SEO and the pandemic: adapt your marketing during COVID-19
While some brands have had to put little or no effort into SEO marketing throughout the Coronavirus, others have had to readjust some, if not all, of their content to be able to reach even a tiny number of customers on their sites. e-commerce sites. For example, the grocery industry has seen an excessive amount of consumers flocking to their stores and online sites, as the much sought after phases during the peak of the pandemic were already embedded in the domain content. This industry had had search terms such as hygiene articles, sanitizer, hand sanitizer in the content of their sites, as opposed to retail brands that did not initially need these terms or even that did. inventory because it does not relate to their targeted consumer needs and the overall purpose of the business.
All kinds of industries have had to reorient their content towards a pandemic-driven marketing approach, but over time brands are starting to question the importance of SEO during COVID-19.
Manage SEO in crisis
As mentioned earlier, stores that revolved around selling essentials have finally halted their SEO efforts as this industry is already struggling to keep up with customer needs and inventory. The area of health and wellness in particular has also seen an increase in the number of people in need of these necessities, as well as people in need of medicines, vitamins, supplements, etc.
In contrast, brands that should focus on their pandemic strategies and how to better manage SEO during the crisis include fashion and beauty, travel and hospitality, and restaurants. While these industries have looked at materialistic and entertainment-oriented content before, they never had to think about incorporating crisis-related terms and phrases into their posts.
So, to answer the question: should we suspend SEO during COVID-19? The answer will depend on the success or business need of your brand.
SEO tips during the pandemic
Particularly important for SMEs that may have struggled to gain an audience on their online platforms, SEO during and after the coronavirus will be crucial for the success of the business. For your own business, SEO is a great way to tailor your marketing during COVID-19. Below are several tips that your business can consider:
Move your content: Without having to start over with all of your content to meet SEO terms more related to the pandemic, using existing content can be a smart approach that your business can easily accomplish. It can be as simple as changing product and service descriptions or adding an extra sentence or two related to the current situation. Overall, this will help your SMB to expand its reach and rank in search results.
Think long term: Your business needs to think long term when it comes to using SEO. This is a time when your brand needs to research different keywords and phrases that are gaining popularity and not just for seasonal use. For example, adding the keyword “masks” with inventory will likely have longevity over the keyword “fall outfits” which, by next season, will no longer have the same popularity. Your business should also keep in mind that not only will pandemic-related content have longevity, so doing research and finding phrases that already relate to your business content will help extend the reach as well.
Research: Your business should do keyword research often and stay up to date on keywords that have consistent popularity for several months. The more your business implements these keywords and phrases in its content, the longer your brand’s search ability is likely to last. Your ecommerce site should also search for words that are gaining popularity, as this is a great way to improve your platform’s ranking against the competition.
Post-COVID SEO: Post-pandemic keywords and phrases need to be incorporated into your content, as consumers seek answers beyond the current chaos everyone faces. Your business should consider adding keywords that will help confirm the customer’s hope for the future, as well as show empathy right now.
Additional offers: Providing new services to consumers is a great way to attract people to your online business. These new offers should be accompanied by SEO keywords that relate to your services. For example, restaurants that go online in times of crisis may want to add keywords and phrases, such as “curbside withdrawal” to draw customers to your website. Retail brands could add phrases such as “buy online-pick up in store or BOPIS” to reach new consumers and facilitate sales.
All industries should be aware of the importance of SEO during COVID-19 as it will affect everyone. These tips are especially useful for SMEs and industries that have been hit hard in response to the chaos caused by COVID-19, but industries that offer only the essentials may also need to reconsider using SEO-friendly content. , and possibly working on inventory replenishment and other issues at hand.
Key points to remember
The pandemic has finally led to huge changes with SEO content. All industries should have this as a priority, whether businesses thrive on the use of SEO keywords and phrases or need to find ways to incorporate this strategy into their business plans. From the article, businesses can learn the following:
- Businesses should consider stopping SEO growth if their ecommerce site already has a solid reach. This should be a time when a business can focus on inventory and replenishment instead.
- Businesses need to think long term when creating an SEO strategy.
- Ecommerce businesses should thoroughly research the longevity and popularity of SEO keywords and phrases before incorporating anything into their content.
- Pandemic-related content should be integrated into an e-commerce site and its platforms to help reach its consumers in an empathetic manner.
- Instead of a business modifying all of its content to better reach consumers, businesses can work with existing content and tweak it slightly to include keywords and SEO phrases.
- Businesses should avoid keywords and phrases that fluctuate in popularity or steadily decrease searches.
Overall, SEO will continue to have a big impact on the future success of businesses, which means that all industries should prioritize it in their marketing strategies.