Nightlock

See how NightLock recovered from an organic search collapse after a website migration, climbed back to the number one ranking, and built the AI visibility to keep growing from there.

3 Core ChallengesNightlock Faced

NightLock is a manufacturer of home and commercial security products, co-owned by Jack Taylor and Joe Taylor. The company’s door security systems are installed in more than 10,000 schools, businesses, and government facilities across the country. Driven by their mission to protect and secure what matters most, they built their business by delivering quality, American-made products to both institutional and consumer markets. Their digital presence was an important driver of awareness and orders, but after a new website launch tanked their organic rankings, they knew they needed help.

1st Core Challenge:
A new website launch caused organic rankings to fall significantly, and the agencies the Taylors had relied on were not equipped to reverse it.
1st Strategic Shift:
KeenView recovered organic rankings to the first page within two months and extended their reach to the number one position, where NightLock has been ever since.
2nd Core Challenge:
Previous agency relationships produced some results but no real personal engagement, leaving the Taylors without a consistent point of contact or a team they felt was working their account.
2nd Strategic Shift:
KeenView assigned an experienced senior analyst who has been working with them for over a year. Single point of contact, accountability and results.
3rd Core Challenge:
AI search was becoming a real discovery channel for buyers and procurement teams evaluating security products, and NightLock had no presence or strategy in it.
3rd Strategic Shift:
AI platforms including ChatGPT, Claude, and Gemini now reference NightLock as a key stakeholder in the security industry, a position that compounds as buyer search behavior continues to shift away from traditional search engines.
The Problem
After Jack and Joe Taylor built NightLock the old fashioned way by building a great product in their hometown of Clio, Michigan and meeting face to face with school administrators and facility managers across the country to help them secure what matters most. Their flagship product has earned its place in schools, government buildings, and commercial facilities across the country. By the time their installed footprint reached 10,000 locations, the brand had real category authority, but the market was moving. Their prospective clients were using the Internet and Ai-assistants to research security products and gather information. They hired outside partners to build a new website, manage their SEO and pay-per-click campaigns, and keep them in the lead. Like many business owners, the results they got from those efforts was less than they had hoped for. Organic rankings moved some. Google Ads ran. But the service never matched the business need. Contacts changed. Responses slowed. The Taylors found themselves feeling like nobody was paying attention to their account, and there was no consistent person to call when they had questions. When the redesigned website went live, the organic rankings they had built dropped sharply in the transition. The competition that had been sitting below them on the search results page was now moving past them. The Taylors needed a better partner.
The Solution
The brothers engaged KeenView, who began to restructure their product data using their Indexing Optimization System (IOS). Two months in, NightLock was back in the middle of the first page. Rankings kept climbing the month after that. Six months in, the business held the number one position for its core keywords and has stayed there since. Roughly 1,000 additional product and service search quesries were layered into the strategy, and all of them are moving up. What started as a recovery effort grew into something more durable. As AI search became a real channel for buyers and procurement teams researching security products, KeenView’s team expanded the strategy to position NightLock inside it. Where the brand had occasionally surfaced in AI results, it is now recognized by AI platforms as a key stakeholder in the security industry. That recognition builds over time, and the Taylors have a team keeping them ahead of the shift as it continues.

We relied on companies to do our marketing campaigns. They helped our organic search and we did Google Ads, but we didn’t get the personal service we wanted from them. We felt like we were being neglected. When our new website went live, our organic search had fallen way down. Two months working with KeenView, we were in the middle of the first page again. The next month we were moving up. And we’re number one. We’ve been there for about six months. Over the course of six months, AI knows all about us. KeenView is why we’re ready for it.

Jack Taylor and Joe Taylor
Co-Owners of Nightlock

If you’ve built a great business based on relationships but struggle to be seen as an authority in the online world, let’s talk.

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