In our last article, we discussed how misalignment between the Sales and Marketing teams is one of...
As the founder of an IT consulting or tech services company, your problem probably isn’t building expertise. It’s being discovered by the right clients. You know how to do what you do, and you do it really well, but if you’re not selling what somebody is buying, then it doesn’t matter.
And that’s where SEO comes in. Search Engine Optimization can be your IT services sales & marketing superpower. This post walks you through 7 actionable steps for finding IT consulting clients and selling your IT services.
Step 1: Research Keywords
Keyword research can be a window into what your clients struggle with. Use tools like Semrush or Ahrefs to identify relevant search terms. Study both direct competitors and indirect players to spot gaps in their SEO strategy. AI search engines use natural language, so don’t forget to look into long-tail, conversational queries too.
Step 2: Create High-Quality, Consistent Content
It’s not just about making sure you post to your blog regularly. Your content must be high-quality. One way to gauge the quality of your content is to use a framework, such as Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness). The content you create should demonstrate your hands-on, real-world expertise. Keep it easy to scan with structural elements such as bullet points & summaries, and don’t forget that in 2025 you must also optimize it for AI.
Step 3: Optimize Your On-Page Experience
Don’t forget your internal SEO. Make sure your content is optimized with things like keyword placement and content structure. Your technical SEO should also include URL optimization and deep linking to enhance crawlability and user navigation. If your website has low scores for Core Web Vitals, prioritize fixing those.
Step 4: Develop Backlinks & Partnerships
No matter what anyone says, backlinks still matter. But so does their quality. Prioritize getting relevant and authoritative backlinks. A guest post on a Forbes blog is far more valuable than dozens of low-quality directories. Look for opportunities to co-create content with partners (such as joint webinars or white papers) for both backlinks and cross-audience credibility. If you’re able to set aside the budget for it, PR is also a great way to earn mentions in industry publications.
Step 5: Boost Social Media Signals
Social profiles and activity both directly and indirectly influence SEO and drive traffic. Google directly indexes social media posts from platforms such as LinkedIn and Instagram, particularly for branded searches, and it also looks at social signals to indirectly influence your website rankings. Consistent, valuable posting on relevant social media platforms such as LinkedIn can build backlinks for you while also enhancing your visibility.
Step 6: Consider Extra Support
Let’s face it: you didn’t start a tech consultancy or IT services company so you could run SEO sprints. Being deeply involved with SEO execution is impractical for most founders, so there’s no shame in hiring or outsourcing to SEO specialists for tactical tasks. But remember, even with outsourcing, some degree of internal oversight is required to make sure your SEO is heading in a direction that meets your long-term strategy.
Step 7: Be Patient
SEO remains a long game, typically requiring 6–12 months for steady results. You can speed up your iteration by leveraging AI-powered analytics (e.g., GA4 predictive insights, AI SEO platforms) to refine strategies in near real-time. Double down on content that drives qualified leads and develop related content clusters to deepen topical authority.
Wrapping Up
SEO isn’t so much hunting for the right clients as it is farming for them. Despite rapid changes in tools and technology, the core tenet of SEO remains the same: visibility through trust, gained by supporting people with what they’re looking for - whether that’s information or something else. Search engine optimization is a long-term commitment that requires careful management to stay on top of an evolving landscape. But the investment is worth it.
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