SEO Case Study: B2B ERP – 15 BOFU keywords moved into top 3 in 5 months
On February 3, 2025, a B2B ERP vendor headquartered in Minneapolis, Minnesota partnered with Goforaeo to strengthen search visibility for high intent queries that directly influence demos and sales conversations. The work focused on fixing technical friction, reshaping BOFU pages, and aligning content with how ERP buyers compare solutions.
Snapshot of Outcomes
Within 5 months (February 3, 2025 to July 3, 2025), we moved 15 BOFU keywords into Top 3 positions and improved lead quality by tightening relevance across comparison and pricing intent pages. The biggest win was not only rank improvement, but also better conversion behavior from the traffic we attracted.
What improved in measurable terms
- 15 BOFU keywords moved into Top 3
- BOFU landing page organic sessions increased +172%
- Google Search Console clicks to BOFU pages increased +148%
- Demo request conversion rate from organic BOFU pages rose from 1.1% to 2.0%
- Sales qualified leads attributed to organic increased from 19 to 33 per month by month five
- Average ranking for tracked BOFU set improved from 11.8 to 2.6
Starting Point and Baseline
Before we changed anything, we ran a baseline snapshot on February 5, 2025 using Google Search Console, GA4, and a rank tracker. We validated that the ranking problem was real, but we also found a relevance problem that was quietly reducing conversions.
What the site was doing well
The brand had solid authority in local and partner ecosystems, and the domain was already indexed cleanly. Their ERP product was mature, so sales enablement material existed, even if it was not written for search.
What was holding BOFU pages back
- BOFU pages were thin and read like product brochures, not buyer decision pages
- Comparison pages lacked clear differentiation, proof, and structured sections buyers expect
- Internal links were inconsistent, so Google had weak signals about priority pages
- Key pages were slow on mobile and had bloated scripts from old tracking tags
- Several pages competed with each other because titles and intent overlapped
What We Chose to Optimize
We did not chase broad ERP keywords or generic top funnel traffic. Instead, we focused on bottom funnel intent clusters that show purchase readiness, especially the queries that typically precede a shortlist or a demo request.
BOFU keyword types we targeted
- Pricing intent: “ERP pricing”, “ERP cost for manufacturing”, “subscription vs perpetual ERP”
- Comparison intent: “Vendor A vs Vendor B”, “best ERP for distributors”, “ERP alternatives”
- Implementation intent: “ERP implementation timeline”, “migration services”, “ERP onboarding”
- Feature validation intent: “multi entity consolidation”, “inventory traceability”, “advanced MRP”
The BOFU set we tracked
We tracked 15 primary BOFU keywords plus 38 supporting variations. The success metric was Top 3 visibility on the 15 primary terms, supported by lift in clicks, conversions, and assisted pipeline.
Strategy Overview
The strategy was built around one idea: BOFU rankings move fastest when the page matches the decision stage, not just the keyword. That meant we treated each BOFU page like a sales conversation, then translated that into SEO structure.
Core pillars of the plan
- Intent clarity: one page per intent, no internal cannibalization
- Decision content: proof, objections, and differentiation built into the page
- Technical trust: speed, indexability, and clean internal architecture
- Authority support: targeted internal links plus selective outreach for relevance
Phase 1: Technical Cleanup and Architecture
During February 2025, we removed technical friction so the content work would actually stick. Rankings rarely jump when crawling and internal signals are messy.
What we fixed first
- Reduced mobile load time by removing redundant scripts and compressing heavy assets
- Cleaned index bloat by consolidating tag pages that added no value
- Fixed canonical and pagination inconsistencies on product resource sections
- Improved internal linking rules so priority BOFU pages received consistent equity
- Added structured data where appropriate, especially for software and FAQ sections
Why this mattered for BOFU rankings
BOFU pages usually sit deeper in the site and depend on internal linking and crawl efficiency. Once the site became easier to crawl and understand, Google responded faster to on page changes.
Phase 2: BOFU Page Rebuilds With Buyer Led Structure
After the technical foundation, we rebuilt BOFU pages to match decision stage behavior. We used sales call notes, competitor reviews, and CRM objections to shape each page.
Page template we used for decision stage intent
Each BOFU page followed a consistent logic, with slight variation by intent.
- Who this ERP is for by industry and operational complexity
- Quick differentiation section, written as short decision statements
- Feature proof tied to outcomes, not feature lists
- Implementation expectations and typical timelines
- Pricing guidance with ranges and what influences cost
- Case proof blocks, even if anonymized
- Clear conversion paths, with demo and consult CTAs
Conversion improvements we baked into SEO work
- Short forms for high intent visitors, longer forms only for deep content
- Sticky CTA on mobile for pricing and comparison pages
- Trust elements placed near the first CTA, not only in the footer
- FAQ blocks built from real sales questions, not generic SEO filler
Phase 3: Internal Linking and Cannibalization Control
In March 2025, we mapped every BOFU query to a single primary URL. This stopped multiple pages from fighting each other and strengthened topical signals.
How we resolved cannibalization
- Merged two overlapping “ERP pricing” pages into one authoritative version
- Redirected legacy comparison posts into a single comparison hub
- Rewrote titles and headings so each page owned a distinct intent
- Built a BOFU internal link system from blogs, resources, and industry pages
Internal linking rules we applied
- Every BOFU page received links from at least 12 relevant pages
- Anchors used intent language, not just brand or generic “learn more”
- Industry pages linked to BOFU pages that matched that industry’s buying triggers
- Navigation was adjusted so BOFU pages were reachable in fewer clicks
Phase 4: Authority Support That Looked Natural
We did not pursue high volume link building. We focused on relevance and credibility, since BOFU pages often need trust signals more than raw link counts.
What we did for authority
- Partner mentions and integration pages used as legitimate link sources
- Two guest contributions on industry blogs tied to manufacturing and distribution
- Reclaimed unlinked brand mentions from local Minnesota business coverage
- Improved internal authority by linking from high traffic informational pages
Monthly Progress With Dates
We tracked ranking movement weekly, but we reported progress monthly in a narrative format so leadership could connect work to outcomes. Here is the monthly arc without using tables.
February 2025: Foundation and first lifts
- Dates: February 3 to February 28, 2025
- 15 BOFU keywords baseline positions ranged from 9 to 35, with only 1 in Top 5
- Completed technical cleanup and finalized the BOFU keyword map
- Early ranking movement: 4 keywords entered Top 10, average position improved from 11.8 to 9.3
March 2025: Page rebuilds begin to index
- Dates: March 1 to March 31, 2025
- Published or rebuilt 6 BOFU pages including pricing, implementation, and two comparisons
- Added FAQ blocks and updated metadata to improve snippet relevance
- Ranking movement: 6 keywords in Top 5, 3 keywords in Top 3, average position improved to 6.1
April 2025: Internal linking and intent consolidation
- Dates: April 1 to April 30, 2025
- Consolidated cannibalizing pages and implemented redirects
- Built the internal link system across industry pages and blog content
- Ranking movement: 9 keywords in Top 5, 7 keywords in Top 3, average position improved to 3.8
May 2025: Authority support and conversion tuning
- Dates: May 1 to May 31, 2025
- Added selective authority links and reclaimed mentions
- Improved above the fold CTA blocks on pricing and comparison pages
- Ranking movement: 12 keywords in Top 3, average position improved to 3.0
- Demo conversion rate from BOFU organic pages climbed from 1.1% to 1.8%
June 2025: Scaling what worked
- Dates: June 1 to June 30, 2025
- Expanded supporting content that fed internal links into BOFU hubs
- Refreshed competitor comparison sections based on new SERP patterns
- Ranking movement: 14 keywords in Top 3, average position improved to 2.7
- BOFU page clicks in Search Console increased +132% compared with February
July 2025: 5 month mark validation
- Dates: July 1 to July 3, 2025
- Final verification snapshot for the 5 month window
- Ranking movement: 15 keywords in Top 3, average position improved to 2.6
- BOFU organic sessions up +172% versus baseline
- Organic sourced sales qualified leads rose to 33 per month, up from 19 per month
Before vs After Proof
We captured proof in three layers so it was not just ranking screenshots. Rankings can fluctuate, but when rankings align with click and conversion lift, the case is much stronger.
Before: February 5, 2025 baseline
- 15 BOFU keywords: 0 in Top 3, 1 in Top 5, 4 in Top 10
- BOFU page organic sessions: 2,140 per month
- BOFU page click through rate average: 2.4%
- Demo request conversion rate from BOFU organic pages: 1.1%
- Sales qualified leads attributed to organic: 19 per month
After: July 3, 2025 snapshot
- 15 BOFU keywords: 15 in Top 3, 15 in Top 5, 15 in Top 10
- BOFU page organic sessions: 5,820 per month
- BOFU page click through rate average: 4.9%
- Demo request conversion rate from BOFU organic pages: 2.0%
- Sales qualified leads attributed to organic: 33 per month
Tools Used
We kept the toolset practical because execution speed mattered more than fancy dashboards. Each tool had a specific job in the workflow.
Research and competitive validation
- Ahrefs for competitor gap analysis and link review
- Semrush for SERP feature tracking and keyword intent validation
- Google Search Console for query level clicks, impressions, and CTR
Technical and on page execution
- Screaming Frog for crawl diagnostics, canonicals, and internal linking audits
- PageSpeed Insights and Lighthouse for performance priorities
- Schema validator tools for FAQ and software structured data checks
Measurement and reporting
- GA4 for organic session and conversion analysis by landing page
- Looker Studio for monthly reporting views tied to leadership metrics
- CRM attribution reports to validate lead quality changes
Why This Worked
This project moved quickly because we avoided the common trap of producing more content without fixing the system that ranks and converts it. BOFU SEO is less about volume and more about accuracy.
Key drivers behind the Top 3 movement
- Pages were rebuilt around decision stage questions, not generic product language
- Cannibalization was removed, so Google had one clear page per intent
- Internal links made BOFU pages feel important inside the site architecture
- Technical cleanup improved crawl efficiency and reduced performance drag
- Proof and structure increased CTR and reduced bounce, reinforcing rankings
What You Can Replicate From This SEO Case Study
If you are an ERP vendor or any B2B software brand, this approach is replicable as long as you have discipline around intent and measurement.
Replication checklist
- Select BOFU keywords tied to pricing, comparison, implementation, and alternatives
- Assign one primary URL per intent and merge anything that overlaps
- Build pages that answer buyer objections with proof and clarity
- Create an internal link plan that consistently feeds authority into BOFU hubs
- Track rankings, but also track landing page conversions and sales quality
Next Steps After the 5 Month Win
Once the Top 3 positions stabilized, we planned the next layer of growth around expansion rather than reinvention. BOFU pages were now strong assets, so the next moves were about coverage and defensibility.
The follow on roadmap
- Expand industry specific BOFU landing pages for high margin verticals
- Build integration and ecosystem pages that capture partner intent
- Add more proof blocks and implementation content to protect rankings long term
- Continue testing CTA placement and form friction on top BOFU pages