LOCAL SEO FOR SECURITY COMPANIES: HOW TO DOMINATE YOUR AREA

Let’s be honest, security company owners…

You know your security company is great. You’ve got well-trained guards, the right gear, and a solid name in your community. 

But when it comes to your online visibility? 

🦗 Crickets.

No prospects are clicking, no one’s calling. Your website might as well be invisible. 

So what’s your plan for some change?

A). Ask your existing clients for referrals.

B). Ask them some more. 

C). Offer clients a discount on their next invoice if they refer someone to you. 

D). Or… learn some practical steps to make your company website and online business profile really work- to bring prospective customers right to you.  

Good for you if you picked D- you’re making the smart choice. Here’s some simple steps to help those potential clients find you online. And don’t worry, you do not have to be a tech guru to improve the visibility of your security services!

Since the internet has become a very crowded online marketplace, your company needs to stand out more than ever. This is where an online tool called SEO or Search Engine Optimization comes in. Using SEO to update your website is like putting up a big online sign for potential customers to find your business- instead of your competitors.

TERMS TO KNOW 

Before going further, when learning about security company SEO, there’s a few SEO terms that you should know. (Use these and you will sound like a digital genius!):

• Keywords– the words or phrases that people type when searching online for information 
• SERP or Search Engine Results Page– the page of results you see after searching for something on Google (Your SEO goal is to show up as close to the top of the first page as possible- because NO online shopper scrolls through page after page looking for answers!)
• On-page SEO– refers to changes you make on your website to content, titles, and URL (uniform resource locator or web address) to improve your rankings in search results
• Off-page SEO– what other websites (backlinks, social sharing) say about you
• Local SEO– local SEO for security companies that mentions specific places/areas in order to target people in those specific areas
• Meta title– your page’s headline in a search engine, usually 60 characters or less (e.g. “Professional security guard services in Dallas, TX”) 
• Meta description– the short descriptive blurb under the title, usually 160 characters or less (“Trusted security guard company in Dallas offering armed or unarmed guards for retail, events, businesses and more. Call today for rock-solid protection.”) 
• Short-tail or head keywords– are broad search terms, mostly one or two word long (e.g. “security guards”) 
• Long-tail keywords– phrases filled with longer, specific search phrases (e.g. “hire event security guards in Chicago for a wedding”)
• Backlinks– links from other websites that point back to your website
• Alt Text– description of under 125 characters for an image for the search engines to “see” so they categorize images properly (e.g. for an image of a security guard, good alt text would describe “Security guard patrolling shopping mall at night”) 

How about a practical test of best SEO practices? Pick from these examples which website description you think works best at making your company pop up higher in those website searches:

EXAMPLE 1 “Our team at Guardzilla, Inc. is committed to delivering high quality safety solutions for diverse clients needs…” 

(There is no mention of specific services, e.g. 24/7 patrols, armed/unarmed guards, front desk coverage, event security, etc. No locations/city or years of service are mentioned. Terms like “solutions” or “diverse client needs” are vague- with no high search volume keywords such as “security guards” or “patrol”). 

EXAMPLE 2 “Usually Alert Security Company is the best security guard company offering security guard services with security guards for all your security guard needs. Hire our highly trained security guards now!” 

(Guess which keyword is overused? Search engines like Google may categorize this as a tactic called keyword stuffing – and down-rank the page for its robotic spammy feel).

EXAMPLE 3 “With over 15 years of retail loss prevention experience in [city], Shrinkage Solutions Inc. helps retailers reduce theft, prevent fraud, and establish a safe shopping experience. Our trained security guards will monitor floor activity, deter shoplifters, and support store staff during peak hours…” 

(This is balanced with strong keywords like “retail loss prevention” and “security guards” along with a location, plus years of experience. This is done in clear language, with focus on customer pain points like guards that are really actively preventing shop-lifting through floor activities or staff support. Keywords are not being overused).

Hope you picked EXAMPLE 3! The standout SEO descriptions are location-based, clarify the specific services the company offers, and answer questions searchers may be asking (“Do I need a guard for my event?” “Is the security I want too expensive?”). 

Using SEO to its full potential will grow your business- but only IF you first clearly identify your target audience, and utilize marketing strategies to attract those local clients to your company. NOTE: There are FREE, USER-FRIENDLY keyword research tools that you can use to match the right SEO keywords to your target audience- e.g. Google Keyword Planner and Ubersuggest are just two.

You can then incorporate the best keywords you discover into updated title tags, headings, meta descriptions, and alt-text for your website. This can simply mean making a few insightful SEO edits to your website: 

A bad title tag on your website is “Security Guard Services”– a stronger title tag would be “Retail Security Guard Services in Walla Walla, WA”. 

A weak meta description says “We offer patrol guard services”– but an SEO optimized one would be “Protect your business with Stop N Nab Security’s reliable armed guards- get a free quote for patrol services in Long Beach, NY.” 

WHO IS YOUR TARGET AUDIENCE?

First identify your company’s marketing niche and type of audience. Are you reaching out to:

🔎 Business owners of retail stores? (Use SEO phrases such as retail security guards, retail loss prevention services, in-store security patrol, mall security services).

🔎 Business owners of construction sites? (Mention SEO phrases like construction site security, overnight construction site patrols, theft prevention for job sites).

🔎 Property managers of apartment complexes? (Good SEO keywords are apartment security guard services, gated community security guard, parking lot security for apartments, residential security patrol). 

🔎 Property managers of shopping centers? (SEO should talk about mall security services, patrol services for shopping plazas, 24/7 guard services for retail complexes, crowd control for retail locations).

🔎 Event planners of concerts, festivals, conferences? (SEO search phrases could be event security guard services, private event security, security guards for weddings, corporate event security, festival security services, crowd control services). 

YOUR COMPANY PROFILE- FROM INVISIBLE TO IN DEMAND

Remember how no one’s been clicking on your website, or inquiring about becoming your client? Well, here’s a FREE FIX- a powerful tool that can change that: Google Business Listing aka Google Business Profile. It’s the most effective local SEO tip for service businesses struggling for visibility. When someone uses Google Search or Google Maps to search online for your type of business or service, your business profile can appear in a featured box- along with location, hours, reviews, website and more. It helps YOUR website show up right when local prospective customers are looking.

To start up your Google Business Profile optimization, take these 10 easy steps:

1. Go to https://www.google.com/business 
2. Click MANAGE NOW.
3. Sign in with your Google account, use your business email, and then type in your exact business name.
4. Choose your business category that most closely fits your main service.
5. Enter your physical business address if you have one. Since most security firms provide services at client locations, choose “I deliver goods and services to my customers” and specify your service areas (cities, zip codes, regions). 
6. Add your contact information such as business phone, email, website. You can create a free Google site if you do not have your own website. 
7. Google needs to verify your business. Their main method is by postcard verification- they mail a postcard to the business address you supply, with a 5 digit verification code. When you receive it, log into your Google Business Profile, enter the code, get confirmed- and watch your profile GO LIVE. 
8. Now you optimize your profile- with a keyword-filled business description, photos of your team, vehicles, patrols, uniforms. List your hours. Add your niche specialties- armed, unarmed, event, retail, etc. 
9. Gather reviews from satisfied clients.
10. Keep your profile updated with new photos, changing hours or service areas, responses to reviews, etc. 

So from optimizing your Google Profile to utilizing the best target keywords on your website, smart SEO will do 3 things. It will make your company easier for prospects to find, easier for them to trust you, and ultimately easier for them to become your clients. 

Need some improved software tools to manage all those new clients once they start calling?

The City Guards is a reliable industry resource to keep in mind. The City Guards offers innovative solutions and tools for security guard company owners and managers. Our user-friendly software helps you simplify sales, marketing, scheduling, tracking, and operations. 

CONTACT THE CITY GUARDS TODAY– turn your local SEO wins into long-term business growth.