SEO Case Study: 2.3X Organic Demos in 8 Months for a B2B Customer Support SaaS in San Diego
In February 2025, a San Diego based B2B customer support SaaS partnered with Goforaeo to strengthen their inbound pipeline from search. They already had a good product and strong paid campaigns, but organic traffic was not turning into consistent demo requests.
This SEO Case Study covers February 1, 2025 to September 30, 2025 and shows the exact work we did, the tools we used, and the proof in clear before vs after numbers.
Client Snapshot: San Diego B2B Customer Support SaaS
This client sells customer support software to mid market and growing B2B companies across the US. Their buyers were support leaders, operations managers, and founders who wanted faster resolution times and better reporting.
They were located in San Diego, California, but their SEO focus was national, with a few location signals added for trust and brand searches.
What the product included: key features we built content around
- Ticketing and workflow automation
- Knowledge base and self serve support
- CSAT tracking and reporting
- Integrations with CRM and chat tools
- SLA management and escalations
The target buyer: who we wrote for
- Head of Support at B2B SaaS
- Support Ops Manager at a growing team
- Founder handling support with a small team
- RevOps teams needing better reporting
Starting Point in Early 2025: what we found
Before we changed anything, we ran a full SEO and conversion audit in the first week of February 2025. The site had content, but it was not connected into clear topics, and the important pages were not built to convert search visitors.
This section shows the baseline so the improvement is easy to see.
Baseline metrics: January 2025
- Organic demo requests: 28 per month
- Organic sessions: 12,050 per month
- Non branded clicks from Google Search Console: 6,420 per month
- Avg landing page conversion rate from organic: 0.86%
- Keywords in top 10 positions: 41
- Keywords in top 3 positions: 9
What was holding results back
- Blog posts were written as single topics, not clusters, so Google had no clear “this site is an authority” signal
- Several pages had overlapping intent, which caused keyword cannibalization
- The main demo page was not matched to search intent and had friction in the form
- Technical issues were small but stacked up: thin pages indexed, slow templates, weak internal linking
- Competitors were winning comparison keywords and integration keywords, which are often high intent
The real business problem we aligned to
The team did not just want “more traffic.” They wanted more qualified demo requests from buyers searching for solutions, comparisons, and implementation help.
So we focused on search intent that shows buying interest, plus a conversion system that makes it easy to request a demo.
Strategy Overview: how we built a simple system that scaled
We used a clear framework and followed it every month without getting distracted. Each step supported the next, and we tracked progress in both rankings and demos.
The plan had four pillars and we executed them in this order.
Pillar 1: Fix the foundation so Google can trust the site
- Reduce index bloat and remove low value pages from indexing
- Improve crawl paths and internal links so key pages get authority
- Speed and Core Web Vitals improvements on the highest traffic templates
- Clean up on page SEO and metadata to improve CTR
Pillar 2: Build topic clusters around real buyer questions
- Map keywords by intent: awareness, consideration, decision
- Create hub pages that act as topic anchors
- Add supporting pages that answer specific problems and link back to hubs
- Refresh older content and align it with what currently ranks
Pillar 3: Win high intent pages that drive demos
- Comparison pages: “X vs Y”, “best tools for”, “alternatives”
- Integrations pages: “Integrate with Salesforce”, “Slack ticketing”, and similar
- Use case pages: by industry and team size
- Templates and checklists that attract links and email sign ups
Pillar 4: Improve conversions without changing the whole site
- Align each landing page CTA to the search intent
- Reduce demo form friction and add trust signals close to CTAs
- Add internal CTAs inside content so users do not need to hunt
- Track every conversion event properly to avoid guessing
Tools Used: what we tracked and how we made decisions
We kept the tool stack simple and used tools only when they helped decisions. Most wins came from good research, clean execution, and consistent updates.
Here is what we used throughout February 2025 to September 2025.
Tracking and reporting tools
- Google Analytics 4: conversion tracking, landing page behavior, assisted conversions
- Google Search Console: clicks, impressions, queries, pages, and technical coverage checks
- Looker Studio: monthly reporting dashboard for the leadership team
Research and auditing tools
- Ahrefs: keyword research, content gaps, backlink opportunities, competitor pages
- Screaming Frog: technical crawls, indexation review, internal linking maps
- PageSpeed Insights and Lighthouse: speed and Core Web Vitals checks
Conversion and UX tools
- Hotjar and Microsoft Clarity: session recordings, scroll depth, form drop off points
- Simple A B testing process using landing page variants and tracked events
Work Timeline and Monthly Data: February 2025 to September 2025
We tracked performance monthly, and we also tracked exactly what was shipped each month. The numbers below are focused on what matters to the business, plus a few SEO indicators that explain why demos increased.
Each month includes: key actions shipped and key results.
February 2025: Audit, cleanup, and quick conversion fixes
We used February to remove friction and make the site easier for Google to crawl. We also made small CTA improvements that lifted demo rate early.
What we did in February 2025:
- Full technical crawl and index review
- Removed 38 thin pages from indexing using noindex and better canonical setup
- Fixed 22 duplicate title and meta description issues
- Improved internal links from top traffic blogs to demo and product pages
- Updated the demo page copy to match search intent and added 3 trust blocks near the form
February 2025 results:
- Organic demo requests: 29
- Organic sessions: 12,340
- Keywords in top 10: 44
- Avg conversion rate from organic: 0.91%
March 2025: Keyword map and first cluster launch
In March we created the content plan based on real buyer intent. We shipped the first hub and supporting posts to establish topical authority.
What we did in March 2025:
- Keyword map built for 6 topic clusters with intent labels
- Published 1 hub page and 4 supporting articles
- Refreshed 6 older posts and reworked intros to match current SERPs
- Added FAQ sections to key pages for clearer answers and better CTR
March 2025 results:
- Organic demo requests: 31
- Organic sessions: 13,180
- Non branded clicks: 6,910
- Keywords in top 3: 11
April 2025: High intent pages and stronger internal linking
April was about turning content into revenue pages. We built pages that match buying searches, then connected them into the site so they could rank.
What we did in April 2025:
- Published 2 comparison pages and 3 integration pages
- Added a structured internal linking plan from hubs to money pages
- Improved schema on product pages and cleaned breadcrumb structure
- Built a “customer support metrics” resource that supported multiple posts
April 2025 results:
- Organic demo requests: 36
- Organic sessions: 14,760
- Keywords in top 10: 53
- Avg conversion rate from organic: 1.02%
May 2025: Content velocity and trust signals
In May we increased the pace, but we stayed focused on intent. We also improved trust signals, because B2B buyers need proof before they book time.
What we did in May 2025:
- Published 6 new supporting articles across two clusters
- Added author bios, updated about page, and clearer product proof sections
- Added 5 internal CTAs inside top blogs based on scroll depth behavior
- Started link outreach to integration partners and niche SaaS directories
May 2025 results:
- Organic demo requests: 42
- Organic sessions: 16,920
- Non branded clicks: 8,140
- Keywords in top 3: 15
June 2025: Technical polish and conversion lift on key pages
June was a mix of technical cleanup and conversion work. Rankings were improving, but we wanted a stronger conversion rate so traffic gains turned into pipeline.
What we did in June 2025:
- Core Web Vitals improvements on blog and landing page templates
- Reduced heavy scripts and improved LCP on key pages
- Simplified demo form from 7 fields to 5 fields and improved error handling
- Launched 2 use case pages targeting team size and workflow needs
June 2025 results:
- Organic demo requests: 49
- Organic sessions: 18,740
- Avg conversion rate from organic: 1.18%
- Keywords in top 10: 66
July 2025: Comparison wins and better SERP CTR
July is when we started seeing more “decision stage” keywords move into top positions. We also improved how listings looked in search to lift click through rate.
What we did in July 2025:
- Updated titles and meta descriptions on 18 pages to match winning SERP patterns
- Expanded 3 comparison pages with clearer sections and buyer FAQs
- Built 1 “alternatives” page that captured competitor demand
- Earned 9 new referring domains through partner mentions and guest content
July 2025 results:
- Organic demo requests: 56
- Organic sessions: 20,980
- Non branded clicks: 9,630
- Keywords in top 3: 19
August 2025: Scale content that already works
August was about doubling down. We looked at what was driving demos and expanded those topics rather than chasing shiny new keywords.
What we did in August 2025:
- Published 2 new hub pages and 5 supporting articles
- Built 4 integration pages based on Search Console queries showing demand
- Improved internal linking using a consistent “next step” pattern in every post
- Added a mid page demo CTA module on high traffic informational pages
August 2025 results:
- Organic demo requests: 61
- Organic sessions: 22,110
- Avg conversion rate from organic: 1.29%
- Keywords in top 10: 79
September 2025: Consolidate, refresh, and protect rankings
September was about protecting gains and improving consistency. We updated content that was close to top positions and fixed small leaks in the funnel.
What we did in September 2025:
- Refreshed 10 posts that were ranking between positions 5 and 15
- Consolidated 3 overlapping articles into 1 stronger page to reduce cannibalization
- Improved demo request tracking and verified attribution in GA4 and Search Console
- Continued outreach and added 6 more referring domains from relevant sources
September 2025 results:
- Organic demo requests: 64
- Organic sessions: 23,640
- Non branded clicks: 10,420
- Keywords in top 3: 23
Before vs After Proof: what changed by the end of 8 months
By the end of September 2025, the demo growth was clear and the supporting SEO metrics explained why it happened. We did not rely on one lucky keyword. It was a system across topics, technical health, and conversion flow.
Here is the clean comparison.
Demos and conversion rate: January 2025 vs September 2025
- Organic demo requests: 28 to 64 per month
- Growth multiple: 2.3X
- Organic conversion rate: 0.86% to 1.31%
Traffic and visibility: January 2025 vs September 2025
- Organic sessions: 12,050 to 23,640 per month
- Non branded clicks: 6,420 to 10,420 per month
- Keywords in top 10: 41 to 83
- Keywords in top 3: 9 to 23
Quality signals we saw in the funnel
- More demo requests came from comparison and integration pages, not just blogs
- Average time on site increased for organic visitors on key landing pages
- Fewer form drop offs after simplifying fields and improving page speed
What Made the Strategy Work: the simple logic behind the lift
The results came from doing the basics very well, in the right order, and repeating them monthly. This is the logic that kept us focused and avoided wasted work.
We matched content to intent instead of chasing volume
High volume keywords can look exciting, but many do not convert. We prioritized:
- Comparisons and alternatives
- Integration needs
- Use cases with a clear pain point
- Implementation and metrics content that support buying decisions
This is why demo growth kept climbing month after month, even when traffic growth was slower in some weeks.
We built topic clusters that made Google trust the site
One blog post rarely wins in B2B software anymore. Clusters helped because:
- Hubs created a clear theme and authority
- Supporting pages answered specific questions and linked back
- Internal links passed relevance and authority to high intent pages
Over time, Google understood the site as a real resource for customer support operations, not just a blog.
We treated conversion as part of SEO, not a separate project
Rankings do not pay bills. Conversions do. We improved conversions by:
- Placing CTAs where users were ready, not only at the top
- Adding trust signals near the demo form
- Removing friction and speeding up templates
- Tracking properly so we could keep what worked
Key Takeaways for B2B SaaS Teams
If you want a similar result, these are the lessons that mattered most in this project. They are simple, but they require consistency.
Focus areas that gave the biggest return
- Build a keyword map by intent, not by volume
- Create clusters and connect them with internal links
- Publish money pages for comparisons, integrations, and use cases
- Refresh content monthly instead of only posting new articles
- Improve conversion flow early so new traffic turns into demos
What to expect in a realistic timeline
- Months 1 to 2: foundation, quick conversion lifts, early ranking movement
- Months 3 to 5: cluster growth, more consistent clicks, first big demo lift
- Months 6 to 8: high intent keywords move up, demos scale faster than traffic
Closing Note: why this worked for a San Diego SaaS
This was not a one time spike. It was steady growth from February 2025 through September 2025 because the work was structured and repeated every month.
If you want your SEO to drive pipeline, the approach is simple: clean the foundation, build topical trust, publish high intent pages, and remove friction from the demo journey. That is the system Goforaeo used to help this San Diego B2B customer support SaaS reach 2.3X organic demos in 8 months.