Search Engine Optimization (SEO) is full of noise, and a lot of it is wrong.
Managed service providers (MSPs) come to us frustrated and exhausted: spending months chasing 400+ keywords, endlessly tweaking technical settings, and still falling short of competitors with far simpler setups.
One MSP even spent half a year cleaning up every “error” a tool could flag—only to still rank below a competitor with a bare-bones site.
But after helping MSPs earn 874 #1 rankings on Google for real, business-generating keywords like “IT support near me,” “managed services [city],” and “cybersecurity for small businesses,” I’ve learned that like almost everything in life, SEO success isn’t about doing everything: it’s about doing the right things.
This article breaks down the most common myths holding MSPs back and shows you exactly where to focus your energy for real, lead-generating results.
Myth #1: Technical perfection = higher rankings
We once had a client in Florida send us a Moz audit (an SEO tool) with 200 warnings—things like missing image alt tags, long page load times, and a laundry list of metadata “issues.”
His message? “Fix this ASAP.”
Instead, we took a different route. We helped him build a dedicated service page targeting the phrase “IT support Orlando.” That page answered real user questions, spoke directly to local business pain points, and included a clear call to action.
Within three months—despite all those so-called “errors”—he was ranking in the top five for that keyword.
The takeaway? Google rewards relevance, not technical micromanagement. Your site doesn’t have to be perfect—it has to be helpful.
Myth #2: The more keywords, the better
We’ve seen it too often: MSPs obsessing over a giant list of keywords, tracking dozens of phrases, celebrating page-one wins… but getting zero phone calls.
One client was tracking 50 keywords for their MSP website but hadn’t received a single lead from his site.
We helped them narrow his focus to just five high-intent phrases, like “managed IT near me” and “cybersecurity for small businesses.”
They landed 6 qualified leads within a month.
Why the difference? Because intent matters more than volume. You don’t need to rank for every possible term; you need to show up for the ones your future clients are actually searching.
What actually works
Here’s what moves the needle when it comes to MSP SEO:
- Relevance
Build one page per high-value keyword—such as “cybersecurity services in [City]”—and make sure each page directly matches what a potential client is searching for.
- Content that answers real questions
Google wants helpful, human content. At least 300 words per page, written to address actual concerns, like “How can I protect my business from ransomware?” One client’s page answering that question doubled their monthly traffic.
- Trust signals (backlinks)
You don’t need 1,000 backlinks. You just need a few from reputable, local sources. A chamber of commerce site. A local nonprofit. A tech partner’s blog. One .org link helped boost a client’s authority enough to jump five spots in search results.
Action steps to try this yourself
If you want to take a more focused, strategic approach to SEO—one that’s built around results instead of checkboxes—here are a few simple steps to get started:
- Pick two high-value, local keywords like “IT services [Your City]” or “MSP for medical offices.”
- Write one service page per keyword. Don’t worry about perfection. Just write like you’re speaking to a potential client.
- Reach out to one local organization—a chamber, nonprofit, or vendor—and ask if they’d be open to linking to your site.
No complicated software. No need to chase down every technical detail. Just clear, human-first content aimed at people who are already looking for your help.
Final thoughts
SEO doesn’t need to feel like a never-ending chore or a guessing game. The truth is, it’s less about doing everything—and more about doing the right things, well.
And if this sounds like the missing piece in your marketing puzzle… maybe it is.
If you’re curious what the right keywords are for your market—or want to see how your current strategy stacks up—schedule a 1-on-1 strategy call with Tech Pro Marketing. We’re happy to help you explore what’s possible.
Photo: Midnight29th / Shutterstock
This post originally appeared on Smarter MSP.