are improved steadily. That is why leads grew month by month and stayed stable in November.
Conclusion: results from partnering with Goforaeo
From June 9, 2025 to November 28, 2025, this Reston IT services company partnered with Goforaeo to build a steady B2B inbound system through SEO. Their B2B leads grew from 20 per month in June 2025 to 69 per month in November 2025, which is a 245 percent increase. Organic sessions increased from 1,120 to 3,050, and Google Business Profile actions increased from 150 to 490.
The biggest win was not just more leads, but better leads. By the end of the campaign, the company was attracting decision makers who were ready to book calls, had real IT needs, and wanted a long term partner in the Reston area.