If you run a managed service provider (MSP), you’ve probably heard people throw the term SEO at you. Maybe another MSP mentioned it at a conference. Maybe a marketing agency cold-emailed you about it. Or maybe you typed “SEO for MSPs” into Google because you know you need more clients, but aren’t sure where to start.
Either way, you’re in the right place.
This guide is written for MSP owners and marketing managers who don’t want a PhD in search engine optimization. Through our step-by-step guide, you’ll see how to build your MSP SEO strategy and how to execute it.
Think about how business owners shop for IT services today. They don’t flip through the Yellow Pages. They don’t usually ask their neighbor. They go to Google.
When their network goes down or they’re thinking about switching managed IT providers, they type things like:
The MSPs that show up at the top of those results are the ones that get the calls. The rest are invisible.
That’s the simplest way to think about SEO: it’s the set of steps that help you show up when people search for the very services you offer.
And unlike ads, where you stop getting leads the moment you stop paying, SEO builds a foundation. Once you rank, you keep attracting clients month after month.
Most MSPs go wrong right here. They guess what prospects type into Google. The problem? What you call your service and what clients type are often different.
To figure out what your potential client searches, use keyword research tools. We’ll explain how you can do it through Ahrefs, but all the other tools work similarly as well.
Imagine you serve clients in New Jersey. You type “MSP in NJ” into Ahrefs’ Keywords Explorer. You’ll see:
But don’t stop there. Ahrefs also shows matching terms, related terms, and search suggestions. You might find that “managed IT services NJ” has ~20 times the search traffic of “MSP in NJ.”
That’s a lightbulb moment. You realize most small business owners don’t type “MSP.” They type “IT support” or “managed IT.”
This step is about aligning your website with what real humans search for, not just what you call yourself.
Let’s say you start ranking for “IT support NJ.” Great. But if a business owner clicks your site and can’t figure out what you do in ten seconds, they’ll hit the back button.
That’s why your website needs a few basics:
It doesn’t need to win a design award. It just needs to make it dead simple for a visitor to understand you solve their IT problems and that they can reach you easily. You can check some of the best MSP website examples and have a general idea of how your website should look like.
Before you rush into creating new content, it’s smart to check the health of the site you’ve already got. Think of it like taking your car in for a service before going on a road trip: you want to fix what’s broken before you pile on more miles.
When you run your site through Ahrefs’ Site Audit, it spits out a few numbers that look a little technical at first, but they’re actually pretty straightforward once you know what they mean.
URLs Crawled is simply the number of pages Ahrefs could find and scan on your site. If that number is lower than what you know is live, it means some of your pages are hidden away where Google can’t see them. If Google can’t see them, they basically don’t exist.
Health Score is like your site’s GPA. The closer it is to 100, the healthier your site is from Google’s perspective. A low score tells you there are lots of problems holding you back.
Total Issues is the raw count of those problems. Think of it as a checklist. The fewer items on it, the easier it is for Google to crawl and rank your pages.
Then you’ll see your issues broken into three buckets: errors, warnings, and notices:
Ahrefs also lets you see these numbers over time. If your health score goes up month after month, it means you’re fixing things and your foundation is getting stronger. If it’s dropping, something on your site is breaking without you noticing.
Now, what kinds of problems usually show up for MSPs? A few familiar ones:
The simple way to think about all this: every weak page, every broken link, every duplicated keyword is like extra weight on your back. The heavier it gets, the harder it is for your site to climb the rankings. Cleaning things up first makes the climb much easier.
MSP work is broad: cloud, security, backup, VoIP, helpdesk, compliance. Each of those deserves its own dedicated page.
Why? Because when someone searches “cloud backup services Dallas,” they want a page about cloud backup services in Dallas. Not a homepage that lists 12 things you do.
Similarly, if you serve multiple cities, don’t just say “we serve the Southeast.” Have a page for each city or metro you target. Include a map as well (we’ll talk about this later).
Think of it like this: the more precise your pages, the easier it is for Google to match you with the exact search prospect types.
Once your core service and location pages are set, the next step is to think about the questions businesses needing IT services are asking. Not every business owner goes straight to Google and types “MSP Chicago.” Some are earlier in the journey. They’re trying to understand their options or figure out what IT services even cost.
So, let’s understand search intent together. It’s just a fancy way of saying: what is the person really looking for when they type this into Google?
For MSPs, you’ll run into a few common types of intent:
1. Informational intent: These are people still learning. They might search things like “What does an MSP do?” or “MSP vs in-house IT.” They’re not ready to buy yet, but they’re educating themselves. If you show up here with a clear, helpful explanation, you become their go-to source.
2. Commercial intent: Here, searchers know they need help and are weighing their options. They might type “Managed IT services pricing” or “best MSP for small business.” These folks are closer to becoming leads, and they need straightforward content that builds trust.
3. Transactional intent: This is where someone is ready to act. They’ll search for “MSP in Boston” or “IT support near me.” At this point, they’re looking for a provider, and if your location pages are solid, you’ll catch them right at decision time.
So instead of posting random tech news or vendor press releases, focus your content around these intents. Some practical examples:
When you cover the full spectrum of intent, two good things happen:
It’s similar to planting seeds. Some grow right away, others take months, but together they build a steady flow of leads.
Google pays attention to who else talks about you. If other sites link to yours, it’s like votes of confidence.
For MSPs, one of the easiest wins is to make sure you’re listed in directories. Not the spammy ones that promise “thousands of backlinks,” but the trusted places where businesses look for providers.
Here are 10 directories worth your time (some are MSP-specific, some are more general, but all are commonly used by MSPs according to Reddit users):
Those are just a start. Each directory gives you not just a backlink, but also a little extra visibility when prospects research providers. Plus, we can even bid for MSP jobs!
But links don’t have to come from directories alone. Here are some other ways to earn them:
The key thing to remember: you don’t need hundreds of these links all at once. In fact, Google doesn’t like sudden bursts of unnatural-looking links. A slow, steady trickle of credible mentions over time is what signals to Google that you’re a trusted MSP in your area.
When someone types “data backup services near me,” the first thing they see usually isn’t websites. It’s the little box with a map and three businesses underneath.
That’s the map pack. And if you’re in it, you’re in front of everyone.
The whole thing runs on your Google Business Profile. Fill it out completely: hours, address, services, photos, everything. The more complete it is, the more Google trusts it.
But here’s the real decider: reviews.
If your competitor has twice as many reviews as you, they’ll usually win the click, even if you offer more services. People trust stars.
Now, one catch: location matters. If your office is in the suburbs, it’s harder to show up for searches in the city center. That’s how Google works. You can’t always “hack” it, but you can make sure everything else (reviews, consistent info, photos, updates) is better than the next guy.
Think of your profile as your storefront window. Most people will decide whether to step in or keep walking right there, without ever clicking through to your site.
SEO isn’t one-and-done. It’s more like fitness. You won’t get in shape by hitting the gym once.
Each month, you want to:
Over time, these small, consistent efforts snowball into visibility that ads alone can’t match.
SEO for MSPs isn’t about chasing the latest Google hack. It’s about showing up where business owners are searching, making your site clear and useful, and building trust step by step.
The payoff? Predictable leads from clients who are already looking for the services you provide.
Whether you tackle some of this yourself or bring in an SEO partner, at least now you know the roadmap, and you’ll never look at your website as just a digital brochure again; it’s your 24/7 salesperson.
If you need faster and better results you can contact MSP SEO Agency and let us take care of your online presence and increase your website traffic.
.webp)
