A strong online presence is crucial for MSPs seeking to expand their business.
Research indicates that 36% of managed service providers encounter difficulties acquiring new clients. While referrals and word of mouth can get you started, they’re rarely enough to fuel long-term growth. To consistently attract qualified leads, especially those actively searching for your services, you need a strategic, search-driven marketing plan.
This is where Search Engine Optimization (SEO) and Search Engine Marketing (SEM) bring value. Both help you rank and get noticed on the search results page, but they work in different ways.
Read on to explore how SEO and SEM help you drive traffic, leads, and conversions, and how these two differ.
What Is SEO for MSPs?
SEO helps you rank at the top of the search results page, improving your visibility; it brings organic traffic to your website.
You use search engine-friendly practices to rank for your industry-related keywords. This includes:
- Keyword research: Identifying the exact terms your potential clients are searching for.
- Generating backlinks: Earning links from trusted websites to boost your domain authority.
- Crafting quality content: Creating valuable blogs, service pages, and guides that answer client questions.
- Ensuring a seamless user experience: Optimizing site speed, mobile-friendliness, and navigation to keep visitors engaged.
How SEO works:
SEO for MSPs is typically broken into three parts:
- On-page SEO: Optimizing the content on your site. This includes blogs, service pages, and metadata
- Off-page SEO: Building backlinks from credible sites to signal authority
- Technical SEO: Improving load speed, mobile-friendliness, and site structure
For MSP marketing, SEO helps you get discovered through educational content or local search queries.
- 6 in 10 users search online to get information. If someone reads your blog or lands on your optimized service page, they’re more likely to see you as a trusted expert.
What is SEM for MSPs?
Managed search engine marketing services encompass both SEO and paid advertising to ensure visibility at the top of search results. It usually involves Ads where you pay per click (PPC).
How SEM works:
You bid on keywords that your target audience is searching for. When someone types in a phrase like “IT support,” your ad appears, usually above the organic results. When that person clicks on the ad, you pay the bid amount.
SEM in MSP marketing is fast, targeted, and measurable. However, it comes with a cost, and it ends the moment your budget dries up.
MSPs use SEM for:
- Promoting seasonal offers
- Gaining visibility in a new service area
- Driving traffic to landing pages or webinars
Key Differences in SEO and SEM for MSPs
SEO and SEM both bring value based on your goals. SEO builds trust and authority. SEM delivers fast results.
Aspect
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SEO
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SEM
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Visibility timeline
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Takes 3–6 months to see results, but builds lasting visibility.
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Immediate visibility through paid ads.
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Cost
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No direct cost per click; requires time, effort, and content investment.
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Pay-per-click; budget-dependent results.
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Best use case
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Educational content, long-term brand authority.
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Time-sensitive offers, new service launches, niche targeting.
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Click trust
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Higher—seen as credible and unbiased
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Lower—labeled as ads
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Lead quality
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Higher-quality leads from organic discovery.
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Variable; depends on ad targeting and budget.
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Sustainability
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Compounds over time, even if paused, with high-quality content and authoritative links.
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Ends instantly when ad spend stops. It scales as per the budget.
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Control
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You have little control. Google has over 200 ranking factors, and your ranking depends on algorithm changes.
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You decide keywords, demographics, locations, and even the time of day for the ad. This ensures precise targeting.
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When Should MSPs Use SEO?
SEO is an excellent long-term marketing strategy for MSPs to establish a strong brand presence. Research indicates that 60% of the top-ranking pages are at least 3 years old.
Here’s when to implement SEO:
- Rank helpful content like blogs, guides, or case studies
- Build long-term authority and establish yourself as an industry expert
- Create and enhance Google Business Profile and local citations
When Should MSPs Use SEM?
SEM is the go-to MSP marketing approach when you need results fast or want to promote something very specific.
Here’s when to implement SEM:
- You’re launching a new service or targeting a new industry
- You're running a time-sensitive promotion
How SEO and SEM Help At Different Buyer Stages
Clients go through a process when they decide to opt for managed service providers. First, they notice the need for IT support. Next, they look for solutions, and lastly, they pick an MSP that aligns with their needs.
- SEO helps when clients are learning. It helps them find answers to their concerns and trust your services
- SEM helps when the client is close to buying. It shows them what you offer and brings instant attention
Here’s how these MSP marketing approaches help during different buyer stages:
Buyer stage
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What the customer Is doing
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How SEO helps
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How SEM helps
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Awareness
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Searching for information
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Blog posts, how-to guides, glossary pages, and educational resources
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Display ads, video ads, and Discovery ads to introduce your MSP brand
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Consideration
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Comparing providers or evaluating solutions
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Service pages, feature comparisons, customer success stories, and FAQs
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Search ads targeting comparison keywords, retargeting ads, and benefit-driven ad copy
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Decision
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Ready to choose a provider or take action
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Local SEO, testimonial pages, reviews, trust signals, and optimized contact pages
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Branded search ads, promo-based CTAs, urgency-focused offers, and remarketing campaigns
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Align Your SEO and SEM Efforts with Tactics Marketing
To win more clients, your MSP must show up at the right time—when potential customers are actively searching for solutions.
SEO builds long-term credibility by helping prospects discover your expertise through blogs, service pages, and local search. On the other hand, SEM delivers speed and precision, making it ideal for promoting new services or reaching buyers who are ready to act.
Together, they create a powerful growth engine that drives awareness, increases conversions, and maximizes visibility throughout the buyer journey. For sustainable lead generation and growth that compounds over time, start investing in both with Tactics Marketing.
Our experts handle the strategy, execution, and optimization for you, so you can focus on what you do best: running your MSP.
Book a free strategy call and let’s build a marketing plan that drives real, qualified results!
Key Takeaways
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SEO helps you improve your visibility and build authority organically
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SEM includes both SEO and paid ads to generate quick results, ideal for new product launches, time-sensitive promotions, and more
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MSPs should use both SEO and SEM to optimise the buyer journey, from awareness to decision
FAQs
1. What are SEO and SEM best practices?
SEO best practices encompass the use of relevant keywords, the creation of high-quality content, the establishment of backlinks, the optimization of page speed, and the enhancement of mobile usability.
To improve SEM efforts, use the right keywords, write compelling ad copy, set clear goals, use negative keywords, and continuously test and optimize campaigns.
2. Do I need an agency to handle SEO or SEM?
If you have time and some technical skills, you can start small in-house. But for faster results and long-term scaling, an agency helps you avoid costly mistakes. Plus, they bring the expertise to help you create an MSP marketing strategy that aligns with your goals.
3. How to know if the SEO and SEM strategies are working?
To track SEO results, look at the total visits from search, how long the customers stay, and how many become customers. To monitor SEM results, track ad clicks, cost per lead, and sales. Use the data to optimize your strategy.
