SEO Case Study: From Page 6 to Top 5 in 4 Months for a B2B RPA Vendor in Atlanta
In February 2025, an Atlanta, Georgia based B2B robotic process automation vendor partnered with Goforaeo to turn search traffic into steady demo requests. They had a solid product, but search visibility was stuck far behind larger competitors.
This SEO Case Study covers the exact 4 month sprint, with month by month actions and results pulled from Google Search Console and GA4.
Project snapshot: Dates, timeframe, and market
Start date: February 3, 2025
End date: May 31, 2025
Reporting pull date: June 3, 2025
Location: Atlanta, Georgia, United States
Industry: B2B SaaS, RPA software
We focused on high intent searches tied to buying, switching, and comparing RPA tools, plus industry specific use cases where the client already had strong proof.
What changed in 4 months: Quick highlights
Here is the before vs after proof, in plain terms:
- Primary high intent keyword: Average position 56 to position 4
- Total organic clicks (Search Console): 410 per month to 2,980 per month
- Total organic impressions (Search Console): 18,300 per month to 165,700 per month
- Organic demo request leads (GA4 conversion): 6 per month to 38 per month
- Keywords in top 10 positions: 3 to 27
- Keywords in positions 11 to 20: 9 to 44
Starting point: What we saw in early February 2025
The site was not broken, it was just not built for search demand. It read like a brochure, not like a helpful resource that answers real buyer questions.
Most pages targeted broad terms like “automation” and “RPA platform”. Those terms are tough, and they did not match how buyers search when they are ready to book a demo.
Baseline metrics: February 3, 2025
These numbers are from the first full baseline pull after tracking checks:
- Organic clicks (last 28 days): 410
- Organic impressions (last 28 days): 18,300
- Average position (site wide): 46.2
- Demo request conversions from organic (last 28 days): 6
- Pages bringing in most organic clicks: 1 blog post and the homepage
- Sales pages ranking on page 1: 0
Core issues we found: Simple and fixable
- Keyword targets were too broad and not mapped to the right pages
- Thin content around key use cases, industries, and integrations
- Internal links were weak, so Google could not see page importance
- Titles and headings were written for brand, not for search intent
- A few technical blockers: crawl waste, duplicate titles, slow templates
- No clear “next step” for visitors landing on informational posts
Strategy overview: The exact plan we used
This was not magic. It was a clean system that stacked small wins week after week.
We used a 4 part plan: technical cleanup, page level upgrades, content that matches intent, and authority building with real links.
Step 1: Build a keyword map tied to buyer intent
We grouped keywords by intent instead of chasing volume.
- Compare intent: “RPA software vs”, “best RPA tools for”, “UiPath alternative” style searches
- Use case intent: invoice handling, reporting, onboarding, claims processing, data entry
- Industry intent: logistics, healthcare, finance ops, insurance ops, manufacturing ops
- Integration intent: “RPA with Salesforce”, “RPA with SAP”, “RPA with NetSuite”
Each group got a clear home page on the site, so we were not forcing one page to rank for everything.
Step 2: Fix pages that already had trust signals
We did not start by writing ten new blogs.
We first rebuilt the pages that should convert, because ranking without conversions is just vanity.
- Product and platform pages
- Industry pages
- Use case pages
- Proof pages: case studies, results summaries, security and compliance
Step 3: Publish a small content cluster, then tighten internal links
We created one main “pillar” page and supporting pages that link back to it.
This helped Google understand the topic depth, and it helped users move from learning to booking a demo.
Step 4: Earn links with outreach that actually fits B2B SaaS
We did not buy links. We used targeted outreach.
- Partner pages and integration directories
- Guest features with niche automation blogs
- Podcast and webinar recap mentions
- Founder quotes in automation roundups
- Use case data points that made others want to cite the page
Month by month rollout: What we shipped and what moved
Below is the monthly work log with results. Each month includes what we built, what we improved, and what changed in search and leads.
February 2025: Foundation, fixes, and page upgrades
February was about removing friction. We made it easy for Google to crawl, and easy for buyers to understand the offer.
We also built tracking so every action could be tied to results.
What we did in February 2025
Key actions completed:
- Full technical audit and crawl with Screaming Frog
- Cleaned duplicate titles, missing meta descriptions, and heading issues
- Fixed index bloat by blocking low value URLs and cleaning parameters
- Improved core templates: faster load, lighter scripts, cleaner layout
- Rewrote titles and headings on top money pages based on intent
- Added FAQ blocks to key pages with simple schema markup
- Set up GA4 conversions for demo requests, contact forms, and key clicks
- Built the keyword to page map and a 4 month content plan
Content shipped:
- Updated 6 existing pages with new copy, intent aligned headings, and stronger CTAs
- Published 2 new use case pages tied to high intent searches
- Improved internal linking across product, industry, and blog posts
February 2025 results: Baseline to end of month
Search Console movement (monthly view):
- Organic clicks: 410 to 620
- Organic impressions: 18,300 to 28,900
- Keywords in top 20: 12 to 21
- Primary keyword: position 56 to position 31
GA4 lead movement:
- Demo requests from organic: 6 to 9
- Demo page engagement rate: 44% to 52%
March 2025: Content cluster launch and intent matching
March is where rankings started to move faster because the site finally had pages that matched real searches.
We launched one pillar page and supporting pages, then built a clear internal link path.
What we did in March 2025
Key actions completed:
- Published 1 pillar page targeting a high intent “best RPA software” style topic for a niche segment
- Published 4 supporting posts tied to use cases and integration intent
- Built “next step” paths: blog to use case page to demo page
- Added comparison style sections on product pages without naming rivals directly
- Improved page level UX: clearer above the fold message, tighter forms
- Built internal links using consistent anchor text, no stuffing
Authority actions:
- Outreach to integration partners for directory listings
- Added the client to 3 relevant SaaS directories with clean NAP and product info
- Secured 2 contextual links from niche automation and ops blogs
March 2025 results: End of month snapshot
Search Console movement:
- Organic clicks: 620 to 1,180
- Organic impressions: 28,900 to 61,400
- Keywords in top 10: 3 to 11
- Keywords in positions 11 to 20: 18 to 31
- Primary keyword: position 31 to position 12
GA4 lead movement:
- Demo requests from organic: 9 to 18
- Contact form conversions from organic: 3 to 7
April 2025: Authority building and conversion lift
April was about trust. We leaned into proof, tightened pages, and earned more links that made sense for the niche.
We also refreshed older content so the site looked consistent and current.
What we did in April 2025
Key actions completed:
- Published 3 industry pages with real pain points, workflows, and proof points
- Published 2 comparison style pages focused on “alternative” intent without trash talk
- Added mini case proof sections to major pages: results, timeline, and outcomes
- Built a simple lead magnet: “Automation readiness checklist” and tracked downloads
- Added stronger internal links from proof pages to money pages
- Improved Core Web Vitals on top templates by trimming scripts and images
Authority actions:
- Secured 4 new referring domains from guest features and partner mentions
- Earned 1 editorial mention from a niche operations newsletter
- Claimed and updated brand mentions that did not link, and turned some into links
April 2025 results: Strong lift across the board
Search Console movement:
- Organic clicks: 1,180 to 2,050
- Organic impressions: 61,400 to 118,900
- Keywords in top 10: 11 to 19
- Primary keyword: position 12 to position 6
GA4 lead movement:
- Demo requests from organic: 18 to 29
- Checklist downloads from organic: 0 to 22
- Demo page conversion rate from organic sessions: 1.5% to 2.1%
May 2025: Push into top 5 and expand the keyword footprint
May was the final push. Rankings were close, so small upgrades mattered.
We improved content depth, added missing supporting pages, and kept building links steadily.
What we did in May 2025
Key actions completed:
- Published 4 new use case pages based on Search Console queries already rising
- Refreshed 5 older posts with better answers, clearer examples, and stronger links
- Added short videos and screenshots to top pages for time on page lift
- Built a “start here” resource hub that links to pillar, use cases, industries, and proof
- Tightened conversion copy on demo page, reduced friction in form fields
- Added stronger E E A T signals: author pages, credentials, review process notes
Authority actions:
- Secured 6 new referring domains through outreach and partner placements
- Earned 2 links from SaaS review style pages after better positioning and proof
- Added 3 internal SEO Case Study summaries that supported industry pages
May 2025 results: Before vs after proof at the end of the sprint
Search Console movement:
- Organic clicks: 2,050 to 2,980
- Organic impressions: 118,900 to 165,700
- Keywords in top 10: 19 to 27
- Keywords in positions 11 to 20: 31 to 44
- Primary keyword: position 6 to position 4
- Total keywords driving clicks: 74 to 213
GA4 lead movement:
- Demo requests from organic: 29 to 38
- Contact form conversions from organic: 7 to 11
- Overall organic lead count: 36 to 51
The specific changes that mattered most
A lot was done, but a few moves clearly drove the result.
These are the parts we would repeat for another B2B RPA brand.
Intent match on money pages
We rewrote key pages so they matched how buyers search.
Instead of pushing broad terms, we matched language like:
- “RPA for accounts payable”
- “RPA for onboarding workflows”
- “automation for claims processing”
- “RPA with SAP integration”
That brought visitors who were already close to a buying choice.
Internal linking that shows page importance
Internal links acted like road signs.
We linked from:
- pillar page to use cases
- use cases to industry pages
- proof pages back to product pages
- blogs to the right next step page
This helped rankings and also improved user flow.
Proof and clarity, not fluff
We used simple proof elements that buyers trust:
- real outcomes and timelines
- short process summaries
- screenshots or examples of the workflow
- common objections answered in FAQ blocks
This improved conversions once traffic arrived.
Steady link building with tight relevance
We did not chase random links.
We targeted websites where automation buyers, ops leaders, and IT managers actually read.
That helped rankings move without risky tactics.
Tools used: What we tracked, built, and tested with
These are the exact tools we used during the sprint.
Tracking and measurement:
- Google Search Console: queries, pages, click growth, position tracking
- Google Analytics 4: conversions, landing page engagement, assisted paths
- Looker Studio: simple weekly dashboard for the client team
Research and audits:
- Screaming Frog: crawl errors, titles, headings, index issues
- Ahrefs: link gaps, competitor pages, referring domains
- Google Keyword Planner: intent checks and topic sizing
Content and on page work:
- Google Docs and Sheets: briefs, outlines, review cycles
- Surfer SEO or similar on page helper: content coverage checks
- PageSpeed Insights: speed issues and template fixes
Team flow:
- Trello: weekly tasks and content pipeline
- Slack: quick approvals and feedback loops
What the client got beyond rankings
Rankings were the visible win, but the bigger win was a cleaner sales path from search to demo.
By the end of May 2025, the site had:
- a clear content structure built around use cases and industries
- stronger pages that answered buyer questions fast
- a repeatable way to publish and link content
- tracking that showed what produced leads, not just traffic
Key takeaways for B2B SaaS teams in automation
If you are in RPA or workflow automation, this is what usually moves the needle.
- Build pages around use cases and industry problems, not broad slogans
- Map keywords to pages so each page has one clear job
- Fix technical crawl waste early so content wins faster
- Add proof to every major page, even short proof blocks help
- Keep link building steady and niche relevant
- Track leads with clean GA4 conversions so you can scale what works