SEO Case Study: Increased Organic Leads by 200% in 6 Months for a B2B Industrial Safety Supplier in Houston
In March 2025, a Houston, Texas based B2B industrial safety supplier partnered with Goforaeo to make organic search a steady source of qualified inbound leads. They had strong products and long term customers, but Google was not bringing enough high intent buyers to the site.
This SEO Case Study covers what we changed, how we executed month by month, and the exact lead growth we tracked from March 2025 to August 2025.
Project facts: Dates, timeframe, and location:
The project ran for 6 months, from March 1, 2025 to August 31, 2025. The client’s main operations and sales team were based in Houston, Texas, serving industrial buyers across the greater Houston area and nearby cities.
We focused on building reliable inbound demand for safety products that buyers search for when they need pricing, availability, and fast delivery.
What the company sells and who they sell to:
This supplier supports industrial and construction teams with essential safety gear and compliance items. They serve purchasing managers, site supervisors, safety officers, and maintenance teams.
Key product categories included:
- PPE: gloves, respirators, safety glasses, hearing protection
- Fall protection: harnesses, lanyards, anchors
- Fire safety: extinguishers, cabinets, inspection services
- Spill control: absorbents, kits, containment
- Safety signage and compliance essentials
Most customers are not browsing for fun. They need the right products quickly, with clear specs, and they want to trust the supplier.
The problem we saw at the start:
Before March 2025, the site had product pages and some blog posts, but organic traffic was not converting into enough quote requests, calls, or contact form submissions.
Search visibility was also uneven. A few pages ranked, but many high intent searches were landing on weak pages, or not landing on the site at all.
What we tracked as an organic lead:
We kept lead tracking simple and strict so the results stayed genuine.
Organic leads included:
- Quote request form submissions from organic search
- Contact form submissions from organic search
- Phone calls that started from organic landing pages
- “Request a callback” submissions from organic search
We excluded repeat spam and obvious junk, and we also tagged leads by category so the sales team could tell what was turning into real opportunities.
Baseline metrics before the partnership:
We used February 1, 2025 to February 28, 2025 as the baseline month before the work started.
Baseline numbers in February 2025:
- Organic sessions: 12,900
- Organic leads: 28
- Organic lead conversion rate: 0.22%
- Top 3 keyword positions for buyer intent terms: 5
- Google Business Profile actions from organic discovery: limited and inconsistent
The biggest issue was not only traffic volume. The bigger issue was traffic quality and page intent mismatch.
What we changed without repeating the title:
Instead of chasing random traffic, we built a clear path from search to a lead. That meant we improved technical health, built category pages that match buyer intent, and made local trust signals stronger for Houston searches.
We treated SEO and lead flow as one system:
- Rankings bring the right buyer to the right page
- The page answers real questions and builds trust fast
- The CTA makes it easy to request a quote or call
Strategy overview: What we did and why it worked:
The work was built around three practical pillars. Each pillar was connected to lead growth, not vanity metrics.
Pillar 1: Fix the foundation so pages can rank:
We reduced technical friction that was holding pages back. This improved crawl efficiency, indexation clarity, and speed for mobile users.
Key fixes included:
- Cleaning duplicate titles and messy meta descriptions
- Improving internal linking so category pages got authority
- Fixing thin pages that were competing with each other
- Addressing slow templates and heavy scripts on key pages
Pillar 2: Build high intent category and location pages:
Industrial buyers search by product type and urgency. We built pages around the exact language they use, and we made sure each page had a clear lead path.
Page types we focused on:
- Product category pages with strong filters and clear specs
- Use case pages: refinery, fabrication shops, construction crews
- Houston focused pages for core categories where local trust matters
- Service pages for inspections, compliance support, and restocking
Pillar 3: Improve trust signals and conversion points:
In industrial safety, trust is everything. We added proof and clarity close to the CTA so buyers did not have to hunt.
We improved:
- Quote request CTAs across category pages
- “Call now” visibility on mobile
- Shipping, pickup, and delivery clarity for Houston
- Short FAQs that remove buyer hesitation
Month by month execution and results:
Below is the timeline from March 2025 to August 2025, including the main work completed each month and the numbers we tracked.
March 2025: Audit, quick fixes, and Houston visibility cleanup:
March was about removing confusion for Google and fixing the most obvious leaks that were hurting rankings and leads.
Work completed in March 2025:
- Full technical audit using crawl data and Search Console
- Fixed duplicate metadata on key category pages
- Improved internal links from blog posts and product pages to money pages
- Updated Google Business Profile basics: categories, services, and business description
- Set up clean tracking for organic form fills and call clicks
March 2025 results:
- Organic sessions: 13,600
- Organic leads: 34
- Lead conversion rate: 0.25%
- Notes: small lift, mainly from better page matching and clearer CTAs
April 2025: Category pages that match how buyers search:
April focused on creating stronger landing pages for high intent product searches. We avoided fluff and wrote pages to support real purchase decisions.
Work completed in April 2025:
- Rebuilt 6 core category pages with better structure and content depth
- Added “specs and standards” sections where relevant
- Improved on page CTAs: quote, call, and bulk pricing prompts
- Created Houston focused copy blocks for service areas and delivery
- Added FAQ sections to reduce back and forth questions
April 2025 results:
- Organic sessions: 15,200
- Organic leads: 42
- Lead conversion rate: 0.28%
- Notes: category pages started pulling more qualified clicks
May 2025: Local intent pages and stronger internal linking:
May was where we leaned into Houston search patterns. Buyers often add location words when they need quick supply or pickup options.
Work completed in May 2025:
- Published 5 Houston focused landing pages tied to top categories
- Built internal link paths from related products to category pages
- Added schema markup where it made sense for business and products
- Cleaned up thin pages that were diluting relevance
- Improved contact page clarity: hours, service area, response time
May 2025 results:
- Organic sessions: 18,300
- Organic leads: 54
- Lead conversion rate: 0.30%
- Notes: local intent queries began moving into page 1 positions
June 2025: Content that supports purchase decisions:
June was about answering real buyer questions that stop leads from happening. Industrial buyers need clarity fast, especially for compliance and specs.
Work completed in June 2025:
- Published 6 buyer support articles aimed at high intent searches:
- PPE standards and selection guides
- how to choose the right respirator filters
- fall protection compliance basics
- glove material selection for common job types
- spill kit sizing based on facility risk
- fire extinguisher types and inspections
- PPE standards and selection guides
- Added internal links from these pages to related categories
- Strengthened “bulk order” and “contract pricing” messaging
- Improved mobile speed on top landing pages
June 2025 results:
- Organic sessions: 21,900
- Organic leads: 66
- Lead conversion rate: 0.30%
- Notes: more leads came from mid funnel content that now had clear CTAs
July 2025: Conversion improvements and scaling what worked:
July was about tightening the lead path. We reviewed which pages were getting clicks but not leads, then improved those exact pages.
Work completed in July 2025:
- Refreshed titles and meta descriptions on 25 pages based on query data
- Added clearer above the fold CTAs on 10 top landing pages
- Reduced form friction: fewer fields, clearer labels, better error handling
- Added proof blocks: industries served, delivery coverage, response time promise
- Built 10 new internal links per top category page to reinforce authority
July 2025 results:
- Organic sessions: 24,800
- Organic leads: 78
- Lead conversion rate: 0.31%
- Notes: strong improvement in form completion rate and mobile call clicks
August 2025: Stabilizing rankings and pushing lead growth higher:
August focused on stabilizing the strongest pages and pushing close ranking keywords into top positions, so the lead growth did not depend on a few pages only.
Work completed in August 2025:
- Expanded 8 category pages with missing subtopics and FAQs
- Built 12 supporting product group pages to capture long tail searches
- Improved internal linking between related categories and use cases
- Added more trust signals near CTAs: service commitments and quick response notes
- Strengthened Google Business Profile posts and service highlights
August 2025 results:
- Organic sessions: 26,700
- Organic leads: 84
- Lead conversion rate: 0.31%
- Notes: this month confirmed the growth was not a one time spike
Monthly lead growth summary with clear numbers:
We tracked leads monthly so the change is easy to verify.
Organic leads by month:
- February 2025: 28
- March 2025: 34
- April 2025: 42
- May 2025: 54
- June 2025: 66
- July 2025: 78
- August 2025: 84
This is exactly how the 200% increase is calculated:
- Baseline month: 28 organic leads
- Final month: 84 organic leads
- Increase: 56 more leads per month
- Percent increase: 56 divided by 28 equals 2, which is a 200% increase
Before vs after proof: What changed in 6 months:
We used February 2025 as the clean baseline and August 2025 as the end point.
Organic leads per month:
- Before: 28 in February 2025
- After: 84 in August 2025
- Outcome: 200% increase in monthly organic leads
Organic sessions per month:
- Before: 12,900 in February 2025
- After: 26,700 in August 2025
- Outcome: about 2.1X traffic growth, with improved intent
Lead conversion rate from organic:
- Before: 0.22%
- After: 0.31%
- Outcome: better page matching, clearer CTAs, and less form friction
Buyer intent keyword visibility:
- Before: limited top positions for high intent categories
- After: consistent page 1 presence for multiple category and Houston intent searches
- Outcome: more stable lead flow instead of relying on one or two pages
Why this worked: The practical reasons behind the results:
This was not a trick or a one time hack. It worked because we focused on what industrial buyers actually do when they search.
We built pages around purchase intent:
Instead of writing broad posts, we created category pages and local pages that match what buyers want: specs, availability, and a fast way to get pricing.
Small changes that mattered:
- Clear product use cases
- Compliance and standards mentioned in simple language
- Fast CTAs for quotes and bulk pricing
We made Houston trust signals obvious:
For local and regional buyers, trust is tied to speed and reliability. We made delivery areas, pickup options, and response times clear across key pages.
This reduced hesitation and increased calls.
We improved internal linking like a system:
A lot of suppliers have pages, but they do not connect them well. We built link paths so Google and buyers could move smoothly between:
- blog and guides to categories
- categories to product groups
- product groups to quote actions
We reduced lead friction:
Even if rankings improve, leads stall if the form is annoying or unclear. We simplified forms and made “what happens next” obvious.
Tools used during the project:
We used a practical tool stack, focused on clarity, tracking, and execution.
Research and SEO tools:
- Google Search Console
- Google Analytics 4
- Screaming Frog SEO Spider
- Ahrefs
- Semrush for keyword gap checks and validation
Tracking and conversion tools:
- Google Tag Manager for call click and form submit events
- Looker Studio for monthly reporting and trend checks
- Hotjar for scroll and behavior insights on key landing pages
Content and workflow tools:
- Google Docs for content briefs and approvals
- Grammarly for readability and final cleanup
- Trello or Asana style project board depending on the client’s workflow
What you can copy if you are a similar B2B supplier:
If you sell industrial supplies, safety products, or compliance items, this approach is repeatable.
Steps that usually create the fastest impact:
- Strengthen your top category pages first, not your blog
- Add local clarity if you serve a region: service area, delivery, pickup, response time
- Build internal links so your best pages support each other
- Track organic leads properly so you know what is truly working
- Improve forms and mobile CTAs so clicks become contacts
Final takeaways:
From March 2025 to August 2025, the Houston based industrial safety supplier and Goforaeo built a stronger organic system that produced consistent month over month lead growth. The biggest change was not just more traffic, it was better intent matching and a cleaner lead path.
When search pages answer real buyer questions and make it easy to request pricing, organic leads can become one of the most dependable channels for B2B supply businesses.