SEO Case Study: IT Managed Services Provider

What was the challenge?

A provider with about 60 SME clients published generic blog posts about cloud trends, written for other IT people. The people who buy managed IT, usually an office manager or finance lead, could not tell what it did, what it cost or whether it covered their area.

What was the strategy?

1. 01

   Write for the non-technical buyer rather than other IT people

2. 02

   Build pages around services, sectors and pricing questions

3. 03

   Use reviews and named engineers as proof of service

What exactly was done?

3 moves, each with what was done and why it mattered.

1. 01Content

   Rebuilt the service pages

   Created pages for managed IT support, Microsoft 365 migration, backup, cyber security and office relocation, each with what is included, response times and typical pricing bands.

   Why it mattered: Buyers want to compare and budget. Stating response times and price bands removed the biggest reason to leave the page.

2. 02Local SEO

   Targeted the free zones

   Added pages for companies in the main business parks and free zones with on-site response details and relevant client types.

   Why it mattered: Support is local, and free-zone companies have specific needs. These pages ranked quickly because competitors had ignored them.

3. 03Trust

   Added proof of service

   Published named engineers with certifications, client reviews and anonymised support statistics agreed with clients.

   Why it mattered: Trusting someone with your systems is a big decision. Real people and specific reviews did more than any list of vendor logos.

What do I stand for?

• Write for who signs

  The buyer is often not technical, so the page should not assume they are.

• Show the service level

  Response times and inclusions are what buyers compare.