SEO & Organic Growth Case Study
SEO Case Study: 236% More Organic Enquiries for Odoo
Scale Chapter grew organic enquiries by 236% for Odoo in Türkiye. We merged the pages that were competing for the same searches, then wrote one page for each question buyers ask, each leading to a demo request.
- Odoo
- B2B software
- Türkiye
- November 2025–September 2026 (11 months)
01THE CLIENT
The Client: Paying for Every Demo Request
Odoo reaches companies in Türkiye through a local partner business, which sells and sets up the software for mid-sized firms. Almost every demo request came from Google Ads, so in any month the budget was cut, demand fell with it.
The marketing manager wanted organic search as a second, steady source of demos. Paid search would carry on as before, with SEO and organic growth added beside it.
Worked inSearch ConsoleGA4PageSpeed Insights
02THE PROBLEM
The Problem: Plenty of Content, No Structure
Google could not tell which page answered which search. The pages that mattered most for sales were also the hardest to reach from inside the site.
Pages Chasing the Same Search
The product page, a features page and several blog posts all targeted the same searches. Google showed a different one from week to week, and none of them stayed on page one.
A Slow, Untidy Setup
Mobile templates loaded slowly and duplicate addresses with parameters were getting indexed. The sitemap was full of pages removed long ago.
Topics Buyers Do Not Search For
Blog posts targeted broad concepts. They brought traffic, and hardly any of it turned into demo requests.
What the wider data saysPublished numbers from outside Scale Chapter 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: Our SEO Work
Search Console showed the first problem: Google was crawling important pages and choosing not to index them. We cleaned up the sitemap and added canonical tags to the duplicate addresses. The partner’s developers lightened the slow mobile templates, working from our written list of what had to change and why.
With the technical side sorted, we grouped the searches buyers really type into topics and gave each topic one page. Pages chasing the same search were merged, with the old addresses redirected, and some old posts that brought visits but no demos were removed. Total traffic dipped a little in the first weeks, as the marketing team had feared. Demo requests did not.
The pages were rewritten around the questions the sales team hears most in demos. Each answers its question in the first paragraph and leads to the demo form, and the partner’s consultants checked every product detail. Links came from industry publications, integration partners’ sites and software comparison sites.
04RESULTS
The Results: What Changed in Organic Search
Results for Odoo, November 2025–September 2026 (11 months): 236% more organic enquiries, 318% more non-brand organic clicks and 12 → 71 buyer searches on page one of Google.
The figures come from Google Search Console and the company’s own analytics for the period shown. Demo requests were counted first, and searches that include the company’s name were kept apart, so the clicks figure covers non-brand searches only. For page speed and conversion tackled together, see our digital design case study.
- 236%More organic enquiriesDemo requests and form fills from organic search
- 318%More non-brand organic clicksClicks from searches that do not name the company
- 71Buyer searches on page one of GoogleBefore12After71Tracked searches, at the start and the end of the period
- Client
- Odoo
- Sector
- B2B software
- Market
- Türkiye
- Period
- November 2025–September 2026 (11 months)
05MORE CASE STUDIES
More Case Studies From Our Team
- Google Ads
1.92x ROAS Uplift for Tommy Hilfiger
Google Ads said sales were growing and the shop’s own order report disagreed. We closed that gap before touching the budget.
Read the case study - LinkedIn Ads
54% Lower Cost per Lead for ESET
Most of the people filling in the forms were not who the sales team wanted. We rebuilt the audiences by job title and measured success by the leads sales accepted.
Read the case study - Digital Design & Creative
112% Higher Conversion Rate for Merida
The ads were about one product, but people who clicked landed on a crowded category page. We built a page for that product behind every ad and tested the new one against the old.
Read the case study
06QUESTIONS
SEO & Organic Growth Case Study: Frequently Asked Questions
- How long does SEO take to work for a B2B software company?
Technical fixes usually show in Search Console within a few weeks. Demo requests tend to climb gradually over the following months, as Google re-reads the rewritten pages and picks up the new links. That is why Scale Chapter judges the early months on enquiries and indexed pages, and treats rankings as a side measure.
- How do you charge for SEO?
Scale Chapter runs SEO on a flat monthly fee, like every other channel. The fee depends on how many channels we run together and how much of the writing you hand over to us. There is no minimum term and no notice period, and after a free audit we set out the plan and the fee in writing.
- What do you need from us to start SEO?
Access to Search Console, GA4 and your site’s admin panel is enough. Being able to talk directly to your developers speeds up the technical work a great deal. We also ask for the questions your sales team hears most often in demos, because the best page topics usually come from there.
- Who writes the content, and do you work in Turkish and English?
Our team writes the content, your team checks the product details, and no page goes live without your approval. Scale Chapter writes for the searches buyers actually make in Turkish, and works on English pages for companies selling abroad. The same team stays on your account throughout; how we work is set out on our home page.
- How do you measure and report SEO results?
We report demo requests from organic search first, then the pages and searches that produced them. Searches that include your company’s name are kept separate, because a visit from someone who already knows your brand is not a win for SEO. We track rankings too, as a sign of progress.
- What should we do if several of our pages compete for the same search?
Usually the answer is to pick the page that answers the search best, merge the others into it and redirect the old addresses to it. Scale Chapter makes that call from Search Console data on which page is shown for which search, and how often. Google is then left with one strong page for that search.
- Is SEO worth it if we already run Google Ads?
Often, yes. Paid search stops the moment the budget does, while a page that ranks keeps bringing in enquiries. The search terms report in Google Ads also shows which searches turn into sales, which makes it a good starting point for an SEO plan.
- Do you work with companies across Türkiye?
Yes. The work happens in your own Search Console, analytics and website, and the weekly review can be a video call, so it makes no difference where your office is. If your buyers add a city name when they search, we plan pages for those searches as well.
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