![[MSP] Search Equity](/brand/search-equity-inline-msp-reverse.svg){kind=small}
Be the MSP buyers find, check and choose.
A referral, an ad, a cold email: every one of them ends with the business owner looking you up before they call. Your reviews, your Google profile, your website and what an AI assistant says about you decide whether that call happens. I measure all four from public data, and fix what the measurement shows.
Search is where every other channel gets checked.
Most of them already have an MSP.
In my experience running marketing at two MSPs, more than half of new leads came from organic search, and 70%â80% of that traffic was looking to switch providers. Kaseya's 2026 survey agrees: 33% of MSPs say new clients are mostly switchers, 49% a mix.
$30Kâ35K a year, for a decade or more.
That is the yearly value of a new managed-services client in my experience. At the churn most MSPs report, a client stays well over a decade, so over its life one client is worth 10 to 15 times that yearly figure.
Recent reviews, then you, then AI.
A switcher compares you with the provider they are leaving. They read how recent your reviews are, whether you answer them, whether you have a page for the service they need, and what an AI assistant says when they ask for a recommendation.
Sources: Danny's experience running marketing at two MSPs (labelled as such); Kaseya State of the MSP 2026; ScalePad MSP Trends Report 2026 (45% of MSPs lose 1â5% of clients a year, 27% lose 6â10%).
What MSP owners tell me before we look at anything.
Referrals are slowing down.
They still bring the best clients, but there are fewer of them, and nobody can say what the second channel should be.
The reviews stopped.
The technician who used to ask for reviews left. The last new Google review is months old, and buyers notice the date before the stars.
The ads land on the homepage.
Clicks on "managed IT services" land on a page that talks about everything, with nothing to download and no reason to call today.
AI does not name you.
Someone asked ChatGPT for the best IT company in your city. The answer named three firms. Yours was not one of them.
One hundred points, five pillars, public data only.
The same scorecard runs in your free snapshot, in the paid audit and in every re-score. You can read every check and its weight before you talk to anyone.
Three steps, agreed on day one.
Renewal is never decided at day 120, when the work is newest and the results are still landing. The whole path is agreed up front.
Search & Reputation Audit
Ten business days. Your MSP scored on the published checklist, next to your metro, with a fix list in the order that brings in the most calls first. What you get
120-day Search Foundation
Your site moved to a fast stack you own, the service and location pages buyers search for, every office complete on Google and a review program live within 30 days. The plan
Operating retainer
The monthly work that keeps the score climbing: new pages where there is real demand, review follow-up, AI-answer checks and a quarterly re-score.
Founder-led MSPs and MSP groups.
- Founder-led MSPs doing about $3M or more a year, with at least one account executive selling and mostly recurring revenue.
- MSP groups, often private-equity backed, that own several local brands. Each brand gets the same build, so brand twelve costs a fraction of brand one.
Not a fit: break-fix shops, owners who do all the selling alone, businesses outside the US. That is not a judgement. The work only pays off when someone is ready to answer the calls it brings in.
New agency, no invented logos.
- The scorecard is published. Every check and weight is on the method page.
- The Utah data is public. 33 MSPs scored, aggregates only, on the index page.
- The person doing the work has done it before. I ran marketing for a founder-led Utah MSP, then for the PE-backed group of 15 MSP brands that acquired it. Background
- This site runs on the stack I sell. Server-rendered pages, structured data, AI crawlers allowed.
Built from the data, written for owners.
Your next client is switching providers. Here's what they check first.
Most new MSP clients come from another provider. Before they call, they read your reviews, check how recent they are and, more and more, ask an AI assistant. What the 2026 data says.
What AI assistants say when Utah businesses ask for IT help
We asked an AI assistant the questions a Utah business owner asks when looking for IT support, 89 times across four metros. Who gets named, who does not, and what the named firms have in common.
The review habit that outlasts any campaign
Every one of the 33 Utah MSPs we scored has a 4.5-star rating or better. Ten got no new Google review in 90 days. Why recency is the gap, and the habit that closes it.
Straight answers.
If yours is not here, ask it on the walkthrough.
Who is this for?
US managed IT providers doing about $3M or more a year, with at least one account executive and mostly recurring revenue, and groups that own several MSP brands. It is not a fit for break-fix shops or owners who do all the selling alone.
What does it cost?
It depends on how many offices and brands you have and what your snapshot shows. Danny covers it on the walkthrough, after you have seen your own findings, so the number is about your MSP and not a package. The search check and the snapshot are free.
Is the snapshot really free?
Yes. Danny builds it by hand from public data. There is nothing to sign, and you keep the one fix it gives you whether or not you ever talk to us again.
Do you run Google Ads?
Not in the audit or the foundation. Organic, local and AI search come first because they are cheaper places to win. Paid search is an optional later step once the foundation is live.
How do you measure AI visibility?
We ask the same buyer questions several times on AI assistants and score the share of answers that name you. One answer can change from one run to the next; a mention rate does not.
Who owns the website if we work together?
You do. The site, code and content live in accounts you own, on a documented stack any developer can run. If you stop working with us, nothing goes dark.
Do you name the MSPs in your Utah index?
No. The index publishes aggregate figures only. Any MSP in it can ask for its own scorecard privately, and being a client never changes a score.
Start with the one-minute search check
Five questions, a visible result on the page, and the one fix worth doing first. If you want more, Danny builds your full snapshot by hand from public data.