Boost Your Visibility With SEO for Cybersecurity

Cybersecurity is a niche industry with a lot of competition. Paid advertising can get you quick results, but SEO will build your traffic in the long term. With a consistent, ongoing SEO strategy, you can build your empire online and become the top choice for users looking for a reliable, credible cybersecurity service or product.

What is SEO in cybersecurity?

SEO involves optimizing a cybersecurity company’s online content to rank higher on search engine results pages (SERPs). The goal is to increase visibility, drive organic traffic to the website, and generate leads from individuals or businesses seeking cybersecurity services.

Examples of SEO for cybersecurity in action

Let’s say that you offer penetration testing services for other businesses. If a business were to Google something like “Penetration testing services in PA,” this is what they would find:

The first few suggestions are sponsored links, which come from paid advertising. Underneath, you’ll find the organic rankings. Your cybersecurity business can appear here if you target the right keywords and build up your SEO presence through content and backend SEO tactics.

Underneath the organic rankings is the “People Ask” section of Google. These are great to use when thinking about creative blog topics, but it is also a good idea to keep these in mind when you are doing SEO in your content. If you answer these questions with high-quality content, then Google could feature your website in this spot as well.

SEO is very cost-effective, as there is no bidding or budgeting. However, it does take time and effort to ensure that the content you create is diverse, professional, and valuable to your audience.

Steps to do SEO marketing for cybersecurity

The beginning of SEO marketing for cybersecurity businesses is all about research. Your marketing team has probably already accessed your target audience and all the demographics involved. Now, it is time to combine that knowledge with the online world.

We’ll be looking at how you can take your initial research into your target audience and use that into your SEO strategy.

1. Reach your target audience through keywords

Once you define your target audience, you now have to think like them. What are they going to search for? Those are the terms that you need to embed in your website so that your site appears (hopefully number one!) in the search results.

Keyword research isn’t only about finding that one term, like “ICS Security.” You need to collect long-tail keywords. For example, a potential client could search for “Where can I get ICS security assessment near me?’” or “What is an ICS security Assessment?”

These longer phrases increase your chances of getting ranked if you include them on your website.

Here is how to conduct effective keyword research for your cybersecurity business:

• Brainstorm phrases: Your marketing and sales teams know who your target audience and how they think.. Get your teams together to come up with keywords phrases that potential clients would use to try to find you.
• Do a competitor analysis: Check out what your competitors have done to get their rankings. Competitors can include the ones you know about, but also the ones online that are above you in search results.
• Use an SEO tool to complete your research: There are a number of keyword tools online that you can use to find popular and competing keywords.
• Understand user intent: Following a user’s journey is a great way to come up with keywords. Think about where they might start — something broad, like “how to deal with spam?” — then follow that train of thought. They might be thinking of phishing, so you could target  “how to protect my company from phishing.”

2. Create cybersecurity content

Content will expand your site, enabling you to provide fresh, relevant information for search engines, as well as to use keyboards to engage with your audience.

Each one of your services is an excellent source for content ideas. A great place to start is by googling the service you offer to see what comes up. Let’s say you offer network security. Already, Google has provided us with some great blog ideas with the PAA section:

Now, scroll all the way to the bottom of the search results. Here, you will find Google’s “People Also Search For” section. Another bunch of blog ideas!

You can also check your keywords for inspiration.

Optimize all your content with metadata descriptions and focus on one or two keywords for each article. Use alt-tags with your images as well. Remember, that the content isn’t only for search engines but also for readers, so make sure you make it engaging.

3. Optimize for local search

Do you only do cybersecurity marketing in one region? In that case, you must do local SEO marketing.

Local SEO marketing includes creating pages for each neighborhood, region, or town that you offer your services to. Being specific lets search engines know that when users are looking for your services ‘near me,’ you are the number one choice. Also include your area when writing content. Perhaps a certain phishing email or threat is only targeting your area.

4. Analyze, monitor, adjust, and repeat

Cybersecurity SEO takes time to build up and is a slow process. But that can work in your favor. Do regular SEO audits of your website and dive deep into the analytics to see if areas need improvement or adjustment. Slow growth can be an advantage, as it allows you to break down problem areas and take your time fixing them. Ensuring that your site is a well-oiled machine, efficient in its creation, and effective with its marketing.

5. Go to where your clients are

Another top cybersecurity marketing idea tip is to go to places where your clients are gathered. I’m talking about social media platforms like LinkedIn, for example. Read the comments and see what type of questions your target audience asks. You can also go to your own customer service and ask them. Find out where your client’s pain points are and address them online.

Bonus step: Partner with WebFX to boost your visibility

SEO for cybersecurity can boost lead generation, increase visibility, and build a steady stream of traffic to your website—everything a business needs. However, it takes time and focus, which your team might not currently have.

Let us do it for you. Give us a call on 888-601-5359 to speak with a strategist about your cybersecurity SEO plan!

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