IT and software companies tend to have technically capable teams and technically weak SEO — the site is built well as software, but not built to be found. These are the items I check first on every IT company audit, roughly in priority order.
Technical foundation
- Server-rendered or pre-rendered content — not everything hidden behind client-side JavaScript
- Clean XML sitemap that matches what’s actually indexable
- No orphaned service or case study pages with zero internal links pointing to them
- Structured data on service pages (Service, Organization, FAQ schema where relevant)
- Redirect chains cleaned up after any past migration or rebrand
Content architecture
- A dedicated page per service/solution — not one page trying to cover everything
- Comparison pages against alternatives (build vs. buy, us vs. named competitors)
- Case studies with specific, named outcomes — not “significant improvement”
- An integrations or documentation hub, if applicable — it’s an underrated ranking asset
Authority signals
- Founder/engineer bylines on technical content — E-E-A-T matters more in B2B tech than most teams assume
- Listings on relevant directories and review platforms (G2, Capterra, industry-specific lists)
- Guest contributions or citations on established industry publications
The realistic sequence
Fix the technical foundation first — it’s usually a two-to-four week engineering effort. Then build out the missing service and comparison pages. Authority signals compound in the background the whole time. Most IT companies see their first meaningful ranking movement within 60–90 days when it’s sequenced this way.
