You've built a strong reputation as a security guard company, but your website isn't attracting the attention it deserves. Clients don’t seem to be finding your company online. 

What can you do to show up online and land new clients?

Start implementing Search Engine Optimization (SEO) best practices. 

Basic SEO can help your security business climb the search engine rankings and land more clients. This guide will break down SEO for security guard companies into a few simple steps.

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What is SEO?

SEO stands for Search Engine Optimization. It's a process that helps your website appear higher in search engine results when people look for security services online.

Did you know that nearly 7 out of 10 online experiences begin with a search engine? That means if your business isn't showing up in search results for the things people are looking for, you're missing out on a massive potential customer base.

The higher your website ranks in search results, the more likely potential clients are to find you when they're searching for security services.

It's a reliable and constantly growing way to generate leads online, alongside other marketing efforts. While not every client comes through a search engine, SEO ensures you're reaching qualified leads who are actively looking for what you offer.

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Why SEO matters for security guard companies

The internet is a double-edged sword for security companies. It opens the door to a vast pool of potential clients, but it also creates a crowded online marketplace.

How can you make your security company stand out from the competition on the internet?

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Greater visibility 

Imagine if someone searches for "armed security for bank in Malibu” online. Your company website pops up on the first page! That's the power of SEO. By using the right keywords, you get your security services in front of potential clients exactly when they're looking for them.

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Higher credibility

People trust search engines. When your company consistently ranks high in searches, it sends a powerful message: You're a reliable and established security service provider. This builds credibility with potential clients, making them more likely to choose you over competitors.

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More traffic

SEO works to drive traffic to your website. It's about attracting the right kind of visitors — people actively searching for security services. Your website reaches qualified leads who are genuinely interested in what you offer. This translates to more website visits, more inquiries, and ultimately, more paying clients.

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Basic SEO terms you need to know

Understanding some key SEO terms will empower you to optimize your website and attract more clients. Here's a breakdown of the essentials:

• Keywords: Words and phrases people type into search engines when looking for security services. Think "security guard services in Brooklyn" or "patrol services for commercial properties." Identify keywords with high search volume and create your website content around them.
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• On-page SEO: Involves optimizing individual web pages to rank higher in search engine results and attract more relevant traffic. It includes using relevant keywords, creating high-quality content, ensuring mobile-friendliness, improving page load speed, and using proper meta tags and headings.
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• Off-page SEO: This focuses on building your website's reputation beyond your own site. Imagine getting good recommendations — that's what off-page SEO does. It involves encouraging other websites to link back to yours and getting your business listed in relevant online directories, making you more discoverable and trustworthy in the eyes of search engines.
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• Meta descriptions: Short summaries (around 160 characters) that appear below your website title in search results. Think of them as mini sales pitches that entice people to click on your website. 
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• Alt text: Brief descriptions of the images on your website. Search engines can't "see" images, so alt text helps them understand the content and context of your images. Including relevant keywords in your alt text can also improve your search ranking.

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Simple steps to get started with SEO for security services

Are you ready to maximize the lead generation potential of SEO for your security guard company? Here's a breakdown of the steps you can take:

Step 1: Identify your target audience

Before getting into keyword research, take a step back and identify your ideal client. Who are you trying to reach?

Are you looking for business owners (retail stores, office buildings, construction sites), property managers (apartment complexes, shopping centers, industrial facilities), or event planners (concerts, festivals, conferences)?

Identifying your target audience helps you understand their needs and the challenges they face. This knowledge is a crucial first step in finding the right keywords.

Once you know your target audience, put yourself in their shoes. What questions might they have? What problems are they trying to solve? 

Here are some common examples:

• "Security guard services near San Diego" (general search for local providers)
• "Best security patrol for construction sites" (specific service need)
• "How to choose a security company for my business" (informational query)

With an understanding of these search queries and intent, you can start brainstorming relevant keywords to target in your SEO strategy.

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Step 2: Keyword research

Now that you understand your target audience and their search intent, let’s get into keyword research. This is where you identify the specific phrases people use to find security guard services online.

To get started, you can use free and user-friendly keyword-research tools available. Some popular options include Google Keyword Planner and Ubersuggest. These let you search for keywords related to your security services and see their estimated search volume and competition level.

Remember to focus on local keywords. People searching for security services often look for providers in their area. Include your city or neighborhood name in your keyword phrases. 

For example, instead of just targeting "security guard services," you might go for "armed security guard services in Austin" or "mobile security patrol Chicago." This will help you attract potential clients actively looking for security solutions in your local market.

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Step 3: Optimize your website

Once you have a solid understanding of your target audience and relevant keywords, it's time to optimize your website to attract more traffic and convert visitors into leads. 

Some key elements to focus on:

• Title tags: Your title tag is the headline for each webpage. It should be clear, concise, and include relevant keywords. Search engines use title tags to understand the content of your page, so make them informative and attention-grabbing.
  
  For example, this is a bad title: Security Guard Services.
  
  A much stronger title tag would be: Retail Security Guard Services in Baltimore. 

• Meta descriptions: Your meta description should be ideally at around 160 characters. It should accurately reflect your page content, and of course, have strategically incorporated keywords.
  
  For example, a generic meta description would be: We offer security guard services.
  
  Here is an optimized meta description instead: Protect your business with XYZ Security’s reliable armed security guards. Get a free quote for patrol services in Boston today.

• Headings: Headings (H1, H2, H3) help break up your website content and improve readability. Use clear and informative headings throughout your website, and don't forget to weave in relevant keywords naturally.
  
  For example, a generic heading would look like ‘Our Services.’
  
  An optimized heading may be: Security Guard Services Offered in Philadelphia.

• Alt-text for images: Search engines can't "see" your images but can read alt-text descriptions. Include relevant keywords in your alt text for search engines to understand the content of your images and to give your website a ranking boost.
  
  This is the generic version: security_guard.jpg (does not provide any information).
  
  Here is the optimized alt-text: A security guard patrolling a commercial property in Seattle at night.

• Mobile-friendly: A significant portion of web traffic comes from mobile devices. Ensure your website is mobile-friendly and offers a great user experience on smartphones and tablets.

Let’s say you visit a security company website on your phone, and the text is tiny, the buttons are difficult to click, and the content is jumbled. This is what a non-mobile-friendly website looks like. 

A mobile-friendly website automatically adjusts its layout and content to provide an optimal user experience on smartphones and tablets.

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Step 4: Create quality content

SEO isn't just about technical tweaks, it's also about providing valuable content that attracts and engages your target audience. 

Here are some content creation strategies:

• Blog posts: Share security insights through well-written blogs. Informative and engaging blog posts that address security concerns will help you find your target audience. 
  
  You might include topics like ‘Top security tips for small businesses,’ ‘Understanding different types of security cameras,’ and ‘The benefits of access control systems.’

• Service pages: Clearly describe each security service you offer, using detailed and keyword-rich content. Highlight the benefits of each service and address common pain points your clients face. For example, your "mobile patrol services" page could discuss the advantages of real-time response and crime deterrence.
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• FAQs: People often have questions before they commit to a security service. Develop a comprehensive FAQ section that addresses frequently asked questions about your services, pricing, and security protocols.
  
  You can find good question ideas by checking the section on ‘People Also Ask’ when you conduct Google searches related to your business.

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Step 5: Build backlinks

The more high-quality backlinks you have from relevant websites, the higher your website will rank in search results. Here are some strategies to secure valuable backlinks:

• Partner with local businesses: Consider businesses that complement your security services. This could include property management firms, CCTV providers, or metal detector equipment companies.
  
  Reach out and explore opportunities for mutually beneficial partnerships. You could offer a co-branded blog post or exchange links on each other's websites.
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• List your business: Ensure your security company is listed on Google My Business and other relevant online directories.
  
  Fill out your profiles completely, including accurate business information, high-quality photos, and positive customer reviews. These listings often include backlinks to your website, which can improve your local SEO.
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• Guest blogging: Share your security knowledge with the wider world. Reach out to websites in your industry or local publications. You can offer to write informative guest blog posts on topics like security best practices or emerging security trends, or hire a ghostwriter to do it. Include a link back to your website within your author bio or the article itself.

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Step 6: Monitor your progress

SEO optimization is an ongoing process. The good news is that free tools are available to help you monitor your website's performance and track your SEO progress. 

Google Analytics is a free tool that provides valuable insights into your website traffic. You can see how many visitors your website gets, where they come from, which pages they visit, and how long they stay. This data is crucial to know what's working and what needs your attention.

Google Search Console is another free tool from Google that specifically helps you monitor your website's performance in search results. You can see which keywords people are using to find your website, identify any SEO issues that might be hindering your ranking, and even submit your sitemap to help search engines index your pages more effectively.

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Quick SEO tips to remember

The more visible you are online, the more potential clients you'll reach, and the more your business will thrive.

Here are some key takeaways to keep in mind for your SEO journey:

Consistency is key

Your SEO efforts won’t work wonders overnight — it takes time. Consistent efforts will gradually improve your website's ranking and online visibility.

Regularly update your website with fresh, high-quality content, optimize your pages for relevant keywords, and build backlinks over time.

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Get help if needed 

SEO involves some technical work that you may not want to dive into if you’ve got your hands full. 

Get help from a qualified SEO professional. They can provide expert guidance and help you keep your website optimized for maximum search engine impact.

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Stay updated

Stay up-to-date on the latest trends and best practices. SEO is constantly changing. Many resources, including blogs and webinars, are available online that can help you stay informed and refine your SEO strategy.

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Next steps

SEO for security guard companies is a worthwhile investment regardless of how long your company has been around or how big it is. And it works!

SEO can open the door to a flood of new clients for your security company. But with great growth comes greater responsibility. You need to ensure your operations run smoothly and you manage profitability.
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That's where Belfry comes in. Our all-in-one security operations management software helps you maintain smooth operations as new customers are added, empowering you to:

• Prioritize officer safety: Keep your officers connected and informed with real-time communication tools. Monitor their well-being and ensure adherence to safety protocols with GPS tracking.
  
  
• Boost operational efficiency: Simplify guard scheduling, reporting, and timesheet management. Free up your officers' time for what matters most — protecting your clients.
  
  
• Enhance client transparency: Keep your clients informed with real-time incident notifications and live reports accessible through a user-friendly dashboard.
  
  Track officer activity and identify trends over time for proactive security measures.

Schedule a Free Demo Today.