{"id":47014,"date":"2024-10-08T14:33:37","date_gmt":"2024-10-08T18:33:37","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=47014"},"modified":"2024-10-09T15:19:04","modified_gmt":"2024-10-09T19:19:04","slug":"calling-out-the-most-common-mistakes-in-sem-for-cybersecurity","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/calling-out-the-most-common-mistakes-in-sem-for-cybersecurity\/","title":{"rendered":"Calling Out The Most Common Mistakes In SEM For Cybersecurity"},"content":{"rendered":"<h3><b>It\u2019s no secret that search engine marketing (SEM) is one of the most effective ways for cybersecurity brands to boost awareness and expand their commercial reach.<\/b><\/h3>\n<p>&nbsp;<\/p>\n<div data-tf-live=\"01J9715SDGPSJYMD46KXTWVYKY\"><\/div>\n<p><script src=\"\/\/embed.typeform.com\/next\/embed.js\"><\/script><br \/>\n<span style=\"font-weight: 400;\">Yeah, SEM is a pretty epic inbound marketing tool, to say the least. With Google processing a colossal <\/span><a href=\"https:\/\/www.statista.com\/topics\/1710\/search-engine-usage\/#topicOverview\"><span style=\"font-weight: 400;\">8.5 billion searches<\/span><\/a><span style=\"font-weight: 400;\"> every single do (no, that\u2019s not a typo), creating content for the most relevant key terms within your niche will accelerate your cybersecurity brand\u2019s growth in a big way\u2014if you do it right.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to around <\/span><a href=\"https:\/\/financesonline.com\/search-marketing-statistics\/#:~:text=SEO%20drives%20more%20leads%20than,(SMA%20Marketing%2C%202021).\"><span style=\"font-weight: 400;\">57%<\/span><\/a><span style=\"font-weight: 400;\"> of the world\u2019s leading B2B marketers, SEM strategies drive the most leads out of any other promotional discipline. But, hey\u2014this may not be news to you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may be aware of the value SEM for cybersecurity can drive in an increasingly digital age. You may even be doing it for yourself. But do you know what not to do when it comes to cybersecurity SEM strategies?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing what not to do will give you a clear path to success. And guess what? We\u2019re going to give you a push in the right direction by looking at the most common mistakes to avoid when it comes to SEM and cybersecurity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oh, and there\u2019s a quiz to try so you can test out your knowledge at the end (exciting, indeed).<\/span><\/p>\n<h2><b>1. Missing the mark with your keywords<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">First up\u2014we have keywords. As an integral part of any solid cybersecurity SEM strategy, digging deep and finding relevant keywords for your content is essential. The thing is, so many cybersecurity brands get it wrong.<\/span><\/p>\n<p><b>The problem? <\/b><span style=\"font-weight: 400;\">Going for really generic keywords with a high search competition or using key terms that don\u2019t match the aim of your content. Oh, and stuffing as many keywords as you can into a piece of content and hoping it zooms to the top of the Google charts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you\u2019re producing an informational landing page about the perils of phishing and what to look out for with the aim of driving awareness to your cyber protection solution, using the term <\/span><b>phishing <\/b><span style=\"font-weight: 400;\">or <\/span><b>phishing scam<\/b><span style=\"font-weight: 400;\"> alone will not cut the mustard.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s too broad, too generic, and you\u2019ll probably sink to the bottom of the search engine rankings. Instead, weaving key terms like <\/span><b>what is phishing, anti-phishing tips, <\/b><span style=\"font-weight: 400;\">and anti-phishing solutions are far more likely to get you places.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, dont\u2026<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Be too vague with your key terms<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Go for keywords with too much traffic competition<\/b><\/li>\n<li aria-level=\"1\"><b>Stuff them into your content. Value and readability over keywords every darn time<\/b><\/li>\n<\/ul>\n<h2><b>2. Poor bid management tactics<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Another common cybersecurity SEM blunder is messing up with your bid management efforts. And it&#8217;s a costly one\u2014both in terms of time and budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Overspending and underspending when bidding for paid SEM advertising key terms are both budget sappers.\u00a0<\/span><\/p>\n<p><b>Why? <\/b><span style=\"font-weight: 400;\">Well, because overbidding can drain your budget quicker than a busted pipe with little return. And underspending will often diminish your budget over time like a leaky tap because you\u2019ll be spending money on bids that you just won\u2019t win.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, in addition to setting a clear-cut SEM bidding budget (and sticking to it), here are some insider tips to help you hit the sweet spot\u2026<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Use bid adjustment parameters to tweak the size of your bids in line with ever-moving factors like location, target demographics, time of day, and device type<\/b><\/li>\n<li aria-level=\"1\"><b>Balance out your broad match keyword bids (for reaching a wider audience) and exact match keywords (for highly targeted content) to get the best return on investment (ROI). Basically, don\u2019t put all of your keyword eggs in one digital basket<\/b><\/li>\n<li aria-level=\"1\"><b>Try trusted bid automation tools and software that align with your cybersecurity business\u2019s size, scope, and SEM goals. Put in the right parameters, set your tools to work, and optimize your bidding efforts like a boss<\/b><\/li>\n<\/ul>\n<h2><b>3. Overlooking the negative (keywords)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Sometimes, you have to look at the negatives\u2014cybersecurity for SEM is no exception. And in this context, we\u2019re talking about negative keywords.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to paid SEM tactics, negative keywords are a direct way of excluding irrelevant search terms from your campaigns. In doing so, you\u2019ll improve your rankings, keep your SEM budget flowing, and attract quality search traffic that may actually lead to conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So many cybersecurity brands fail to clue themselves up on the power of negative keywords and don\u2019t use them in their campaign copy. But not you. Not anymore.<\/span><\/p>\n<p><b>For instance, you might build a list of negative keywords that looks like this:<\/b><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Forensics<\/b><\/li>\n<li aria-level=\"1\"><b>Computer software<\/b><\/li>\n<li aria-level=\"1\"><b>Social media<\/b><\/li>\n<li aria-level=\"1\"><b>Online shopping<\/b><\/li>\n<li aria-level=\"1\"><b>Streaming<\/b><\/li>\n<li aria-level=\"1\"><b>Gaming<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These are just suggestions to help you get started. You can also add direct competitor names to your negative keyword list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do your research. Go nuts, and the results will follow.<\/span><\/p>\n<h2><b>4.\u00a0 Not testing your cybersecurity SEM content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Content is the heart of any cybersecurity SEM campaign. If you fall short with your search-based content marketing activities, you may as well not have bothered.<\/span><\/p>\n<h3><b>Putting your best foot forward<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">SEM content that sings offers direct value to the target reader. It isn\u2019t relentlessly stuffed with keywords, isn\u2019t packed with niche cybersecurity industry jargon<\/span><b>\u2014<\/b><span style=\"font-weight: 400;\">and it isn\u2019t a generic one-size-fits-all affair.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it is a piece of social media copy, a paid search ad, a landing page, an email or a <\/span><a href=\"https:\/\/directiveconsulting.com\/uk\/blog\/the-dual-threat-to-b2b-saas-marketing-success-hypocrisy-and-fear\/\"><span style=\"font-weight: 400;\">B2B marketing<\/span><\/a><span style=\"font-weight: 400;\"> blog post, being specific, showcasing your knowledge, and matching your reader\u2019s search intent (the reason they\u2019ve visited your page in the first place) are SEM non-negotiables. Oh, and there\u2019s another thing.<\/span><\/p>\n<h3><b>Testing for the best<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">So many cybersecurity brands overlook the importance of A\/B testing. Using a <\/span><a href=\"https:\/\/www.hotjar.com\/ab-testing\/tools\/\"><span style=\"font-weight: 400;\">dedicated tool<\/span><\/a><span style=\"font-weight: 400;\">, A\/B testing is basically testing two versions of the same piece of content to see which elements perform best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You distribute both versions to a specific segment of your target audience to see which messaging, layout, and design features work best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, you create an optimized version based on your A\/B testing results. The reason this is important is that SEM isn\u2019t just about ranking for keywords. It\u2019s about meeting peoples\u2019 needs, making it easy for them to find a solution, and creating positive engagement.<\/span><\/p>\n<h3><b>Lead with value<\/b><\/h3>\n<p><b>Did we mention this already?<\/b><span style=\"font-weight: 400;\"> All of your SEM campaign content has to offer real value. It should be well-formatted and optimized for the right keywords.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But remember, a human being will read this, so it has better be easy to read and prompt your readers to take the right course of action. You know, sign up for your newsletter, join your online community group, commit to a subscription\u2026you know the drill.<\/span><\/p>\n<p><b>FYI (for your inspiration):<\/b><span style=\"font-weight: 400;\"> Take this <\/span><a href=\"https:\/\/www.lepide.com\/blog\/10-ways-to-prevent-phishing-attacks\/\"><b>how to avoid phishing attacks<\/b><\/a><span style=\"font-weight: 400;\">-themed content from Lepide, for example. It\u2019s easy to read, well-structured, offers actionable information, and the right keywords are woven into the content. That\u2019s why it ranks high.<\/span><\/p>\n<p><b>Read: <\/b><span style=\"font-weight: 400;\">Our library of <\/span><a href=\"https:\/\/directiveconsulting.com\/uk\/success-stories\/\"><b>Directive Success Stories<\/b><\/a><span style=\"font-weight: 400;\"> to see how we help our tech clients thrive in an increasingly fast-paced digital landscape.<\/span><\/p>\n<h2><b>Take our quiz. Share your insights on cyber security and SEM.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019ve covered what not to do for SEM success as a cybersecurity brand\u2014now we\u2019re shining the torch on you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve put together a quick-fire quiz on SEM for cybersecurity for you to try. And there\u2019s a twist. This quiz is a chance to share your thoughts and opinions on the subject.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once we\u2019ve gathered all of the answers we need from industry go-getters like yourself, we\u2019ll put them together and send the results straight to your inbox. Doing so will give us all a greater insight into SEM for cybersecurity brands so we can improve our efforts and thrive together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, take the quiz, share your valued opinions and play your part in pushing the SEM envelope forward. Over to you.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s no secret that search engine marketing (SEM) is one of the most effective ways for cybersecurity brands to boost<\/p>\n","protected":false},"author":98,"featured_media":47037,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[32,38,55],"tags":[220],"class_list":["post-47014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-demand-generation","category-inbound-marketing","category-sem","tag-cybersecurity"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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