Optimize Your Security Business Website for Google Search

OK so you’ve got a great looking website for your security business, triple checked it for typos, verified the content, added your contact/sales form, danced a jig, and you are now idling by the computer and phone waiting for sales to come pouring in.

Well, it isn’t that easy. There are hundred of million websites across the globe and thousands of new ones being created daily. Do a Google search on the services and products you provide – look at the thousands and some cases hundreds to millions of search results.

How will you stand out?

Here are a few tips on how optimize your website.

1. Title Tag.

For those who are knew to the web a title tag is the words or phrases that show up in the very top left of browser. It is the first thing Google sees and shows in Google search results. Title tags should refer to the type of business, business name, and description for the page or post. The title must be relevant to the content. I recommend including a geo-location if you are a local business and keyword phrases that defines what your business and your website is about. Don’t repeat the same title.

2. Description.

Descriptions or excerpts of pages or posts are what is seen in Google search results under the Title. These 1 sentence descriptions should include keywords that describes the content on the web page. Descriptions should be relevant to the content and Title of the post or page. There should be a different description for each web page of your site. For non WordPress users, Google will grab the first sentence as the description, so be sure to have a descriptive sentence about the content.

3. Mobile Friendly.

Your website should conform to the size and shape of a smart phone or tablet.  Pinching and zooming to see your content is not a good thing.  This directly impacts SEO as of April 2015, mobile friendly is part of the Google ranking algorithm. Check to see if your website is friendly through the Google Mobile Friendly Test Tool.

4. Original Quality content.

Sales pitches and marketing juice aside, there needs to be something on your website that gives a reason for current and potential clients to return. It could be something as simple as a blog (See next tip) or more advanced such as an e-book, white papers or articles. Don’t let the content get stale, update your website regularly.

5. Start a blog.

The best way for you to establish quality content is through a blog. A series of articles related to attracting your target market. Create useful, valuable information for your market. Most blogs are free (WordPress.Com and Blogger). Blogs should be considered an extension of your website. Write about things that will help establish your brand. Visitors will have a better perception of what it is your company does. It doesn’t have to be super fancy or complex design. Another great feature of a blog is to establish user dialog by using the comments.

6. Sitemaps.

There are several ways to automate sitemaps for your website. I  use XML for client site maps which are submitted to Google Search Console – think of the Console as a site submission process to enable your content to be found in Google search. HTML site maps are great for your visitors. For WordPress (self hosting) I recommend using the plugin Yoast SEO, for non WordPress site owners I recommend XML Sitemaps.

7. Add keywords in your content but don’t keyword spam.

Adding the appropriate keywords related to your content help attract the right audience to your content. Don’t spam your site with too many keyword phrases. Search engines typically “punish” websites that have been found to do a ton of keyword phrases with no relation to what the content or website is about and has no real content for visitors.

8. Images.

Images can be found in Google search under the Images tab. So don’t discount the use of images in your content. Search Engines can’t “read” the images, instead, they read descriptions of the images through ALT (alternative) and Title tags. Be sure to use ALT tags to include a keyword rich description of the image. Large images can impact the load time of the page or post, which can impact SEO. When using images make sure you are optimizing them for web use. For image optimization, also known as image compression. There are several free image compression tools for the web. I like to use the Squoosh app and Optimizilla.

9. Usability and Functionality.

Does your website load slowly? Time how long your website takes to fully load. Is it longer than 5 seconds? Does the site allow a visitor to find information quickly and easily?  What are your goals for your website? Does your website convert visitors to potential clients? Connect your website to Google Analytics to measure and obtain data of your visitors. Can visitors gain enough information and knowledge about your business to make a buying decision? For page speed tests I recommend Google Page Speed Insights, GT Metrix, and Web Page Test Tool.

10. Site Encryption with SSL Certificates.

You should always protect all of your websites with HTTPS, even if they don’t handle sensitive communications. HTTPS prevents intruders from being able to passively listen to communications between your websites and your users. Most, if not all, web hosting providers enable you to purchase and install an SSL certificate for your website. In some instances hosting providers have a free SSL Certifcate version called Let’s Encrypt.

11. Protect Your Website

Protect your website and customer data with tools such as Cloudflare. Cloudflare offers a suite of tools that protects your website from DDoS attacks, safeguards you from OWASP top 10 vulnerabilities, SQL injection, SPAM protection and XSS (Cross site scripting).

Need Help?

If you need assistance in implementing any of the above or have questions please contact me at [email protected]

Larry Snow is a leader in providing online marketing solutions for small to mid-sized security and executive protection businesses. He shares his knowledge in WordPress, social media, security business, open-source, and social intelligence. His goal is to help protective services companies succeed in establishing and strengthening their brands on social media platforms. He is here as your guide to making that happen.

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