SEO Case Study: How a B2B Marketplace Increased Buyer Leads by 270%
In March 2025, a B2B marketplace in South San Francisco, California partnered with Goforaeo because their website was not producing enough consistent buyer inquiries from Google. They had suppliers listed and a working platform, but organic traffic was mostly brand based and many visitors were not ready to request quotes. They needed more inbound leads from real buyers searching for products and vendors.
This case study explains the full timeline, the monthly work, and the numbers that prove growth. All results below focus on buyer leads coming from organic search, measured with clean tracking and verified in the CRM.
Campaign overview: dates, location, and what we measured
The SEO campaign ran from March 18, 2025 to October 31, 2025. The location focus was South San Francisco, plus nearby Bay Area searches because buyers often search across cities when they need fast sourcing. Even though this is an online marketplace, local trust and local intent still helped decision makers take action.
We tracked buyer leads using GA4 conversions, Search Console, and CRM logs. This kept reporting honest because we could connect rankings and pages directly to inquiry actions.
What counted as a buyer lead from SEO:
- RFQ submissions: request for quote forms completed from organic sessions
- Contact supplier requests: buyer to supplier inquiry forms
- Demo requests: booked calls that were marked as qualified in CRM
- High intent calls: calls from organic landing pages longer than 60 seconds
Baseline: what the starting month looked like
Before we changed anything, the marketplace had visibility, but it was not pointed at buyer intent. Some pages ranked for broad terms, but those visitors did not convert often. Several categories were thin, and product pages did not answer common questions that buyers ask before submitting an RFQ.
Baseline metrics in March 2025:
- Buyer leads from organic: 80
- Organic sessions to buyer intent pages: 2,900
- Search Console clicks to buyer pages: 1,120
- Search Console impressions: 44,600
- Keywords in top 3 positions: 3
- Buyer lead conversion rate from organic buyer pages: 2.76%
What we found in the first two weeks
In the first two weeks, we reviewed the site like a procurement manager comparing options. We also checked how Google crawled the marketplace pages, which categories were indexed, and which pages were getting impressions. The pattern was clear: the marketplace had inventory and suppliers, but the website structure did not help Google rank the right pages.
Many category pages were basically lists, with little context. Buyers also needed clarity on minimum order quantities, lead times, certifications, and how RFQs work. When those answers were missing, users bounced or went back to Google to choose another site.
Main problems we fixed early:
- Category pages lacked useful copy and did not target specific buyer searches.
- Too many pages overlapped, so rankings were unstable and diluted.
- Internal links did not guide authority from high traffic pages to RFQ pages.
- Tracking mixed low intent contacts with true buying inquiries.
Tracking setup: keeping the lead count genuine
Before scaling content, we cleaned measurement so we could trust every monthly number. We only counted leads that matched buyer intent and basic fit. We excluded spam, job seekers, and suppliers trying to list themselves.
Lead quality rules we applied:
- CRM status had to be Qualified or Sales Accepted for demo style leads.
- RFQs had to include product, quantity, or timeline details.
- Calls had to pass the 60 second filter to reduce wrong number calls.
Strategy: how we built a buyer lead system with SEO
We didn’t treat this like a blogging project. We treated it like a buyer acquisition system, where every SEO page had a job: rank, build trust, and guide visitors to submit an RFQ or contact a supplier. The focus stayed on pages that match how B2B buyers search in real life.
The strategy had four parts that worked together: technical cleanup, category depth, buyer intent content, and conversion improvements. Results improved steadily because each month built on the previous one.
Technical foundation: making the marketplace easy for Google to trust
We started with crawl and index fixes so Google could understand which pages mattered. Marketplaces often create duplicates through filters, parameters, and pagination. That can split authority and slow ranking growth.
Key technical actions:
- Canonical and parameter cleanup for filtered category URLs.
- Improved sitemap structure for categories, suppliers, and top product groups.
- Internal linking upgrades to push authority into RFQ focused pages.
- Mobile speed improvements on category pages and supplier listings.
Category and product page upgrades: ranking for buyer intent terms
The biggest win came from strengthening category pages. Buyers rarely search a marketplace brand name first. They search by product type, spec, use case, and compliance requirement.
We rebuilt category templates with clear sections:
- What the product category includes: simple definitions and common specs.
- Who it is for: industries and typical use cases.
- Buying details: MOQ notes, lead time ranges, shipping expectations.
- Trust signals: supplier verification, reviews, and certifications where available.
- Clear next step: RFQ button placement and short form guidance.
Content clusters: capturing mid funnel searches that turn into RFQs
Many buyers do research before they submit an RFQ. They search things like “how to choose a supplier,” “spec sheet requirements,” or “cost drivers.” We created content that answered these questions and linked directly to the right categories.
Content themes we built:
- Sourcing guides: how RFQs work, what info to include, how to compare quotes.
- Spec guides: materials, tolerances, packaging, and compliance basics.
- Industry pages: pages for buyer groups like biotech, manufacturing, and facilities teams.
- Comparison pages: supplier types, local vs overseas, lead time tradeoffs.
Conversion improvements: turning more clicks into leads
Traffic alone does not create buyer leads. We improved the RFQ path so buyers could submit faster and with more confidence. We also reduced form friction on mobile, where many buyers browse during busy work hours.
Conversion improvements we shipped:
- Shorter RFQ form first step, with details captured after submission.
- Clear “what happens next” message: response time and follow up steps.
- Trust blocks near forms: supplier verification notes and support contact.
- Better CTA placement above the fold on key categories.
Month by month execution and results: March 2025 to October 2025
Below is the monthly timeline with what we shipped and the numbers that moved. Each month includes buyer lead counts and supporting SEO metrics that explain why growth happened.
March 2025: kickoff starting March 3, 2025
March focused on audits, tracking cleanup, and quick wins on pages already getting impressions. We mapped high intent keywords to the categories that should rank and fixed obvious page overlap. We also cleaned conversion tracking so RFQs were counted correctly.
Results for March 2025:
- Buyer leads from organic: 80
- Buyer intent page sessions: 2,900
- Search Console clicks: 1,120
- Keywords in top 3: 3
April 2025: technical fixes and category template improvements
In April, we cleaned duplicates from filter URLs and improved internal links to top categories. We also upgraded the category template so pages had real content, not only lists. This made Google more confident about relevance and improved time on page.
Work completed in April:
- Canonical and parameter cleanup for filtered category URLs.
- Category template rebuild: specs, use cases, and FAQs.
- Internal links added from homepage and navigation into priority categories.
April 2025 results:
- Buyer leads from organic: 96
- Buyer intent page sessions: 3,420
- Search Console clicks: 1,310
- Keywords in top 3: 4
May 2025: buyer intent pages and stronger RFQ pathways
May was about creating pages that buyers actually search for. We built new category pages for high demand groups and added clearer RFQ CTAs. We also improved form layout and shortened the first step for faster completion.
Work completed in May:
- Built 6 priority category pages based on Search Console demand.
- Added RFQ CTAs above the fold on key categories.
- Improved RFQ form clarity and reduced required fields.
May 2025 results:
- Buyer leads from organic: 124
- Buyer intent page sessions: 4,280
- Search Console clicks: 1,620
- Keywords in top 3: 6
June 2025: content clusters that support decision making
In June, we published content that answers buyer questions and supports category rankings. These pages were designed to build trust and move buyers toward RFQs. Every content piece linked to a category and to the RFQ flow.
Work completed in June:
- Published 8 buyer guides: RFQ best practices, spec basics, sourcing timelines.
- Added internal links from guides to top categories and RFQ pages.
- Improved FAQ sections using real Search Console queries.
June 2025 results:
- Buyer leads from organic: 158
- Buyer intent page sessions: 5,360
- Search Console clicks: 1,980
- Keywords in top 3: 8
July 2025: supplier trust signals and local credibility
July focused on credibility. In B2B, buyers hesitate if they are unsure about supplier quality. We strengthened trust signals across supplier profiles and added clearer verification language. We also improved pages tied to South San Francisco and Bay Area credibility, without stuffing location keywords.
Work completed in July:
- Supplier profile upgrades: verification notes, certifications, and capabilities.
- Added trust blocks near RFQ forms and category CTAs.
- Published a “How supplier verification works” page linked sitewide.
July 2025 results:
- Buyer leads from organic: 191
- Buyer intent page sessions: 6,240
- Search Console clicks: 2,310
- Keywords in top 3: 10
August 2025: scaling categories and improving internal links
In August, we scaled what was working. We expanded into more category pages and tightened internal linking from blog and guide pages into categories. We also improved the structure of category hubs so Google understood the hierarchy better.
Work completed in August:
- Created 7 additional category pages focused on high intent terms.
- Built hub pages that connect related categories in a clean structure.
- Internal link refresh across top traffic guides and category pages.
August 2025 results:
- Buyer leads from organic: 222
- Buyer intent page sessions: 7,180
- Search Console clicks: 2,680
- Keywords in top 3: 12
September 2025: CRO improvements and pushing page two rankings up
September was conversion focused. We used behavior data to see where buyers dropped off and then simplified the RFQ experience. We also improved pages ranking between positions 6 and 15 with better headings, clearer intros, and stronger internal links.
Work completed in September:
- Two step RFQ flow rolled out across top categories.
- Improved mobile UX on RFQ and category pages.
- Updated 12 pages ranking on page two to improve click through and relevance.
September 2025 results:
- Buyer leads from organic: 258
- Buyer intent page sessions: 8,460
- Search Console clicks: 3,120
- Keywords in top 3: 15
October 2025: consolidation and proof month
October focused on tightening the system. We refreshed key categories, merged overlapping pages to reduce competition, and strengthened internal links into the pages that produced the most leads. We also expanded FAQs again using the newest queries showing in Search Console.
Work completed in October:
- Merged overlapping category pages to reduce cannibalization.
- Refreshed top categories with updated specs, FAQs, and buyer language.
- Final CRO improvements: clearer next steps and faster RFQ submission.
October 2025 results:
- Buyer leads from organic: 296
- Buyer intent page sessions: 9,920
- Search Console clicks: 3,740
- Search Console impressions: 132,800
- Keywords in top 3: 19
Before vs after proof: March 2025 compared to October 2025
This comparison uses the same lead definition and tracking rules throughout the campaign. March 2025 is the baseline month. October 2025 is the final month in the same campaign window.
Before, March 2025:
- Buyer leads from organic: 80
- Buyer intent page sessions: 2,900
- Search Console clicks: 1,120
- Keywords in top 3: 3
After, October 2025:
- Buyer leads from organic: 296
- Buyer intent page sessions: 9,920
- Search Console clicks: 3,740
- Keywords in top 3: 19
The math is clear: 80 to 296 equals a 270% increase in buyer leads from organic search.
What actually drove the 270% increase
The biggest driver was building strong category pages that match how buyers search. When categories include specs, use cases, and buying details, they rank better and convert better. This also improved lead quality because buyers submitted RFQs with clearer requirements.
The second driver was internal linking and site structure. We moved authority from high traffic pages into categories and RFQ pages, which helped rankings and made it easier for users to take action. The third driver was conversion work, especially the shorter RFQ flow and clearer trust placement.
Tools used: what we used to measure, build, and improve
We used a practical tool stack focused on clean tracking, technical SEO, and conversion improvement. The point was to make decisions based on real data, then ship changes every week.
Tracking and reporting tools:
- Google Analytics 4: buyer lead conversions and landing page performance
- Google Tag Manager: RFQ submits, form starts, CTA clicks, call clicks
- Google Search Console: queries, clicks, impressions, indexing checks
- Looker Studio: monthly reporting dashboards
SEO and technical tools:
- Screaming Frog: crawl audits, duplicates, canonicals, internal links
- Ahrefs and Semrush: keyword research, competitor gaps, topic ideas
- PageSpeed Insights: mobile speed checks for key category pages
Conversion tools:
- Hotjar: heatmaps and drop off analysis for RFQ flow
- CRM tracking: lead qualification status and source validation
Key takeaways for B2B marketplaces
If you want more buyer leads from SEO, you need more than supplier listings. You need category pages that feel like buying pages, with specs, trust, and next steps. You also need content that supports decision making and connects directly to RFQs.
This South San Francisco project worked because we built a full system: better structure, better pages, and a smoother conversion path. That is why lead growth was steady and measurable month after month.
What we would do next to keep growth strong
The next steps would focus on expanding into more industry specific buyer pages and deeper spec guides, based on Search Console demand. We would also continue refreshing top categories quarterly so specs, FAQs, and supplier standards stay current. Finally, we would keep pushing page two keywords into top positions, because those ranking lifts usually turn into direct lead increases.