IT Support SEO and Ads Case Study: Microbyte

The client: Microbyte

Microbyte is a managed IT support company with offices in London, Lincoln and Peterborough. We've worked with them for four years, and we run pretty much all of their digital marketing.

That covers SEO, Google Ads and LinkedIn Ads. Over four years we've seen search change more than in any period before it.

What we do for Microbyte

SEO

Service pages for managed IT support, cyber security and Microsoft 365 support, and location pages for the areas each office covers. IT support is a trust purchase. A business with 20 staff is handing over the keys to everything, so the pages have to explain what's included, how fast someone responds and who they'll be dealing with.

Google Ads

Paid search for the searches where being on page one tomorrow matters more than ranking in six months. We manage the account directly and review search terms, so the budget goes on businesses looking for IT support, not people looking for a job or a free fix.

LinkedIn Ads

LinkedIn reaches the decision makers who aren't searching yet: the finance director or operations manager at a growing business. It does a different job from search, and the two are planned together.

What changed, and what we did about it

Over the last year, clicks to IT how-to articles have fallen a long way, in line with the industry research on AI answers. Microbyte's article comparing Google Authenticator and Microsoft Authenticator still ranks near the top of Google, but gets a fraction of the clicks it used to.

That traffic looked good in a report, but it was rarely a business owner looking for an IT company. So we didn't chase it. We put the effort into the pages people use when they're choosing a provider: service pages, location pages and the contact path. That's where enquiries come from, and it's where we measure ourselves.

We've written more about this in Is SEO dead now AI answers questions?

Four years and counting

Microbyte's marketing runs across three channels and three offices, and it all works as one plan. Four years in, we're still running all of it.

If you run an IT support business, see how we approach SEO for IT support companies, or ask for a free audit.