Our custom-tested SEO service, applied to over 100 MSP companies across the USA, has helped achieve top positions in Google’s organic search results, generating more than $25M in revenue.
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The MSP market is crowded, ad costs are climbing, and explaining your unique value isn’t easy when there are so many giants in the managed service provider industry.
No wonder, you might still be failing to appear on search results when prospects search for “IT support” or “network security” locally.
The right MSP SEO strategy can fix this. This DIY guide will show you what exactly you need to do to get found by people searching for services like cloud solutions, remote IT support, or cybersecurity, or any other related term.
Below, we are sharing industry strategies we implemented on 100+ MSP companies, as well as breaking down real MSP websites, with top-notch SEO that drives qualified traffic - not just visitors, but leads.
You know referrals bring good leads, but you also know they’re unstable.
Paid ads deliver results, but costs keep climbing as you compete with nationwide providers.
SEO balances the scale. Just focus your efforts once, plan your strategy, do the implementation reap long-term visibility and leads for months and years!
Apart from that:
Now, let us go through each step that will equip you with the tools and predictability for MSP SEO success.
Every solid strategy starts with competitive analysis and keyword research.
First, describe each of your services in the clearest and most precise terms possible.
This list will help you understand the keywords you need to rank for.
When you conduct actual keyword research through tools like Google’s Keyword Planner, you can compare your findings and match them with the terms you’ve described.
This exercise will also help you avoid the beginner mistake of picking generic keywords like “it services,” which might not accurately describe your specific offerings.
Instead, you’ll go for high-intent keywords that signal someone is close to making a decision and are, in fact, easier to get.
Think of phrases like “managed IT services for law firms” or “cybersecurity services for small businesses.”
These are what we call long-tail keywords - more specific, less competitive, get you better traffic.
Even if the search volume is lower, the payoff is bigger.
For example, “managed IT services for law firms” only gets around 680 searches per month—but if you’re ranking #1, you could grab nearly 270 of those clicks.
If your MSP serves a particular area, pay attention to local keywords like “managed IT services New York” or “IT support Manhattan”, aka the service name + your location.
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We’ve prepared a list of possible MSP keywords for you. Check it out below.
We get it. It’s nearly impossible to uncover every keyword and gap on your own. With our expert market research, we pinpoint what your competitors are ranking for—and what they’re missing. We’ll ensure you cover all their bases and more, giving you the edge to dominate your market. Let’s make your SEO strategy unstoppable!
Once you have the keywords, it’s time to assign them to pages and organize them throughout the website.
Here’s an example of a solid website hierarchy for you.
The homepage, about page, and contact page are the static pages that every website has to have.
The homepage presents your company and should rank for general and branded keywords. The about page tells your story, while the contact page is where visitors reach out.
The services section is where your SEO can really start pulling its weight.
It’s essential to create a dedicated page for each service. This helps you rank for specific, high-intent searches like “cloud solutions for small businesses” or “IT infrastructure support”, “network security service”, “data backup”, etc.
At this point, ensure your strategy aligns with your business scale - local, national, international, or all.
For specific areas like Chicago or Los Angeles, localize your service pages.
For other countries, create subfolders like /uk/, /au/, etc.
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To target industry keywords, create tailored pages for sectors like healthcare, legal, finance, manufacturing, and law firms. These pages show potential clients that you understand their specific challenges, whether it’s HIPAA compliance or financial data security, and they also help you rank for vertical-specific search terms.
Beyond the essentials, the best MSP websites go further by adding blogs, case studies, whitepapers, guides, or even podcasts. Blog can help you position your brand as an expert, and earn you traffic through informational search terms.
We get it—assigning keywords, prioritizing them, and figuring out how many pages to create can be overwhelming. While we’ve given you the structure and keywords, the real challenge is making it all work. With over 100 MSP-specific websites under our belt, we know what works. Let us craft a custom SEO strategy that drives results for your MSP business.
As we discussed above, localization is super important for MSP businesses operating locally, nationwide or even internationally.
Here we’ll walk you through localization strategy implementation stages, including GMB set up.
If your MSP operates in just one city or county, your entire website should be built around that specific location. For example, if you're based in Los Angeles, optimize every service page with local, high-intent keywords like “managed IT services in Los Angeles” or “Los Angeles network security.”
In the screenshot below, you can see a list of service URLs from an LA MSP business - all optimized for Los Angeles.
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Also, optimize your Headings, Meta titles and meta descriptions accordingly as shown in the screenshot below.
If your MSP serves clients in multiple cities or even nationwide, your SEO strategy should focus on targeting all the locations you serve.
For each location you target, create a separate service page - one page per location.
For example, “managed IT services irvine”, “managed it services charlotte”, etc.
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But here is a caveat: if your MSP company or a specific offer isn’t location-bound but serves nation-wide, don’t create location pages per service.
Just one URL is enough. See an example below.
For international MSP companies, localization strategy depends on demand and search intent.
You might need country pages or even subfolders like /uk/, /au/ or /uae/ if there is a clear keyword intent tied to that region. Otherwise, your plan may focus on ranking with general service pages.
Identifying the right scaling approach can be confusing—it requires digging through keyword data, spotting ranking patterns, predicting what will work, and tailoring everything to your budget and needs.
Our local SEO experts can help. Send us your website for evaluation.
If you’re a local or national MSP, your Google Business Profile (GBP) is essential, almost like your second homepage.
It’s often the first thing people see when they search, so make sure everything is up to date- your business name, address, phone number, website link, and business hours.
To make your profile work harder for you, here’s what you should focus on:
This is how your company will look on Google Maps, once you register and optimize your profile.
Now that your local and general strategies are done and GMB is set up, it’s time to create/optimize your MSP website’s content.
High quality content is what allows you to start ranking after indexation is complete.
Good service page content is built around customer needs and questions about your offerings.
Imagine a customer walking into your office. What would interest them most about your company, your process, service results, pricing and packages?
List those things for yourself and address them in content.
For example, on a page about Cyber Security, you want to address the following:
Here are some tips on SEO side of things:
EEAT compliance has been vital in SEO for years on, and its importance grows with each new Google algorithm update.
Let us dig a bit deeper into what it means and how to achieve it for MSPs.
EEAT is your antidote to generic, AI-produced content. Prioritizing this framework helps Google differentiate between mass produced low quality content and content that has a solid expert foundation.
Here’s how to ensure EEAT Compliance:
For blogs, don’t create random posts based on trends, but focus on evergreen topics you defined during the strategy stage.
Create a series of interconnected blog posts on one big topic cluster like IT security.
Take another look at our suggested list of informational keywords from the “Top MSP Keywords” section.
Now let’s talk about the writing itself.
Good informational content uses the same SEO principles suggested for service pages, namely EEAT.
This means to write from your experience, use examples, share expertise and don’t merely cover general truths.
Go above and beyond to explain your point with screenshots, graphs, images and real world examples.
And of course, don’t forget about basic SEO stuff like heading hierarchy, keyword placements, and meta data optimization.
Here’s what you need to do from a tech SEO perspective to ensure your MSP website is running smoothly.
Crawlability means search engines can access and explore your site, while indexability means they can store your pages in their database to rank them.
You need to focus on ensuring your important pages are crawled and indexed properly.
Files like XML sitemap and robots.txt are ways to help search engines understand what to crawl and what to skip.
Remember, all your key pages should be in the sitemap XML file, while robots.txt can help you exclude unnecessary pages.
Structured data helps search engines understand your content and present it in rich snippets. For MSPs targeting specific locations, it is recommended to add LocalBusiness schema markup.
Go for clean, easy to read URLs and clearly tell what the page is about.
Not SEO friendly: “yourmsp.com/page1”
SEO friendly: “yourmsp.com/it-support-los-angeles”
If your site has sections for services, industries, or regions you serve, reflect it in the URL and keep the structure logical and easy to follow.
SEO friendly: “yourmsp.com/locations/managed-it-services-in-los-angeles.”
By linking relevant pages on your website to each other, you help search engines discover and understand the structure of your site and how pages are related.
This approach creates topical clusters, with internal links connecting related pages, signaling authority to search engines.
For example, link your service pages to relevant blog posts or case studies that provide additional value and context. This not only helps with SEO but also keeps visitors engaged, leading to a better user experience.
Examples:
Speed is crucial for both user experience and SEO. Slow-loading websites lead to higher bounce rates and lower rankings. To improve speed, minify CSS and JavaScript files, and for dynamic pages, server-side render critical content to ensure proper indexing. Use tools like Google PageSpeed Insights or GTMetrix to identify speed issues and optimize your site for better Core Web Vitals.
Regular tech audits are essential for your MSP website. Check metrics like Core Web Vitals, site speed, mobile responsiveness, indexing status, 404 errors, and crawlability. Ensure proper SSL certificates, minified code, and structured data. Use tools like Google Search Console and Screaming Frog for regular checks.
Get a full technical SEO audit with our dedicated expert using a 150-item checklist.
What’s in the guide is just the basics - our audit digs deeper to ensure your site’s performance is optimized for success.
Promotion of an MSP website relies equally as much on authority building as it does on content. Link building is how you build your reputation on the web.
It is not about getting thousands of backlinks (which is, in fact, amazing if you can get all of them to match the best standards) but rather getting as many high-quality backlinks as your resources allow.
A single link from a well-known, trusted site in your industry is worth far more than dozens of low-quality ones.
For MSPs, this means looking for opportunities on websites that cover IT, cybersecurity, or business tech.
Now, let’s cover the strategies for earning backlinks.
Write valuable content for reputable sites in your niche, like tech blogs or IT forums,
Example topics: “The Future of Cloud Solutions for Small Businesses” or “How Managed IT Services Improve Data Security for Law Firms.”
For link insertion, find relevant articles and add your link to boost authority, without writing a new post.
Below, we’re sharing a couple of relevant MSP guest/post websites for your reference:
List your MSP in trusted IT directories like Cloudtango, InfoMSP, MSP Alliance, and Clutch.co.
These directories cater to tech businesses, boosting your credibility and visibility.
Ensure consistency across all listings with the same name, address, phone number, and website for better SEO and trust.
Digital PR involves conducting valuable industry research, like statistics or experiments, and sharing it with journalists for coverage.
By outreaching to journalists at high-end tech publications, your findings can be featured on reputable sites like TechCrunch, Wired, or ZDNet.
These backlinks are hard to acquire and usually come at a high cost, but with digital PR, you can earn them organically without paying for placement.
For MSPs, here’s what’s worth watching:
So, the point is: don’t just guess. These tools will help you track better:
MSP SEO can be overwhelming—technical issues, ranking drops, and the constant pressure to stay visible.
But with Loopex Digital, you can finally relax.
We handle the complex strategies—optimizing performance, securing quality backlinks, and crafting targeted content—so you can focus on what matters most: supporting your clients.
Get in touch with us and join the 100+ MSPs we’ve helped boost their profits.
