SEO Case Study: Increased Content-Assisted Pipeline 2.4X in 10 Months for a B2B SaaS in San Francisco
In January 2025, a San Francisco based B2B SaaS company partnered with Goforaeo to strengthen how content supports revenue. The site already had traffic, but sales and marketing could not clearly see which content was pushing deals forward.
Over 10 months, we built a simple content system tied to real buying stages and tracked every step inside the CRM. The result was clear: content assisted pipeline grew 2.4X from January 2025 to October 2025, with clean before vs after proof and monthly reporting.
Client snapshot: San Francisco B2B SaaS with a complex buying committee
The client sells software to mid market and enterprise teams with multiple decision makers. Their buyers research heavily, compare options, and often return to the site many times before booking a call.
Key context:
- Location: San Francisco, California, United States
- Industry: B2B SaaS
- Sales motion: demo led, multi touch journey, longer cycle
- Content role: trust building, problem framing, vendor shortlisting
What was happening at the start: strong content effort, weak revenue connection
The team had smart writers and good product knowledge. But content topics were chosen mainly by search volume and not always by pipeline impact.
Common pain points we saw in early January 2025:
- Blog traffic did not map clearly to opportunities in the CRM
- High intent pages were too thin, so buyers bounced or searched elsewhere
- Sales decks and product pages did not have matching support content
- Older posts ranked but were outdated, so they helped awareness but not decision making
How we measured content-assisted pipeline: clear definition, no guessing
We tracked content assisted pipeline as: pipeline value from opportunities where at least one tracked content page was viewed before opportunity creation or before a key stage move.
This matters in B2B because content often supports the deal without being the final click. If someone reads 3 pages, shares a guide internally, and then books a demo later, that is still content influence.
Measurement rules we used:
- Attribution window: 90 days lookback from opportunity created date
- Content touch types counted: blog, guides, comparison pages, solution pages, integration pages
- Non content pages not counted: login, support portal, status pages
- Focus stages: Opportunity Created, SQL, Pipeline Stage 2 and Stage 3 progress
Tools used: what we relied on for tracking and decisions
We kept the tool stack simple so reports stayed trustworthy:
- HubSpot CRM: pipeline values, opportunity stages, source properties, deal history
- Google Analytics 4: content engagement, conversion events, page paths
- Google Tag Manager: event setup for demo clicks, pricing clicks, key CTA events
- Google Search Console: queries, impressions, content page trends, CTR changes
- Looker Studio: monthly dashboards tied to HubSpot and GA4
- Ahrefs: topic research, competitor gaps, content decay checks
- Screaming Frog: technical audits, internal linking checks, indexation issues
- Hotjar: scroll maps and recordings to spot where users drop off
Baseline metrics: January 2025 before changes started
We used January 2025 as the baseline month because the partnership started then and reporting was clean from day one. All numbers below are from January 1, 2025 to January 31, 2025.
Primary metric baseline:
- Content-assisted pipeline: $420,000
- Content-assisted opportunities: 14
- Average pipeline per influenced opportunity: $30,000
Supporting baseline metrics:
- Organic sessions: 18,200
- Returning visitor rate: 22%
- Demo request clicks from content pages: 96
- Sales page visits driven by content: 1,140
- Keywords in top 10 positions for tracked set: 38
What we changed: a pipeline-first content plan that sales could use
We did not chase random keywords. We built a topic plan tied to real buying moments, then made sure the content was easy to find, easy to trust, and easy to share inside a buying committee.
The work had four connected parts:
- Revenue topic mapping: what buyers search at awareness, consideration, and decision stages
- Content upgrades: refresh what already ranks, build missing decision assets
- Internal linking and UX: guide users from learning to evaluation pages
- Enablement and feedback: make content usable by sales and measurable in CRM
Revenue topic mapping: turning sales questions into search-ready content
We started by collecting real phrases used in:
- Sales call notes and objections
- Demo follow up emails
- Competitor comparison conversations
- Pricing and security questions
Then we matched those to search patterns using Search Console and Ahrefs. This became our “pipeline topics list,” not just a keyword list.
Content upgrades: fewer posts, higher intent, better depth
Instead of publishing daily, we focused on pages that can influence deals:
- Comparison pages: options, alternatives, and category comparisons
- Use case pages: role based outcomes and workflows
- Integration pages: how it works and what it replaces
- Proof content: short stories, results, and common implementation timelines
We also refreshed older posts that already had rankings but lacked updated examples, updated screenshots, or clear next steps.
Month by month execution and results: January 2025 to October 2025
Below is the detailed monthly timeline with the work completed and the measurable outcome. Each month includes the content-assisted pipeline value and the specific actions tied to it.
January 2025: Tracking foundation and pipeline topic planning
We spent the first month making sure the numbers would be real. We also built a content plan aligned with sales stages, not just traffic.
Work completed:
- Confirmed CRM properties needed for content influence reporting
- Set up GA4 events for demo clicks, pricing clicks, and key CTA actions
- Created a pipeline topic map from sales questions and Search Console queries
- Audited top 30 content pages for intent match and decay
- Built a simple internal linking rule for every content template
January results:
- Content-assisted pipeline: $420,000
- Content-assisted opportunities: 14
- Demo request clicks from content pages: 96
February 2025: Refresh top traffic posts and add decision paths
In February, we used quick wins. We improved posts that already had attention and made them lead to evaluation pages.
Work completed:
- Updated 8 high traffic posts with new examples and clearer headings
- Added “next step” CTA blocks that link to solution pages
- Built 2 new decision pages based on sales objections
- Improved internal links from blog to pricing, integrations, and security pages
- Fixed crawl issues that blocked a few pages from being indexed properly
February results:
- Content-assisted pipeline: $455,000
- Content-assisted opportunities: 15
- Demo request clicks from content pages: 108
March 2025: Build comparison content and align with sales conversations
March focused on vendor shortlisting queries. This is when buyers compare options and prepare internal arguments.
Work completed:
- Published 3 comparison assets:
- Category comparison page
- Alternatives page for a common competitor type
- “Build vs buy” evaluation guide
- Category comparison page
- Refreshed 5 product adjacent posts to match new internal linking routes
- Added FAQ sections using real Search Console query patterns
- Created a sales friendly content hub page to share with prospects
March results:
- Content-assisted pipeline: $510,000
- Content-assisted opportunities: 17
- Demo request clicks from content pages: 126
April 2025: Create use case pages that match job roles
In April, we made the site feel more personal to different teams. Buyers want to see themselves in the story.
Work completed:
- Published 4 role and use case pages built around outcomes
- Updated core solution pages to match the language used in the new content
- Added short trust elements near CTAs: timelines, security notes, setup expectations
- Improved page speed on content templates by compressing heavy images
- Added internal links from use case pages to demos, integrations, and pricing
April results:
- Content-assisted pipeline: $585,000
- Content-assisted opportunities: 19
- Demo request clicks from content pages: 148
May 2025: Turn high intent content into sales enablement assets
May was about making content easier for sales to use. When sales shares content, influence becomes more consistent.
Work completed:
- Created 6 one page “shareable” guides from existing long posts
- Built a “Start here” path for new prospects with 5 recommended pages
- Added tracked links for sales email templates to measure content usage
- Refreshed 6 older posts that were ranking but missing decision details
- Improved CTAs on the top 10 content landing pages based on Hotjar data
May results:
- Content-assisted pipeline: $660,000
- Content-assisted opportunities: 21
- Demo request clicks from content pages: 171
June 2025: Integration and implementation content for late-stage buyers
June focused on questions that show real buying intent. These are the pages prospects read when they are close to involving IT or procurement.
Work completed:
- Published 5 integration pages tied to common stack tools
- Added an implementation timeline page with realistic phases and roles
- Built a security and compliance explainer that linked to the trust center
- Updated internal links from integrations to use cases and pricing
- Improved Search Console CTR on 12 pages by rewriting titles and intros
June results:
- Content-assisted pipeline: $730,000
- Content-assisted opportunities: 23
- Demo request clicks from content pages: 190
July 2025: Fix content decay and improve conversion flow
By July, we had enough data to see which pages assisted pipeline and which pages only brought top funnel visitors. We kept what worked and repaired what did not.
Work completed:
- Ran a content decay audit and refreshed 12 posts with falling clicks
- Consolidated 2 overlapping topics into one stronger page to reduce confusion
- Added clearer “why this matters” sections at the top of key decision pages
- Improved internal linking from high traffic posts to the strongest assisting pages
- Updated schema and basic technical elements on key hubs
July results:
- Content-assisted pipeline: $810,000
- Content-assisted opportunities: 25
- Demo request clicks from content pages: 212
August 2025: Expand competitor and alternative coverage carefully
In August, we expanded comparison content but kept it fair and simple. Buyers do not want hype. They want clarity.
Work completed:
- Published 4 comparison pages for common evaluation paths
- Added “who this is for” and “who this is not for” sections to reduce mismatch leads
- Refreshed 7 supporting posts to point into the new comparison pages
- Improved navigation and hub pages so comparison content was easier to find
- Added video and short visuals to 3 pages with low scroll depth
August results:
- Content-assisted pipeline: $905,000
- Content-assisted opportunities: 28
- Demo request clicks from content pages: 238
September 2025: Focus on deal acceleration content and proof
September was about helping deals move faster. This is where proof, clarity, and internal shareability matters most.
Work completed:
- Created 3 proof heavy pages: results snapshots, common timelines, onboarding stories
- Added “common objections” sections to 4 decision pages
- Built a short buyer checklist that sales could send after discovery calls
- Improved internal linking from proof pages to pricing and demo pages
- Ran Hotjar checks on top 12 landing pages and fixed friction spots
September results:
- Content-assisted pipeline: $970,000
- Content-assisted opportunities: 30
- Demo request clicks from content pages: 259
October 2025: Consolidate wins and push pipeline influence across more journeys
October focused on tightening the system. We made sure the best assisting content was connected, updated, and easy to reach from every relevant entry point.
Work completed:
- Refreshed the top 15 assisting content pages with updated examples and CTAs
- Added internal links from all new pages to the most important solution pages
- Improved top nav and sidebar routes to highlight evaluation content
- Rechecked tracking across GA4, GTM, and HubSpot to ensure consistency
- Built a monthly “pipeline content report” template the team could reuse
October results:
- Content-assisted pipeline: $1,008,000
- Content-assisted opportunities: 33
- Demo request clicks from content pages: 286
Before vs after proof: January 2025 vs October 2025
This is the cleanest comparison because it uses the same tracking rules and the same CRM definitions.
January 2025:
- Content-assisted pipeline: $420,000
- Content-assisted opportunities: 14
- Demo request clicks from content pages: 96
- Organic sessions: 18,200
October 2025:
- Content-assisted pipeline: $1,008,000
- Content-assisted opportunities: 33
- Demo request clicks from content pages: 286
- Organic sessions: 31,400
Outcome:
- Content-assisted pipeline increased from $420,000 to $1,008,000
- That is exactly 2.4X growth over 10 months
Why this worked: simple moves, repeated monthly
This result did not come from one hack. It came from building a reliable path from search to trust to sales conversation.
What made the difference:
- We picked topics based on sales questions and buying stages, not vanity traffic
- We refreshed existing winners instead of only publishing new posts
- We built decision pages that buyers share internally during evaluation
- We connected content with internal links so visitors did not get stuck
- We reviewed CRM data monthly and adjusted the plan based on real pipeline influence
What felt most “real” to the client team
The client did not just see traffic. They saw deals where reps could point to specific pages prospects read, shared, and returned to before moving stages.
Signals the team started noticing by mid 2025:
- More prospects asked informed questions on the first demo
- Sales could send a link instead of writing long explanations repeatedly
- More opportunities had multiple stakeholders viewing the same key pages
- Content started showing up naturally in deal notes and follow ups
What Goforaeo delivered in this San Francisco partnership
From January 1, 2025 to October 31, 2025, Goforaeo helped a San Francisco B2B SaaS connect content to real revenue outcomes. The strongest proof was in the CRM: content-assisted pipeline grew from $420,000 in January 2025 to $1,008,000 in October 2025, which is 2.4X growth backed by monthly tracking and consistent execution.