If we mentioned SEO, your first thought is probably Google. But it isn’t the only site you should consider when you want to optimize your local SEO. The other big player is YouTube, which is its own search engine. If you’ve been putting off investing in video marketing, now is the time to get serious about it.

Digital marketing is different for the security industry. Google’s Search Quality Evaluator Guide provides a very small window into how the company ranks content, and some valuable SEO clues. It places the security industry in the YMYL (Your Money or Your Life) category. According to the guide, all content is evaluated based on its beneficial purpose, and on expertise, authoritativeness and trustworthiness, or EAT. Presumably, YMYL websites must demonstrate high levels of all of those things.