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Web traffic is the lifeblood for cyber-security companies sales leads and revenue.
The CMO of a cyber-security firm can increase web traffic with these 25 SEO tips.
Even though business owners and web-programmers might not realize this, marketing cyber-security is not as easy as it seems. You have to do keyword research, create on-page SEO fixes, create lead generating programs and budget it all.
Most of your potential customers need a lot of education on the subject, while most businesses don’t even prioritize cyber-security. Add to that the overwhelming amount of competition in this field and you will get an almost uninhabitable environment.
Therefore, most cyber-security firms have try to improve their websites on the simplest level and grow their traffic and website lead conversions.
Here are twenty-five SEO tips that will help you do just that.
1. User Experience
To rank higher in Google search results, your site should display certain characteristics and cater to Google’s RankBrain, Google’s third most important ranking factor.
RankBrain looks at how long users stay on your site after clicking through the link. It also looks at the percentage of searchers who click on your link and the bounce rate.
In order for your visitors to stay on your website longer, you must ensure that your site is performing to its best. Focus on user experience and improve the performance of various features on your site. This will make you rank higher and will increase traffic.
2. Video Marketing
Videos are a great source of web traffic. Instead of focusing on improving your written content, you might want to switch to some videos. Such programs as Animoto have made video creation a more accessible craft, so you don’t even need to possess any skills to create these.
To optimize your older videos, you can update their titles and descriptions to keep them searchable and relevant. Focus on the quality of both video and audio factors, images and graphics. You can also integrate your videos into the written content on your website.
3. Evergreen Content
Evergreen content is a great SEO tip. The content dedicated to a topic that will be relevant for a long period. While cyber-security news can be a great way to attract instantaneous attention, articles on more evergreen cyber-security topics will serve you better in the long run.
Aim for longer articles with more original information. Saturated content tends to be ignored, while 2000+ words and clear, concrete data will make you rank much higher in Google search results. Besides that, use LSI keywords that are related to your post’s topic.
4. User Engagement
While web traffic definition does not include user engagement, you will still profit from it. Some ways to increase user engagement include:
5. Voice Search
In 2018, voice search became big SEO news and this will continue in the years to come. This means that optimizing your content for voice searches will soon become a must for every business.
To do so, use geo-targeted keywords to adjust your content for the local search query (since voice searches are local). Even though cyber-security is more of an international industry, you can still grow your business locally.
6. Recycling Posts
You have probably heard of recycling your old posts to create better, newer articles that will be more relevant. But there is also a different approach to this.
Find your posts that almost rank high and improve them by adding more examples, statistics, questions and answers, visual content, and so on. To do this, use Google Analytics and go to Acquisition, then Search Console, and then Queries.
Set up an advanced filter that will show you phrases where your average position or rank is greater than 10 (on page 2). Work on these posts to make them more relevant.
7. Featured Snippets
Featured snippets are the results that show up on search results after ads but before the ranked results. They usually come along with a video or an image which makes them stand out even more and steal clicks from other high-ranking results.
To optimize your article for a featured snippet, stick to these tips:
8. Mobile-First Indexing
The mobile version of your site is more likely to be used than the original desktop one. Why? Because most of the traffic comes from mobile devices. Google prefers mobile versions over desktop ones, so if your website is not mobile-friendly, it is likely that your rankings will drop.
To avoid this, make sure that your site has a mobile version. If you already have one and it uses an “m” URL, Google recommends switching over to a fully responsive site. Remember that user experience is key.
9. Appealing Headlines
Headlines way more important than you think. By having a headline that appeals to searchers’ emotions, you can dramatically increase web traffic. However, writing headlines can be complicated, so you may use tools like SEOPressor’s Title Generator to create a catchy, concise title for your article or blog post.
10. Meta Description
Meta descriptions are not directly related to search engine rankings. However, they are related to click-through rates are related to search engine rankings. This means that your meta descriptions should be the best you can manage. When writing them, keep in mind such things:
As mentioned before, cyber-security is an international industry, so you would want to reach wider audiences. This can be achieved by translating your website to different languages.
You can use such online translation services as The Word Point to do the job for you. By localizing your content, you can find more customers from all over the world.
12. Internal Linking
Internal linking is a great means of building navigation in your site. By linking relevant articles within your article, you will help your visitors move inside your website and discover pieces of information they would have omitted otherwise.
Since potential customers of cyber-security firms often need a lot of education, you can provide them with it and build a better customer relationship this way.
13. External Linking
While internal linking improves your page views, external linking can build stronger relationships with other business in your industry. Links to high-authority websites can also increase your own status in the eyes of your potential clients.
External linking can also encourage backlinks from these sites, and that is our next point. Guest posting helps here. Want to grow your web ranking with a guest post? Learn more here.
Backlinking is crucial for increasing your search engine ranking. When Google sees that there are different sites linking back to yours, it will automatically think your website provides good content and is a reliable source.
However, don’t think the quantity of backlinks is more important than their quality. In fact, having many smaller websites link to you is worse than having several bigger, high-authority ones backlink to you. It is of a “two wrongs don’t make a right” with smaller, less trustworthy sites acting as something that will slow you down.
15. Custom 404 Page
Believe it or not, but creating a custom 404 page is an amazing way to increase web traffic. When someone comes across a link that sends them to an error page, they would rather see something creative and original rather than a standard Google 404 page.
You can design your own 404 pages or resort to using such page builders as Better Error Pages by Statuspage to do it for you. The point of a custom 404 page is to make this bad experience more positive which can be achieved by including humor into your custom error page.
16. Social Media Presence
While most of your traffic will come from search engines, a big portion of it can still be sourced from social media. Even such obscure topics as cyber-security can find their place on social media platforms.
The best thing to do is to have at least two or three accounts on different platforms to have a wider outreach and see where your potential audience is bigger.
To make social media management easier, you can use such tools as CoSchedule or its equivalents. This will ensure that you are posting according to your social media marketing plan and monitoring all the engagement your posts get.
17. SSL Certificate & HTTPS
As mentioned in the very beginning, customer trust is one of the most important factors you should keep in mind if you want to increase web traffic. To inspire reliability and confidence, it is recommended that you move to HTTPS.
To do this, install an SSL certificate. HTTPS is now used and is associated with reliable and trusted sites, so if you join their ranks, your visitors will be more likely to stay on your site after they click your link.
18. XML Sitemap and SEO tips
By creating an XML sitemap, you ensure that your site is crawlable. A sitemap is an XML file that lists the URLs for your site. This “roadmap” of your website leads Google to all your important pages.
XML sitemaps are good for SEO because they allow Google to find your essential website pages (even if your internal linking isn’t perfect).
19. Influencer Marketing
At first glance, cyber-security does not look like something that can be marketed through influencers, but if VPN software can be, then cyber-security can too. Here are off-page SEO tips.
If you are not familiar with influencer marketing, then here are the basics:
20. Link Reclamation
Link reclamation is an easy tactic to use. First, you find articles, posts, or reviews that mentioned you without backlinking to your website (you can do this with the help of a tool called Mention).
Then, you get in touch with the author and ask them to include a link to your website. As simple as that, but it can yield amazing results in the long run.
21. Existing Website
Somehow, purchasing an existing website is one of the most underrated and least covered of the SEO techniques. The biggest misconception is that you will have to spend huge amounts of cash to acquire a pre-existing website. However, this is not always the case.
When was the last time you did an SEO audit? SEO tips from an audit can be huge. Find the low lying fruit first.
By gaining an existing website and migrating it into your own site, you will absorb its traffic, bring all of the links that the website had, merge its keyword rankings with yours, and so on.
There will be a huge influx of new content to your website, and you might even take over their social media accounts. Overall, you will see a site-wide lift in your organic traffic.
22. Buyer Persona Questions
Buyer persona questions can be a great help when you are looking for new ideas for your content. You will not only answer the questions your potential customers might have but you will also show them you are well-informed about the topic. This will inspire trust in your website visitors.
To find the relevant questions your buyer persona might have, go to Quora which is a social platform focused on asking and answering questions and search for the relevant topics. Then, make a list of questions you haven’t covered yet, and get to work.
23. Video Transcription
We talked about the use of video marketing and content in point 2, but there’s also the other side. For instance, when you create videos, you might include key information into them you don’t have in a written form on your website, and this is where video transcription comes in.
By transcribing your video, you make it accessible to visitors whose browsers do not allow them to view it. Besides that, you also create written content that will improve your SEO.
24. Content Consolidation
Cannibalizing a high-quality piece of content is something that should be understood and be eliminated. Imagine you have two articles on a topic very similar to each other. Instead of trying to make both posts rank on fifth or sixth places in Google searches.
You should strive to make one of them rank on the second or third place. This is because the click-through rate drops from one position to the other, so it is a lot more profitable to have one article rank higher than two rank several positions lower.
But there is no need to get rid of one in favor of the other. Instead, make the link to the second article redirect to the first one and make it rank higher in search results by improving the content in it.
25. Press Request Alerts and SEO tips
Press requests can be a gold mine for earning high-value links if you know how to work with them. Press request alerts are requests for sources of information from journalists.
To get access to them, sign up with such service as HARO (which is the most popular free service for this) and browse through these requests daily to see if there is something you offer when the relevant requests come up. This will get you valuable backlinks and exposure through media outlets.
Wrap Up on SEO Tips to Grow Your Web Traffic
To sum up, growing website traffic should not be as hard for cyber-security firms as you might think. Follow these steps and adjust them to your needs to get the best results, and see a dramatic increase in your web traffic metrics.
You can’t get around content marketing. So be sure your content strategy is paired with your SEO strategy and write and create content.
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