Goal: Establish and optimize MSI’s digital presence.
After coming on full-time with MSI in June 2025, I resumed an existing project I had completed while part-time. The initial goal was to build out MSI’s website using WordPress as it was outdated and, to be frank, ugly. However, the new goal cam on the heals of Executive leaderships decision to rebrand from Marshall Security LLC (the legal entity name) to MSI Security (the dba). With this of course came initial rebranding, then a full focus on SEO and social presence to transition to MSI.
Step 1: Assessment & Strategy
Social Media
When coming on full-time, I recognized the bare nature of MSI’s social platforms. At the time MSI’s LinkedIn had no posts and 37 followers. Comparably, the Facebook page had little to no posting cadence (about once every few months), and had 238 followers.
I found it necessary to establish a purpose for each page. For LinkedIn, we had to build a professional persona that target clients or future employees could reference without shame. Keep it professional, clean, and concise. For Facebook, we had to connect with our community to put a friendly, helpful persona to our naturally intimidating industry.
MSI’s Web Presence
In an initial project with MSI, I redeveloped the website represent the level of professionalism we showed in the field. See before and after photos below.
However, once coming on full-time I re-assessed not only our branding, but our SEO performance and the websites overall compatibility. I knew moving forward I would have to optimize each page for performance, integrating keywords and re-assessing our meta data.
Step 2: Development & Deployment
Social Media
On our social media pages I began highlighting fitting content for each channel. For Facebook I would often highlight our presence at community events, our sponsorships within the community, or happenings from the field. For LinkedIn I began developing content that could position us as a professional within the field such as blog posts, business/initiative development, or general partnership with fitting organizations.
MSI’s Web Presence
Supporting a content silo for social media, I used MSI’s website to create a blog that would help increase key word usage on our site and enhance SEO results for both MSI Security as well as location based results such as “security near XYZ.” Additionally, I crawled through all affiliated sites where our website could be backlinked and thus increase our SEO trustworthiness. This included Google reviews, Yelp, local business directories, as well as website for organizations or events that MSI sponsored.
Results
Social: In the period of June 1, 2025 to March 31, 2026, MSI’s Facebook followers grew 32%, and garnered over 59,000 views. The LinkedIn follower count has grown 176%, with over 12,000 impressions.
Web: In the period of November 1 2025 to March 31, 2026 (used for comparison to prior 5 month period, and SEO’s result latency), the website had a 93% increase in sessions (15% increase in Organic Search) and 81% increase in total event count. Additionally, the site saw a 118% increase in total users and a 117% increase in NEW users.
View MSI’s Digital Channels Below
