My Experience Doing SEO for a Security Service Business in Australia

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As an SEO analyst, I recently had a unique experience working with a security service business based in Australia that faced legal issues related to advertising and optimizing their services under an unregistered trading name. Here's what happened:

The business, Southern Cross Group Services Pty Ltd, received a warning notice from SLED (Security Licensing & Enforcement Directorate) for potentially breaching the NSW security licensing legislation. SLED determined that the business was advertising security services under an unregistered trading name, Southern Cross Group, on various online platforms such as their webpage, LinkedIn, Facebook, Instagram, and YouTube.

This breached section 30 of the Act, by way of clause 18, which requires updating license particulars within 14 days of changes, and clause 29, which mandates including the Master license business or 'proper' name in security job advertisements.

As an SEO analyst, I provided the following recommendations to the management:

  1. To register their business name in the Australian Business Number (ABN) registry, either as "Southern Cross Group" to maintain consistency with their existing online presence or as "Southern Cross Group Services Pty Ltd" to comply with the legal requirements. However, changing their name to "Southern Cross Group Services Pty Ltd" may cause damage to their online presence as they would need to re-optimize and re-rank their website and brand name in search engines. Therefore, it is recommended to register their name as "Southern Cross Group" instead.
  2. To consider registering their business name under the "Other Name" option in the Australian Business Register, as "Southern Cross Group" was not available for registration as a business or trading name.

Overall, it was a challenging but rewarding experience for me as an SEO analyst. It highlights the importance of complying with legal requirements and updating license particulars promptly. It also demonstrates how legal issues can impact a business's online presence, which requires careful consideration and action.

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