Cyber security marketing has unique demands. Ideally, cybersecurity companies want to get to the decision-makers in charge of security in organizations. This list includes CIOs, CISOs, and heads of Security Operations Centers (SOCs). This group of professionals has a deep understanding of cybersecurity and is best reached through precise language that includes technical jargon.
However, marketing also has to address the informational needs of other players who might be involved in the purchasing decision, such as CFOs. Using technical, industry-specific jargon with this second group of players might not be the best approach.
And therein lies the challenge. Your content has to be advanced enough to catch the attention of cybersecurity experts yet basic enough not to lose other players. Treading this fine line is not easy, which is why most companies need a cybersecurity digital marketing agency.
What Is Cybersecurity SEO and Cybersecurity Digital Marketing?
Cybersecurity marketing involves all the activities that a cybersecurity company undertakes to acquire new customers. When these activities are carried out through digital channels such as social media and websites, it is called digital marketing.
Increasingly, digital marketing and cyber security are becoming more intertwined. Most things that were traditionally done in person are moving online, the most prominent example being cybersecurity conferences. As a result, it has become crucial to have a proper digital marketing strategy to succeed in the cybersecurity world.
Cybersecurity SEO is the optimization of cybersecurity marketing content so that it’s discovered more easily through search engines. It leads to more website traffic, more leads, and more sales.
SEO for Cybersecurity Companies – A Roadmap to Success
A crucial step in SEO is keyword research, which involves finding out the search terms that people use to find the products that you offer. These terms should then be sorted out according to the search intent behind them. Keywords can match informational queries, locational queries, or purchase queries.
Another important step is keyword mapping, where the keywords identified through keyword research are assigned to different parts of your website. Ideally, keywords should be mapped to content that matches the search intent. For example, a product review should include keywords that show purchase intent.
Static content on your website, such as landing pages, should be optimized through the strategic inclusion of keywords identified through the steps above. Other content, such as blog posts, should also include the right keywords. Additionally, articles should be linked to each other to increase the authority and relevance of your website’s content.
With a competent cybersecurity marketing agency, digital marketing and SEO can yield remarkable returns on investment.
Why is SEO for Cyber Security Companies Important?
SEO for cyber security is an important part of inbound marketing, which has emerged as an effective method of organic lead generation.
In inbound marketing, your organization creates and publishes content, including whitepapers, blog posts, and reports based on original research. This content usually addresses the needs of potential customers, rather than advertising your products. To access it, people visit your site and some of them end up becoming leads.
You might have the best educational content in a certain field but if the right people can’t discover your content, you’ll have wasted your resources. This is why SEO for cyber security companies is crucial. It makes it possible for your content and by extension your company and its services to be found by the right people through search engines.
6 Crucial Reasons Why Cybersecurity Companies Need SEO
It Improves Organic Lead Generation
SEO for cyber security – when done right and carried out consistently – will put your company on the first page of search engine results. The more consistently it is carried out, the higher your content will rank.
Being on the first page increases the website traffic you get, which increases your leads and ultimately helps you meet your sales goals.
It Positions Your Company as a Thought Leader
With a good SEO strategy, more people will be exposed to your cybersecurity content. Quality SEO coupled with a great content strategy can do wonders for your company. If you can develop content that informs and solves problems; and if that content can easily be found through search engines; you’ll be well on your way to winning. With time, cyber security professionals develop the notion that if it didn’t come from you, it’s probably not credible.
That translates into better business.
It Is Cost-Effective
Sure, implementing great SEO will cost you. There’s a range of activities, from keyword research all the way to content creation, which requires resources. You’ll probably have to outsource such activities to a cyber security marketing agency.
However, once the initial optimization is made, and a plan for maintenance rolled out, you’ll be reaping the benefits for a long time afterward.
Additionally, SEO usually results in a higher number of MQLs because it brings in people who were already searching for solutions.
It Strengthens Your Company’s Brand
People love using the internet to find information about all sorts of things. If your company appears at the top of search results every time someone makes a query on cybersecurity, that solidifies your brand. It portrays you as a market leader.
Such effects snowball and in time, give your organization a level of credibility and reputation that you wouldn’t have acquired otherwise.
It Has More Long-Term Returns
When you run a pay-per-click campaign, the moment you stop paying, the results stop coming. With SEO though, once you’ve properly implemented a good SEO strategy, the results will keep coming long after. All you need to do is carry out routine maintenance to identify emerging gaps and deal with them.
It Has Both Short-Term and Long-Term Results
Initial SEO optimization can result in an immediate increase in the traffic to your company’s website, especially when there were huge SEO inefficiencies in a website.
However, SEO is also a slow burner. After the initial set-up, continual implementation results in steady growth and a steady increase in website traffic. As a result, SEO eventually yields a better ROI compared to other methods such as PPC.
SEO Ranking Factors for Cybersecurity
The ranking of your cybersecurity website depends on how authoritative it appears to search engines like Google. The more other websites link to yours, the more authoritative Google deems you. The authority of the websites that link to you also matters.
The more search engines think your content matches a searcher’s query, the higher you’ll appear in the search results. Keyword research and optimization play a huge role here. However, search engines have become smarter and can serve content that satisfies the searcher even if it doesn’t have phrases that match the search query.
How long does your website take to load? How much time do users spend on your website after clicking through links on search results pages? Is your content easy to read or is it badly structured and badly written?
All factors that affect the experience of your website visitors affect your ranking. The better you satisfy your website visitors, the more likely you are to be ranked higher.
SEO is the Game-Changer You Need
Digital marketing and cyber security are becoming more intertwined. Seeing as SEO is necessary for success in the digital world, a proper SEO strategy can give you a significant competitive edge.
Most cybersecurity companies are doing some form of SEO. To get a competitive advantage over them, it’s important to really commit.