Does your managed services company struggle to get found online? In the B2B space today, a majority of the sales process happens online. In order to get leads through the door, you need markers in place to direct the right people to your website. Search engine optimization (SEO) gives your business the visibility it needs to bring in new clients.
Oftentimes, MSPs don't know where to start with digital marketing and SEO because it falls outside their area of expertise. Here are some tips you can use to improve your SEO strategy and optimize your website for lead generation.
The Importance of a Well-Defined SEO Strategy
To drive qualified traffic and maintain a steady sales pipeline, you need a clearly defined SEO strategy. When working with a long sales cycle, lead quality matters. Companies that attempt to capture any business – instead of honing in on a defined persona – often tend to lack a cohesive and effective SEO strategy. However, aligning your strategy with the types of customers you want to attract ensures you don't waste time on unqualified leads or poor long-term fits. Your time is money, so spend it on high-value opportunities.
Tips to Improve SEO for MSP Sites
One of the most important parts of your SEO strategy is addressing critical factors that help your MSP rank in search engines. When devising an SEO strategy, make sure to include these elements:
Identify primary keywords
Research high-volume keywords for your website that align with key services and search intent. While broad keywords like "security services" might generate high monthly searches, they're difficult to rank for. Searchers could also be looking for home security services, physical security or others outside IT – meaning the conversion rate (the percentage of people who click on your website) will be much lower. Google's Keyword Tool, which is part of the AdWords service, offers free search volume data. Identifying these keywords and implementing them on your website will make you more visible to those searching for services like yours.
Localize your website
While you can manage desktops and field IT issues from anywhere, you have a better chance of ranking in search engines when you focus on a specific location. For example, if you're in Chicago, you can optimize your website for a few distinct neighborhoods rather than tackle the entire city. You will face less competition for these keywords and get more out of your efforts.
Perform an SEO audit and fill in the gaps
Make sure every page on your website has a strategic keyword focus and supports your higher-level SEO strategy. Combine your keyword and location into the page title, H2 tags, page content, URL and meta description for full on-page optimization.
Nail down your audience and personas
What does your ideal client profile look like? Are they small local business owners who are overwhelmed by IT tasks and need outsourced support? Perhaps seeking a more strategic partner or IT expert to deploy competitive technologies. Whichever it is, you need to appeal to what they are typing into that search bar. The way you present your company and services varies greatly depending on your audience. Interview your current clients and listen to sales calls to discover your ideal buyer personas. Then you can go back to your online messaging and confirm that it aligns with their pain points and role.
Optimize your content for your keyword and audience
The content on your homepage, services pages and other landing pages also signal what your website is about to search engines. Relevant, informational website content ranks higher than brief, keyword-stuffed pages. Make sure to naturally include your keywords throughout the content, provide helpful and robust information and verify that the content speaks to the ideal client you mapped out to improve your chances of conversion.
Your managed IT services company can leverage search engine optimization techniques to draw in your ideal clients. But when implementing your on-site SEO strategy, always be careful not to disrupt your current rankings. It’s wise to do your research and get some expert advice on how to preserve your existing rankings and traffic — and start appearing in front of future clients.
By Courtney Swift
By Scott Wittstock