The Ultimate SEO Survival Guide - Viral Edition
Understandably, we currently find ourselves in a state of uncertainty across the globe. COVID-19 is changing the world as we know it, from stringent restrictions on the way we live to the fear and confusion over the virus itself.
While we know that selling is at the back of your mind right now, there’s no escaping the fact the business world doesn’t sleep. If your business falls behind during the next few months, it will be challenging to recover. In this difficult period, it’s never been more important to have an eCommerce channel. However, an online store is only the first step. The next is to get eyes on your products and turn those clicks into profit.
Who Will Be Hit Hardest?
Unfortunately, there will be business casualties during the next few months. The UK government is aiding businesses as much as they can, including guaranteeing employees’ wages up to 80%, but for small businesses and big alike, this may not be enough. What’s more, the way specific companies are treating their hardworking staff during this period will also have a significant impact on their bottom line, now and in the future. Wetherspoons, for example, has had to shut their doors after the government announced on Monday that all pubs, clubs, and cafes were to close temporarily. However, Wetherspoons has also gained negative press due to the fact the owner, Tim Martin, has announced he will not be paying staff after Friday and they could accept new jobs.
It’s not only hospitality and leisure businesses experiencing a drop. Makeup brands and clothing stores, even though the majority are now accessible online, are also feeling the pressure. This could be due to the fact no one is going outside, and the need for a brand new outfit for a Friday night in a bar is simply not applicable right now.
Some businesses do stand to profit still, though. The demand on supermarkets offering home delivery is growing daily. So is the demand on app stores and mobile networks as people grow used to isolation and working from home. Ocado Group has stated it is experiencing “exceptionally high demand,” with customers placing higher than usual orders.
Online stores who are selling “essentials” are also seeing a huge spike in website traffic, especially as panic buying sweeps the nation. Likewise, as those who enjoy daily exercise find they can’t visit their local gym, the sales of indoor gym equipment is experiencing a huge surge of engagement.
It’s an Unstable Period, But Your Business Doesn’t Need to Be
We’re in a period of many unknowns. How long will the lockdown last for? Who will be affected? What will Boris say in the next Daily Briefing? One thing you can’t afford to be uncertain about is your business. You need to understand where every penny is being spent, and if it’s being spent for the right reasons. Therefore, it may be time to pause on certain marketing efforts, such as daily product emails, and switch focus on long term strategies. One long term strategy you need to focus on is your SEO, as explained below.
Your Instagram and Facebook adverts may need to adjust, also. This isn’t a time to be ruthlessly selling to your target audience. Businesses who do so have already seen a backlash. Instead, you need to be sympathetic and compassionate, and if your current ads don’t portray that, stop them.
Why SEO?
SEO is a long game. You don’t reach position one overnight, as much as you want to! Rather, you see results in one month, two months, three months and sometimes more. That’s why stopping your SEO efforts today will only harm your business down the line. When everyone else is recovering and thriving once again, this is the time your business will be falling further and further down the SERPs.
Stop your SEO today, and you can be sure your competition will quickly overtake you when the world begins its recovery period.
Your business’s competitive advantage relies on your vigilance, and, unfortunately, this vigilance, especially for local businesses, can’t waver. If you significantly reduce your SEO during this period, the drop in rankings you will incur will end up being more expensive than if you were to continue your efforts.
How to Combat Decreasing Rankings
Daily management of your SEO analytics is crucial now. Buyer behaviour and engagement is likely to change drastically as the world gets used to staying at home and not venturing to bars, pubs, shops, and so on. Therefore, keeping a close eye on how your buyers are adjusting will enable you to adjust alongside their needs. Additionally, also closely monitor Google Trends and other keyword tools to discover what consumers are now searching for because long-tail keywords which were once popular are likely to change.
If you are a local business, such as a local restaurant who has had to close due to Coronavirus guidelines, you can harness the power of Google My Business. Use GMB to update your holiday hours to indicate to your customers that you are closed. By using the holiday hours, you don’t need to remove your regular opening hours completing, but it also ensures no customers are misled over your current working hours. What’s more, you can add GMB Question & Answer to keep your customers in the loop with what’s going on. Are you now using a local delivery service between 6pm and 10pm? Let them know to try and achieve those sales.
If you want to find out how our expert SEO team can combat your decreasing rankings in this period, please don’t hesitate to get in touch today. I will provide a free SEO health check of your site and we can configure a successful SEO campaign, tailored perfectly to your individual requirements. Above all, we hope you stay safe and well during this time.
