As with any B2B marketing, especially technology-related, cybersecurity brings many complex nuances, terms, concepts, constructs, and acronyms that may sound like a distinct codified language. Primary Position is a technology company founded by software engineers. We’ve seen some of our best campaign success stories in the area of cybersecurity.
Cyber Security and B2B are different to B2C SEO
What separates B2B tech from other B2B and B2C campaigns is how people research, evaluate and understand the terminology. Search marketing agencies’ B2C campaigns – even the ones that are wildly successful – simply don’t work the same way for tech. For example, if a business is selling Rolex watches online, the person creating the pay-per-click campaign for terms like “Rolex for sale” or “cheap Rolex online” certainly doesn’t have to be a highly skilled watchmaker. They don’t have to do vast amounts of research on watches in order to determine the basic search terms.
SEO Expertise and Cybersecurity Experience
We understand SEO because we have 18 years of experience and our team came from the Software Engineering team at Dell Inc. We get technology and we get SEO and very few companies do. We don’t just build SEO strategies optimistically, we build a roadmap to getting your search phrases and associated terms into the Top 0-3 positions (Position 0 is the most valued Organic position – can read more about Featured Snippets.)
In B2B however, basic search terms like “SaaS” or “cloud” aren’t really used by seasoned IT experts. They’re the terms used to engage people in management or at the executive level. There might only be a 1 letter difference between EDR, MDR, and XDR but there’s a world of difference in what they do, who provides them, and what the client needs.
Technical people search for specific technical terms. An Application Architect knows what a WAF is, but if they want a WAF that is jointly available in two different clouds, they will search for “AWS WAF” and “Azure WAF.” While WAF might stand for Web Application Firewall, they are not actual firewalls and will often need a firewall to accompany them. Similarly, many firewalls have load-balancing services, but they are generally pretty awful at application load-balancing.
Using this small sampling of keywords as an example, there are many non-technical PPC managers who will mistakenly use Google-suggested key phrases like “cloud firewall,” “network router,” and “load balancer” in their search campaigns. This is a huge waste of their client’s money.
Primary Position isn’t just an ordinary PPC/SEO or SEM agency. We help build technology companies by scaling lead generation from Inbound. Several of our technology clients have experienced $300m+ acquisitions in the past two years.
If your PPC & SEO campaigns aren’t working for you, it’s because you’re not working with the right digital agency. And you’re wasting time and money. If you want successful B2B tech campaigns, you need to work with experienced industry insiders who know the language. You need to work with us.
Let’s get started.
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