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Otto IT: Building Organic Visibility for a Melbourne Managed IT Provider
How rebuilding Otto IT's content strategy and executing a website migration delivered 38× more Page 1 visibility and a place inside Google's AI-generated search results.
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$17,000/month
Estimated value of organic traffic - up from $115.50/month at the start of the campaign
229
Non-branded keywords now ranking on Page 1 - up from just 6 at engagement
20×
More appearances in Google's AI Overviews. Otto IT now shows up where prospects are getting their answers
A Melbourne MSP Ready to Be Found
Otto IT is a Melbourne-based Managed Service Provider delivering IT support, cyber security, cloud, and business technology solutions to small and medium businesses. Despite years of digital activity, the business was generating little meaningful search visibility and few qualified inbound leads when they engaged A.P. Web Solutions in March 2025.
The business provides managed IT services, cyber security, cloud solutions, and strategic technology consulting. With a strong service offering but limited organic presence, the goal of the campaign was to establish Otto IT as a visible, trusted authority for high-intent local search terms in Melbourne — and convert that visibility into consistent, qualified inbound enquiries.
Starting from Behind in a Competitive Market
Otto IT needed to build organic search visibility almost entirely from scratch, while simultaneously managing a full website migration and redirecting a content strategy that had grown large without generating results.
- Only 6 non-branded keywords ranking on Page 1 at engagement, with a 1,100+ keyword gap behind competitors and just 10% organic traffic share in their competitive set
- A history of targeting national search terms across multiple states, diluting authority and driving low-intent traffic with minimal leads to show for it
- A full website rebuild and migration required within weeks of onboarding — a high-risk process that needed to be managed precisely alongside an external development team while simultaneously building an SEO foundation
- A large archive of blog content that was generating almost no meaningful organic traffic, lacking strategic targeting and spread too thinly to build authority in any one area
A Focused Melbourne Strategy Built Around What Prospects Actually Search For
To address these challenges, we executed a risk-managed website migration to preserve existing domain authority and establish the right technical foundation from day one. Geographic focus was narrowed to Melbourne — targeting the market that mattered most rather than spreading effort thinly across national campaigns. The content strategy was rebuilt around high-intent topics and search terms that Otto IT’s target prospects actively use, with positioning designed to capture AI Overviews, SERP features, and local pack visibility alongside traditional search rankings. Performance was tracked against business metrics — traffic quality, engagement, and lead generation — not rankings alone.
From 6 Keywords to 229 - and Inside Google's AI Answers
The results reflect what’s possible when strategy, content, and technical execution align — Page 1 keywords grew from 6 to 229, organic traffic value grew from $115.50 to $17,000+ per month, and AI Overview appearances grew from 3 to 60.
- SERP features grew from 7 to 73 — including featured snippets, People Also Ask, and local pack placements
- “Managed IT services Melbourne” now ranks at position 3.49
- Melbourne location page generated 96,769 impressions in Q1 2026 alone
- Consistent organic lead generation — contact form submissions, click-to-call events, and confirmed leads generated monthly through organic search
$17,000/month
Estimated value of organic traffic - up from $115.50/month at the start of the campaign
229
Non-branded keywords now ranking on Page 1 - up from just 6 at engagement
20×
Increase in appearances in Google's AI Overviews - Otto IT now shows up where prospects are getting their answers
Visibility Built to Last
Otto IT entered the campaign with a very small organic footprint in Melbourne. Within 12 months the business ranked across 229 non-branded Page 1 keywords, appeared in 60 AI Overview results, and attracted organic traffic now valued at over $17,000 per month. The strategy — focused on Melbourne, built around genuine prospect intent, and optimised for both traditional and AI-powered search — has created an organic presence that compounds in value the longer it runs.
What Our Client Says
"I have worked with Angela, Roscoe, Abrar and the team for many years as our SEO Agency, they are wonderful to work with, flexible, responsive and committed to getting the outcomes we need. Highly recommend!"
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