A leading international managed service provider (MSP) had rebranded and redesigned its website, but it still needed more targeted traffic to grow its IT outsourcing lead flow. Here is how our MSP digital marketing agency team approached it.
Client
ERGOS, a leading international managed service provider (MSP)
Industry
Managed IT services (MSP)
Services
SEO services for MSPs, content marketing, on-page and technical SEO, directory listings, guest blogging and link building
Scope
Four documented SEO and content actions that followed a branding and web design refresh
Digital Success ran an SEO and content campaign for ERGOS after the company changed its branding and web design. The documented work covered meta data on all pages with new content, fixes for 404 errors and duplicate content, social bookmarking and directory listings, and guest blogging and link opportunities, all aimed at generating more leads for IT outsourcing.
The challenge: more IT outsourcing leads for a leading MSP
ERGOS is a leading international managed service provider. The company had decided it was time to start generating more leads for IT outsourcing so that it could further its company growth.
Lead generation is a specific problem for an MSP. Buyers are choosing a long-term technology partner, so the website has to earn enough trust, through useful content and a clean, findable site, for a prospect to start a conversation. A new brand and a new web design do not bring that traffic on their own.
Our MSP SEO approach: four documented actions
After the branding and web design change, ERGOS needed more targeted traffic, so Digital Success started a search engine optimization and content campaign. The table summarizes the four actions documented in the Solution Breakdown.
| Action | What we did |
|---|---|
| 1. On-page SEO and new content | Wrote effective meta data on all pages, alongside new content, so each page told search engines and searchers what it covered. |
| 2. Technical clean-up | Fixed 404 errors and all duplicate content issues on the site. |
| 3. Directories and social bookmarking | Used social bookmarking and directory listings, which raised visibility. |
| 4. Guest blogging and link opportunities | Used guest blogging and other link opportunities to build visibility beyond the ERGOS website. |
Sequence matters: the rebrand came first, then the traffic work
The documented order of events is that ERGOS changed its branding and web design first, and then needed more targeted traffic. The SEO and content campaign was started to fill that gap.
This is a common and sensible order for a rebuilt site: get the new pages in place, then fix what a redesign tends to leave behind, such as broken URLs and repeated content, while adding new content and links that point visitors to it.
Why SEO Is a Lead Generation Channel for MSPs
CAMPAIGN EVIDENCE + INDUSTRY CONTEXT
Managed service providers sell a service that buyers research before they call. A business choosing an IT outsourcing partner usually searches for providers, compares them and reads what each one says about its approach. Showing up in those searches, with pages that answer the buyer's questions, is how an MSP gets onto the shortlist.
That is why this engagement paired SEO with new content. The documented actions fixed what stopped pages from being found cleanly (404 errors and duplicate content), described each page properly (meta data), and extended visibility beyond the site (directories and guest blogging). Each action supports the stated goal of generating more IT outsourcing leads.
Want more IT outsourcing leads from search?
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MSP Lead Generation Services: Content and Links That Support the Sales Team
CAMPAIGN EVIDENCE + RECOMMENDED PRACTICE
Documented: the campaign combined meta data on all pages with new content, fixes for 404 errors and duplicate content, social bookmarking and directory listings, and guest blogging and link opportunities.
Recommended practice for any MSP lead generation campaign:
- Write for the buyer's questions. Pages about managed services, security, cloud and support should answer what an IT decision-maker asks before calling.
- Fix the basics before building links. Broken pages and repeated content waste crawl effort and dilute the pages you want to rank.
- Pick directories and guest sites that fit. Choose publications and listings your buyers actually read, not volume for its own sake.
- Tie SEO to the sales process. Track form fills, calls and booked consultations, not only traffic.
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What Other MSPs Can Learn From This Campaign
CAMPAIGN EVIDENCE, THEN RECOMMENDED APPLICATION
| Lesson | What happened here (documented) | How to apply it (recommended) |
|---|---|---|
| Plan traffic after a rebrand | Branding and web design were changed first, then targeted traffic was addressed | Schedule SEO work as soon as a redesign is live, not months later |
| Clean the site before promoting it | 404 errors and duplicate content were fixed | Run a crawl after any redesign and fix errors before link building |
| Describe every page | Meta data was written on all pages with new content | Give each page a unique title and description matched to its topic |
| Extend visibility off-site | Directories, social bookmarking and guest blogging raised visibility | Choose relevant, trusted placements and keep NAP details consistent |
| Tie the work to a goal | The stated aim was more leads for IT outsourcing | Define the lead event (form, call, booking) before the campaign starts |
Key takeaways for MSP SEO
- Start from the lead goal. The campaign existed to generate more IT outsourcing leads, and every action served it.
- Fix first, then promote. 404 errors and duplicate content were resolved alongside new content and meta data.
- Build visibility beyond the site. Directories, social bookmarking and guest blogging were part of the plan.
Frequently Asked Questions
SEO for MSPs is the work of making a managed service provider's website easier to find in search for the services buyers look for, such as managed IT, cloud and security. It combines on-page optimization, technical fixes, content and links, with the aim of generating qualified leads.
After ERGOS changed its branding and web design, Digital Success ran an SEO and content campaign. The documented actions were meta data on all pages with new content, fixing 404 errors and duplicate content, social bookmarking and directory listings, and guest blogging and link opportunities.
Broken pages frustrate visitors and waste search engine crawl effort, and duplicate content makes it unclear which page should rank. In this engagement both were fixed as part of the campaign to bring more targeted traffic to the new site.
Need SEO that generates leads for your MSP?
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Talk to our MSP SEO team Call +1-855-344-4821