How a B2B SaaS company turned organic search into a steady source of free trials and demos, reducing its reliance on direct and paid traffic.
A B2B inventory and order management software company wanted more businesses to find its product through search and start a free trial or demo. In Q1 2026, organic search brought 856 sessions and 100 key events, and growth depended heavily on direct and paid traffic.
We built the SEO work around the problems buyers search for, then made sure the pages that convert, product, demo and free trial, were well optimised and linked together.
What we did
| Metric (GA4) | Before | After | Change |
|---|---|---|---|
| Organic sessions | 856 | 1,208 | +41% |
| Engaged organic sessions | 695 | 964 | +39% |
| Key events from organic search | 100 | 140 | +40% |
| Organic share of all key events | 17% | 27% | +10 pts |
Periods compared: Jan – Mar 2026 vs Jul – Sep 2026. Data source: Google Analytics 4. The client name is withheld for confidentiality. Key events are the actions set up as conversions in GA4 for this website.
Target the buyer's problem
Intent research around inventory needs attracts qualified B2B visitors.
Optimise the pages that convert
Demo and free trial pages deserve as much SEO attention as content.
Link product pages together
Internal links guide visitors and search engines to the pages that matter.
Report on key events
Tracking trials and demos keeps SEO tied to business outcomes.
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