How will SEO lead companies through COVID-19 business recovery?
Research shows it takes 66 days for people to acquire a new habit and continue doing it even when they are not coerced. Let’s equate that to what’s going on now. The longer shelter-in-place recommendations hold, the more likely it is that consumer behavior changes will stick.
Consumers who may not have been too trusting of eCommerce have had to adapt in a big way over the last month or so. Ecommerce, curbside delivery and pickup, and buy-online-pick-up-in-store: these have all transformed into our new normal with COVID-19 as social distancing takes hold.
At the core of this shift? Search and the optimization of content that works to deliver the optimal search results. SEO, then, provides us with valuable information when it comes to consumer behavior, and is critical in times of demand fluctuation and volatility. As such, SEO will guide businesses through the economic tumult posed by Coronavirus.
Here are some reasons why:
1. Freshness gives you an edge
Recency counts. Google is looking for EAT content (expertise, authority, and trustworthiness), which is why you need to continue to put out regular, quality published content that is well researched, cited, optimized, and original. Don’t forget to update your evergreen content, too. This doesn’t mean you have to always be adding COVID-related content, but make sure your information, recommendations, and calls-to-action are updated.
2. SEO offers top-notch long-term traffic equity
Yes, SEO does take an upfront investment of resources, but earned search engine rankings can keep paying off for many years. The content that you are making today will live on to serve your brand in the future. Bonus: you can update it as you see fit in order to reflect your ever-changing business goals as we move through this economic recovery.
3. Search has an oversized channel share
About 53 percent of all traffic to websites stems from organic search, with 83 percent of search traffic being organic and 17 percent originating from paid search. Many companies have pulled back on their paid search efforts with Coronavirus-related business interruptions. Take this time to re-evaluate how your paid strategy supports organic and how can you bring more traffic to your content.
4. Search optimization enhances user experience (UX) naturally
When you apply SEO best practices to site optimization, that content can also improve the user UX. Not only does your site become better organized, it becomes easier to navigate because you’ve taken the time to properly mark up, tag, and optimize content.
5. SEO brings conversion optimization benefits
This is a good time to fill gaps in your customers’ journey with quality content. While it may not be the time to convert prospects to a sale, depending on the nature of your business, you can take this opportunity to convert them to another action that serves to further deepen your relationship. This way, you can stay top of mind until such time that sales become possible again.
6. Consumers want guidance
This is an uncertain time and people want guidance from you. Provide expert advice and accurate information about COVID-19 to your consumers and how your business will keep things as close to normal as possible. Show them how they can stay connected with you, by including an email opt-in, inviting them to join you on social media, or linking to a useful download.
If you do decide to link to external sources, you must be sure you’re sharing the most reputable information, especially when it comes to health or safety tips. Use the CDC or WHO as reputable sources to confirm any COVID-related information before distributing.
7. Use SEO to protect and prepare for post-pandemic success
SEO is your best option for responding to ongoing COVID-19-related business interruptions quickly and accurately. SEO brings the greatest insight into consumer behavior in real-time, in response to the pandemic as it evolves.
The lasting impact Coronavirus will have on consumer behavior still has to play out. But one thing that’s certain: as the situation continues to evolve, SEO is still the most effective way to understand and respond to customers’ needs now and in the future.
Contact AVM Internet Solutions
For help with pivoting and protecting your SEO strategy, contact us today at 732-526-7590.