SEO Case Study
SEO Case Study: 214% More Organic Enquiries for BeforeSunset AI
Scale Oxford grew organic enquiries by 214% for BeforeSunset AI. Several of its product pages were competing for the same searches, so Google ranked none of them well. We merged them into one page per topic and fixed the technical faults underneath before writing anything new.
- B2B software
- United Kingdom
- January–September 2026 (9 months)
01THE CLIENT
The Client: A Software Company Living on Referrals
BeforeSunset AI sells software to other businesses. When it came to us, nearly every new conversation started with a referral or a paid click. The website had grown page by page over several years, and on its own it brought in very little.
The marketing lead wanted organic search to become a steady source of demo requests, so the company was no longer paying for every new conversation it had. We agreed at the outset that the work would be judged on enquiries. Rankings would be reported, but they were never the goal.
Worked inGoogle Search ConsoleGA4PageSpeed Insights
02THE PROBLEM
The Problem: Plenty of Pages, Very Little Search Traffic
The site wasn’t short of content. Google simply couldn’t tell which page to rank for which search, and some of the pages that mattered most were hard for it to reach at all.
Pages Competing With Each Other
Several product pages targeted the same searches. Google kept swapping which one it showed, so none of them held a position.
Technical Faults Underneath
The templates were slow on phones and duplicate pages had no canonical tag. The sitemap still listed addresses the site no longer served.
Blog Posts Nobody Searched For
Most of the articles were written around phrases buyers don’t type, so they brought in visits that never became enquiries.
What the Wider Data SaysPublished numbers from outside Scale Oxford that explain why the work was done in this order.
- 27.6%
of clicks go to the first organic result on Google, and the top three results take 54.4% between them.
SourceBacklinko, analysis of 4 million Google search results - 17%
of a B2B buying process is spent meeting potential suppliers. Buyers spend more of it, 27%, researching on their own online.
SourceGartner (CEB), survey of B2B buyers
03OUR WORK
What We Did: Technical Fixes Before New Content
We started with a technical SEO audit, crawling the whole site and reading the indexing report in Search Console, then fixed what we found in order of how much traffic each problem was holding back. The duplicate pages and the stale sitemap were quick to sort out. The slow templates took longer, so our developers rebuilt the worst of them first while the rest of the work carried on.
Only then did we touch the content. We grouped the searches buyers make into topics and gave each topic a single page, which meant merging some product pages and redirecting others to the one that stayed. Our SEO content writers rewrote the service pages so the first couple of lines answer the searcher’s question and every page ends on a demo request. The old blog posts that brought in nothing were taken out of the index rather than deleted, so the useful ones can be reworked later.
Links came last. We earned them from industry publications, partner directories and the comparison pages buyers in the sector read, and we didn’t buy any. The marketing lead joined a short call each week, and every weekly report opened with organic enquiries before it got anywhere near rankings.
04RESULTS
The Results: What Changed in Organic Search
Results for BeforeSunset AI, January–September 2026 (9 months): 214% more organic enquiries, 286% more clicks from non-brand searches and 11 → 68 buyer searches on page one of Google.
Every figure here comes from the company’s own Google Search Console and analytics for the period shown, and enquiries come first because they are what we were hired to move. With the foundations in, our ongoing SEO work has moved on to the more competitive searches the company couldn’t reach before.
- 214%More organic enquiriesForm fills and demo requests from organic search
- 286%More clicks from non-brand searchesSearches that do not include the company’s name
- 68Buyer searches on page one of GoogleBefore11After68Tracked searches, at the start and the end of the period
- Client
- BeforeSunset AI
- Sector
- B2B software
- Market
- United Kingdom
- Period
- January–September 2026 (9 months)
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06QUESTIONS
SEO Case Study: Frequently Asked Questions
- How long does SEO take to bring in enquiries for a B2B company?
Usually a few months for enquiries, although technical fixes can show sooner. Scale Oxford works on every part of the plan from the first week and aims for a visible rise in traffic within the first month. Enquiries follow once the rewritten pages have been crawled again and the new links have been found.
- How much does SEO cost for a B2B company in Oxford?
Scale Oxford charges a fixed monthly fee for SEO, set by how much traffic your site already gets, and every package is listed on our pricing page. There is no minimum term, so you can stop if the work stops paying for itself. Teams that run their own SEO can buy a one-off audit and strategy instead.
- What does Scale Oxford need from us to start SEO?
Scale Oxford needs access to your website, Google Search Console and Google Analytics, and usually Google Tag Manager too. We also ask for time with whoever knows your buyers best, because the keyword plan is built around how they describe the problem. After that, most of what we need from you is a quick yes or no on drafts.
- Who does the SEO work day to day?
Scale Oxford’s in-house SEO specialists do the work, and one of our co-founders co-manages every account and sets the strategy. You can message the team on Slack like a colleague rather than raising a ticket.
- How do you report on SEO results?
Scale Oxford sends a report every week that starts with the business numbers, which for this company meant organic enquiries and demo requests. Traffic and rankings follow, along with what we changed and what comes next. Every figure comes from your own Search Console and analytics, so you can check it yourself.
- Does Scale Oxford work with software companies outside Oxford?
Yes. Scale Oxford is based in Oxford and works with B2B and software companies across the UK. The audit, the writing and the weekly calls all work remotely, and you can read more about how we work.
- What is keyword cannibalisation, and how do you fix it?
Keyword cannibalisation is when several pages on one site target the same search, so Google keeps switching between them and none ranks as well as a single strong page would. Scale Oxford fixes it by choosing one page for each search, merging the others into it and redirecting their old addresses. On this account it was the first content job we did.
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