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Using SEO to increase awareness of security firm

G4S is the leading global integrated security company, specialising in the provision of security products, services and solutions.

G4S can trace its roots back to 1901 when Marius Hogrefe started the manned security company "Kjøbenhavn Frederiksberg Nattevagt" in Scandinavia.

Since then it’s been through a number of guises until 2007, when the company officially became known as G4S.

G4S UK is a lead generation site focused on driving sales for UK products and services. Jellyfish’s remit is to increase traffic and leads, specifically targeting security services and event security services.

We have produced a wide range of technical recommendations that are being implemented by the G4S development and marketing team.

These are based on auditing and analysis work, including keyword research, competitor analysis, content and technical audits and competitor backlink analysis.

The brief

The client set the following objectives to be achieved through our work together. We needed to achieve the following:

  • To increase sales through g4s.uk.com by using content marketing and onsite optimization
  • Raise awareness of other services with an aim of cross-selling and promoting service lines through the UK website
  • Build brand awareness and increase market share from main competitors 
google web search

The solution

G4S’s website is being updated through an upgrade of the Sitecore CMS. This incorporates a move to a fully responsive design.

G4S are working alongside Jellyfish to ensure that the new site is fully optimized for search from the start of this project.

G4S were keen to take our technical SEO recommendations and apply them to their global network of sites. We integrated recommendations on the Information Architecture into the global domain strategy (the network of group sites within G4S.com includes country sites and business units and compromises 130 sites worldwide).

We are building on the existing recommendations through persona development, new Information Architecture and content strategy.

Through the optimization of Google Analytics and the implementation of conversion tracking, integrated into the CRM, we will be able to show the value from SEO and the return on investment this is producing.

We have carried out in-depth auditing and analysis of the G4S UK site and produced a wide range of recommendations.

This includes:

Technical auditing

  • Technical audit
  • Technical action list/task list monitoring
  • Technical audit keypoint summary
  • Keyword research
  • Summary of top level onsite issues

Content creation

  • Security guide
  • Security guide outreach plan

Content auditing

  • Content audit
  • Content data spreadsheet

Content strategy

  • Competitors
  • Competitor analysis
  • Competitor backlink analysis

The results

On-page meta and content recommendations have resulted in major improvements of core organic search listings.

We are working closely with G4S on optimizing their new website, content marketing and integrating the G4S social media team into the SEO roadmap.

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