+€200K in revenue in 3 months: No ads. No word of mouth. Just SEO.
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10x organic traffic in 3 months (from about 100 to 1,100 monthly visits)
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8x quote requests (from 2 to 5 per month up to about 12 on average, 17 in December)
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More than €200,000 in additional revenue in 3 months, during the off-season
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Roughly a 20% impact on annual revenue
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#1 local ranking on priority transactional queries, with zero ad spend
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3 pages driving 75% of all incoming leads
Meet the agency: Organic Pareto™
Organic Pareto™ is a French SEO consultancy built around one main idea: find the 20% of actions that drive 80% of business results, and put all the effort there. Led by SEO consultant Bilkher Diakhaté, who has more than 12 years in organic search, the team focuses on business-first SEO, conversion-oriented content, local SEO, and e-commerce search for SMBs, tradespeople, entrepreneurs, and startups.
The agency works across local construction, travel, SaaS, and B2B and B2C services. What ties the work together is the goal: turning a website into a predictable business asset rather than a digital brochure.
Meet the client: OTPE
OTPE is a public-works company in Loire-Atlantique (department 44, France), specializing in asphalt paving for individuals, SMBs, farmers, and local authorities. The company has been in business for 25 years and has built a strong local reputation almost entirely through word of mouth.
It also had a problem that reputation alone could not solve.
The Challenge: A trusted local company that Google couldn’t see
OTPE’s business depended almost entirely on word of mouth. That worked, until the calendar turned. Paving is highly seasonal, and during the autumn and winter off-season, new work slowed to a trickle. The company had no digital channel to make up the difference.
The numbers made this concrete:
- OTPE drew around 100 organic visits a month and received just 2 to 5 quote requests in that time.
- The company ranked for virtually nothing on local transactional searches that matter for a paving business.
- The website existed, but it worked like an online business card: no SEO structure, no purchase-intent content, no service-area pages.
- Its Google Business Profile was incomplete and not properly optimized.
For Maria Oberson, OTPE’s director, the off-season meant watching the market slow with no lever to pull. The expertise was there. The visibility was not. Without a way for prospects to find OTPE on Google, the quieter months stayed quiet, and the revenue that should have been available simply was not.
The Strategy: Organic Pareto™’s 20/80 method, powered by SE Ranking data
Organic Pareto™ applied its 20/80 method: identify the handful of pages and keywords that would generate the large majority of quote requests, then concentrate the work there. SE Ranking provided the data to find that 20% and implement the strategy.
Step 1: Finding what was holding the site back
The team began with a full technical review using SE Ranking’s Website Audit, which surfaced the website blocking issues: unoptimized titles, thin content, missing geographic pages, and indexability problems.
In parallel, Competitive Research showed what the competitors were doing and, more usefully, the angles they had left open. That competitive data gave Organic Pareto™ the angles worth targeting: keywords and page types that competitors hadn’t addressed well.
Then came the keyword work. Using Keyword Research, the agency mapped the high-intent local queries that prospects actually type, terms like “asphalt paving quote 44,” “tarmac paving for individuals Loire-Atlantique,” and “asphalt driveway price.”
Step 2: Deciding where to focus
With the data in hand, Organic Pareto™ made a deliberate choice to skip generic high-volume keywords that carried no purchase intent. The focus went entirely to “quote + service + city” queries, the searches made by someone ready to ask for a price.
The team identified the three priority pages most likely to generate the bulk of the leads, and mapped the geographic areas to target first based on local search volume.
Step 3: Executing on the priority pages
With the strategy clear, the team rebuilt what mattered:
- Main service page overhaul: the “Asphalt paving for individuals in Loire-Atlantique” page was completely rewritten with a purchase-intent structure and optimized content built from the On-Page SEO Checker’s data on what the ranking competitors were doing.
- Quote page redesign: short form, 24-hour response time stated upfront, free-quote assurance.
- A high-intent blog article: “Redoing a tarmac driveway: prices, steps, tips” to capture research-stage searches.
- Google Business Profile rebuild: job-site photos, updated contact details, accurate service areas, and customer reviews addressed.
- Geographic area pages: individual pages targeting town-level searches, capturing the ultra-local queries that generic region pages miss.
SE Ranking’s On-Page SEO Checker guided each page optimization, using live data from the best-ranking pages on each target query to inform content depth, structure, and keyword placement.
Step 4: Tracking what mattered
The agency monitored positions month over month with Rank Tracker, watching the target keywords climb and confirming that the focused approach was working. The reporting back to OTPE was deliberately business-oriented, framed around leads and estimated revenue rather than technical metrics alone. Content was adjusted based on which pages actually drew clicks and quote requests.
The Impact: A business asset that performs year-round
Three months after implementation, the results were measurable and significant:
Before
~100
After (3 months)
1,100+
Before
2 to 5
After (3 months)
~12 average / 17 in December
Before
Not tracked
After (3 months)
+€200,000
Before
—
After (3 months)
+20%
~100
1,100+
2 to 5
~12 average / 17 in December
Not tracked
+€200,000
—
+20%
OTPE ranked #1 organically for “asphalt paving quote Redon” and similar high-intent local queries. Three pages accounted for 75% of all incoming leads. And all of this came from organic search, with zero ad spend.
What makes the December result especially telling: this was the off-season. The period that had historically been a dead zone for leads had become the moment where the strategy peaked at 17 quote requests in a single month.
The business outcome stands out. OTPE generated more than €200,000 in additional revenue across September to December, which worked out to roughly a 20% impact on annual revenue.
Beyond the figures, the change gave predictability. The company now has a sense of how many leads to expect each month, and requests keep arriving even outside the peak season.
Why SE Ranking was the right tool for this work
For a consultancy built on the 20/80 principle, platform choice matters for the same reason strategy choice does: the right tool does more with less.
SE Ranking gave Organic Pareto™ the full analytical stack needed to run this type of engagement without switching between platforms:
- The Website Audit provided the diagnostic depth to prioritize issues rather than chase all of them.
- The Keyword Research and Competitive Research tools made it possible to identify genuinely high-value local opportunities from real search data.
- The On-Page SEO Checker turned competitive analysis into concrete page-level recommendations.
- The Rank Tracker closed the loop with progress monitoring that fed directly into business-oriented reporting.
Want your clients to have results like OTPE’s?
If you manage SEO for clients and want to focus your effort where it actually produces leads, the right data is what makes that focus possible. Start a 14-day free trial with SE Ranking, and your client’s success story could be the next one we feature.
