These past few months haven’t been easy for anyone. COVID-19 is affecting most, if not all, aspects of our lives. For businesses this is a worrying time and many are closing, cutting back on costs and furloughing staff. Some are affected more than others, but nonetheless, it’s a difficult time for all. Everything is new and people are trying to navigate a ‘new normal’.
If your business is online, or you’ve managed to shift your business to fit the current climate, then Search Engine Optimisation (SEO), paired with other marketing activity, could become crucial to keep your business going. If people can’t see, read or hear about what you’re doing, then how will they know whether to purchase from you?
SEO, similar to other marketing comms, helps direct people to your website increasing organic traffic and general awareness. Not only will people be able to find you easier, but if you’re ranking higher in Google’s Search Engine Results Pages (SERPs) then you’ll be looked at as authoritative and trustworthy.
Having the time or budget to carry this out might be difficult, but it can be maintained, even on a basic level. Ensuring your SEO is somewhat maintained will not only help you now, but also in the long run. Think about it, are you competitors adapting? Are they shutting up shop? Are they using technology and marketing to their advantage?
Let’s break it down. There are three core areas of SEO…
Onsite/Onpage – this covers everything from keyword research, through to URL architecture, H tags and meta titles and descriptions.
Offsite – covers everything you can do to bring attention to your website, i.e. on YouTube for added Google understanding about your offering, but crucially through Link Building to improve your site’s authority.
So, it’s up for interpretation what should go in each category, but now let’s say you have got a good grasp of the core areas, what do you need to consider during COVID-19 and beyond?
- At the moment there is a huge trend spike around Coronavirus. What if you are a travel company and didn’t have an article about COVID-19? You might not favour so well, but let’s say most will, how could you give fresh perspective to what everyone online is saying? What is your perspective in your niche and the future of travel in it?
- Examine your tactics. There are more people at home and more people are online but not necessarily their mobile, so spend time working on the desktop view of your site and address customers current intent – not becoming infected, what are your policies?
- There are restrictions on travel so your local SEO is going to be important, especially if you are a food and drink based business. You need to increase your awareness through social media and Google My Business.
- In the current climate, have you got new audiences you never thought you might address? Check out your analytics and provide content to engage them.
Essentially, get the core basics right and consider the current climate and its impact on your industry and customers. It is also an excellent time to consider something that usually ends up being pushed down your priority list when it should always be top – being found online. Take stock, examine yourself and prepare yourself for the boost when the new normal (being at home) becomes the old normal and the lockdown is no longer.
All these points are valuable, but ideally you need a much more in depth SEO strategy and that’s something we’re able to offer. We’re offering free digital, brand and marketing reviews, read more about that here. Or if you’re in need of any other business support or advice, you can get in touch with us by reaching out to our Managing Director, Steve Kyffin on firstname.lastname@example.org.