SEO Case Study: Increased Organic Pipeline 2.2X in 9 Months for a B2B Supply Chain SaaS in Atlanta
In March 2025, FreightFlow SaaS, a B2B supply chain software company based in Atlanta, partnered with Goforaeo to build a stronger organic pipeline from search. Over the next nine months, organic sourced pipeline grew 2.2X, and the sales team started getting more opportunities that already understood the product before the first call.
This SEO Case Study breaks down the dates, monthly actions, and proof metrics, so you can see exactly what was done and why it worked.
Project snapshot:
This was a nine month SEO campaign from March 2025 to November 2025, with February 2025 used as the baseline month before work started.
Key details:
- Location: Atlanta, Georgia
- Business type: B2B supply chain SaaS
- Timeframe: March 2025 to November 2025
- Main outcome: Organic pipeline grew from $210,000 per month to $462,000 per month
About the company and what they sell:
FreightFlow sells a supply chain visibility and workflow platform for mid market manufacturers and distributors. Most deals were annual contracts, so even a small lift in qualified opportunities had a big impact on revenue planning.
They already had a solid product and a capable sales team, but their search presence was uneven. Some months looked fine, then pipeline dipped because traffic was not reaching high intent pages.
Typical buyer and sales cycle:
Most buyers were operations leaders and supply chain managers who wanted fewer surprises. They also needed proof that the platform could connect with existing tools, like ERPs and WMS systems.
Common buying traits:
- Multiple stakeholders in the decision
- Long research phase with lots of comparison shopping
- Strong need for integration details and security answers
Why SEO was not working well before:
FreightFlow had blog posts, but many were broad and did not match strong purchase intent. Some core product pages were thin, and the site did not clearly guide a visitor from “problem” to “solution” to “book a demo.”
Main issues we found in February 2025:
- Missing pages for high intent searches like “supply chain visibility software” and “real time shipment tracking platform”
- Weak internal linking, so blog traffic did not move into product pages
- Technical clutter from older pages that were still indexed but no longer useful
- Tracking gaps, which meant pipeline impact was under reported
Baseline numbers and how we measured pipeline:
We set up measurement first, because pipeline numbers matter more than vanity traffic. February 2025 was treated as the baseline month to compare against the results later.
Baseline in February 2025:
- Organic sessions: 8,500
- Demo request conversions from organic: 38
- Sales qualified leads from organic: 12
- Organic sourced pipeline in CRM: $210,000
- Average demo to opportunity rate from organic leads: 31 percent
We also reviewed where traffic landed and where it dropped off. That gave us a clear list of pages to fix first.
How we defined organic pipeline:
To keep the metric clean, we used “organic sourced pipeline” as the value of opportunities created from contacts whose first tracked source was organic search.
What we counted:
- Opportunities created in the CRM with first source as organic
- Opportunity value based on the sales team’s standard deal sizing
- Month based on opportunity creation date, not close date
What we did not count:
- Paid search and paid social pipeline
- Purely assisted touches where organic was not first source
- Old opportunities that were already in the pipeline before March 2025
Strategy overview:
Goforaeo used a simple plan built around search intent, clean site structure, and conversion paths that match how B2B buyers research. The work was not one big change, it was steady improvements every month.
The strategy had five parts:
- Technical fixes to remove crawl and speed friction
- A new page map based on buyer intent, not just topics
- Content built to rank and convert, with product angles baked in
- Authority building with real links and partner mentions
- Conversion and CRM alignment to turn visits into opportunities
Technical foundation and cleanup:
We started by making sure the site could be crawled, understood, and loaded fast enough for busy B2B buyers. This also helped new pages index faster later.
Key technical actions:
- Fixed indexation issues and removed low value pages from search
- Cleaned duplicate titles and thin pages that confused rankings
- Improved Core Web Vitals basics, especially on key landing pages
- Tightened internal linking so important pages received more authority
Intent based page map:
We rebuilt the site around clear page types. Each page had one job and a clear next step.
Core page types we built or improved:
- Money pages: product, use cases, integrations, industries served
- Comparison pages: FreightFlow vs alternatives, and tool category comparisons
- Problem pages: content that matches pain points and search questions
- Proof pages: case snippets, security notes, implementation approach
Content that supports sales conversations:
Instead of writing only broad blogs, we created content that sales teams actually share. That meant simple language, clear examples, and strong internal links to demo and product pages.
Content themes that performed best:
- Supply chain visibility and exception management
- ETA accuracy, carrier performance, and dwell time problems
- Integration guides and data mapping explanations
- Vendor comparison pages for buyers building a shortlist
Authority and links:
For B2B SaaS in a competitive category, links still matter. We focused on links that made sense, not random directories.
We earned links through:
- Partner pages and integration listings
- Co marketing with logistics and ERP related vendors
- Data led posts where we shared anonymized trends
- Guest contributions to supply chain communities and niche blogs
Conversion and pipeline alignment:
Traffic alone does not pay the bills, so we treated conversion work as part of SEO. We also worked with the sales team to make sure leads were tagged correctly in the CRM.
Main conversion improvements:
- Clear demo CTA blocks on every high intent page
- Shorter demo request forms, with fewer fields
- Stronger proof near the CTA, like security notes and implementation timeline
- Better routing rules so leads went to the right SDR quickly
Month by month execution and results:
Below is the monthly breakdown from March 2025 to November 2025. Every month includes what we shipped and what moved in the numbers.
March 2025:
March was the setup month where we fixed tracking, cleaned the site, and built the new keyword and page map.
What we did:
- Rebuilt GA4 events for demos, pricing clicks, and contact forms
- Connected Search Console, GA4, and CRM reporting views
- Technical audit, crawl cleanup list, and quick wins implemented
- Keyword map for money pages, comparisons, and use case pages
March 2025 results:
- Organic sessions: 9,200
- Demo requests from organic: 41
- Sales qualified leads from organic: 13
- Organic sourced pipeline: $228,000
April 2025:
April focused on upgrading the main product and use case pages, because that is where pipeline is created.
What we did:
- Expanded the core product overview page with clearer outcomes and features
- Built three use case pages with strong internal links
- Added “How it works” sections with simple steps and screenshots
- Added FAQ blocks for security, onboarding, and integrations
April 2025 results:
- Organic sessions: 10,100
- Demo requests from organic: 47
- Sales qualified leads from organic: 15
- Organic sourced pipeline: $252,000
May 2025:
May was about capturing high intent comparison searches. This is where buyers often are close to requesting demos.
What we did:
- Launched two comparison pages and one alternative page
- Created a “platform vs spreadsheet” page aimed at operations teams
- Added proof points on pages, including short case snippets and outcomes
- Strengthened internal linking from blogs to comparison and demo pages
May 2025 results:
- Organic sessions: 11,300
- Demo requests from organic: 54
- Sales qualified leads from organic: 17
- Organic sourced pipeline: $289,000
June 2025:
June focused on integration intent, because many supply chain SaaS deals are won or lost on integration confidence.
What we did:
- Built three integration pages for top systems requested on sales calls
- Wrote an “implementation timeline” guide and linked it from money pages
- Improved schema basics and cleaned page titles for clarity
- Started a consistent internal linking routine for new content
June 2025 results:
- Organic sessions: 12,400
- Demo requests from organic: 60
- Sales qualified leads from organic: 19
- Organic sourced pipeline: $318,000
July 2025:
July focused on building authority and improving click through rate from search, because rankings were improving but some titles and snippets were not pulling enough clicks.
What we did:
- Rewrote titles and meta descriptions for top 20 pages by impressions
- Published two data backed posts based on anonymized platform trends
- Secured three partner mentions with backlinks from integration partners
- Added stronger “next step” CTAs on high traffic informational posts
July 2025 results:
- Organic sessions: 13,900
- Demo requests from organic: 68
- Sales qualified leads from organic: 21
- Organic sourced pipeline: $352,000
August 2025:
August was about scaling what worked, especially use case pages and industry language that matched Atlanta based and national buyers.
What we did:
- Built two industry pages focused on manufacturing and distribution
- Expanded problem pages into deeper guides with clear internal links
- Added trust sections, including security, uptime, and support approach
- Improved site navigation to make use cases and integrations easier to find
August 2025 results:
- Organic sessions: 15,100
- Demo requests from organic: 74
- Sales qualified leads from organic: 23
- Organic sourced pipeline: $386,000
September 2025:
September focused on conversion rate, because traffic was rising but we wanted more visitors to raise their hand.
What we did:
- Simplified the demo request form and improved field labels
- Added a “book time” option for fast scheduling
- Placed short proof blocks near CTAs on top money pages
- Worked with the SDR team on lead routing and follow up speed
September 2025 results:
- Organic sessions: 16,300
- Demo requests from organic: 81
- Sales qualified leads from organic: 25
- Organic sourced pipeline: $414,000
October 2025:
October focused on link growth and expanding the comparison set. This helped with tougher category keywords and competitor terms.
What we did:
- Published two more comparison pages based on real competitor win loss notes
- Ran a co marketing webinar with a partner and published the recap page
- Earned four new relevant backlinks through partner and community mentions
- Updated older blogs to point to the newest money pages
October 2025 results:
- Organic sessions: 17,200
- Demo requests from organic: 86
- Sales qualified leads from organic: 27
- Organic sourced pipeline: $441,000
November 2025:
November was the month where the pipeline impact was most clear. Rankings improved for several high intent terms, and the improved pages were already seasoned.
What we did:
- Refreshed the core product page with clearer positioning and outcomes
- Added a short “ROI and cost” explainer page without making pricing promises
- Created a resources hub to guide visitors to comparisons and integrations
- Reviewed Search Console queries and expanded content for near win keywords
November 2025 results:
- Organic sessions: 17,900
- Demo requests from organic: 92
- Sales qualified leads from organic: 28
- Organic sourced pipeline: $462,000
Before vs after proof:
By comparing February 2025 to November 2025, the improvement is easy to see in the core business metrics.
Organic sourced pipeline:
- Before in February 2025: $210,000 per month
- After in November 2025: $462,000 per month
- Change: 2.2X increase in nine months
Lead and conversion improvements:
- Demo requests from organic grew from 38 per month to 92 per month
- Sales qualified leads from organic grew from 12 per month to 28 per month
- The quality improved because more visitors landed on use case, integration, and comparison pages
Traffic improvements that mattered:
- Organic sessions grew from 8,500 per month to 17,900 per month
- More traffic moved into money pages because internal linking and page structure improved
- Click through rate improved after title and snippet updates in July 2025
Tools used during the campaign:
Goforaeo kept the stack focused on tracking, research, and execution. Nothing fancy, just tools that made decisions clearer.
Analytics and pipeline tracking:
- Google Analytics 4 for traffic and conversions
- Google Search Console for queries, impressions, and indexing checks
- HubSpot for lead capture and lifecycle stages
- Salesforce for opportunity creation and pipeline reporting
SEO and site work:
- Screaming Frog for technical crawls and page audits
- Ahrefs for competitor research, backlinks, and keyword discovery
- A rank tracking tool to monitor priority keywords weekly
- Looker Studio for monthly reporting dashboards
Conversion and UX support:
- Hotjar for session recordings and form drop off insights
- Google Tag Manager for clean event tracking
Why this worked for a B2B SaaS in Atlanta:
This campaign was not built on tricks. It worked because the site started matching how real buyers search, compare, and decide.
What made the biggest difference:
- We built pages for purchase intent, not just blog traffic
- We reduced confusion by tightening internal linking and navigation
- We answered the hard questions early, like integration and implementation
- We improved measurement, so pipeline was visible and could be optimized
What we would repeat again:
If we ran this campaign again for another B2B SaaS, we would repeat these parts almost exactly:
- Start with tracking and index cleanup in the first month
- Build money pages first, then support them with guides
- Create comparison pages once product positioning is clear
- Keep monthly link work steady, even if it is small