SEO Case Study: 2.7X Organic Leads in 8 Months for a B2B Cybersecurity Consultancy in Seattle
In March 2025, a B2B cybersecurity consultancy in Seattle partnered with Goforaeo to build a steady stream of inbound leads from organic search. They were already good at delivery and referrals, but Google was not bringing consistent discovery calls.
Over the next eight months, organic leads grew by 2.7X, and the lead quality improved because the traffic was coming from high intent service searches, not broad awareness keywords.
Project snapshot and timeframe:
This campaign ran for eight months from March 2025 to October 2025, with February 2025 used as the baseline month before work started. The primary market was Seattle, Washington, with secondary coverage across the nearby tech and business hubs.
Key details:
- Location: Seattle, Washington
- Business type: B2B cybersecurity consultancy
- Timeline: March 2025 to October 2025
- Baseline month: February 2025
- Primary metric: organic leads from Google search
- Result: organic leads increased from 30 per month to 81 per month
About the client and the starting point:
The client provides cybersecurity services for growing B2B companies that do not want to hire a full internal security team. Most of their work was project based, with some ongoing retainers.
Their strongest services were clear, but the website did not explain them in a way that matched how buyers search, especially in Seattle where the market is crowded and buyers compare multiple firms quickly.
Services that mattered most for search:
These were the offers that usually turn into real revenue, so we built the SEO strategy around them:
- Penetration testing for web apps and internal networks
- vCISO support for leadership and security planning
- Incident response planning and on call support
- Compliance readiness support like SOC 2, ISO 27001, HIPAA
- Security assessments for vendors and third party risk
Baseline performance in February 2025:
Before Goforaeo made changes, February 2025 looked like this:
- Organic sessions: 900
- Organic leads: 30
- Organic conversion rate: about 3.3 percent
- Keywords in top 10 positions: 18
- Keywords in top 3 positions: 3
Lead definition used in this SEO Case Study: a tracked contact form, a booked discovery call, or a request for an assessment from organic traffic.
What was holding back organic leads:
The site was not “bad,” but it was not built like a lead engine. It was closer to a brochure, and it did not show enough proof or clear pathways for buyers who were ready to talk.
Gaps we found in the initial SEO audit:
Here are the main issues we fixed:
- Service pages were too short and did not answer buyer questions
- Many pages targeted broad terms like “cybersecurity” without focusing on specific services
- The site did not have strong internal linking between services, industries, and proof pages
- There was no structured content plan for compliance and pen testing searches
- Local relevance for Seattle and nearby cities was light, so local intent searches were being missed
Common buyer behavior we mapped:
In cybersecurity, a lot of high quality leads come from “problem aware” searches. People are usually looking for a provider, pricing, timelines, and proof.
Examples of searches we built pages around:
- penetration testing company Seattle
- vCISO services Seattle
- SOC 2 readiness consultant
- incident response retainer
- security assessment for SaaS vendors
Tracking and measurement setup:
In March 2025, the first step was getting clean tracking. Without it, you cannot tell if traffic is useful or just noise.
We kept the setup simple, but strict, so the monthly reports were trusted by the client’s leadership team.
What we tracked as real conversions:
We set up tracking for:
- Contact form submissions with service selection
- Booked calls from the scheduling link
- Assessment request forms
- Click to email and click to call events
- Thank you page views and key button clicks
How we validated lead quality:
Quantity alone is not enough in B2B cybersecurity. So every month we also checked:
- Which pages created conversions
- Which queries drove those conversions
- Whether the leads matched target company size and industry
- Whether leads were local enough to be a fit for the sales team
SEO strategy overview:
Goforaeo used a four part strategy so growth did not depend on one tactic. This mattered because some cybersecurity keywords move slowly, and it takes time to build trust in search results.
Pillar 1: technical cleanup and site structure:
We focused on removing friction for both Google and users:
- Improved Core Web Vitals basics like load time and layout stability
- Cleaned up indexation so only important pages competed in search
- Fixed thin pages that were hurting overall site quality
- Rebuilt navigation so service pages were easy to reach in one or two clicks
Pillar 2: high intent service pages that sell clearly:
We rewrote and expanded core service pages with a simple structure:
- What the service includes
- Who it is for
- What the process looks like
- Typical timelines and what the client receives
- Proof like results, simple case notes, and certifications
- Clear calls to action for a discovery call or assessment request
Pillar 3: Seattle local SEO signals:
Even for B2B, local trust helps, especially for searches with “Seattle” or “near me.” We strengthened local relevance by:
- Improving the Google Business Profile with correct services and categories
- Adding local proof across the site like Seattle area client types and locations served
- Creating location supporting pages for nearby business areas
- Getting consistent business listings across trusted directories
Pillar 4: content that matches compliance and buying questions:
Instead of writing generic blog posts, we built content that answers questions buyers ask right before they choose a vendor:
- SOC 2 readiness timelines and what drives costs
- Pen testing scope examples for SaaS and internal networks
- Incident response preparation checklists for leadership
- Vendor security assessment guidance for procurement teams
Each piece of content was tied to a service page so that traffic had a clear next step.
Month by month work and results:
Below is the full eight month picture from March 2025 to October 2025. Each month includes what we worked on and the key organic numbers.
March 2025: foundation and quick wins:
March was about clean tracking, technical fixes, and making sure the core service pages were not holding the site back.
Work completed:
- Tracking setup for forms and booked calls
- Technical fixes for speed, indexing, and broken links
- Rewrite of the homepage messaging to focus on outcomes and services
- Created a simple internal link plan between core pages
March 2025 results:
- Organic sessions: 980
- Organic leads: 33
- Conversion rate: about 3.4 percent
- Keywords in top 10: 21
April 2025: rebuild core service pages:
April was focused on the service pages that drive the most revenue.
Work completed:
- Expanded pages for penetration testing, vCISO, and incident response planning
- Added FAQ sections built from real sales questions
- Added a “what you receive” section on each service page
- Created clearer calls to action based on visitor intent
April 2025 results:
- Organic sessions: 1,100
- Organic leads: 38
- Conversion rate: about 3.5 percent
- Keywords in top 10: 25
May 2025: compliance content and supporting pages:
In May, we built content designed for compliance driven buyers who need proof and clarity.
Work completed:
- Published four compliance focused guides tied to services
- Added internal links from guides to service pages and contact pages
- Built a simple “industries served” page for SaaS, healthcare, and professional services
- Improved meta titles and descriptions for better click through rate
May 2025 results:
- Organic sessions: 1,280
- Organic leads: 44
- Conversion rate: about 3.4 percent
- Keywords in top 10: 31
June 2025: local trust and conversion improvements:
June was about stronger local trust signals and making it easier for buyers to take action.
Work completed:
- Upgraded Google Business Profile services, photos, and descriptions
- Added Seattle area location mentions naturally across key pages
- Added proof blocks like partner tools, certifications, and short client outcomes
- Reviewed form drop offs and removed unnecessary fields
June 2025 results:
- Organic sessions: 1,500
- Organic leads: 52
- Conversion rate: about 3.5 percent
- Keywords in top 10: 38
July 2025: authority building and smarter internal linking:
By July, the site had a better base, so we leaned into authority and topical coverage.
Work completed:
- Created a “Security Resources” hub to organize guides
- Published content for pen testing scope, timelines, and reporting
- Added internal links from every guide to one main service page
- Built a short case highlights page using real outcomes without naming clients
July 2025 results:
- Organic sessions: 1,750
- Organic leads: 60
- Conversion rate: about 3.4 percent
- Keywords in top 10: 44
August 2025: long tail pages and comparison keywords:
In August, we targeted the searches that happen when buyers compare vendors and options.
Work completed:
- Created pages for “pen testing for SaaS,” “vCISO for startups,” and “incident response retainer”
- Added comparison style sections like what is included, what changes pricing, and common mistakes
- Improved schema basics for services and FAQs
- Continued steady local listings cleanup and consistency checks
August 2025 results:
- Organic sessions: 2,050
- Organic leads: 68
- Conversion rate: about 3.3 percent
- Keywords in top 10: 51
September 2025: proof, reviews, and lead quality tightening:
September was about making the website feel more trustworthy at a glance and filtering for better fit leads.
Work completed:
- Added more detailed proof on service pages like tools used, sample deliverables, and process steps
- Continued review growth and active replies on Google Business Profile
- Updated messaging to discourage very small one time jobs and attract better fit companies
- Improved contact flow by offering two paths: request an assessment or book a call
September 2025 results:
- Organic sessions: 2,350
- Organic leads: 75
- Conversion rate: about 3.2 percent
- Keywords in top 10: 58
October 2025: scale what worked and strengthen rankings:
October focused on keeping growth steady by scaling the pages and topics that were already converting.
Work completed:
- Refreshed the highest converting service pages with updated FAQs and clearer outcomes
- Created two new industry pages and expanded compliance content
- Improved internal linking from location support pages into service pages
- Ran a content refresh on older posts to improve clicks and rankings
October 2025 results:
- Organic sessions: 2,700
- Organic leads: 81
- Conversion rate: about 3.0 percent
- Keywords in top 10: 64
Before vs after proof:
When we compare February 2025 to October 2025, the improvement is clear and measurable.
Organic leads:
- Before in February 2025: 30 organic leads per month
- After in October 2025: 81 organic leads per month
- Change: 2.7X growth in organic leads
Organic traffic:
- Before in February 2025: 900 organic sessions per month
- After in October 2025: 2,700 organic sessions per month
- Change: 3X growth in organic sessions
Search visibility:
- Before in February 2025: 18 keywords in the top 10
- After in October 2025: 64 keywords in the top 10
- Change: more pages ranking for real service and compliance searches
Why this worked for a B2B cybersecurity consultancy:
The biggest shift was not just “more content.” The shift was building the right pages for how cybersecurity buyers actually search, then proving expertise quickly once they land.
What made the difference:
- We prioritized high intent service and compliance keywords over broad awareness terms
- We tied every content piece to a service page so traffic had a next step
- We improved trust with proof, process, and clear deliverables
- We tracked real conversions so the strategy stayed honest month to month
Tools used during the campaign:
We used a small set of tools that supported planning, execution, and proof.
Core tracking and reporting tools:
- Google Analytics 4: traffic, engagement, and conversion events
- Google Search Console: queries, pages, indexing, and click data
- Looker Studio: monthly reporting dashboards
SEO and research tools:
- Screaming Frog: technical audits, broken links, and on site checks
- Ahrefs or Semrush: keyword research, competitor review, and content gap planning
- Google Business Profile: local updates, photos, services, and review management
Conversion and workflow tools:
- Microsoft Clarity or Hotjar: user behavior and form drop off insights
- HubSpot or a similar CRM: lead source tracking and qualification notes
- Google Sheets: content planning and monthly deliverable tracking