How to Adapt Your SEO Strategy During the COVID-19 Crisis - Our Guide
At this point, you don't need any more reminding that the COVID-19 pandemic has created so much uncertainty and stress to everyone—not just individuals, but also businesses. The way consumers behave online has significantly changed as well. Search trends have changed as a result of the outbreak, with "at home" keywords experiencing a drastic spike.
Consumerism has also seen a seismic shift. Instead of people acting upon their desire-based impulses, they are prioritising what they deem as essential for their health and wellness. To keep up with these changes and maintain relevance, your business will benefit by shifting your SEO strategy to something that will address what your audience wants and needs.
Here are some steps you can take to modify your SEO strategy:
Build a page addressing COVID-19
Having a page about COVID-19, especially if your business is deemed essential, is of utmost importance. Creating a dedicated page to capture all relevant coronavirus traffic can contribute to sustaining the traffic loss you've incurred. On the page, you should make it a point to update people on what your company is doing.
Are you allotting a percentage of your sales to relief efforts? What precautions are you taking to ensure the health and safety of your employees and consumers? What are you doing to increase the safety measures of your production process? Are you completely pivoting to online sales now that your store is closed? Your users want to know the ways you are navigating this pandemic.
Create relevant content
Everything seems to appear trivial compared to the crisis we're facing, so finding new and emerging topics to capture traffic for new search-demand can be tricky. The best thing you can do is to keep tabs on search trends and create content based on what people are searching for right now. Check out Google Trends and utilise tools like Keyword Planner to have the latest data on what consumers are looking for.
This will help you be at the forefront of determining trending topics to leverage for content creation. Once you've got the topics, the next step is to view it on Google Search to assess the intent behind the query and see what other types of content are showing up in the results.
Doing so will help you figure out if the content you are creating will fall under an informational, transactional, or navigational content type, which, in turn, will inform how you should structure your messaging.
Actively work on conversions
Now is the perfect time as any to test and experiment with tactics on how to convert traffic into customers. Even if you find that your traffic has declined to the point where A/B testing may not be viable, it doesn't mean that you should give up. As mentioned previously, creating content based on the trends can help lessen the adverse effects on your organic traffic. Staying ahead of the curve on new and upcoming searches and trends will help you stand out from the pack and remain relevant.
We're now living a new normal, and so you also have to continuously look for ways to adapt to the reality we're facing. While there's an apparent spike in internet usage now that everyone is at home, you should take this time to improve your SEO efforts. If you're looking for a digital marketing company in Cambridge that can assist you to fine tune your SEO strategy, get in touch with us.