Why NetSuite Partners Struggle with SEO—and How to Fix It

Digital marketing has become the primary growth engine for ERP resellers, yet many NetSuite VARs still struggle to generate quality leads online. In a space where competition is rising and buyer behavior is evolving, failing to build a strong SEO foundation means missing out on high-intent prospects. At SmithDigital, we've helped ERP partners—from two-person startups to international VARs—grow through smart, measurable SEO and demand generation. In this blog, we break down why SEO remains a blind spot for many NetSuite resellers, what foundational gaps are most common, and what specific steps you can take this quarter to drive real business outcomes, and how our tailored lead generation services for ERP software companies can support that transformation.

Why SEO Remains a Blind Spot for NetSuite VARs

Many NetSuite VARs operate under long-standing assumptions about lead generation—relying heavily on vendor referrals, in-person events, and word of mouth. But today’s ERP buyer is different. They start their journey online, searching for insights, comparing providers, and educating themselves long before reaching out to a vendor. If your site doesn’t show up during that research phase, you're invisible to a large portion of your potential market.

Unfortunately, most VARs approach SEO with a narrow mindset. They assume that blogging occasionally or dropping keywords onto a page is enough. What they overlook are the technical and strategic components that make SEO work. During our audits, we routinely find missing or duplicate meta descriptions, improper use of H1 tags, URLs and page titles that don’t align with search intent, and attempts to rank for competitive keywords without a link acquisition strategy. These issues prevent even the most capable VARs from appearing in front of the right buyers.

The Foundational Gaps Holding VARs Back

There are four main areas where SEO fundamentals are typically lacking:

On-Page SEO Issues. Site architecture is often messy, with important content buried deep in the navigation. Metadata is either missing or duplicated. Mobile responsiveness and load speeds—two critical ranking factors—are frequently overlooked. All of these contribute to a poor user experience and low search visibility.

Misaligned Content Strategy. Too often, VAR websites feature generic content that mirrors vendor materials and lacks differentiation. Instead of targeting specific industries or buyer pain points, the content remains vague and top-funnel.

Neglecting Local and Partner SEO. Partner listings are often outdated. Few VARs invest in local SEO, missing out on traffic from region-specific searches.

Technical SEO Deficiencies. We commonly find missing canonical tags, broken internal links, and lack of XML sitemaps—issues that impact crawlability and indexing.

Creating Content That Actually Drives Leads

SEO isn't just about visibility; it’s about conversion. Even when a page ranks, it must guide the visitor through a meaningful next step. That means aligning your content with the buyer's journey and offering real value at each stage.

Effective SEO content should focus on high-intent assets like ERP evaluation guides, NetSuite versus other ERP comparisons, and implementation planning resources. These types of content speak directly to prospects who are evaluating solutions and signal buying intent. Supporting tools such as ROI calculators or implementation checklists can further engage these prospects and give them a reason to convert.

What separates effective content from the rest is the inclusion of experience-driven insight. Go beyond rehashed vendor messaging by sharing anonymized case studies, industry-specific best practices, and lessons learned from real implementation work. For example, content like "5 NetSuite Features Every SaaS CFO Should Use" or "What We've Learned from 100+ ERP Projects" can offer the perspective and credibility that buyers are looking for.

Equally important are the calls-to-action. Rather than a generic "Contact Us," use CTAs like "Book a NetSuite Growth Consult" or "Download Our ERP Planning Kit." Keep forms short and frictionless to increase conversion rates, and tailor follow-up sequences to match the content the visitor engaged with.

Four Tactical Wins You Can Implement This Quarter

To make meaningful progress without a full digital overhaul, focus on these four action items:

First, run a comprehensive site audit using tools like SEMrush or Screaming Frog. This will help you identify and fix broken links, missing tags, duplicate content, and other technical SEO issues that are holding your site back.

Second, build or optimize three landing pages targeting high-intent topics. Prioritize industry-specific solutions, service pages with clear value propositions, and content that speaks to common challenges like "Outgrowing QuickBooks."

Third, launch a gated content asset. A NetSuite implementation checklist or an ERP evaluation guide can serve as effective lead magnets while also providing real value to your audience.

Fourth, configure Google Analytics 4 and set up conversion tracking for key events such as form submissions, demo requests, and content downloads. Additionally, implement tools like RB2B or Leadfeeder to identify companies visiting high-value pages, even if they don't convert during their initial visit.

Why Going It Alone Doesn't Always Work

SEO and digital marketing are constantly evolving disciplines. What worked a year ago may no longer apply. While tools can identify surface-level issues, they can't prioritize actions or tie strategy to business goals. That's where experience comes in.

At SmithDigital, we don’t just understand SEO—we understand the ERP channel. We’ve helped a two-person NetSuite startup become Partner of the Year and supported dozens of ERP VARs across NetSuite, Dynamics, Acumatica, Sage, SAP, and more. We know what ERP buyers look for, how they search, and what drives them to act.

Let’s Build a Strategy That Works

If you’re a NetSuite Partner struggling to generate leads through your website, we can help. At SmithDigital, we combine ERP-specific insight with proven SEO and content strategies to drive qualified pipeline. We don’t offer cookie-cutter plans. We bring real-world channel expertise and measurable outcomes.

Book a free consultation today. We’ll review your site, provide practical feedback, and explore whether there's a fit. Even if we don't end up working together, you'll walk away with clear, actionable next steps.