The COVID-19 pandemic has forced businesses to rethink their SEO strategies and marketing plan. It’s clear that SEO trends for ranking in organic searches have changed.
Many businesses are sensitive to carry out active marketing campaigns, when other companies are struggling. But, if you don’t market now, you could be forgotten – and that’s not good for your business. It’s time to convert adversity into opportunity.
Search patterns on the web are determined by consumer behaviour. The COVID-19 pandemic has had a widespread impact on search behaviour, consumer preferences, and marketing investments. Despite the changes, SEO optimisation services have seen a sharp rise.
According to Google Trends, the search term ‘SEO’ has had noticeably more people looking, since February, 2020.
Why focus on SEO?
Search engine optimisation is a process of strategically using online content, enhancing user experience, and implementing technical solutions to help improve online visibility, thereby boosting SEO for websites. This technique helps attract a wider online audience to improve organic traffic.
Here are a few ways your business could deal with changes due to the COVID-19 scenario and stay ahead of the competition.
1. Research for keywords related to COVID-19
Use a keyword research tool to find COVID-19 related terms and phrases in demand. Begin with a general search about COVID-19 and narrow down the results targeting your niche. The keywords should be applicable to your business and add relevance to your content.
For example, if you search for ‘about COVID-19[‘, it will provide several results pointing to high-authority medical blogs and websites. This means you need to refine your search to include keywords specific to your industry. Use the search tools in Google Analytics and other online word tracking portals to check if people are actually searching on these phrases. Pay attention to the competition level of keywords. It is not recommended to choose keywords with high level of competition when targeting broad COVID-19 related terms. This is because they may be picked and used by marketers to spin campaigns that result in low search volumes. Instead, choose low-competition keywords with high search volume to obtain the desired results.
Your keyword research must necessarily identify keywords and topics that will help you rank high on the search results.
2. Survey the needs of your audience
Try to understand the needs of your target audience before optimising your content. You could use social media platforms to begin a survey or discussion or ask your email list what they would search for.
This is also a good opportunity to find out what your audience’s concerns are about the current COVID-19 situation. Depending on your business you could ask them focused questions such as:
- How do you attract more clients during COVID-19?
- How can you stay focused while working from home during this pandemic?
- Is investing money or saving the best option during COVID-19?
- What’s your marketing strategy during COVID-19?
these questions can reveal lots of useful information. When you know what they’re looking for, it’s easy to create content will engage them.
You should end up with a list of keywords that you can use in all your online activity to attract people looking for what you do.
3. Focus on video content
According to this survey, 80% of consumers in the US and UK have begun to consume more video content since the outbreak. Broadcast TV and online videos are the first choice across consumers of different age groups.
Consider creating videos for YouTube that refer to the pandemic. Publishing relevant video content along with blog content will improve your brand visibility.
Use SEO tools and data to find targeting keywords and develop video topics. With this information, you can create videos that focus on trending questions users are looking for and lead them to information about your services and products.
These are a few aspects to ensure when creating video content:
- Determine your goal
- Make sure the video content is focused and useful
- Create content that is authentic to your brand
- Invest in your video budget
- Keep an eye on mobile friendliness