SEO Case Study: How a Logistics SaaS Company Increased Demo Requests by 255%
On April 7, 2025, a logistics SaaS company based in Boise, Idaho partnered with Goforaeo because their website was not producing consistent demo requests from Google. They had a strong product and happy customers, but search visibility was weak for the terms that real logistics teams use when they want to book a demo. This case study shows the exact SEO work we delivered and how the demo pipeline improved month by month.
For privacy, I will refer to the company as Boise Logistics Cloud, but the dates, timeline, process, and reporting style reflect a real SEO campaign structure. The campaign ran from April 2025 through November 2025 with monthly execution and month end tracking. The final result was a measurable jump in organic demo requests, supported by rankings, traffic quality, and better conversion flow.
Company Overview: Product, Audience, and Buying Cycle
Boise Logistics Cloud sells logistics software that helps shippers and 3PL teams manage shipments, carrier updates, and exception handling in one place. Their buyers are not casual browsers. They are operations managers, logistics directors, and analysts who compare platforms and want to see the product before they commit.
Before SEO, the company relied on outbound efforts, referrals, and a few paid campaigns. Organic traffic existed, but it was mostly informational and not turning into demo requests. The site also lacked strong pages for high intent searches like “transportation management software demo” and “shipment visibility platform.”
Timeframe and Location: Boise Focus With Wider Reach
This SEO campaign ran from April 2025 to November 2025, with core work shipped each month. The company is headquartered in Boise, Idaho, so we built strong Boise credibility signals, including location relevance and trust pages. At the same time, the main SEO growth was driven by national search intent, because SaaS buyers can come from anywhere.
We tracked conversions as demo requests that were completed and recorded as organic conversions. We also tracked supporting actions like contact form submissions, pricing page visits, and key page engagement, but we kept the main win focused on demo requests.
Starting Point: April 2025 Baseline Metrics
In April 2025, we confirmed tracking and documented baseline performance. A SaaS website can look busy, but if tracking is off, the numbers are not real. We only counted completed demo requests attributed to organic search.
Baseline metrics in April 2025:
- Demo requests from organic: 20 per month
- Organic sessions: 3,400 per month
- Top 10 keyword rankings: 12
- Demo page conversion rate: 0.6%
- Average position for core product terms: mostly between 16 and 40
The biggest gap was intent matching. The site had some blog content, but product pages were thin and did not answer the questions buyers ask before booking a demo. The internal linking also did not guide visitors toward “book a demo” in a clear way.
Tools Used: Tracking, Research, and Execution
We used a simple tool stack that keeps data consistent and easy to report. We also used behavior tools to improve conversion rate, because more traffic only helps when the right people convert.
Tools used in this campaign:
- Google Analytics 4: organic sessions, conversion paths, demo attribution
- Google Tag Manager: demo form tracking, button clicks, key events
- Google Search Console: query trends, impressions, indexing, CTR movement
- Looker Studio: monthly reporting dashboards and trend views
- Screaming Frog: site crawls, metadata checks, internal linking review
- Ahrefs: keyword research, competitor gaps, backlink monitoring
- PageSpeed Insights and Lighthouse: speed and performance checks
- Microsoft Clarity: heatmaps and recordings to spot drop offs
- CRM reporting: lead quality checks and “qualified demo” tagging
Strategy Summary: What We Changed and Why It Worked
This was not a “write a few blogs and wait” approach. For logistics SaaS, demo growth from SEO usually comes from five things working together: technical health, clear product pages, intent based content, authority signals, and a conversion path that feels easy and safe.
We followed a staged plan that built results month by month:
- Fix tracking and technical blockers first
- Build product and use case pages that match buyer searches
- Create comparison and integration pages that capture high intent traffic
- Strengthen authority with relevant links and trust pages
- Improve demo conversion rate through better UX and clearer messaging
Core Work Areas: How the SEO Was Built
Below are the main work areas, explained in simple terms. Each part connects directly to why demo requests grew, not just why traffic grew.
Technical SEO and clean tracking: foundation first
We started by making sure Google could crawl the right pages and that demo tracking was accurate. This is where many SaaS sites lose months, because data looks fine but conversions are miscounted.
Key improvements:
- Fixed crawl issues, redirects, and thin pages that confused indexing
- Cleaned duplicate versions of product pages and set proper canonicals
- Verified demo conversion events and thank you page tracking
- Improved site speed on top landing pages, especially mobile
Intent based pages: product, use cases, and pain points
Logistics buyers search based on problems, not features. So we built pages around what people actually type, like visibility, delays, tracking, exception management, and reporting.
Key improvements:
- Rebuilt core product pages with clearer outcomes and proof
- Created use case pages for specific teams and workflows
- Added FAQs based on Search Console queries to match real language
- Improved internal linking so visitors naturally reach the demo CTA
High intent capture: comparisons and integrations
SaaS buying often includes comparison searches and integration checks. People search things like “best TMS for mid size shippers” or “TMS integration with ERP.” These visitors convert well if the page is clear and honest.
Key improvements:
- Created comparison pages and “alternative” pages with fair positioning
- Built integration pages for common tools used in logistics operations
- Added clear next steps on each page, not hidden at the bottom
Authority and trust: proof that reduces hesitation
In logistics, a buyer needs confidence. They want proof, security, uptime, and real outcomes. We strengthened trust content and supported it with quality mentions and links.
Key improvements:
- Built strong trust sections: security, data handling, onboarding, support
- Added case snippets and quantified outcomes where allowed
- Earned relevant links from industry and partner sources, not random sites
Conversion improvements: turn the traffic into demos
We used behavior data to improve the path to a demo request. Small changes can lift demo requests even without huge traffic jumps.
Key improvements:
- Reduced friction on the demo form and clarified what happens next
- Strengthened above the fold messaging for demo landing pages
- Improved CTA placement across product, integration, and comparison pages
Month by Month Execution and Results: April 2025 to November 2025
This section shows what was done each month and the performance at month end. SEO growth is usually gradual at first, then faster once pages rank and trust builds. That is exactly how this campaign behaved.
April 2025: Setup, audits, and baseline confirmation
We started on April 7, 2025 with a full tracking audit and a full site crawl. Demo tracking was tightened, and we mapped the path from landing page to demo completion. We also documented keyword gaps versus competitors so content priorities were clear.
What we shipped:
- Fixed demo event tracking and form attribution
- Crawled and cleaned broken links and redirect chains
- Built keyword mapping for product, use case, integration, and comparison terms
End of April 2025 numbers:
- Demo requests: 20
- Organic sessions: 3,400
- Top 10 keywords: 12
May 2025: Technical SEO and speed work on key pages
In May, we focused on technical fixes that improve rankings and user experience. Faster pages reduce drop offs, and clean indexing helps Google understand what to rank.
What we shipped:
- Improved speed on top landing pages by reducing heavy assets
- Cleaned metadata and headings on core product pages
- Fixed index issues caused by duplicated page versions
End of May 2025 numbers:
- Demo requests: 24
- Organic sessions: 3,800
- Top 10 keywords: 18
June 2025: Product pages rebuilt for buyer intent
June was about clarity. Many SaaS product pages talk like brochures, but search users want answers. We rebuilt product pages to explain what the tool does, who it helps, and what results teams can expect.
What we shipped:
- Rebuilt 5 core product pages with clearer outcomes and proof
- Added FAQ sections based on real search queries
- Improved internal links from content pages to demo entry pages
End of June 2025 numbers:
- Demo requests: 30
- Organic sessions: 4,500
- Top 10 keywords: 27
July 2025: Use case pages and Boise credibility signals
In July, we built use case pages that match how logistics teams search by workflow. We also strengthened Boise based trust signals, because buyers often look for a real team behind the product, not a faceless tool.
What we shipped:
- Published 6 use case pages tied to real logistics workflows
- Added stronger About, support, and onboarding clarity
- Improved internal linking so use case pages feed into demo CTAs
End of July 2025 numbers:
- Demo requests: 38
- Organic sessions: 5,300
- Top 10 keywords: 39
August 2025: Integration pages and comparison pages
August focused on high intent content. Integrations and comparisons attract buyers who are closer to booking a demo. We created pages that answered integration questions clearly and positioned the product honestly in comparison searches.
What we shipped:
- Published 8 integration pages for common systems and tools
- Created 3 comparison pages and 2 alternatives pages
- Improved snippets, titles, and descriptions to increase CTR
End of August 2025 numbers:
- Demo requests: 47
- Organic sessions: 6,150
- Top 10 keywords: 55
September 2025: Authority building and stronger proof
In September, we strengthened trust and authority. Logistics SaaS buyers need proof, and Google also rewards websites that are referenced and trusted in the industry.
What we shipped:
- Added proof blocks across key pages: outcomes, reliability, support process
- Earned 6 relevant backlinks through partner mentions and industry listings
- Refreshed older content and improved internal links to high converting pages
End of September 2025 numbers:
- Demo requests: 56
- Organic sessions: 6,900
- Top 10 keywords: 70
October 2025: Conversion lift work on demo paths
In October, we used Clarity behavior data to reduce friction. We found where visitors paused, where they dropped off, and what content they missed. Then we simplified the path to a demo request.
What we shipped:
- Simplified demo form fields and improved error handling
- Added “what you will see in the demo” sections on key pages
- Improved CTA placement and above the fold clarity on demo entry pages
End of October 2025 numbers:
- Demo requests: 63
- Organic sessions: 7,400
- Top 10 keywords: 82
November 2025: Scale winners and stabilize rankings
In November, we focused on stability and scaling what worked. We updated pages that were close to top rankings and cleaned overlap so pages did not compete with each other.
What we shipped:
- Updated pages ranking in positions 4 to 12 to push into top spots
- Merged overlapping pages and cleaned index clutter
- Improved speed again on top demo entry pages after content growth
End of November 2025 numbers:
- Demo requests: 71
- Organic sessions: 7,950
- Top 10 keywords: 93
Before vs After Proof: Demo Requests Increased by 255%
This is the clean baseline to end comparison using the same tracking setup. In April 2025, organic demo requests were 20 per month. In November 2025, organic demo requests were 71 per month.
Before vs after proof:
- April 2025: 20 demo requests from organic
- November 2025: 71 demo requests from organic
- Increase: 255%
Supporting metrics that explain the lift:
- Organic sessions: 3,400 to 7,950
- Top 10 keyword rankings: 12 to 93
- Demo page conversion rate: 0.6% to 0.9%
Why the 255% Increase Happened: The Real Drivers
The biggest driver was intent matching. We built pages that match what logistics buyers search when they are ready to compare platforms and book demos. Use case pages, integration pages, and comparison pages pulled in traffic that was already close to taking action.
The second driver was trust. SaaS buyers, especially in logistics, want proof, clarity, and low risk onboarding. When we added transparent answers and proof blocks, more visitors were comfortable booking a demo. The third driver was conversion flow, because we removed friction in the demo path and made the next step obvious.
Challenges We Handled During the Campaign
Logistics SaaS has a crowded market, so competing on broad terms alone can be slow. We handled that by building a wider footprint through use cases, integrations, and comparison intent, which typically ranks faster and converts better.
We also saw that some visitors were interested but hesitant. That is normal in B2B SaaS. The trust sections, clearer demo expectations, and simplified forms reduced hesitation and improved completion rate over time.
What Other SaaS Teams Can Copy From This Campaign
If you want SEO to generate more demo requests, the process below is a strong starting point. It keeps the work focused on actions, not vanity traffic.
Steps to copy:
- Fix conversion tracking first, then audit technical health
- Rebuild product pages around outcomes and real buyer questions
- Create use case pages that match workflows, not just features
- Add integration and comparison pages for high intent searches
- Improve demo conversion by reducing friction and clarifying next steps
Final Summary
From April 2025 through November 2025, Goforaeo helped a Boise, Idaho logistics SaaS company increase organic demo requests from 20 to 71 per month, proving a 255% lift through SEO. The campaign combined technical cleanup, intent based page building, integration and comparison content, authority support, and conversion improvements.
The results were steady and believable because they were supported by ranking growth, traffic quality improvements, and a better demo path. Most importantly, the growth came from high intent searchers who were actively looking for logistics software and were ready to evaluate a platform.