SEO Content More Than Doubles Location-Specific Search Impressions: BlackPoint IT Services
Right before merging with CompassMSP, BlackPoint IT Services invested in a blog series to highlight their deep local and industry-specific knowledge, and I was brought in to write the content. The merger expands the reach of CompassMSP’s services, like its growing virtual CIO team, which continues to deliver industry-specific IT guidance to clients across the U.S.
The Backstory
BlackPoint IT is a managed service provider (MSP) with offices across the western U.S. and a strong commitment to serving specific industries in certain cities. They set out to create blog content that would both support local SEO keywords and speak directly to the prospects they know best.
The Challenge
BlackPoint defined clear target markets and had subject-matter knowledge to share but needed help translating these elements into blog content to support search visibility and lead generation.
My Role
In the first half of 2025, I wrote 10 blog posts with guidance from SEO expert Margery Spears and input from a BlackPoint subject-matter expert. The posts were tailored to local markets and industries, including healthcare in Boise, Idaho; law firms in Phoenix, Arizona; and manufacturing in Spokane, Washington.
Each post was optimized for search while highlighting relevant local trends and real-world challenges.
The Outcome
The blog series helps showcase BlackPoint’s local knowledge and industry credibility. Its evergreen content supports the company’s SEO strategy with posts that reflect real business priorities in each city. The sales team can also point to these posts in outreach and sales follow-ups.
Results:
· Views for the location pages improved by 70% to 182%, increasing sales potential.
· Impressions for location-specific search queries related to BlackPoint IT Services more than doubled, increasing brand awareness.
Why It Worked
Factors that supported success:
· Local knowledge. By writing posts that speak directly to Spokane manufacturers or Boise healthcare organizations, we helped position the brand as a knowledgeable, in-market provider.
· Local links. Linking to external local sources such as Yuma Arizona’s The Record demonstrated credibility.
· Hub-and-spoke content. These local stories all drove viewers to the location pages for the company’s branch offices in different parts of the Northwest.
· Industry siloes. These posts demonstrated not only local knowledge, but industry-specific experience within that region.
The Takeaways
When content reflects real-world challenges while demonstrating regional knowledge and experience, it resonates. If you're looking to boost your local presence or speak more clearly to your target industries, let's talk about how smart, search-friendly storytelling can support your goals.
