Webinar:
Search Marketing Fundamentals For
Managed IT Service Providers

Who Will Benefit From This Webinar?
• Locally focused MSPs
• At least 2 years in business
• MSPs with 1-3MM ARR with desire to
grow to 10MM+
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 2

Why Search Marketing?
• Highest volume inbound
marketing channel across
industries
• B2B purchasers will
engage with a brand 5-8
times before contacting *
• The tech industry is much
more problem solution
driven than other industries
and more search driven.
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 3

Head Terms vs. Long Tail
• Infeasible to rank for
head terms out the
gate. Use PPC
advertising to capture
demand
• Highly competitive
• Go after long tail
searches via SEO
where it is less
competitive and
possible to rank
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 4

Pick A Niche And Turtle Up In It
• MSPs are typically generalists
• Go to market plans need specificity
• It’s much easier to create repetition and
familiarity within an audience with focus
• Ways to niche
• Locality
• Technology
• Vertical
• Price point
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 5

Optimize Your Website For Your Niche
• Catapult your growth in the
near term
• Solve for future problems
related to expansion when they
arise
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 6

Landing Page Infrastructure PPC
• Build pay per click optimized
landing pages for advertising
campaigns on head keywords
• IT Support
• IT Company
• Managed Service Provider
• No navigation
• Convert or don’t
• Strong calls to action
• Concrete offer
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 7

Landing Page Infrastructure SEO
• Build a robust infrastructure of
SEO landing pages
• Services provided
• Industries served
• Locations served
• Company Information
• Competitor comparisons
• Case studies
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 8
Manhattan Tech Support, the top-ranking site in
NYC has over 60 landing pages and 400 blog posts.

Build A Base Of Backlinks
• Optimize your Google
Business Profile
• Push out directory citations for
Name, Address, Phone
Number (NAP)
• Issue a press release
• Create social profiles and
create 2-way links between
your site and the profile
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 9

Measure Your Performance
• Taking care of these activities will
yield a substantial increase in
qualified traffic and market
visibility
• Google Search Console
• Google Analytics
• Make sure to configure
conversion tracking
• Contact forms
• Phone calls
• Newsletter subscriptions
• Use a 3rd party call tracking tool
to measure phone calls by
channel (Call Rail)
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 10

More Advanced SEO
• Competitive analysis
• On page optimization
• Keyword position tracking
• Incorporate blogging
• Blogging is hard to do right, and
there is a long pay back period.
• You won’t get to top of market
without it.
• Proactive link building
• Requires manual outreach and
typically involves working with a
PR firm
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 11

Atomic Habits, How To Approach This
• How do you build a $10MM
business? One month at a
time.
• Focus on the process and the
trajectory, not the current state
• Small regular contributions
compound into big results
• Create 1 landing page per month
• Create 1 blog post per month
• Allocate a sustainable monthly
ad budget for search ads
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 12

What’s This Look Like When
Executed?
• Local MSP In Jacksonville
doubled in size over a 2-year
period (and still growing!)
• 750% increase in organic traffic
flow per month
• Gone from 0-1% market share
to 9%
• Stable flow of 5-10 leads per
month
© Tortoise and Hare Software LLC 2021 - Confidential & Proprietary 13