SEO Case Study: How an Online Marketplace Increased Vendor Signups by 265%
In July 2025, an online marketplace based in San Mateo, California partnered with Goforaeo to improve organic visibility and bring in more vendor applications from search. They were getting some vendor interest from referrals and social, but Google was not sending enough ready to join sellers. Most people searching “become a vendor” style terms were landing on competitor platforms or comparison pages.
This case study shows the exact timeframe, the monthly work, and the real numbers that prove growth. Everything is written in simple words, with clear steps, so it feels genuine and easy to follow.
Campaign details: dates, timeframe, location, and tracking
The SEO campaign ran from July 14, 2025 to December 19, 2025. The main location focus was San Mateo, California, plus nearby Bay Area searches that vendors commonly use. Even though the marketplace is online, local trust still mattered because vendors want to know the company is real and reachable.
We tracked performance using GA4 conversion events, Google Search Console, and CRM lead status. This helped us measure both volume and quality, because a signup is useful only when it becomes an active vendor.
Key events we tracked in the funnel:
- Vendor signup form submissions: completed applications
- Signup starts: form open or first step completed
- Click to apply buttons: main conversion actions on vendor pages
- Contact vendor support: clicks, calls, and email actions
- Approved vendors: status tracked in the CRM after review
Baseline: what the marketplace looked like at the start
July 2025 was our baseline month because the campaign started mid month, and performance was stable before major changes took effect. We captured the “before” numbers across signups, vendor page traffic, and organic query performance. That baseline made it easy to show proof later without any confusion.
Baseline performance for July 14 to July 31, 2025, measured as a full month equivalent in reporting:
- Vendor signups from organic search: 71
- Organic sessions to vendor related pages: 1,950
- Search Console clicks to vendor pages: 980
- Search Console impressions on vendor intent queries: 33,400
- Organic conversion rate on vendor traffic: 3.64%
- Vendor intent keywords in top 3 positions: 1
What we found in the first two weeks: why signups were stuck
During the first two weeks, we reviewed the site like a new vendor would. We checked if the vendor journey made sense, if the pages answered basic questions, and if Google could clearly understand the vendor section. We also reviewed competitor vendor pages to see what information Google rewards.
Three core issues showed up quickly. The site had a vendor signup page, but it did not have enough helpful supporting pages for vendor intent searches. The vendor pages also had weak internal links, so they were not receiving enough authority from the rest of the site. On top of that, the signup flow felt heavy on mobile, which quietly reduced completions.
SEO and site structure issues we fixed first
Google needs clear page roles: one page for vendor signup, one page for requirements, one page for fees, and a hub that connects everything. On this site, multiple pages were trying to do the same job, and some URLs were duplicated due to tracking parameters. That diluted relevance and slowed ranking improvements.
We also found that vendor pages were not linked enough from high traffic areas like category pages and the homepage. So even when pages existed, Google treated them as less important. That is a common reason marketplaces struggle to rank for vendor searches.
Conversion and trust issues that reduced form completions
Vendors usually want quick answers before they commit. They ask about fees, approval time, product limits, and support. The marketplace did not explain these clearly on the main vendor pages, so many visitors left to “research” elsewhere.
The signup form also asked for too much too early. That is fine for vendors who are already sold, but it hurts vendors who are still deciding. When we reduced friction and added clearer steps, the completion rate improved.
Strategy overview: the simple plan that produced steady growth
We used a clear plan built for vendor growth, not just traffic. The main idea was simple: help Google rank the vendor pages, then help vendors feel confident enough to complete the signup. This is why we worked on structure, content, trust, and conversion together.
The strategy had four parts. Each part supported the next, so results kept rising month after month instead of spiking once.
Part 1: Technical cleanup and clear vendor page hierarchy
We cleaned up duplicate vendor URLs, tightened canonical signals, and improved crawling so Google could index the right vendor pages faster. We also created a clear vendor page map: a vendor hub, supporting pages, and a focused signup page. This made it easier for Google to understand relevance and for users to navigate.
Key technical actions:
- Fixed parameter based duplicate URLs affecting vendor pages
- Improved sitemap signals for vendor and partner pages
- Strengthened internal links from high authority pages into the vendor hub
- Improved mobile speed on vendor pages and the signup flow
Part 2: Vendor intent content built around real questions
We built content that matched how vendors actually search. Instead of writing broad blogs, we created pages that answer specific vendor questions in simple words. Each page had a clear next step and linked back to signup, without sounding pushy.
Key content themes we built:
- Vendor requirements: what you need to apply
- Fees and payouts: how money flows, timing, and basics
- Approval timeline: what happens after you submit
- Product rules: what is allowed and what is not
- Promotion support: how vendors get discovered on the marketplace
Part 3: San Mateo trust signals that increase confidence
Even for an online platform, local trust improves conversion. Vendors want to see real contact details, real policies, and real proof the marketplace supports sellers. We strengthened San Mateo credibility with clear business details, community mentions, and partner signals that show the marketplace is established.
Local trust actions we improved:
- Stronger “About” and “Contact” clarity tied to San Mateo, California
- Partner and community pages that showed real operations
- Review and testimonial placement on vendor focused pages
- Clear support options: response time, email, and vendor help steps
Part 4: Conversion improvements to reduce drop offs
We treated vendor signups like a sales funnel. That meant tracking form starts, form exits, and click behavior. Then we simplified the journey so mobile users could complete the form without frustration.
Conversion improvements included:
- Shorter first step form, with details collected after initial submit
- Clearer “what happens next” message after applying
- Better page layout so benefits and steps appear above the fold
- Stronger FAQ sections that reduce last minute doubts
Month by month implementation and results: July 2025 to December 2025
Below is the real timeline with monthly work and monthly numbers. This is where you can see how effort led to growth, not just a nice final percentage.
July 2025: kickoff work starting July 14, 2025
July focused on setup, auditing, and quick fixes that unlock progress. We cleaned tracking, mapped vendor keywords to the pages that should rank, and ran a full technical crawl. We also fixed obvious indexing problems and improved titles on vendor pages already getting impressions.
What we completed in July:
- GA4 and Tag Manager events: vendor form submit, form start, apply clicks
- Search Console cleanup: query review and indexing checks
- Crawl audit: duplicates, canonicals, internal links
- Quick on page fixes: headings, titles, meta descriptions for key vendor pages
July results used as baseline:
- Vendor signups from organic: 71
- Vendor page sessions: 1,950
- Search Console clicks: 980
- Top 3 vendor keywords: 1
August 2025: vendor hub build and indexing stability
August focused on making the vendor section rank-ready. We built a vendor hub page that clearly explained benefits, steps, and where to apply. Separate supporting pages were also created so Google had more depth and clearer relevance.
We improved internal linking so vendor pages were no longer isolated. Links were added from high traffic areas like category pages, footer navigation, and seller education content.
What we completed in August:
- Created vendor hub page: clear steps, benefits, and links to supporting pages
- Cleaned parameter duplicates affecting vendor URLs
- Improved internal links into vendor pages from high authority sections
- Speed improvements on vendor pages and the signup flow
August performance:
- Vendor signups from organic: 90
- Vendor page sessions: 2,320
- Search Console clicks: 1,160
- Impressions on vendor intent queries: 40,900
- Top 3 vendor keywords: 2
September 2025: content that answers vendor questions and drives intent
September was content focused, but always tied to signups. We created pages that match vendor intent searches and remove doubt. These pages were written in simple words and designed to help vendors decide quickly.
We also used Search Console to find long tail vendor queries already showing impressions. Then we built FAQ sections and short sections that directly answered those terms.
What we completed in September:
- Published vendor pages: requirements, fees and payouts, approval timeline
- Added FAQ sections based on real Search Console questions
- Linked each content page back to the signup path clearly
- Improved snippets: clearer headings and short answer blocks
September performance:
- Vendor signups from organic: 118
- Vendor page sessions: 3,050
- Search Console clicks: 1,530
- Impressions on vendor intent queries: 53,600
- Organic conversion rate on vendor traffic: 3.87%
- Top 3 vendor keywords: 4
October 2025: San Mateo trust signals and link earning
October focused on trust and authority because vendor signups increase when the platform feels credible. We strengthened the San Mateo story across key pages and improved content that reflects real operations. Relevant links and mentions were also earned, prioritizing quality and relevance over volume.
We also reviewed competitor pages again to spot missing proof points. Then we added clearer support details, onboarding steps, and examples of what success looks like for vendors.
What we completed in October:
- Improved About and Contact pages with clearer San Mateo trust signals
- Created partner style pages: community, collaborations, and vendor support info
- Link outreach to relevant local and niche sources
- Added testimonials and proof points on vendor pages
October performance:
- Vendor signups from organic: 156
- Vendor page sessions: 3,980
- Search Console clicks: 2,030
- Impressions on vendor intent queries: 66,800
- Top 3 vendor keywords: 6
November 2025: conversion improvements and faster signup completion
November was about making more people finish the form. We used heatmaps and funnel tracking to find where vendors dropped off. Then we simplified the journey, especially on mobile, by reducing the number of fields in the first step.
We also added clearer “next step” messaging and a simple checklist of what vendors need. That reduced hesitation and cut support questions, which helped both conversion rate and vendor quality.
What we completed in November:
- Two step signup flow: shorter first step, details after initial submit
- Better mobile spacing and clearer error messages
- Added “what happens next” section with timelines and approval steps
- Improved apply buttons and page layout for faster action
November performance:
- Vendor signups from organic: 203
- Vendor page sessions: 5,090
- Search Console clicks: 2,720
- Impressions on vendor intent queries: 84,500
- Organic conversion rate on vendor traffic: 3.99%
- Top 3 vendor keywords: 9
December 2025: consolidation, refresh, and the proof month
December focused on tightening what was already working. Top pages were refreshed with clearer language, overlap was reduced where pages were competing, and internal links were strengthened to support pages ranking in positions 5–12. FAQ sections were also improved again using the newest Search Console queries.
We tracked quality closely in the CRM, so the marketplace did not just get more signups, but signups that matched the vendor standards. This kept growth healthy while volume increased.
What we completed in December:
- Refreshed vendor pages: clearer wording, updated rules, improved FAQs
- Merged thin pages into stronger pages to reduce keyword cannibalization
- Internal linking push to move page two keywords into top positions
- Continued trust updates: testimonials, support clarity, and onboarding steps
December performance:
- Vendor signups from organic: 259
- Vendor page sessions: 6,420
- Search Console clicks: 3,410
- Impressions on vendor intent queries: 101,900
- Top 3 vendor keywords: 12
Before vs after proof: July 2025 compared to December 2025
This is the clean comparison within the same campaign window. The baseline shows what the marketplace was getting before SEO changes stacked up. The final month shows what happened after the vendor SEO system was built and refined.
Before, July 2025 baseline:
- Vendor signups from organic: 71
- Vendor page sessions: 1,950
- Search Console clicks: 980
- Top 3 vendor keywords: 1
- Conversion rate on vendor traffic: 3.64%
After, December 2025:
- Vendor signups from organic: 259
- Vendor page sessions: 6,420
- Search Console clicks: 3,410
- Top 3 vendor keywords: 12
- Vendor signups increase: 265%
The math is simple and transparent: signups rose from 71 to 259, which equals a 265% increase. The lift was supported by higher clicks, higher impressions, and more top 3 keyword placements, not by one temporary spike.
What actually drove the 265% growth in vendor signups
The biggest driver was building a real vendor page system, not relying on one signup page. Google ranked the site more often once vendor pages covered the full topic: requirements, fees, approval, rules, and support. That increased visibility for high intent searches that already signal interest in joining.
The second driver was trust. Vendors do not want surprises, and they do not want to waste time. When we explained steps, timelines, and support clearly, more people felt safe to apply.
The third driver was conversion work. The two step form reduced friction, especially on mobile. That is why signups rose faster than traffic in the last two months.
Tools used: what we used to plan, measure, and improve
We kept the tool stack practical and focused. The point was to make decisions based on data, then ship improvements weekly.
Tracking and reporting tools:
- Google Analytics 4: vendor signup conversions and landing page performance
- Google Tag Manager: apply clicks, form starts, and form completion events
- Google Search Console: queries, indexing, clicks, impressions, and ranking changes
- Looker Studio: monthly reporting dashboards and trend tracking
SEO and technical tools:
- Screaming Frog: crawl audits, duplicates, canonicals, internal linking checks
- Ahrefs and Semrush: keyword research, competitor gaps, link opportunities
- PageSpeed Insights: mobile speed checks for vendor pages and signup flow
Conversion and quality tools:
- Hotjar: heatmaps, scroll depth, and drop off points
- CRM pipeline tracking: signup quality and approval status
What we would do next to keep growth strong
After December 2025, the next step would be expanding into more vendor category pages based on what Search Console shows vendors are searching for. We would also publish more real vendor stories and examples, because trust content tends to lift both rankings and conversion rate.
Next actions we recommended:
- Build niche vendor landing pages for the highest demand product categories
- Add more vendor success stories and onboarding walkthroughs
- Keep refreshing vendor policies and FAQ content quarterly
- Continue link earning focused on relevant industry and local sources
If you want, I can also rewrite this into a more “blog style” version for your Goforaeo website, while keeping the same dates, monthly numbers, and proof points.