Get actionable advice on how to invest in your SEO today so you meet future demands
The COVID-19 pandemic has changed every aspect of daily life. Schools are closed, retail storefronts are shuttered, people are working remotely, and everyone is staying home.
Agility has become more important than ever. Remote meetings and sales calls are the norm. People are buying everything online. Businesses are finding new ways to serve customer demand. Communication and business are still happening, just differently.
And this is exactly why investing in SEO during this downturn is critical. People still want and need your products and services. In both B2B and B2C, people are still searching, clicking, reading, and buying. The demand is still here.
Proven SEO strategies keep you competitive today and position you for success when this pandemic is behind us.
Survey Reinforces the Value of Investing in SEO
A March 2020 Conductor survey reinforces that marketing teams, senior executives, and experts are steadfast in the value of investing in SEO during this downturn.
Conductor surveyed 317 respondents across their network of clients in a range of industries including B2B, retail, healthcare, media, travel and hospitality, consumer technology, financial services, insurance, automotive, e-commerce, and manufacturing.
Consider these Conductor survey results detailed in The Impact of COVID-19 on Marketing, Economic Turbulence, Uncertainty, and the Path Forward:
- Q: Given the developing situation with COVID-19, what do you anticipate will happen with your marketing budget?
Decrease Slightly: 45%
Stay the Same: 27%
- 72% of marketers predict their marketing goals will stay the same or increase.
- In a recession, over 34% of marketers would increase investments in low-cost channels like SEO. And 29% said they will raise the bar for marketing ROI during a recession.
- 63% of marketers predict SEO will become more important during this time.
- 66% of marketers report that SEO was a top performing channel the previous year.
Companies need to remain focused on SEO and search marketing.
SEO and search give companies measurable data that tells them how they’re connecting with customers, what people want from them, and how they are succeeding in meeting customer demands.
SEO keeps you visible and is critical in ensuring you rank on the first page of Google search engine results pages (SERPs). Your customers are still out there and depending on your products and services, they need you more than ever.
3 Benefits SEO Investment Gives You in the Short- and Long-Term
These three benefits of SEO investment for the short- and long-term underscore one key fact: customer and brand loyalty cannot be overlooked.
Your customers want to know that you’re here for them during this challenging time and this pays off with their loyalty when the pandemic is over. Investment in SEO is essential in getting you found, clicked, and remembered.
- Establishes Your Expertise
No one wants to take any risks right now and people will likely continue to be risk-averse in the first few months after the pandemic is over. SEO allows you to quickly and clearly show your industry expertise. The value of high-quality content, well-written meta descriptions, and a website that clearly demonstrates your corporate vision gives customers confidence in your company and brand.
- Educates About Your Products and Services
People are feeling stressed and don’t have the energy to hunt for answers to their questions. We are all relying on key information resources to keep us informed and to meet our product and service needs. When you get the basics of SEO right, you can easily give customers the information they want. Clear content that educates, informs, and empathizes is key right now and for future success.
- Demonstrates Your Industry Authority
Pandemic or not, the competition is still there. You still need to stand-out and show customers why you’re their best choice. The very content that helps improve your SEO – whitepapers, long-form blog posts, webinars, strong meta descriptions, infographics, videos, email newsletters, and a strong social media presence – also proves your industry authority and expertise with customers.
Think about the companies and brands you’re turning to during the COVID-19 pandemic and why you’re relying on them. SEO lets you establish the same confidence and trust with your customers – and this is what you need for both short- and long-term success.
How To Optimize Your SEO in 10 Steps
Do not overlook importance of these 10 SEO optimization steps in getting you found, trusted, clicked, and remembered:
- Measure Your Website Speed. Your website should load in two seconds or less.
- Review Your Keyword List. Keywords are always changing. The list you generated 5 weeks ago is no longer relevant.
- Share Your Content On Social Media. Sharing content on social media helps create social signals with search engines and helps you connect with people.
- Evaluate Your Internal and External Links. Internal links help your Google E-A-T score and make it easier for people to navigate your site. External links help reinforce your industry authority and expertise.
- Revisit SEO Training. Make sure everyone on your team understands the value of SEO and how it works. Remind them how important it is use keywords naturally, to share useful content on social media, and to include external and internal links.
- Refresh Old Content. Refreshing old content is a chance to incorporate your new keywords, to update links, to address new questions, issues or developments, and show that you’re staying up to date with the latest industry trends.
- Start An Email Newsletter. An email newsletter is an ideal way to connect directly with your customers and anyone interested in your company. Remember to be empathetic and to include content that adds value and helps.
- Review and Update Meta Descriptions. Meta descriptions are the two or three sentences that display below page titles on SERPs. People read your meta description and then decide to click your link (or not).
- Update Blog, Whitepaper, and Article Titles. The first thing people read is the title. Make sure your title is informative and attention grabbing. Your page titles are listed on SERPs and are as equally important as meta descriptions.
- Create More Quality Content. Your readers and the search engines want quality content. Quality content is key in optimizing your SEO, gives you useful content to share on social media, can be reformatted in your email newsletters, and gives people a reason to visit your website so you can build customer confidence, trust, and loyalty.
During this COVID-19 pandemic, everyone has so many questions that are really hard to answer. Companies like yours can help by being available and accessible. Give people content that is useful, helps them make decisions, and settles their concerns.
About the author
Jane Phelps is the CEO/Partner at Know Agency. Jane leads client SEO strategy and handles all aspects of in-house SEO demands. This includes providing SEO training, competitive analysis, keyword research, algorithm analysis, and the review of all new content to ensure SEO best-practices are followed. Jane holds a Master’s Certificate in Online Marketing from the University of San Francisco, is BrightEdge Certified and is the head of the BrightEdge User Group in Atlanta, GA.