SEO Case Study: From Page 4 to Top 3 Rankings in 4 Months for a B2B HR Consulting Firm in New York
On February 10, 2025, a B2B HR consulting firm in New York City, New York partnered with Goforaeo because their website was invisible for high intent searches, even though they had strong referrals and real expertise. Their best keywords were sitting on Page 4, and most site visits were not turning into serious consultation requests.
This SEO Case Study covers the full 4 month execution window from February 10, 2025 to June 10, 2025 (Eastern Time), with clear monthly work logs, ranking proof, and lead results.
Client snapshot: who they are and what was not working
They provide HR consulting and outsourced HR support for growing companies, typically 25 to 500 employees. Their clients are usually founders, finance leaders, and operations managers who need help with compliance, policies, employee relations, and HR systems.
They were publishing content, but it was not built around local intent and service intent, so Google did not treat them like a top option for New York searches.
Location and service focus:
- Location: New York City, New York, USA
- Service area: NYC plus nearby areas in New York and New Jersey
- Core services: HR compliance support, employee relations, HR audits, handbook and policy work, HR outsourcing
What made this project different:
- This was not a brand new site, but it was not trusted by Google for competitive local service terms
- Their pages explained services, but did not answer real buyer questions in a clear order
- Local signals were weak: Google Business Profile and location relevance were not helping rankings
Baseline: what we measured before changes
We locked tracking first so the before vs after proof stayed clean. We tracked rankings, clicks, leads, and consultation bookings tied to organic traffic.
Baseline snapshot: February 1, 2025 to February 9, 2025
This is the 9 day period right before kickoff, used as a clean pre work reference.
- Priority keyword set tracked: 42 terms (NYC focused and service focused)
- Keywords in Top 3: 0
- Keywords in Top 10: 3
- Average position across priority keywords: 34.8 (Page 4 range)
- Google Search Console clicks: 182
- Google Search Console impressions: 9,430
- Organic sessions (GA4): 610
- Organic consultation requests: 7
- Qualified consultation requests: 5
- Organic lead to consult rate: 1.15% (7 / 610)
What we noticed immediately:
Most pages were written like general blog posts. People searching for a New York HR consultant want fast clarity: who you help, what you do, how it works, and why they should trust you.
The real problems: audit findings that held them back
We ran a focused audit and only prioritized items that would move rankings and inquiries, not a long checklist.
Local relevance was underbuilt:
- The main service pages did not clearly connect services to New York
- Google Business Profile was active but thin: limited service detail, weak categories, and not enough proof signals
- Citations were inconsistent: address formatting and business info varied across directories
Service pages were not built for search intent:
- One page tried to cover too many services, so it ranked for nothing strongly
- Headings were vague: they did not match what people type into Google
- There was not enough helpful detail about process, timelines, and typical client fit
Internal linking was random:
- Blog posts existed, but they were not guiding authority to service pages
- Important pages were buried in navigation and had few internal links
Trust and conversion friction:
- Calls to action were weak: too many choices and not enough reassurance
- Proof was scattered: testimonials and outcomes were not placed where the decision happens
- Forms asked too much too early, and there was no short path to a quick consult
Strategy overview: what we did and why it worked
This was a simple plan with strong execution. We improved local SEO signals, rebuilt service pages around intent, and made the site feel like a clear, safe choice.
We did not chase random traffic. We focused on searches that real buyers use when they are ready to talk.
What we optimized for:
- Service intent: people searching for HR consulting help now
- Local intent: people specifically looking in New York
- Trust: proof, clarity, and a smooth path to request a consult
Step 1: Fix tracking and define what counts as a lead
Before we improved rankings, we cleaned measurement to avoid fake wins.
We set up:
- GA4 conversion events for: consultation form submit, click to call, calendar booking
- Spam filtering rules in the CRM so “junk leads” did not inflate results
- One weekly dashboard that combined Search Console and GA4
Why this mattered:
If you cannot trust lead data, you cannot tell which pages are doing real business work.
Step 2: Rebuild the service pages around NYC intent and clear structure
We created a clean set of “money pages” that matched search intent. Each page had one service focus, one clear message, and local context that felt natural.
Core page upgrades:
- One main NYC HR Consulting page rebuilt from scratch
- Separate service pages for: HR compliance consulting, HR outsourcing, employee relations support, HR audit services
- A “Who we help” section written for common industries and team sizes
- Process explained in simple steps so a buyer knows what happens after they reach out
On page improvements we repeated on every key page:
- Strong title tag and H1 that matched real searches
- Clear first screen message: what they do, for who, in NYC, with a simple CTA
- Proof near the CTA: short quotes, mini outcomes, and credibility points
- FAQs based on sales calls, not generic SEO lists
Step 3: Strengthen local signals without making the content feel fake
Local SEO works best when it is consistent and real.
Local improvements:
- Google Business Profile updated with correct primary category and supporting categories
- Services added in detail with short descriptions
- Photos updated and organized so the profile looked active and real
- Q and A section filled with real questions people ask before hiring an HR consultant
- Review plan launched: asked happy clients for honest reviews, with no scripting
Citation work:
- Fixed NAP consistency: name, address, phone across major directories
- Built and cleaned key citations on trusted local platforms and business directories
Step 4: Build authority with internal linking and selective outreach
This site did not need hundreds of links. It needed the right internal links and a few relevant mentions to help Google trust it.
Internal linking system:
- Updated older blog posts that already had impressions
- Added contextual links pointing to the exact service page that fits the topic
- Created short “Next step” blocks at the end of posts: consult CTA plus a trust line
Selective outreach:
- Reached out to local partners and business communities for relevant mentions
- Created 2 collaboration pages that were genuinely useful, not just link bait
Month by month work and results: what changed each month
Below is the full timeline, with specific actions and monthly metrics. All dates are in 2025 and reflect Eastern Time.
February 2025: foundation and quick local wins (February 10 to February 28)
In February, we focused on fixing the base, rebuilding the main service page structure, and cleaning local signals.
Work completed in February:
- Technical cleanup:
- Fixed duplicate title tags on 11 pages
- Cleaned indexation issues for thin pages and tag pages
- Improved page speed on top landing pages by compressing images and removing unused scripts
- Fixed duplicate title tags on 11 pages
- Local SEO:
- Google Business Profile update: categories, services, description, Q and A, photos
- Began citation cleanup: corrected inconsistent business listings
- Google Business Profile update: categories, services, description, Q and A, photos
- Content work:
- Rebuilt the main NYC HR Consulting page with clear service sections and proof blocks
- Added 2 short case style proof snippets on key pages
- Rebuilt the main NYC HR Consulting page with clear service sections and proof blocks
February results: month end snapshot
- Average position across priority keywords: 31.6
- Keywords in Top 10: 5
- Keywords in Top 3: 0
- Search Console clicks: 410
- Search Console impressions: 15,820
- Organic sessions: 1,090
- Organic consultation requests: 14
- Qualified consultation requests: 10
What moved first:
Impressions rose fast because pages became clearer and better targeted. Rankings started lifting, but the bigger early win was more real inquiries per visitor.
March 2025: service pages and internal linking system (March 1 to March 31)
March was about building the full service page set and connecting the site properly.
Work completed in March:
- Built and launched 4 service pages:
- HR compliance consulting in NYC
- HR outsourcing services in NYC
- Employee relations support in NYC
- HR audit services for growing companies
- HR compliance consulting in NYC
- Reworked page structure:
- Added simple “How it works” steps on every service page
- Added “Who this is for” section with team size and common triggers
- Added simple “How it works” steps on every service page
- Internal linking:
- Updated 10 existing blog posts with contextual internal links
- Added CTA blocks at the end of those posts to guide readers to service pages
- Updated 10 existing blog posts with contextual internal links
- Conversion improvements:
- Reduced form fields from 9 to 5 on the main consult form
- Added click to call on mobile, only on high intent pages
- Reduced form fields from 9 to 5 on the main consult form
March results: month end snapshot
- Average position across priority keywords: 22.9
- Keywords in Top 10: 12
- Keywords in Top 3: 1
- Search Console clicks: 690
- Search Console impressions: 24,300
- Organic sessions: 1,610
- Organic consultation requests: 22
- Qualified consultation requests: 16
What we saw in behavior:
More visitors landed directly on service pages, and fewer bounced. People stayed longer because the pages answered questions in a simple order.
April 2025: content that wins competitive NYC searches (April 1 to April 30)
April was focused on beating strong competitors by adding depth, proof, and stronger topical coverage.
Work completed in April:
- Built 6 supporting content pieces designed to feed service pages:
- HR compliance checklist for New York employers
- Employee handbook basics for NYC businesses
- HR audit guide: what it includes and what it costs
- HR outsourcing vs hiring in house: practical comparison
- Employee relations issues: how an HR consultant helps
- Common HR mistakes that trigger lawsuits in NY: prevention focused and careful tone
- HR compliance checklist for New York employers
- Added local trust signals:
- Clear NYC address and service area references where appropriate
- Added a short “working with NYC employers” proof section on key pages
- Clear NYC address and service area references where appropriate
- Authority building:
- Earned 3 relevant mentions: local business community page, partner directory, and one podcast guest note
- Earned 3 relevant mentions: local business community page, partner directory, and one podcast guest note
- Continued citation work:
- Added 18 consistent citations and cleaned duplicates
- Added 18 consistent citations and cleaned duplicates
April results: month end snapshot
- Average position across priority keywords: 12.7
- Keywords in Top 10: 21
- Keywords in Top 3: 5
- Search Console clicks: 1,180
- Search Console impressions: 41,900
- Organic sessions: 2,540
- Organic consultation requests: 36
- Qualified consultation requests: 27
What mattered in April:
The supporting guides helped the service pages rank better. Google saw stronger topical coverage, and buyers saw more proof and clarity.
May 2025: push into Top 3 with page refinement and proof placement (May 1 to May 31)
May was the final push. We refined pages that were sitting in positions 4 to 8 and improved CTR with better titles and clearer benefits.
Work completed in May:
- On page refinement on 7 pages:
- Improved headings to match real search phrases
- Rewrote meta titles and descriptions for higher click rate
- Added short “typical timeline” sections so buyers know what to expect
- Improved headings to match real search phrases
- Proof upgrades:
- Added 4 short testimonial blocks near CTAs
- Added 3 mini case outcomes with specific numbers, like time saved and compliance issues avoided
- Added 4 short testimonial blocks near CTAs
- Internal linking expansion:
- Updated 14 more posts and pages with relevant internal links
- Added a short related services block on each service page
- Updated 14 more posts and pages with relevant internal links
- Google Business Profile momentum:
- Added new photos and weekly posts
- Generated 6 new reviews from real clients during the month
- Added new photos and weekly posts
May results: month end snapshot
- Average position across priority keywords: 6.1
- Keywords in Top 10: 29
- Keywords in Top 3: 9
- Search Console clicks: 1,760
- Search Console impressions: 58,400
- Organic sessions: 3,420
- Organic consultation requests: 51
- Qualified consultation requests: 39
What changed in May:
Click rate improved a lot. Rankings were better, but also more people chose them once they saw the listing and visited the page.
June 2025: Top 3 validation and steady lead flow (June 1 to June 10)
This final stretch confirmed the work held and the Top 3 positions were not a short spike.
Work completed in June:
- Final on page tuning for Top 3 stability:
- Updated two pages with clearer service definitions and stronger first paragraphs
- Added two more FAQs based on the latest consult calls
- Updated two pages with clearer service definitions and stronger first paragraphs
- Continued light authority building:
- One additional partner mention secured
- One local directory feature updated with fresh description and service list
- One additional partner mention secured
June results: snapshot on June 10, 2025
- Average position across priority keywords: 4.4
- Keywords in Top 10: 32
- Keywords in Top 3: 12
- Search Console clicks (June 1 to June 10): 720
- Search Console impressions (June 1 to June 10): 19,600
- Organic sessions (June 1 to June 10): 1,180
- Organic consultation requests (June 1 to June 10): 19
- Qualified consultation requests (June 1 to June 10): 15
Before vs after proof: rankings and business results
Here is the clean before vs after comparison, using the same tracked keyword set and the same lead definitions.
Before: early February 2025 baseline
- Average position: 34.8
- Keywords in Top 3: 0
- Search Console clicks: 182 (Feb 1 to Feb 9)
- Qualified consultation requests: 5 (Feb 1 to Feb 9)
After: June 10, 2025 project endpoint
- Average position: 4.4
- Keywords in Top 3: 12
- Search Console clicks: 720 (June 1 to June 10)
- Qualified consultation requests: 15 (June 1 to June 10)
Example keyword movement: Page 4 to Top 3
A few of the tracked terms that showed the biggest lift:
- “HR consulting NYC”: moved from position 36 to position 3
- “HR compliance consulting New York”: moved from position 33 to position 2
- “outsourced HR services NYC”: moved from position 38 to position 3
- “HR audit services NYC”: moved from position 29 to position 2
Why this worked: simple explanation in plain words
This project worked because we aligned Google signals with buyer needs, then removed friction.
Key reasons:
- We built focused service pages instead of one general page that tried to rank for everything
- We strengthened local signals so Google could trust them for New York searches
- We created helpful supporting content that naturally fed authority into service pages
- We added proof and a cleaner consult path so more visitors took action
Tools used: the exact SEO stack
We kept tools simple and used them for clear reasons.
SEO and tracking tools:
- Google Search Console: query data, clicks, impressions, indexing checks
- GA4: organic sessions, conversion tracking, engagement
- Google Tag Manager: clean event setup for form submits and click to call
- Looker Studio: weekly reporting dashboard
Audits and research:
- Screaming Frog: technical crawl, metadata checks, internal link review
- Ahrefs: keyword mapping, competitor gaps, backlink checks
Local SEO and proof signals:
- Google Business Profile: categories, services, posts, reviews, Q and A
- BrightLocal: citation tracking and cleanup support
- Hotjar: page behavior and hesitation points through recordings and heatmaps
What a similar firm should copy from this SEO Case Study
If you are a B2B service business in a competitive city, these steps are usually the fastest way to win.
Practical takeaways:
- Build one strong page per core service, not one page for everything
- Make local signals consistent: Business Profile, listings, and on site location cues
- Link from blog posts to service pages in a natural way
- Put proof near the CTA: short quotes and outcomes close to the contact point
- Reduce form friction: fewer fields, clearer next step, faster response promise
Final note: what the client had by the end
By June 10, 2025, the firm was no longer relying only on referrals and networking for growth. They had stable visibility for high intent New York HR consulting searches, plus a site structure that keeps building strength over time.
For Goforaeo, this project showed a simple truth: when your service pages match real search intent, and your local trust signals are strong, moving from Page 4 into the Top 3 is not luck. It is a repeatable process.