Are you struggling to get your security company noticed online? Or have you already spent a fortune without achieving tangible results?
Then, skimming this quick guide on SEO for security companies can save you from potentially wasting money like you did in the past.
We have extensive experience working closely with security companies (like yours) and know exactly the struggle: a continuous uphill battle to get noticed and reach some more clients.
What you need are simple, practical measures to implement SEO
So here’s the thing: We will guide you through optimizing your Google My Business profile, enhancing your website content via on-page SEO, utilizing local SEO to boost your clientele, and more.
Let’s get started.
Pro-Tip: Do you need SEO or PPC for your security company? Spare some time and read this SEO vs. Google Ads guide to gain insight. Or continue reading this blog if you have made your decision.
SEO for Security Companies: 9 Easy Steps to Do It Like a Pro!
1. Local SEO Is a Must!
Imagine someone searching for “home security installation near me.” You’re missing out on valuable leads if you don’t optimize your security company for local SEO.
How do you quickly optimize your website for it? We recommend three things:
a) Optimize Your Website With Local Keywords
Include your city and surrounding areas in your website content, meta descriptions, and page titles. For example, instead of a generic “Security Systems,” use “Home Security Installation in London, UK.”
When a user types this search query (and has his location switched on), your business will likely appear in the SERPs, as shown in the image below, and could be featured in the ‘Businesses’ section. Rest assured, we’ll provide detailed instructions on how to secure your spot later.
Also, once you’ve correctly implemented SEO for your security company, you’ll start showing up in the organic listings below the ‘People Also Ask‘ section.
See how every organic result has the words ‘London’ and ‘Installation’ highlighted and bolded. If you put local words on your page, you will generate leads.
Pro-Tip: Local searches without the qualifier “near me” have increased by 150%[1] because users expect Google to show the businesses in the vicinity with their location turned on. The only way to reach these searchers is to optimize your website for every location, city, and zip code you provide security services.
b) Create Your Google My Business (GMB) Profile
This free tool lets you easily control and optimize your business’s presence on Google Search and Maps. Ensure your NAP (Name, Address, Phone number) information is consistent across the web and matches exactly with your website.
See the top results in the businesses section (screenshot below) if you need the best examples to optimize your GMB profile.
c) Gather Positive Online Reviews
Encourage satisfied customers to leave reviews on Google, Yelp, and other platforms. Positive reviews build trust with potential clients and send positive signals to search engines about your local presence.
Even Google strategically selects one of the top reviews to prominently display on your GMB profile.
Pro-Tip: Should this all feel overwhelming, feel free to contact us for local SEO services or if you need complete SEO for your security company. What’s more, your first marketing call is always free.
2. Produce Security-Related Content
People searching for security solutions often have questions and concerns. You attract potential clients and improve your SEO ranking by establishing yourself as a security expert through informative content (like Verisure Security Company below).
You generate content, such as:
a) Blog Posts
Your blog posts should address common security concerns like home break-ins, cybersecurity threats, or fire safety tips. For example, create content like “5 Ways to Strengthen Your Home Security.” Take SafeWise as an example.
b) In-depth Guides and Long-form Articles
Offer in-depth guides on choosing the right security system. For example, provide a complete guide to choosing the right security system for your needs, DIY security measures, or the benefits of professional installation. This Family Handyman’s weekly issues could inspire:
c) Social Media Content: Pinterest Images, Instagram Reels, and LinkedIn Carousels
Share quick, bite-sized security tips, infographics on crime statistics, or behind-the-scenes glimpses of your team’s expertise on social media. This Verisure’s Instagram story is an excellent example:
3. Carry Out On-Page SEO
On-page SEO involves optimizing your website’s structure and content for search engines. While technical aspects are crucial, ensure your UI appeals to your readers and crawlers.
Here’s what you can do.
a) Use Relevant Keywords, Naturally
Use targeted keywords naturally throughout your website content, from blog posts to product descriptions. Focus on keywords relevant to your services, such as “home security system installation,” “business security solutions,” or “access control systems.”
Don’t resort to keyword stuffing; keep keyword density less than 2%,[2] as this can negatively impact user experience and even make Google penalize your site.[3]
b) Use Proper Heading Hierarchy
Search engines use heading tags (H1, H2, H3, etc.) to understand the structure and hierarchy of your content.
Think of it like an outline for your content.
The H1 tag is your main title, like the headline of a newspaper article. H2 headings are like the main sections of the article, and H3s are subheadings within those sections. You can even use H4s for even deeper subheadings.
For instance, you’re writing a blog post titled “Home Security Systems: Keeping Your Family Safe” (H1).
Here’s how you could structure your headings:
- H2: Benefits of a Home Security System
- H3: Deterring Burglars
- H3: Protecting Your Belongings
- H3: Monitoring for Fire and Carbon Monoxide
- H2: Choosing the Right Security System
- H3: Monitored vs. Unmonitored Systems
- H3: Wired vs. Wireless Systems
- H3: Features to Consider
- H2: Professional Installation vs. DIY
- H3: Advantages of Professional Installation
- H3: Considerations for DIY Installation
By using clear and concise headings, you break down your content into easily digestible sections, improve user experience, and help search engines understand the key topics covered in your blog post.
c) Link Out to External Resources and Your Own
Imagine you’re writing a blog post and want to be the ultimate security consultant for your readers. Google loves posts with valuable info that answer users’ questions and leave them feeling confident.
That’s where linking out to high-authority websites comes in. Consider it a way to give your readers a direct line to even deeper dives on specific topics.
Here’s the trick: Aim for websites with a Domain Authority (DA) of 80 or above and a spam score below 5%. These are the A+ students of the digital world, trustworthy sources that Google loves.
Let’s say you’re writing a post,”5 Must-Have Features in Your Home Security System” (H1). Here’s where you can provide external and internal links within your website:
- External Linking: Explain a feature like “24/7 Professional Monitoring.” Then, you can link out to a high-authority website (of course, not your competitor!) that has detailed the benefits of professional monitoring with a phrase like “according to a study by [source website name].”
- Internal Linking: If you have another blog post, “The Perks of 24/7 Professional Monitoring,” you can link to that post within your current blog using an anchor text like “Want to learn more? Here are all the perks of 24/7 professional monitoring.” Internal linking keeps readers engaged with your content and helps them find detailed information.
Providing external links to relevant, high-quality sources shows Google your expertise and makes your content richer. Conversely, internal linking keeps visitors bouncing around your website, learning more about your security solutions and increasing the chances of conversion.
4. Focus on Technical SEO to Improve Site Speed and User Experience
Technical SEO involves optimizing the backend of your website to improve its functionality at the front end and search engine crawlability. While some aspects might require developer expertise, here’s what you can focus on:
- Ensure a clean and well-structured website code: This allows search engines to understand and index your website’s content easily.
- Submit a sitemap to search engines: A sitemap is a file that lists all the essential pages on your website, helping search engines discover and index your content effectively. You can easily submit yours inside your Google Search Console and navigate to ‘Sitemaps’ under the ‘Indexing’ toggle menu (screenshot below).
- Optimize website images: Large image files (greater than 100 kb) can slow down your website. Use tools like TinyPNG to compress image sizes and convert to WebP format without sacrificing quality.Incorporating a ‘Content Delivery Network’ such as CloudFlare and MaxCD can significantly enhance the speed of your website, resulting in anotably faster performance.[4]
5. Use LocalBusiness, Product, and Review Schema Markups
Schema markups are codes you add to your website that provide search engines with additional information about your business, products, and services. This can enhance your search result listings and potentially increase click-through rates.
a) LocalBusiness Schema Markup
This schema provides details like your business address, phone number, opening hours, and customer reviews (like the one below), enriching your local search results. You can learn more about this on Google Developers Forum.[5]
b) Product Schema Markup
If you offer specific security systems or products, use product schema markup to include details like product descriptions, prices, and ratings. They make your product listings more informative in search results.
See the image below. Isn’t the SERP result more appealing?
c) Review Schema Markup
Encourage satisfied clients to leave reviews about your security company using review schema markup. This allows search engines to display star ratings and snippets of reviews directly in your search results, building trust with potential customers.
6. Grab High-Quality, Niche-Focused Backlinks to Build Trust & Authority
Backlinks are links from other websites pointing to your website. Search engines consider backlinks as a sign of trust and authority. You can gather backlinks via:
- Guest blogging: Contact relevant security industry blogs or local news websites and offer to write informative guest posts with backlinks to your website.
- Industry directories: Submit your company listing to relevant security industry directories and online business listings.
- Broken link building: Find websites with broken links on topics related to security and offer your content as a replacement, acquiring a valuable backlink in the process. Ahrefs broken link checker, Ubersuggest, and SEMrush are effective tools for broken link building.
Building backlinks can be a strategic science, and even the best SEOs need a refresher sometimes.
Here’s a helpful resource to save you time and frustration when running your backlink campaign. Check out this quick crash video on getting valuable backlinks, “Secrets of Backlinks Revealed.”
7. Never Be Late to Answer Client Queries
Demonstrating responsiveness builds trust with potential clients. Here’s how you ensure you never miss a beat.
a) Live Chat Functionality or Free Call Back Feature
Consider adding a live chat feature to your website to address client inquiries in real-time. What’s even better is to add a 24/7 toll-free number.
b) Prompt Email Responses
Establish a system for handling website contact form submissions and email inquiries promptly.
c) FAQ Pages and Blog Posts
Create comprehensive FAQ pages and blog posts addressing common security concerns. This way, potential clients can find answers to their questions without necessarily having to make direct contact.
8. Create Security System Installation Guides and Video Tutorials to Educate and Attract Potential Customers
High-quality educational content positions your security company as a helpful resource and attracts potential customers at various stages of the buying journey:
a) DIY Security System Installation Guides
Offer potential customers detailed guides with clear instructions and step-by-step photos for self-installation. See how safe and sound security ethically collects them.
b) Video Tutorials
Create video tutorials demonstrating the installation process or showcasing the functionalities of your security systems.
c) Case Studies, Theft Instances, and Success Stories
Highlight successful security system installations for different client types, showcasing your expertise and building trust. See how Verisure does this via their YouTube Channel:
You can even talk about how your security services and products have helped your customers stay safewhile also emphasizing how important it is to get a similar security system. See how Verisure has discussed real-life theft stories below.
9. Analyze and Adapt Your SEO Strategy Regularly to Monitor Performance and Stay Competitive
SEO for security companies is an ongoing process, not a one-time fix. So, you will need to constantly fine-tune your strategy. But don’t worry; these are the tools to help you through:
a) Utilize SEO Analytics Tools
Tools like Google Search Console and Google Analytics provide valuable insights into your website traffic, keyword ranking, and user behavior. It allows you to see what’s working and what’s not so you may restragize.
b) Track Key Performance Indicators (KPIs)
Focus on metrics like organic website traffic, conversion rates, and top-performing keywords to gauge your SEO effectiveness.
Once you have a few relevant phrases on Google’s first page, use blog articles to attract leads. Running PPC ads can be a valuable strategy to enhance their conversion potential.
c) Stay Updated on SEO Trends
Google rolls out new algorithm updates almost every month, so expect anything from minor bug fixes to major updates like the “March 2024 Update Against AI Content”[6] that de-indexed 30% of websites.[7]
Staying ahead of these trends and constantly adapting your website is crucial to continue ranking well in Google’s eyes. This applies to general SEO and cybersecurity SEO, a specialized field within the security industry.
While we are at this, how about we touch on cybersecurity SEO, too?
SEO for Security Companies and Cybersecurity Firms: Are They Any Different?
Security concerns can be both physical and digital. When performing SEO for your security company, you’ll identify your physical and digital niche for security-related products/services or cybersecurity.
The core principles of SEO remain the same for the cybersecurity niche—you’ll still need to focus on keyword research, content creation, and technical SEO best practices.
However, the specific keywords you target and your content will shift to address the unique challenges and solutions within the cybersecurity landscape.
Skim the following case studies for Microminders and Eden Data and see how we grew their organic traffic via cybersecurity SEO. Chances are you will face similar challenges and need a personalized SEO strategy.
How SEO for Security Companies Works in Real-Time?
Facing fierce competition, two cybersecurity firms, Microminder and Eden Data, were looking to boost their online presence and attract high-value clients.
We are here to dissect two of these SEO case studies from the inside out to reveal how custom optimization strategies helped them achieve impressive results.
Case Study 1: SEO for Security Company, Microminder, Included Landing Pages and Targeted Content to Generate Leads
Microminder, a cybersecurity solutions provider for the dental industry, struggled with low organic traffic and weak keyword rankings.
We developed a custom SEO framework to address this:
- Developed service-specific landing pages.
- Created technical and engaging content with relevant keywords.
- Optimized pages for SEO and conversion rate optimization (CRO).
- Continuously monitored and improved performance.
- Focused on high-value cybersecurity keywords.
Our efforts reaped:
- 235x increase in organic traffic.
- 128 pages ranking in the top 100 search results.
- 20 high-quality leads per month.
- Increased average monthly revenue.
Even the CEO, Sanjay Cherian, talked about his experience with NUOPTIMA.
Already watched the video? Feeling inspired? Good.
Now, let’s move on to Eden Data.
Case Study 2: SEO for Security Company, Eden Data, Included Content Marketing and Backlinks to Make It an Industry Leader
Eden Data, a cybersecurity consulting firm specializing in virtual CISO services, faced similar challenges as Microminder.
Our SEO strategy was slightly different this time:
- Conducted keyword research for specific markets and sectors.
- Created informative blog posts and articles on cybersecurity topics.
- Enhanced on-page SEO elements.
- Implemented location-specific SEO tactics.
- Built backlinks from high-quality websites.
- Monitored website performance with analytics tools.
- Performed regular SEO audits and updates.
Results:
- 11.6x growth in organic traffic.
- 54.5x more organic keywords ranking on the first page.
- Increased website domain authority.
- Positioned as a thought leader in cybersecurity.
- 240% session growth, 255% active user growth, and 389% increase in clicks.
We have put a comparison table below to give you the bigger picture.
| Feature | Microminder CS | Eden Data |
| Challenge | Low organic traffic, weak keyword rankings | Limited online visibility, low organic traffic |
| SEO Strategy | Landing pages, content creation, SEO/CRO optimization, keyword focus | Keyword research, content marketing, on-page SEO, location-specific SEO, backlink building, analytics & monitoring |
| Results | 235x organic traffic increase, 128 top 100 rankings, 20 leads/month |
Pro-Tip: Facing the same challenges? Want similar results? Then grab your free SEO audit today and pinpoint exactly what is working and what’s not.
Your Free SEO Audit Right From Experts
See? SEO for Security Companies Works, if Done Rightly
Both Microminder and Eden Data achieved significant results through our well-executed SEO campaigns.
For Microminder, we focused on creating targeted landing pages and content to capture high-value leads. We prioritized content marketing, keyword research, and backlinks for Eden Data to establish it as a thought leader.
Why?
Which route you take depends on your end goals. Is it a fast track to capturing high-value clients? Then, consider a Pay-per-Click campaign, such as PPC for cybersecurity.
But if establishing yourself as an industry leader and marketing your brand organically is what you want, then you need SEO.
If you’re looking for expert advice in scaling your SaaS business, our team can help you achieve similar results. Learn more about how a SaaS consulting agency can elevate your growth strategy by leveraging industry-specific insights and SEO tactics.
The best approach always depends on your specific goals and resources—these studies showed that even SEO strategies may vastly differ.
Should you have difficulty pinning your strategy down, we are always ready to give you a hand.
Your first marketing call is free, as is any advice, audit report, and custom strategy you receive in your first meeting.
So take it!
FAQ
SEO in security or SEO for security guard companies refers to optimizing security companies’ websites to rank higher in search results for relevant keywords like “home security systems” or “cybersecurity solutions.” This increases organic traffic and attracts potential clients.
You can attract local customers with targeted ads and establish expertise through informative content in both print and online media. Next, issue press releases to announce company news, awards, and community involvement to gain media coverage and build trust. Also, build trust by joining industry groups, encouraging positive reviews, and optimizing your website for local SEO.
To effectively market your alarm company, develop a stand-out business model and use a mix of paid and earned promotions. Focus on local advertising, industry associations, and international and national SEO to build brand recognition. Be persistent in your efforts; slowly, your alarm company will get real customers.
Of course, SEO works for any business if executed the right way. It helps your business rank higher in search results when people search for keywords you have optimized for your website. Say a security services provider company will likely appear for the search query ‘security alarm system.’ This increased visibility drives more organic traffic to your website, which translates to potential new customers.
References
- Local search statistics – Think with Google[1]
- How To Get Your On-Page SEO Right From Day One[2]
- Spam Policies for Google Web Search | Google Search Central | Documentation[3]
- Are You Using A Content Delivery Network For Your Website Yet? You Should Be[4]
- Local Business (LocalBusiness) Structured Data | Google Search Central | Documentation[5]
- What web creators should know about our March 2024 core update and new spam policies | Google Search Central Blog[6]
- Amount of AI Content in Google Search Results – Ongoing Study[7]