Since the Coronavirus pandemic was declared, businesses across the world have been faced with unprecedented challenges.
From temporarily stopping trading and furloughing staff to adapting the business to meet customer requirements during lockdown, so much has changed as a result of the Coronavirus, including search marketing.
But what does the Coronavirus mean for SEO and what can businesses do to adapt to these changes?
How Has SEO Changed?
In terms of SEO, we have seen a huge drop in organic traffic for most industries – the biggest drop in particular being in the travel industry and the largest increase being those in the news or financial industry.
Advice for Those Who Are Impacted
- Provide revitalised & relevant content
Research into new FAQs around your services and product. Take a look at Google Search Console, common questions you are being asked by customers, what your competitors and those top in the industry are focusing on and how they’re adapting.
Use this new information to refresh your informational pages and your social channels to avoid customer service costs and customer worry.
- Assist with hobbies and escapes
Use this time to adapt your service where possible.
- Ask yourself, is there any way your services can be adapted to become contactless?
We have seen so many smart business owners adapt their company to become more of a contactless experience by making every step possible online only.
For instance;
• Restaurants have taken to offering a delivery service instead of closing their doors. Some small businesses have taken to offering this too, delivering their products themselves to provide same day local delivery, retaining their customer base.
- Come back stronger
Take this chance to get ahead on your projects and use your quieter website to your advantage by launching new features and improvements you may have been holding off on to come back stronger!
- Sustain your SEO to avoid dropping
Seeing outcomes from SEO strategies take time and switching off efforts can become costly in the future and you may suffer long-term because of it.
Advice for Those Who Are Positively Impacted
- Invest in Search Engine Optimisation
Stand out in SERP’s by providing more relevant and enticing copy. Test using structured data and better formatting for rich results and features snippets.
- Use impression data to restock items
Channel your learnings from organic impressions to merchandising teams, and make it a point to prioritise highly in-demand or trending products faster.
- Don’t target irrelevant COVID Keywords
Creating content on coronavirus topics for the sole purpose of driving traffic is a terrible thing to do. Only do this if it helps and you have expertise on the topics.
- Can you use your success to give back?
A lot of positively impacted companies are using this opportunity to give back to the NHS or the community, this is having a great impact on social and people may be more inclined to use your services.
Get in Touch
If your business needs support with its digital presence during this time, please don’t hesitate to get in touch – our team is happy to help! Give us a call on 01452 729 953 or drop us an email at hello@brace.co.uk.
