Digital Marketing Strategies For Security Companies

Hey Security Companies, Is there something you're not telling us? You all seem to be targeting the same keywords with your SEO and PPC campaigns. But why would you do that? Isn't it smarter to differentiate yourself from the competition? For example, if you provide close protection that includes providing secure transportation, wouldn't it be smart to differentiate yourself by calling your service "Security Chauffeur"? Unfortunately, in the online world, security companies that perform well online are those that understand what the CUSTOMER is searching for and what Google understands you do. There is a very low chance that a potential customer (or Google) is going to know you renamed your close protection service to "security chauffeur", so the chances of you coming up in a search is practically zero if you chose to optimize your site with your "differentiator". In fact, targeting the same keywords as your competitors could actually help you outperform them. So maybe you should stop worrying so much about standing out and focus on doing what's best for your business. So what is the benefit of targeting the same keywords and competing for the same traffic? In this blog post, we'll explore some of the reasons your competitors might be targeting the same keywords as you and how you can capitalize on the situation. Read on to learn more! One reason competitors might be targeting the same keywords is because it works. In other words, they're seeing results from their campaigns and they want to continue to capitalize on that traffic. Another reason is because they don't have a choice. If your security company is focused on a specific niche or industry, it's likely that your competitors are too. Did you know that targeting the same keywords as your competitors can actually help you outperform them? How is that even possible? Well, according to a new study from Searchmetrics, it's because of something called "keyword cannibalization." What this means is that if your website is ranking for multiple versions of the same keyword, you'll actually gain more organic search visibility than your competitors. So what can you do to capitalize on the situation? 1. Identify the keywords your competitors are targeting The first step is to identify the keywords your competitors are targeting. This can be done using a variety of tools, including Google AdWords Keyword Planner and SEMrush. You can also engage with a professional Digital Marketing firm who specializes in the security industry to help you properly analyze your top competitors. Once you have a list of keywords, you can start to analyze their search volume, competition, and other relevant data. If your competitors are targeting keywords you are using, don't worry! First, take it as a compliment! Then, realize they are just optimizing for them and capitalizing on opportunities in the SERPs! By identifying their strategy and reverse engineering their approach, you can take full advantage of the situation and outperform them in the search engines. 2. Analyze why they are targeting those keywords Here's where things get interesting. Having a list of the keywords your competitors are targeting is only half of the equation. You need to know why they're doing it in order to reverse engineer their strategy and really take advantage of this knowledge. Are they trying to capture every variation on that keyword? Or do they have an internal link structure that's helping them to rank for several keyword variations? Digital Marketing strategy is a living, breathing strategy. So once you know the answer, you can optimize your own strategy accordingly and take full advantage of that knowledge. 3. Determine if there is an opportunity for you to target those same keywords Not all keywords are created equal. In fact, some of them might be too competitive for you to realistically target. But that doesn't mean you can't find opportunities elsewhere. Look for long-tail keywords and other variants that have lower competition and a higher potential ROI. Then, create content around those keywords and start targeting them in your campaigns. 4. Optimize your strategy for how you can compete for those same keywords Now that you know what you need to do, it's time to optimize your strategy for how you can compete for those same keywords. This will include things like creating content around those keywords, building links to your site, and optimizing your website for those keywords. If you're having trouble getting started, don't worry – we've got you covered. Book a call with us and we can help you with the entire process. Check it out. 5. Monitor your competitor's website and see how they are ranking for those keywords The final (and ongoing) step is to monitor your competitor's website and see how they continue to rank for those keywords over time. By doing this, you can learn even more about their strategy and make sure that yours is suitably aligned to effectively compete. Check back regularly (at least once a month) to see if there have been any changes in their organic search visibility and adjust your strategy accordingly. What are you waiting for? So, now that you know all about the benefits of targeting the same keywords as your competitors, are you ready to try it out? It might seem like a daunting task at first, but with the right partner, right tools and resources, you can do it! And once you see those results in the search engines, you'll know it was worth the effort. Targeting the same keywords as your competitors can be a viable strategy – but only if you do it correctly. By understanding why they are targeting those keywords, reverse engineering their strategy, and optimizing your strategy, you can take full advantage of the situation and outperform them in the search engines. Remember though, search engine optimization is not a one off set-and-forget thing! You have to continually keep and eye things or you can get left behind very quickly!  If you're looking for more information on how to conduct a competitor analysis, how to identify target keywords, or how to optimize your website, we've got you covered! Book an appointment with us and let's start crushing your competition together! Are you ready to try it?