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When someone looks for an alarm, they first see subscription offers, backed by big advertising budgets. Then come kits sold online and comparison sites. The independent installer, who surveys the premises and stays reachable after fitting, rarely appears. I work on your website and Google Business Profile so that homeowners and businesses in your area know you exist.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroA title that promises solutions, not an alarm
Someone near Cognac is looking for an alarm with no subscription. Your site appears third, below two monthly offers. Its title talks about “global solutions” and its description doesn't say you sell without a subscription. Fix both.
Fig. 1. Three results for an alarm with no subscription in Cognac. Only one doesn't sell one. (You sold exactly what he was looking for. The title talked about “global solutions”.)
What this means for you. I rework each title and each description so they announce the service, the town and your sales model.
SEO for an alarm and CCTV installer is the work that makes a security business visible on Google when a homeowner, shopkeeper or business owner in its area wants to protect a building. It relies on one page per need and per type of client, on installations described without revealing the premises, and on a local Google Business Profile. It is measured by requests for on-site surveys and maintenance contracts signed.
The problem
The market is very competitive. National groups sell an alarm with a monthly subscription and buy the top spots in advertising. Telecom operators and insurers also offer their own packages. A local installer can't compete on the word “alarm” alone. It can rank on its town, on specific needs and on business premises.
Cameras and alarm kits can be bought in a few clicks. Some clients think they can install everything themselves. Your site needs to explain what a site survey, careful fitting and someone to contact after the sale bring, without running anyone down.
After a burglary in the neighbourhood, cold calling picks up again. Residents get visits and pushy calls. So they look for signs of reliability before letting anyone into their home. A business whose address, authorisations and reviews are visible starts with an advantage.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
Your security, our priority
Alarm, video, access control: innovative solutions for homes and businesses.
Request a callbackFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
I give six searches here as a guide. They need checking during the audit, with the volumes recorded in your department.
What works
Home alarm, shop alarm, CCTV, access control, intercom and video door entry, farm protection, maintenance: I write a page for each request you handle. A homeowner and a business owner don't read the same text.
Buying the equipment, renting, maintenance contract, possible connection to a monitoring centre: visitors want to understand what they pay for and what belongs to them. A transparent page on this sets you apart from offers where everything is vague.
You don't publish a client's protection plan. You can, however, describe a case: the type of building, the town, the initial problem and the chosen solution, with no recognisable photo. These stories prove your experience.
Address, years in business, insurance, the authorisations and certifications you hold, names of the technicians who come out: in this market, trust makes the sale. I put these front and centre, with their exact titles.
A complete profile, in the right category, with your services and opening hours, makes you appear when people search for an installer in your town. Reviews that mention listening and follow-up after fitting count for more than star ratings alone.
What costs dearly
Images of balaclavas and alarming figures reassure no one and look like cold callers' methods. A calm tone, explanations and concrete cases sell better.
Control panel references and lists of features don't help the client choose. They want to know what happens when the alarm goes off, who is notified and who comes out.
Filming a place open to the public, employees or the street is regulated. A site that doesn't mention it worries businesses. Point out that these rules exist and that you take them into account in your surveys.
A single page for the house and the warehouse convinces neither. Two separate paths, right from the menu, make your offer clear.
The method
Four steps. Each one is approved with you before publication, because the subject demands accuracy.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 350 searches a month for an alarm or cameras in your area, 3% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €1,800 per client. Click-through rates by position are rough orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
Possible revenue€0
Close to home
Charente combines two urban areas, Angoulême and Cognac, with countryside where homes are scattered. There are isolated houses, second homes, town-centre shops and wine or farm buildings. National offers speak to everyone the same way. If you work on these buildings, your site can say so, with the towns you travel to.
In the hamlets, the nearest neighbour is sometimes far away. Absent owners want to be alerted and to know who can drop by. A page designed for them, describing your solutions and your usual call-out time, answers their worry.
Around Cognac, the vineyard has chais and large farm buildings. If you protect this type of site, give it a page. Presenting your approach for these sites, without naming any client, makes you known to the people who run them.
Boutiques, pharmacies, tobacconists and restaurants have similar needs. A CCTV and alarm page for shops, with your towns, answers requests typed with the name of the town.
Beyond Google
Faced with offers that are hard to compare, many buyers ask an AI like ChatGPT, Gemini, Claude or Mistral for advice. For example: “I want to protect an isolated house near Cognac without paying a subscription every month, what solutions exist and which local installer should I consult?”. The answer presents the options, then sometimes cites a few businesses.
An AI favours sources that describe their offer unambiguously. It needs to read on your site what you install, for whom, in which towns, under which sales model and with what follow-up. Big groups are cited for their fame. You can be cited for your precision. I structure your pages and your answers to common questions with that aim.
Question asked to an AII want an alarm with no subscription for an isolated house near Cognac. Who should I turn to?
Three options meet this request, unevenly:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These situations are textbook cases I built. They don't target any existing company.
He loses clients to subscription offers.
Its site only talks about general electrical work and security is invisible.
He works through tenders and would like direct enquiries.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
The copycat, the price-slasher, the big chain: they all want your spot. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds, five opponents, only one first place.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
On the word “alarm” alone, no, and it's better to know that. On searches that mention your town, no subscription, a type of premises or a repair, yes. These searches are fewer, but they come from people looking for exactly what you offer.
No. Compare the models with facts: who owns the equipment, what's included, what happens at the end of the contract. The reader draws their own conclusion. A level-headed comparison inspires more trust than an attack.
That these rules exist, that they differ depending on whether the place is private, a business or open to the public, and that you take them into account in your survey. I don't write any specific obligation without approval from you or a lawyer. This isn't legal advice.
Yes, if you hold them and they're valid. Give the titles and numbers as they appear on your documents. Your work is regulated and business clients check. I publish nothing you haven't sent me.
By describing situations rather than addresses. “A town-centre shop, two entrances, a stockroom” is enough. No façade photo, no name, no plan. The client gives their agreement, even for an anonymous account.
With separate sections. Security needs its own vocabulary and its own proof. If it's buried in a list of electrical work, Google doesn't associate you with the subject and visitors doubt your speciality.
That's your call. Some installers offer fitting and setting up equipment supplied by the client; others refuse. Either way, write down your position. You'll avoid pointless calls and get the ones that suit you.
A lot, because the client is letting a stranger into their home. Ask for a review a few weeks after fitting, once the system has proved itself. Suggest the client says nothing about their installation, only about working with you.
Yes. Many systems are installed and then left with no follow-up. A maintenance and repair page, visible in your area, attracts these owners. They start with a call-out and stay when the service is good.
Allow a few weeks for the Google Business Profile and several months for the pages. Business searches are slower to turn into a contract, because several people make the decision. No ranking is promised. I report to you every month on what has been done and what has come in.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
