Managed Print, Photocopiers & IT Case Study

This is an SEO case study showing how a national managed IT services company scaled organic traffic from under 1,000 to 15,000–24,000 monthly visitors. The growth came from structured keyword research, multi-location (geo-targeted) service pages, content creation, backlink acquisition, and a careful website migration from Squarespace. The focus is on ranking for competitive IT-related keywords and improving lead generation through organic search.

Over five years ago, we worked with a national managed IT company that operated in all major Australian cities. The challenge? They were getting fewer than 1,000 organic visitors per month and needed a strategy to grow their online presence and generate leads. Fast forward 12 months, and the site was hitting 15,000-24,000 visitors per month, ranking for competitive keywords like VoIP, business phone systems, and managed print services. Let’s take a look at how we made that happen.

The Initial Situation

When we first started working with this client, they had a Squarespace website with basic SEO performance. Their in-house marketing team had done some work, but they needed an SEO strategy that would bring in more leads and help them compete against major players like Telstra, Optus, and Cisco.

The business offered services such as managed print solutions, VoIP, cloud migration, and fleet tracking, all highly competitive spaces dominated by big companies. However, with a strategic approach, we were confident that we could achieve results.

The Strategy: Building a Solid Foundation

1. Keyword Research & Segmentation: First, we worked with the client to develop a comprehensive list of target keywords. We grouped these into categories like business phone systems, VoIP, document management, and cloud migration. The key was to focus not only on broad terms but also on highly specific ones (e.g., managed print services Sydney, VoIP business phone systems Melbourne), so we could capture traffic at every stage of the customer journey-whether they were looking for information or ready to make a purchase.
2. Optimising Site Architecture & Content: After assessing the existing site structure, we realised it wasn’t optimised for SEO. The next step was to rebuild the website with a clean, SEO-friendly URL structure. We created separate pages for each service, tailored to different cities and regions. For example, business phone systems in Melbourne, managed print services in Brisbane, and VoIP in Sydney. This was crucial because geo-targeted pages allow us to rank for city-specific keywords, which can bring in highly relevant local traffic.
3. Creating Engaging, Informational Content: With the new site structure in place, we started producing content designed to rank for specific keywords and answer users’ questions. For example, we created a comprehensive guide on What is VoIP? and wrote blogs around common industry questions like How to Choose a Business Phone System and The Benefits of Cloud Migration. Google loves content that answers specific queries, so this type of targeted content helped us attract organic traffic, which we could then convert into leads.
4. Backlink Acquisition: We knew that backlinks were essential to building domain authority. So, we worked on acquiring high-quality backlinks through directory listings, guest posts, and industry-specific publications. These helped to elevate the site’s credibility, making it more likely to rank for competitive terms.

The Results: A 2,400% Traffic Increase

The results were impressive.

• Organic Traffic Growth: We saw the number of visitors rise from fewer than 1,000 per month to an impressive 15,000-24,000 monthly organic visitors, with key terms like VoIP, business phone systems, and managed print services hitting the top spots on Google.
• Keyword Rankings: We managed to outrank major competitors like Telstra, Optus, and NextGen for high-traffic keywords. Massive brands previously dominated some of these terms, but with a combination of content, on-page SEO, and backlink strategy, we were able to push this client into the top spots.
• Lead Generation: More organic traffic meant more qualified leads. By creating optimised landing pages for each location and service, we were able to convert traffic into business inquiries at a much higher rate.

The Importance of Proper Migration

One of the most challenging aspects of this project was migrating the website from Squarespace to a more SEO-friendly platform. This is a common challenge that many businesses encounter when rebranding or rebuilding their website.

To retain the SEO value of the old domain, we carried out a careful migration process, ensuring that all old pages were redirected to new, optimised URLs. Without this, the SEO juice would’ve been lost, and the business would’ve seen a major drop in traffic. This precise page-by-page redirection helped maintain rankings and ensure a smooth transition to the new domain.

What We Learned and What You Can Apply

1. Keyword Research Is Key: Whether you’re in the IT industry or another niche, effective keyword research is the foundation of any successful SEO campaign. Don’t just focus on broad terms-target specific, location-based keywords and long-tail phrases that cater to user intent.
2. SEO-Friendly Site Structure: Building out geo-targeted landing pages for different services or locations is crucial for capturing local traffic. Having a clean, logical URL structure can make a big difference in how well your site ranks.
3. Quality Content & Backlinks: Content is king, but quality backlinks are the crown jewels. Make sure your content answers real user queries and builds credibility through external links.
4. Migrations Are Delicate: A website migration is a delicate process that requires careful planning. Ensure that you carry out proper redirects to preserve your SEO value and avoid any drops in rankings.

Key Takeaways

• With the right SEO strategy, even a highly competitive industry like managed IT services can see massive growth in organic traffic.
• Investing in a clean, logical site structure and optimising for local searches can make a big impact.
• Don’t underestimate the power of content-creating informative, high-quality content is a great way to capture traffic at all stages of the customer journey.
• A careful migration strategy ensures you don’t lose SEO value when making changes to your site.

If you’re running a business in a competitive industry and want to see similar results, it’s time to rethink your SEO strategy. By focusing on the right keywords, creating high-quality content, and ensuring your website is built for SEO, you can grow your organic traffic and generate more qualified leads.

Have questions or need help with your own SEO campaign? Drop me a line, and let’s chat about how we can make it happen!

Case Study: National Managed IT Company – IT Services – Melbourne, Sydney, Brisbane

• The Challenge: The client had a website with fewer than 1,000 organic visitors per month and a Squarespace platform that wasn’t optimised for SEO. Their goal was to generate qualified leads for their wide range of services in a competitive market, including VoIP, photocopiers, and managed IT solutions.
• The Strategy:
  • Keyword Research & On-Page Optimisation: We started by diving deep into the keyword list provided by the client, segmenting it into categories like business phone systems, telecommunications, and cloud migration. These were targeted with clear landing pages, dedicated blog content, and effective internal linking to drive SEO success.
  • Site Rebuild & URL Structure: We moved the website off Squarespace to a more SEO-friendly platform, focusing on clean URL structures. Geo-targeted service pages were built for each major city (Melbourne, Sydney, Brisbane), optimised for local search terms.
  • Content Strategy: Built out blog content addressing common industry questions like “What is VoIP?” and “How to choose a photocopier”, and optimised existing content to align with top-ranking competitors.
  • Backlink Strategy: We focused heavily on gaining backlinks from trusted sources, including directory listicles, guest posts, and other niche-focused websites.
• The Results:
  • Organic Traffic Growth: From under 1,000 to 15,000-24,000 visitors per month (tracked via SEMrush).
  • Keyword Rankings: Ranked at #1 for key industry terms like “business phone systems”, “managed print services”, and “VoIP systems” in major cities, including Sydney and Melbourne.
  • Revenue Impact: Conversion tracking revealed a marked increase in inbound lead form submissions and phone inquiries, directly correlating with the SEO work.
• The Lesson: A well-planned SEO strategy with strong keyword targeting, a clear content plan, and smart site migration practices can deliver rapid, sustainable growth. It’s crucial to consider the long-term impact of site migrations and ensure that SEO equity is transferred successfully.
• Industry Application: Whether you’re in IT services, retail, or professional services, these SEO principles apply across industries. Investing in on-page SEO, content, and backlinks is key to achieving organic growth, while a strategic approach to local targeting and migration ensures lasting success.