Managed Service Provider (MSP) SEO Case Study

Challenge

This Canadian managed service provider was attempting to establish their digital presence with a brand new website that initially consisted of only basic HTML landing pages. After migrating to WordPress with Visual Composer as the page builder, they continued to struggle with numerous technical issues. The site suffered from slow loading times due to uncompressed stock images and inefficient code.

Content challenges were equally significant, with thin landing pages, poor keyword targeting, and improper implementation of hreflang tags between English and French versions. Despite offering comprehensive network and cybersecurity solutions, the site lacked proper architecture to showcase these services coherently.

Technical SEO issues were compounded by the absence of structured data to define their service offerings, poor internal linking that failed to distribute page authority effectively, and a complete lack of backlink acquisition during the first six months of the website’s existence. The absence of consistent blog content meant missed opportunities to capture top and middle-funnel traffic, limiting their visibility to potential clients at earlier stages of the buyer journey.

Solution

Performance Optimization: We executed a comprehensive speed enhancement strategy through CDN implementation and conversion of all images to WebP format. This significantly reduced page load times and improved Core Web Vitals scores across the site, enhancing both user experience and search engine crawlability.

Architecture Redesign: We completely restructured the site architecture to properly categorize service offerings under clearly defined Network Services and Cybersecurity silos. This reorganization created logical pathways for users and search engines, establishing clearer topical relevance and authority for key service areas.

Multilingual SEO Enhancement: We conducted search intent-based keyword research for both English and French Canadian markets, properly mapping target terms to all solution landing pages. This was complemented by correct implementation of hreflang tags and language-specific schema markup for the EN-CA and FR-CA versions of the website.

Strategic Content Development: We established and executed a content calendar delivering three long-form blog posts monthly, specifically targeting their ideal customer profile (ICP) at various funnel stages. Each piece was strategically crafted to address specific pain points and search intents of their target audience.

Targeted Link Building Campaign: We delivered on average of 8-10 high-domain-authority backlinks monthly through custom blogger outreach and digital PR initiatives. This approach significantly enhanced the site’s domain authority and boosted rankings for competitive service-related keywords.

Schema Markup Implementation: We developed and deployed comprehensive structured data solutions tailored specifically for managed service providers, clearly defining their service offerings, geographical coverage, and industry specializations for search engines.

Product SILO Creation: We added a completely new silo dedicated to voice and network hardware products. This addition not only boosted topical relevancy and began generating organic traffic for branded hardware keywords, but also provided practical value to the sales team by creating a centralized resource for quickly identifying available hardware solutions.