The Client
Ring Doorbell: Home Security Innovators
Ring revolutionized home security by turning a simple doorbell camera into a household name. After a successful Shark Tank appearance and rapid growth, Amazon acquired the company. Now expanding into full home security systems, Ring partnered with LSEO to build organic authority in this competitive space.
The Problem
Needed Authority in a Crowded Security Space
Although Ring dominated the doorbell camera space, it underperformed in high-value search results for broader security system queries. Key pages hovered in positions 20–30.
To compete with entrenched brands, Ring required an aggressive link-building approach.
- Doorbell dominance didn't translate to system keywords
- Target pages stuck on page two and three
- Needed high-authority links to challenge ADT and SimpliSafe
The Strategy
1
Extensive Keyword Research
- Identified high-opportunity security system terms
- Analyzed competitor gaps
2
Landing Page Focus
- Targeted two core landing pages
3
Aggressive Link Building
- Secured 25+ high-authority backlinks each month
4
Strategic Link Placement
- Built links to boost trust on competitive keywords
5
Page-Level Acquisition
- Focused on page-level authority to drive movement in months—not years
The Results
Aggressive link building quickly propelled Ring's security system pages into the top search results.
- Flagship keyword "home security alarm" moved from #14 to #4
- Most terms reached top 5 within 5 months
| Keyword | Page URL | Jul | Aug | Sep | Oct | Nov |
|---|---|---|---|---|---|---|
| wireless home security | https://ring.com/security-system | 24 | 20 | 12 | 11 | 13 |
| security alarm system | https://ring.com/security-system | 18 | 11 | 10 | 9 | 7 |
| house alarm system | https://ring.com/security-system | 12 | 8 | 7 | 7 | 5 |
| home security systems | https://ring.com/collections/security-sys | 27 | 23 | 19 | 17 | 14 |
| home security alarm | https://ring.com/security-system | 14 | 13 | 11 | 11 | 4 |
| home alarm systems | https://ring.com/security-system | 18 | 15 | 11 | 13 | 9 |
