The world seems to be transforming rapidly. We don’t live in the same world we were living a few months ago. Many things that were useful in the past will now be irrelevant. This implies to your data and research also.
For your business to best position itself through this time of uncertainty, it is worth re-visiting and upgrading your SEO strategies and roadmaps to understand the role of SEO in this rapidly changing environment.
CHANGES IN DATA AND ANALYTICS
COVID-19 will directly impact data and analytics for businesses.
- Sessions and impressions may decrease, but if rankings are maintained, then declines can be attributed to COVID-19’s impact on search interest.
- Average search volume, a key metric for keyword research, will be significantly impacted as changes in search volume in the short term will impact the search volume as it is averaged out over time.
Demand is high right now, but that demand has shifted mainly to products that people need to avoid and/or deal with the pandemic.
HOW TO RESPOND
You must be wondering where to go from here. The best way to deal with the present scenario is to understand the changing needs of your customer and channelizing your resources towards meeting them.
You need to dig deeper into the new habits and online searches of your audience. Find out how you can contribute towards making their indispensable needs met, now and in the future. It would be best if you put yourself in your audience’s shoes, i.e. understand what your audience is going through during the lockdown period.
Brands that have understood the significance of changing consumer behavior and their adaptation to the ‘new normal’ have started investing more into SEO. Small businesses catering to the present needs of the customers are thriving by using Affordable SEO packages to strengthen and expand their business.
Investments made now can start sprouting rewards as the world begins to come back to the way it was.
• CREATE CONTENT THAT YOUR AUDIENCE NEEDS RIGHT NOW
You can begin creating content that’s highly relevant right now. It will help drive traffic on your site immediately.
Dig into your analytics and find out what the visitors are searching for right now.
Traffic trends will indicate the changes in the consumer search pattern.
Understand how the new audience reacts to your site and then make some appropriate changes that they can benefit from.
Learn to empathize with your audience as it is the key to success when it comes to selling.
• CREATE CONTENT THAT IS ALWAYS NEEDED
It is highly relevant to invest in content that your target audience will still want in a post-COVID world. It may not lead to an immediate surge in website visitors and customers, but you typically see consistent growth with this type of content if you maintain it well.
It truly is an investment that will start delivering ROI later on.
You can work on statistics, glossaries, resource pages, e-books, etc.
• GET REAL WITH YOUR EXISTING CLIENTS
Maintain communication with your existing clients. Ask questions, do surveys. Get to know what they expect from you now.
Outline what you can deliver.
If they have something to lose, tell them, and reach out to them with real strategies to scale back.
• WORK ON YOUR EXISTING CONTENT
It’s certain that right now, most companies are not able to spend money on PPC, thereby focusing on content marketing and SEO instead.
To achieve fast results, you need to work on improving your existing content – the content which has already been performing well and is looked for by the interested customers.
Ameliorate your best content pieces by adding new sections to them and you might consider consolidating it into one stronger page.
Don’t forget to target as many queries as you can on your content, it will go a long way.
• EMBRACE THE UNCERTAINTY AND KEEP MOVING
There’s a lot of uncertainty out there, but instead of resisting it, embrace it, and don’t let it hold you back.
You have to put some effort into understanding the market and anticipating your audience’s most essential needs. You need to do research on who wants your service/product.
This is the best time to put your content creation skills to use.
If you were planning to give up on your business, don’t do it. Keep working on your business with persistence. Tables can turn when you least expect them to.
More than ever before, entrepreneurs need to acknowledge their customer’s needs and make data-driven decisions at every step of
interaction with the clients.
Keep trying new things and see what fits.
Embrace the new reality we live in and the new conditions of running your business.
STAY POSITIVE AND BELIEVE THAT THE BEST IS YET TO COME.