When data breaches and cyber threats are headline news, your cybersecurity business needs to be visible to people looking for protection. Cybersecurity SEO is the best way to do it because 63.41% of all US web traffic referrals come from Google. [1]
But how can you stand out in a saturated market?
If your cybersecurity firm isn’t ranking well, you’re missing out on a massive pool of potential customers.
In this blog, we will teach you SEO for cybersecurity businesses and equip you with the tools to grow your business and dominate the search engine results.
Cybersecurity SEO: Top Strategies in 2024
Keyword Research for Cybersecurity
Keyword research for the Cybersecurity industry is the first thing you need to cover if you want a successful SEO strategy.
The right keywords will help you rank higher on search engine results pages (SERPs) and attract the right audience—potential clients in need of cybersecurity solutions.
But how do you conduct effective keyword research to boost your SEO for cybersecurity-related terms?
Identify Your Target Audience
Start by understanding who your potential clients are. Are they small businesses, large enterprises, or individual consumers? Knowing your audience will help you choose the right keywords that resonate with their needs and search behaviors.
Use Keyword Research Tools
Tools like Google Keyword Planner, Ahrefs, SEMrush, and Moz will help you find relevant keywords. These tools can provide insights into search volume, keyword difficulty, and related keywords that you might not have considered.
When you combine insights from your audience and keyword research tools, you’re on a path that will guide you to long-term SEO success.
Let’s take a look at an example:
If your target audience is enterprise companies looking for cybersecurity services, you’ll target the keyword “cybersecurity for enterprise.” This is the fairly easy keyword to rank for as it has only 2% keyword difficulty.
The search volume isn’t great, but bare in mind that those people searching for this keyword are the highly relevant audience who will, at worst, request a quote and at best, become your enterprise clients.
However, when it comes to “cybersecurity for small business,” the situation is dramatically worse regarding keyword difficulty. You’ll need backlinks pointing to that page and a lot of supporting content on your website for internal linking.
Plus, your content on that page needs to be highly optimized and better than competitors. When you cover it all, you’ll still have to gather more backlinks and optimize the page to keep improving your position in SERPs.
Focus on Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that users are more likely to use when they’re closer to making a purchase or finding the information they need. Examples are “best cybersecurity solutions for small businesses” or “how to protect against ransomware attacks.”
Analyze Competitor Keywords
Look at the keywords your competitors are targeting. Tools like Ahrefs and SEMrush can help you see which keywords are driving traffic to their sites, providing ideas for your own keyword strategy.
To analyze competitor keywords for example for CrowdStrike.com using Ahrefs, start by entering the CrowdStrike.com URL into Ahrefs’ Site Explorer tool.
Navigate to the “Organic Search” section to view the organic keywords that CrowdStrike ranks for. Examine the top-performing keywords in terms of search volume, keyword difficulty, and traffic potential.
Pay attention to the keywords that are driving the most traffic to CrowdStrike’s site. Use the “Top Pages” report to identify which pages are performing best and the specific keywords they target.
You should also review the “Content Gap” tool to discover keywords that your site does not rank for but are bringing traffic to CrowdStrike. This analysis will help you identify valuable keywords to target and gaps in your own SEO for security companies.
Incorporate Semantic Search Terms
Google’s algorithms are getting better at understanding user intent.
Use related terms and synonyms in your content to capture a wider range of search queries. For example, if you’re targeting “cybersecurity solutions,” also include terms like “online security,” “data protection,” and “network security.”
Consider User Intent
Understand the intent behind the keywords.
Are users looking for information, solutions, or specific products? Tailor your content to meet these needs.
For example, someone searching for “how to prevent phishing attacks” is likely looking for informative content, while someone searching for “cybersecurity services pricing” is probably closer to purchasing.
Jump on Trends
The world of cybersecurity is constantly changing, with new threats and solutions emerging regularly. Regularly revisit and update your keyword list and publish content related to emerging trends to get website traffic.
The sooner you jump on trends, the better your chances of ranking!
SEO Content
Focus on E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness).
Google places a high value on content that demonstrates expertise, experience, authoritativeness, and trustworthiness.
Create author pages on your website for cybersecurity experts. Have them review the content, ensure it’s backed by credible sources, and regularly update it to reflect the latest developments in cybersecurity.
Create Comprehensive, In-Depth Content
Long-form content that thoroughly covers cybersecurity topics will position your site as an authoritative source long-term.
Over time, you should cover all the questions a user might have on a specific subject related to security.
Creating high-quality, optimized content will improve your search engine rankings and attract potential clients to your cybersecurity business.
Develop a Content Strategy
Start by outlining a comprehensive content strategy that aligns with your business goals. Identify the topics that are most relevant to your audience and plan a content calendar for consistent publishing.
When creating your SEO content strategy, you need to cover all of these aspects:
- Goals
- Audience pain points
- Topic research
- Topic formats
- Content calendar
- Metrics to measure success
Always plan for a mix of content types, such as blog posts, videos, and infographics and define success metrics based on where you currently stand.
For example, if you’re just starting out with Cybersecurity SEO, traffic is a great performance indicator.
Later on, measure the conversions and lead generation of your SEO efforts.
Create Informative and Engaging Content
Your content should provide valuable information that addresses the needs and concerns of your audience. Write detailed guides, how-to articles, and case studies that showcase your expertise in cybersecurity.
While cybersecurity is a serious topic, you should still use a conversational tone, incorporate storytelling, and break up text with headings, bullet points, and visuals.
Incorporate Target Keywords Naturally
The most important advice we can give you is to avoid keyword stuffing; instead, use keywords naturally within the context of your articles. Focus on including keywords in the title, headings, meta descriptions, and throughout the body text.
You don’t have to always use the exact match keywords; use synonyms and related terms to avoid repetition and improve content readability.
Use Compelling Headlines and Meta Descriptions
Your headlines should grab attention and clearly convey the topic of your content.
Meta descriptions should be concise and include your primary keywords, encouraging users to click on your link in the search results. But how do you achieve this?
- Use power words, numbers, and questions to make your headlines compelling.
- Test different headlines and meta descriptions to see which ones perform better in terms of click-through rates. (Check CTR before and after the test in Google Search Console).
Include Visual Content
Improve your articles with relevant images, infographics, and videos. Visual content not only makes your articles more engaging but also helps break up text and improves readability.
- Use high-quality images that complement your content.
- Design infographics to visually represent data and complex information.
- Use descriptive alt text for images to improve accessibility and SEO.
- Include videos to increase engagement and provide additional value to your audience.
Implement Internal Links
Use internal links to guide users to other relevant content on your site, keeping them engaged for longer periods.
Longer engagement = better rankings in SERPs.
- Use descriptive and relevant anchor text for internal links. In the best-case scenario, you should use the primary keyword of the target page.
Update and Repurpose Content
Update your existing content regularly to keep it current and relevant.
Repurpose your content in different formats, such as turning a blog post into a YouTube video or an infographic, to meet different preferences of your target audience.
Measure and Analyze Performance
Use Google Analytics and Google Search Console to track the performance of your content. Monitor metrics such as page views, queries, engagement rates, and average time on page to understand what’s working and where there’s room for improvement.
Technical SEO
Technical SEO is the foundation of any successful SEO strategy. It makes sure that your website is easily crawlable, fast, and user-friendly.
For cybersecurity companies, a well-optimized site is crucial to build trust and authority in the eyes of both search engines and potential clients.
Here are the key strategies for technical SEO to focus on:
Indexability
There is no point in publishing content that Google won’t crawl or index. That’s why indexability is the first step for technical SEO.
Start by submitting an XML sitemap to Google Search Console.
This sitemap helps search engines understand your site structure and find all your pages. You can generate a sitemap using tools like Yoast SEO for WordPress or Screaming Frog.
Once created, log in to Google Search Console, navigate to “Sitemaps” under the “Index” section, and submit your sitemap URL.
Pro tip: Check your robots.txt file, usually located at yoursite.com/robots.txt, to ensure it isn’t blocking important pages. This file directs search engines on which parts of your site they can and cannot access, so make sure critical pages are not disallowed.
Site Speed
Site speed is important because it directly impacts user experience and search engine rankings.
Compressing images is a straightforward way to quickly improve load times. For example, if your website has large images that slow down loading times, compressing them can significantly boost speed.
Your images should be under 100kb and in WebP format because it preserves the quality better than PNG and JPEG formats. WebP Express plugin for WordPress can automatically convert all of your images to WebP.
Another important aspect is browser caching that stores static files on visitors’ browsers and speeds up subsequent visits. You can install W3 Total Cache or WP Rocket on WordPress sites to handle this efficiently.
Descriptive & Clean URLs
Use short, keyword-rich URLs that clearly describe the content of the page.
For example, a URL like yoursite.com/cybersecurity-tips is much more informative and SEO-friendly than yoursite.com/page?id=123.
Avoid dynamic URLs with unnecessary parameters by using URL rewriting techniques like .htaccess for Apache servers or URL routing in your CMS.
Core Web Vitals
Use Google PageSpeed Insights to identify elements affecting LCP and implement the recommended optimizations.
Enhance First Input Delay (FID) by minimizing JavaScript execution during the initial page load. Specify size attributes for images and ads to minimize cumulative layout shift (CLS) and prevent unexpected layout shifts.
For example, if your website experiences layout shifts when images load, setting explicit width and height attributes can stabilize the page layout.
Link Building
Link building supports your content efforts when your target keywords that are highly competitive.
Create Link-Worthy Content
The foundation of successful off-page SEO services is content that others want to link to.
Creating and promoting original research is one of the best ways to attract backlinks. But how do you do it?
Conduct original research and publish the findings on your website.
Research-based content is highly valuable and attracts backlinks from other websites citing your data.
For example, a detailed report on the state of cybersecurity in 2024, backed by original research and data, is a valuable resource for other websites looking to reference credible information.
Monitor Competitor Backlinks
Monitoring competitor backlinks using tools like Ahrefs, SEMrush, or Moz can uncover opportunities for your own link building efforts.
Analyze the backlink profiles of your competitors to identify the sources of their backlinks and explore opportunities to earn similar links for your site.
For example, if a competitor has a backlink from a industry blog, consider reaching out to that blog with a unique content pitch to earn a backlink as well.
Local SEO
If you provide services in specific areas, local SEO is your best friend.
Optimizing for local search will help you attract clients in your vicinity, build local authority, and drive more targeted traffic to your website.
Google Business Profile
Claiming and optimizing your Google Business Profile is the first step in local SEO efforts.
- Make sure your profile is accurate and complete.
- Include essential information such as your business name, address, phone number, website, and business hours.
- Select relevant categories that accurately represent your services.
- Regularly update your profile with new posts, photos, and offers.
For example, if your cybersecurity firm launches a new service, create a post on your GBP profile to inform potential customers.
Customer Reviews
Positive customer reviews and activity will promote your profile and make it appear often in search engine results.
- Encourage satisfied clients to leave reviews by sending follow-up emails or directly linking to your GBP review page.
- Respond promptly to reviews to show that you value customer feedback.
Create Location-Specific Pages
If your cybersecurity firm serves multiple locations, create dedicated landing pages for each area. Each page should include unique content tailored to the specific location, with local keywords and information relevant to clients in that area.
For example, if you provide cybersecurity services in New York, use phrases like “cybersecurity services in Boston” or “Boston cybersecurity solutions.”
One of the best ways to boost your ranking on these pages is to implement local schema markup.
For local cybersecurity companies, the most relevant schema type is “LocalBusiness.” Depending on the specific details of your business, you might also consider “ProfessionalService” or “ITService” schemas.
Prepare the following information about your business for each location-specific landing page:
- Business name
- Address (including street address, city, state, and ZIP code)
- Phone number
- Website URL
- Business hours
- Description of services
- Geo-coordinates (latitude and longitude)
- Logo URL
- Social media profiles (if applicable)
Now, use the gathered information to create your schema markup with Schema Markup Generator tools.
Once you’re done, insert the JSON-LD script into the HTML of your location-specific landing pages. Place the script within the <head> section or at the end of the <body> section of your HTML document.
When you publish the pages, use Google’s Structured Data Testing Tool or the Rich Results Test to validate your schema markup. Enter the URL of your landing page or paste the markup code to check for errors and ensure everything is implemented correctly.
SEO for Security Companies: Case Study
To illustrate the effectiveness of the strategies we’ve discussed in this blog, let’s examine a real-world case study of a cybersecurity firm that successfully implemented these SEO techniques to achieve significant SEO and client acquisition growth.
MicromindersCS
A leading cybersecurity firm, MicromindersCS, approached us to help them drive more organic traffic to their website.
Despite offering top-tier cybersecurity services, they struggled with low visibility in search engine results, limited organic traffic, and minimal keyword rankings.
To address these challenges, we created an SEO strategy and implementation plan that covered all of the aspects of cybersecurity SEO we mentioned in this blog:
Link Building
The biggest problem we encountered was the client’s low domain authority. Their competitors had a much stronger backlink portfolio, and because of that, we decided to resolve that issue by building 6 high-quality backlinks.
High-Quality Content Creation
We created 4-6 onsite articles, adding up to about 7,000 words, focusing on relevant cybersecurity topics to attract and engage the target audience.
We also developed dedicated landing pages for the firm’s different services to target specific search queries and improve conversions.
Keyword Tracking and Monitoring
We created a keyword tracking system to monitor rankings daily and optimized content based on real-life data and insights.
Technical SEO
Content can’t work without a technical foundation, and we decided to approach that problem proactively by continuously running audits and fixing emerging issues. We prioritized technical fixes based on their influence and successfully diminished their influence on ranking.
Results
The number of organic traffic increased dramatically by 37,230.8%, from a low starting point to a substantial number, as shown in the screenshot:
- Total clicks increased by 176.642%
- Impressions jumped by 44.8399%
- CTR doubled compared to the previous period
Over two years, the firm gained:
- 33 domain rating points
- 691 new backlinks
- 215 new referring domains
The number of keywords they ranked for increased by 121,567%, from just 3 keywords initially to 3,650 relevant keywords now.
- They now have 87 keywords ranking in the top 3 positions
Eden Data
Eden Data is a cybersecurity consulting firm that offers fixed-cost subscriptions for virtual Chief Information Security Officer (vCISO) services for startups.
Cybersecurity SEO Results
- Achieved an 11.6x increase in organic traffic within six months.
- Secured 125 keywords on the first page of Google, significantly boosting visibility.
- Garnered 646K total impressions and 4.11K clicks, demonstrating the effectiveness of their SEO strategy.
But how did we achieve these results in 6 months?
We conducted thorough keyword research to identify high-value search terms relevant to their services and focused on long-tail and niche-specific terms to capture targeted traffic.
When we completed keyword research, it was time to develop high-quality, informative blog posts related to cybersecurity. These blog posts positioned Eden Data as an authority in the field.
Of course, we also optimized every on-page element, such as meta tags, headers, and images. Aside from content, they also gained a significant boost in traffic with our link building services from authoritative websites.
Conclusion
The case studies of MicromindersCS and Eden Data demonstrate how these SEO strategies can lead to substantial increases in organic traffic, improved keyword rankings, and better domain authority.
However, tackling all of these issues – keyword research, content, technical SEO, link building and local SEO requires expertise and knowledge.
But more importantly, it requires time to constantly keep up with Google Algorithm changes and trends.
That’s why we have a proposal for you. One you can’t refuse! But first, read how to choose an SEO agency.
We want you to be as informed as possible when you decide to hire our expert SEO services.
Because these services will quickly get you results like we achieved for MicromindersCS and Eden Data. How can we claim this?
Because we stay proactive, keep up with the latest SEO trends and make sure your website reflects the expertise, authority and trustworthiness in all aspects – keyword research, content, link building, technical and local SEO.
When you book a call with us, we’ll tell you exactly where you stand with a free on-call audit of your current performance and propose a strategy that will get you where you want to be in terms of cybersecurity SEO and organic leads.
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