Security & Safety Sector

SEO & Digital Marketing for Security & Safety

The security and safety market is fast growing with the sector estimated at 1.5 billion pounds in 2019. Products and services of course are wide ranging, everything from intruder alarms to access control and security guards.

Once again, local SEO is important with users often searching for suppliers near their physical location. Optimisation of your Google My Business account is therefore the first step ensuring attention is paid to reviews and testimonials. Credibility is key. Local optimisation should be conducted throughout the website paying attention to fast loading pages and mobile responsiveness. Users often search for these types of businesses in a hurry, so clear navigation and good keyword structure is essential.

Clearly however being found on page one for relevant keyword searches will drive traffic and enquiries. Understanding competitors and regional search levels will drive the correct strategy and ensure success in the long term. Good SEO for security companies takes time but with commitment a company can ensure new lead and enquiries are incoming.

The Lilac team have had multiple successes in this sector over the years but don’t just take our word for it. You can view our relevant case studies below:

Your Success Is Our Success!


Free Digital Marketing Review


The first step to working with Lilac James is to request a no obligation and FREE digital marketing review.


With each review we take a deep dive into your market, conduct competitor analysis, assess website performance, consider search demand and more...


This is not an industry standard and automated report and one of our specialist advisers will conduct the research and prepare strategic recommendations. 


We then present our findings and recommendations in a 30 minute presentation which will be high value regardless of whether we go on to work together or not.


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Lilac James have provided services for Briar Security for many years now, as we are also partnered with their web design company Catfish, both of whom are based in Cambridge.

Whilst their old site was optimised for 'commercial security' and 'domestic security', these keywords had very low search levels as customers often search for what they think they need and not what 'you' think they are.

By following a regionalised strategy, it allowed us to generate traffic for a list of services within the regions covered by the Briar team. As is often the case, domestic and commercial customers will search for a local supplier to them, using the name of a city or town within the search term.

2 months after the original on-page optimisation project was completed, the client was delighted to achieve at least 9 page one Google rankings and a further sprinkling of positions on page two and three. More optimisation has since been added particularly as the sector itself has become much more competitive in recent years.

The result is a website which not only looks good thanks to the design skills at Catfish but also generates leads and enquiries.


The Lilac James team have worked closely with new start-up business Swift Fire & Safety in order to build and develop their online presence. Based in Peterborough and lead by Managing Director Daniel Youngs, Swift are already leading the way as suppliers in design, installation and maintenance of fire and security protection services.


Our job was to research regional search terms based on the fact that their target market would look for fire safety services nearby to their businesses, including high volume search terms such as 'fire alarms Peterborough' and 'burglar alarms Cambridge'. Whilst these had low search volumes it was clear that they were very relevant to the companies' long-term objectives.


With a brand new website launched in late 2019 which lacked any domain authority, the team was quick to warn Daniel that organic optimisation would not be a quick fix and would take time. Therefore with this in mind we also advised him to invest in Google Ads PPC; this instantly delivered him relevant web traffic in the meantime which converted into enquiries and quotes for his business.


Excluding brand/company name keywords, Swift currently enjoy more than 40 page one positions including at least 9 keywords within the top five positions.


Whether you are a small, medium or large company you should never underestimate the effect that local SEO can have on your business. Optimising your website for searchers close to you is increasingly important as 97% of customers now search for local businesses online.

We like to laugh – so contact us for at least a smile!

We are a small friendly team of marketing professionals at Lilac James, and we like to feel part of our client’s marketing team.

Irrespective of your immediate requirement, we will always be proactive in our suggestions.

Each client and market place is unique. We like to apply our brains to a new sector, helping to view your business from a fresh perspective. If we don’t think it will work – we will tell you.