Most B2B SEO case studies show you a traffic chart going up and to the right, then stop. That's the reason so many marketing leaders have trouble getting SEO budget approved. Traffic isn't a business case: your CFO doesn't care that sessions grew 40% if nobody can say what those sessions were worth.

This one goes all the way to the revenue line.

What follows is the full picture of what we did and what it produced, measured the same way their finance team measures everything else. Keywords, traffic, MQLs, demo requests, opportunities, pipeline, closed-won contracts, and the return on what they spent. All of it comes from their CRM, comparing the same 8-month window year over year so seasonality isn't doing the work.

The Challenge

A $200K redesign wiped out a decade of search equity.

Eighteen months before they came to Takeoff, our client hired a different agency to redesign their website. Within weeks of launch they lost 95% of their keyword rankings. 80% of their SEO-sourced pipeline was gone, and searches for their own company name had dropped out of Google's top 100.

They held 57 keywords in Google's top 10, and only 13 of those were non-branded. Non-branded organic traffic sat at 3,894 sessions across the comparison window, and the bottom-of-funnel portion of that, meaning the searches people run when they're actively evaluating vendors, came to 155 sessions total.

The number that mattered most was the last one. Non-branded pipeline from organic search was zero dollars.

They'd just paid for a redesign, so another one was off the table. The recovery had to come from SEO, CRO, and content, working inside the site they already had.

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Our Approach

Recover the brand first, then build for buyers who are ready to act.

Every gain here came from strategy, content, and conversion work on the existing site.

1. Start with a diagnosis. We began by figuring out exactly what the relaunch broke. That meant a content audit and a redesign-impact audit: cataloging every page on both the new site and the old one, scoring each for SEO value, and building a prioritized fix list. We also recovered their Google Search Console account, which had been lost in the transition. From there, keyword research and a competitor report told us which rankings were realistically winnable and what order to go after them in.

2. Branded terms first. When people search your company name and can't find you, every channel suffers. So before chasing any new traffic, we got their branded terms back to the top two positions. That alone helped to stop the leak in the pipeline they already had.

3. Fix the pages that already existed. A big share of the recovery came from content that was already on the site but wasn't pulling its weight. We ran SEO tuning across 33 existing pages and rewrote the copy that was underperforming. We restored the platform, solutions, and integrations pages that had been gutted in the redesign, fixed orphaned pages, and rebuilt the internal linking so authority flowed to the pages that convert.

4. Build bottom-funnel content for active buyers. Instead of piling on top-of-funnel blog volume, we built pages for people actively evaluating field service software. We reworked the keyword strategy around their three core verticals and wrote more than 30 content briefs spelling out which keywords belonged in each section of each page. Most of the new pages were integration pages, industry pages, and service-specific landing pages, because those are the searches buyers run when they're comparing vendors.

5. CRO on the paths that matter. We optimized the routes from search landing page to demo request, so the recovered traffic converted instead of bouncing.

6. Earn the authority back. Recovered rankings don't hold without link equity. We built a backlink strategy and ran it through guest posts and link insertions on relevant industry sites, pointed at the pages doing the commercial work rather than at blog posts.

7. Optimize for AI search too. Buyers now ask ChatGPT and Perplexity for vendor recommendations before they ever see a Google results page. We structured every page with clear answers, citation-ready formatting, and schema so LLMs can parse and cite it, and we track AI visibility the same way we track rankings.

The first SEO page went live on October 13, 2025. The first non-branded closed-won deal came 87 days later.

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The Results

Pipeline that paid for itself in under 3 months.

The recovery shows up at every stage of the funnel. Keywords in the top 10 grew from 57 to 449. Non-branded traffic is up 147.8% year over year, and SEO-sourced MQLs went from 19 to 108.

The number we care about most is non-branded pipeline. Before we started it was zero, and every SEO-sourced deal came from people who already knew our client's name. Today, non-branded search accounts for $913K in pipeline, 28 demo requests, and 2 closed deals from buyers who found them through search alone.

The same pages are getting picked up by AI tools. LLM-sourced traffic is up 499% year over year, and conversions from AI assistants went from 1 to 14.

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