The COVID-19 pandemic has wreaked havoc in ways that could not have been envisaged by the world at large. The scale of this pandemic is such, that parallels are being drawn with the Spanish Flu or Black Death in the primeval era.
Well, none of us were around then but the ramification of the pandemic that is upon us, is enough to give us chills.
The casualty numbers are increasing in certain countries while it is brought under control in certain others. Apart from absolute standstill of regular life, businesses are bearing the brunt of it. Sharply, at that. In spite of the adversities, time is ripe for businesses to surpass their competitors with search engine optimisation.
Digital marketing may be instrumental in driving high traffic towards the website of a particular business leading to greater online visibility during this time. Such traffic may lead to higher conversion as well as push up rank of the site in search engine result page.
Your business may be subjected to unforeseeable extraneous factors in these trying times. While we do know that there is no one-size-fits-all panacea, the following pointers will most certainly be helpful.
Promotion of Business
COVID-19 pandemic have wielded a major blow to businesses across the world. However, this predicament can be utilised to promote business by way of search engine optimisation.
Even though you may have normal function and operations of your business halted in this time, promotion of the same faces no such obstacles in that regard. In fact, on resumption of normalcy, businesses which continue its advertising measures through SEO is likely to hit the ground running. Promoting a business by SEO does not face the restrictions that are imposed over business operations.
Consider this, all the required strategies and tools are available online and do not require physical mobility of any sort.
It is all the more likely that your business may be hurting from demand decline due to COVID-19 pandemic. Hence, acquiring greater insight about that pattern can be crucial. It will equip the business with the understanding of the areas that need greater focus.
Search engine optimisation may lead to higher sales for a business as it can go on to facilitate purchase made by customers who are most likely to be under movement restriction or lockdown.
However, please note that one has to be careful while devising a strategy and not adopt a generic approach.
Necessary commodities and entertainment are witnessing a higher surge in demand which can be converted into sales through appropriate promotion. COVID-19 pandemic has led to a scarcity of specific products and demand for the same are only set to increase. If a business sells a product that has become scarce, then search engine optimisation will help in organic ranking of the website, making it beneficial for the same.
Online shopping has also gained immense traction even for such consumers who have been usually reticent in purchasing products on the internet. SEO can facilitate a successful online marketing campaign, whether it is paid or organic. It also becomes important that the shopping site is also mobile-friendly.
The trump card that you may use is to enhance the user experience that is going to set your business apart.
With the improvement of on-page content and speed, users will be induced to the advantageous services offered by such website.
Tapping into a Bigger Audience Base
SEO during COVID-19 pandemic will help a brand or business to reach out to a bigger potential customer base.
Make the most use of people confined to their homes and spending more time online!
It makes them open to browsing different products and services online, which they may have bought from a brick and mortar outlet in normal times. Hence, search engine optimisation will help to increase the visibility of products or services before such consumers.
You can take it as a pull marketing channel.
Even if a consumer is not searching for a specific product or service that a business is offering, his or her attention may still be attracted towards it. It makes such individuals potential customers or leads. The adoption of an appropriate SEO strategy may lead to higher conversion rates as well.
More Options for Evergreen Content
No matter the kind of SEO strategies that can come, make or break the platform, content will always be king.
Focus on creating or curating “evergreen” content.
It means that the relevance of such content will not be limited by a particular time period. Even after the COVID-19 pandemic is over, the content should resonate with the targeted audience or customer base. For instance, in case of content related to travel, the piece should appeal to the audience after the pandemic is over.
Should the quarantine extend, it will allow users to make prospective plans creating short-term gains as well.
Paves Way for Long-Term Strategy
Search engine optimisation creates the scope for the determination of a long-term strategy as well. The strategies or techniques that are adopted may remain relevant even after a relapse of months. Even Google algorithms are updated at intervals; the core premise of SEO remains same.
Moreover, as with any other marketing channels or methods, results are reflected after a period of time and not instantaneously. Hence, SEO would also require a gestation period. It is only then that higher rankings may be observed on search engine page results.
The methods that you adopt can only bring in desired result if the other relevant parameters are also ensured. Those include determination of keywords, determining the target audience, generating relevant and engaging content as well as leveraging different SEO strategies and tools.
Keywords play a very critical role in content optimisation for driving higher traffic towards a certain site. It is important to take into consideration the different kinds of keywords that are available and adopt the appropriate strategy for each brand.
Content can be suitably customised only if the targeted audience is identified. The business pitch can be modified in that regard. Irrespective of the SEO strategies that may be adopted, it is only through high quality content can greater search traffic be pulled towards a site.