Posts

Bing v. Adwords: Which is Better For the Security Industry?

As a security company, you want to consider all of your online marketing options.  One of the methods that pose the most questions is pay-per-click advertising and which gets better results, Bing Ads or Google AdWords. There are a lot of different variables to consider when launching a paid search campaign, and in this post, we’re talking about our general preference as it relates to the industry. Every campaign and business is different and should be considered individually.

What Is PPC?

Pay-per-click (PPC) is a form of online advertising where advertisers pay based on the number of clicks on their ad. Bing Ads and Google AdWords are two of the major platforms. In both of these platforms, a user runs a search and the platform determines which security company ad to show based on your keyword Quality Score.

While you might be more familiar with Google, Bing is an underdog that is gaining speed in all the right places. Year-end reports in 2016 according to Search Engine Journal show that Bing grew to 19.7% of the search market while Google paid search is actually down 11% from last year.

Now that you know how these two platforms are alike, you need to know how they differ and how those metrics best serve the security industry.

AdWords vs Bing Ads Demographics

When comparing the two platforms, perhaps the best argument for Bing is the demographics.

Pro Tip: Nearly 40% of Bing users are between 35-54, 44% were married, and average income skews higher. When paired with a more mature audience, Bing is hard to beat.

In our 10 years of industry experience, this perfectly fits the buyer profile of most home and business security services. While Google users tend to be younger, from a marketing aspect the smaller Bing audience might be a better match and contain more of your target security industry consumers.

Cost-Per-Click and Average Position

Where your ads show and at what cost is another huge consideration for those in the security industry, and outside of it.  On average, services with the security industry show 35% higher in Bing. That’s great you think, but at what cost? The cost-per-click (CPC) is lower in Bing than AdWords. A better position at a lower price makes Bing a great option.

Click-Through-Rate

Click-through-rate (CTR) is an important measure of determining whether your ads are effective. The higher the CTR, the greater response you are getting from your ads. Bing CTR are an average 34% higher in sample testing. Bing’s sophisticated ad scheduling may have a lot to do with the significantly higher CTR.

Conversion Rates and Cost-Per-Lead

The purpose of a search campaign is to drive results and bring leads. This is something that can fluctuate significantly based on outside variables such as seasonality, and other industry specific variables. While Bing has a slightly lower conversion rate, you also pay less for the ads. This results in paying less for the same lead.

So, Which is Better For The Security Industry?

Google AdWords are great for some industries, but not necessarily a great fit for industries involving any aspect of security. Google may get more search traffic, but (as of the date of this post) Bing boasts a higher position and CTR as well as lower CPCs. When paired with a more mature audience, Bing is hard to beat.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

3 Things Alarm Companies Can Do to Improve Google Ranking Without Hiring An SEO Company

Can you imagine visiting Google’s Mountain View offices and submitting a request NOT to have your website show up on page 1? Or even indexed? Sounds silly, right? But if your website is not properly optimized…that’s exactly what you’re doing.

As a professional security SEO company, we have the experience and expertise to help your security business compete online. There are many different pieces to the SEO puzzle that must work together correctly in order for SEO to work properly and see results. In this post, we’ll give you 3 that you can do today that may help your website ranking and stop hiding from new business! Free of charge! You’re welcome 🙂

3 Things You Can Do Right Now to Improve Your Google Ranking Without Hiring An SEO Company

Search Engine Optimization (SEO) is the art and science of making your website appear in competitive positions on Google, Yahoo! Bing. It’s no small task, especially considering that about 75% of what makes this happen is link building.

Commonly called “backlinks” because they are links from other websites that “link back” to yours, link building is one of the top activities that must be done correctly to accomplish competitive rankings in Google. The search engines evaluate two things when it comes to link building: The quantity of links, and the quality of the link.

Tip #1: Optimize Your Existing Backlinks

Most established security companies will have a lot of links from local and national directories that point back to their website. This is good because it gives you a head start on your backlinking activity. The link is there – now you have to optimize it. What do I mean by that?

Link quality has to do with not only the relevancy of the website that is linking back to yours, but whether or not that link is optimized properly. Here is an example…let’s say that your company, ABC Security Systems (if this is the name of your company I apologize) has a listing on the local Chamber of Commerce website. Most of the time, it will look something like this:

ABC Security Systems (this is a link to your website)
The Best There Is, and Also A Chamber Member for Over 70 Years.
(877) 65-3779

If you have a link like this in an online directory, the actual coded link probably looks like this: http://www.abcsecurity.com“>ABC Security Systems

Actually, it SHOULD be coded like this: http://www.abcsecurity.com” title=”dallas-home-security-systems”>ABC Security Systems (just an example – if you’re not located in Dallas, don’t use this).

Notice the difference. In the second example, the link is “hard coded” with the name of a major city and a highly searched on keyword. Why does this matter? Because not only does Google count the number of links coming to your website but it also reads what that link says about your website. Given enough of these types of back links over time from quality websites, you should start to see ranking improvement for the phrase you are targeting.  

Tip#2: Optimize Your Title Tag

The optimization that you do to your website is important but only counts for about 25% of the whole picture. The Title tag of your website represents about half the total importance of onsite optimization. You need to modify this tag because like the headline of a newspaper, this tag tells the search engine what your page is all about. It’s easy to do.

Step #1:

If you have access to your website, go into the code (or ask your CIO or web guy to do this) and find the Title tag. It should be at the very top of the page, and look like this: <title> </title>.

Step #2:

In between that tag, place the keywords that are relevant to your security business. Something like this is a great start: <title>San Diego Home Security Systems, San Diego Business Security Systems</title>

Note: if you don’t do business in San Diego, don’t put San Diego here.

That’s it. Easy right? You just took a big step that 80% of your competitors probably don’t know about. Now, lastly…

Tip #3: Optimize Your META Data

Although it might sound like a phrase from a sci-fi movie (a really old sci-fi movie), META data is the code inside of your page that search engines read that help to describe your page in a little more detail. It consists of the Keyword tag and the Description tag. Although search engines don’t give much weight to this information anymore, it’s still important to get right. Especially because the Description tag is what shows up under the Title of the search results. This information helps people to see what your website is about before clicking on it.

Here’s how to do it:

Open up your website code by repeating steps 1 and 2 above. Enter keywords and a relevant description for your business. Keep it short. 35 characters or less is best.

The Description Tag: <meta name=”description” content=”City name’s leading choice in home security systems. Protect your home with cutting edge home security systems and home alarm systems from ABC Security Systems.” />

And there you have it. 3 easy steps that you can take right now to improve your website in the eyes of Google and other search engines. Of course, there is a lot more to it than that – but the steps described here are a great start.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

 

4 Components Of An SEO Campaign For Alarm Companies

Dreaming about success is great motivation, but being successful takes time, planning, and effort. Successful security industry marketing campaigns are a lot like that. The best ones take a lot of hand to plow kind of effort over a period of time to see the exciting point of growth and cultivation. Even before that though, it takes careful, systematic planning and a deep knowledge of the lay of the land.

Pro Tip: Many people think their goal is, naturally, make more money. But that is not a goal, but an outcome of a goal. It is like waking up and saying, “today I want to be rich.”

 

Jumping into a Security Marketing Campaign

Starting a marketing campaign is exciting. It is easy to get caught up in fabulous new ideas, seeing your brand highlighted in new ways, and seeing that positive ROI that grows your business.

But marketing success doesn’t just happen. A lot of work has to go into the planning long before the work of execution. Talented marketers know that the real value of marketing–the make or break of any strategy– comes from the work done behind the scenes during the planning stages.

Before SEO, There’s This

Before planning, execution, maintenance, and monitoring of a profitable SEO campaign, you need to know all of the interconnected components of the business and understand the competition before you can successfully achieve your SEO marketing goals. This is because effective SEO isn’t just content and optimization; it’s content and optimization that forms one, cohesive entity in the context of an ever-changing climate. To make it happen well, you have to create a sure foundation and address these three small but critical elements at the very minimum if you expect any kind of success.

What is Your Marketing Goal?

That sounds like a no-brainer. It’s not. Many people think their goal is, naturally, make more money. But that is not a goal, but an outcome of a goal. It is like waking up and saying, “today I want to be rich.” It is a hope, but not an actionable goal. A better way to identify a goal is to look at your desired outcome and ask what methods and actions will ultimately most effectively lead to that outcome. For example, will building brand recognition, increasing website traffic, or earning more conversions fit your growth plan, and in what order of importance? The more specifically you know, the better.

Do You Know Your Target Audience?

Knowing your target audience isn’t just about identifying what demographics are opting into your services. It is understanding them, their needs, and the factors that motivate interest. It is not enough to make a reasonable guess. You need to dig deep into market research and study objective data. Find out what really makes them tick, and I guarantee you the real reasons will revolutionize your marketing.

Know What Message Do You Want to Send

Marketing means getting your name out to the public, right? Well, partly so. It means getting who you are as a company out there. Before you begin a marketing campaign, know what message about yourself you want to send. Know what kind of thoughts and emotions you want your name to evoke. What kind of takeaways do you want them to gain from time spent with you through your marketing?

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

 

The Difference Between SEO and PPC for the Security Industry

It’s the most asked, debated, and perplexing questions asked about online marketing– “Should I be using SEO or PPC to get traffic to my website?”  As these are the two most commonly used strategies to increase traffic to websites, it pits two hometown rivals against each other. Which approach is better? It depends.

The Difference Between SEO and PPC for the Security Industry

Since marketing needs a focus to be effective, you have to determine the most effective way to allocate your marketing spend. In a lot of cases that means you need to choose a team, SEO or PPC. Or maybe both…? To do that you need to know the game and player stats.

PPC (Pay-Per-Click)

PPC allows you to drive visitors to your site through paid marketing programs such as Google Adwords, or Yahoo Search Marketing. The security company advertiser bids on keywords to achieve their position on search engine results pages in the sponsored links section, banner ads, shopping ads and more. The (winning) placement is immediate. In a very specific market such as in the security industry PPC pits smaller often independent companies against the large national brands with a much larger advertising budget.This can make PPC cost prohibitive.

What Is SEO?

SEO (Search engine Optimization) helps build traffic through organic searches. The strategy is not just about using targeted keywords to make your site more impactful to search engines, it is also about making you a go-to authority on the security issues that need solutions. Major search engines factor in how people interact with the site and if they come back in their analytics. The results are not immediate, but staying the course with SEO can land you at the top of rankings.

So Which Is Better?

According to Juniper Research, an astounding 81% of consumers  use search engine results to determine their decisions, so being found is unquestionably important. Knowing this it would seem that PPC advertising is the way to go. Research shows otherwise however. In fact, an organic result is 8.5 times more likely to be clicked through than a PPC ad, and those clicks are far more likely to be quality leads.

BUT…

Research shows otherwise. In fact, an organic result is 8.5 times more likely to be clicked through than a PPC ad, and those clicks are far more likely to be quality leads.

Why? Think about your own search habits. How often do you scroll past paid ads down to organic search results? Most people realize that the paid ads are just that- ads- and do not necessarily represent the most qualified business. Searchers are far more likely to connect a security company they feel is trusted by the community (represented by organic search results).

That’s important when you are trying to connect to ¾ of your potential customers.

Conclusion…SEO Is Generally Better for Security Companies.

When done well, both PPC and SEO can yield results, but it is important to understand the differences between them so that you can ensure that the kind of result matches your intended goal.

Your business will definitely do well if you invest the time and energy into creating SEO advertising that targets your audiences. Although it may take some time to see your SEO effort, but it will be worth it for your business. PPC is fast, but how long will it last?

Remember the vast scope and inevitable limitations of your business, remember that your local customers still want the local, targeted service you provide, and your online SEO marketing will be so much more successful than you could ever have imagined.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

The Best Keywords For Your Security Business Are…

Search Engine Optimization (SEO) sounds like something a bit unnerving – but the first step to SEO success does not involve your computer at all. You’re going to have to go out and talk to actual people in person.

SEO starts with choosing the right keywords. There’s no point in making sure you’re at the top of a search if no one uses your words to find a company like yours. So for example if your website ranks #1 for El Monte Home Security but no one is searching using that keyword, then what is the point? No searches = no website visits = zero leads.

And guess what, the words you think are obvious choices may not be. You know the security business too well, and you may be tempted to use industry jargon over words that an average potential client would use to look for you (like commercial security vs. business security, which gets 45% more searches).

Also, don’t think of keywords as individual words. Think about how you approach a search. Suppose you’re going out to dinner in Boston and want to find the right restaurant. Do you type in “restaurant” and sort through the hundreds of thousands of responses? No, you might type in “top-rated seafood restaurant in Boston area.” There will still be lots of choices, but you’ve eliminated all of the chains and restaurants not within driving distance. Your potential clients approach a search the same way.

List Your Potential Keywords

First – talk to your clients. Pick a couple you feel particularly comfortable asking, and find out what words they would use or did use to find your company. Ask friends and family members for ideas.

Next, survey your employees. What words or phrases do they use to describe your business to potential clients, friends and family members? What words have they heard from clients when they ask questions?

Check with your sales team. What makes your company special? What words do they use to separate you from the competition? Keywords are about more than definitions, they also represent what your potential clients want in a security company. Be sure those important adjectives are represented.

Which products or services do you want to sell the most? Take a look at your highest profit margin areas or those items that get you in the door with a new client. Add these to the list of potential keywords.

Sort Your List

Keep a running list: you’re looking for repetition. The more often a word or phrase crops up, the more likely people are to use it in a search.

Avoid words with more than one meaning. For example, siren can be a loud security option, a police or fire sound, or some mermaid-type with a harp and a very compelling voice. This makes it a bad choice. With limited keywords, don’t waste them on words or phrases that could be confusing.

Think about your perfect customers. Do your keywords appeal to them? It’s not just about what the keywords say about your company, it’s also about how they fit with the clients you want to reach.

Pick Your Top 15

This is too many keywords, but you can trim them using these tactics.

Check for redundancies. Are some of these keywords saying the same thing? Choose the best one by looking at the sorting suggestions above.

Make sure you’re covering the waterfront. Does the list include all critical aspects of your company? Think of your competitive advantages as well as all of your products and services. You don’t want to lose a potential client because you didn’t have a complete list.

Determine your reasoning behind each keyword. Why is a specific phrase on your list? If you don’t have an answer, maybe it doesn’t belong there.

Narrow Your List

Aim for a list of 9-12 keywords. Once again, you may want to go back to your best clients and see which choices they would be most likely to use. Then try those keywords in a search of your own. Who appears? Are your competitors there? Who else? Not to worry. Once you have your keywords in place, you can optimize everyone else right off the first page!

As always, Ignite Security Marketing is here to help. Contact us today for a free marketing analysis to see which keywords your security business should be targeting.