Search engine optimization (SEO) has proved to be quite resourceful during the current period of economic slowdown. Businesses need to create SEO-focused content as it is a cost-effective method for retaining their brand awareness. Search engine optimization is also considered to be a smart investment.
Given below are a few pointers on developing a solid SEO strategy amid the ongoing COVID-19 crisis:
- Developing content that builds trust
- Dynamically managing your online presence’
- Analysing your upcoming campaigns and content
- Boosting security
Brands that deliver informative content are shown to be highly reliable. You need to concentrate on developing content that inspires trust in the consumers. Initial, informative content reinforces trust, brand equity long with conversions. Consumers are turning to the brands they trust for seeking relevant answers to their questions; which is why brands need to develop content that answers their questions accurately.
Developing a Solid SEO Strategy amid COVID-19 Crisis
The trust you build with your content will positively impact the number of clicks on the content in the search engine results pages (SERPs). Managing your online brand presence is very crucial during the present times. Monitoring of search demand and social media mentions, updating your schema, as well as monitoring the traffic from organic search are a few techniques for maintaining your online reputation.
Now is a good time for analysing your upcoming campaigns and content, then altering them in accordance with the current crisis. Showing compassion and empathy to your audience is highly essential during these trying times. You need to concentrate on adapting in the short-term so as to enhance long-term brand equity.
Security is a top priority for your website. Monitoring log files for crawl errors, implementing SSO (single sign on), securing your site with SSL (secure sockets layer (https)), as well as updating the plug-ins and apps that you use; are a few tactics to strengthen your website security.
The advertising industry has undergone a drastic turnaround with the proliferation of the COVID-19. Advertisers need to be patient and creative with the alternating environment during this ongoing crisis.
Tactics for Managing PPC amid COVID-19 Crisis
A few tactics for managing your pay-per-click (PPC) campaigns during this period are given below:
- Using business value props and messaging for promotion
- Reassessing budgets and ad spend
- Monitoring search behaviour
- Making the most of digital channels
Some of the current trends which the business value props and messaging are contingent on are: working from home, social distancing, essential and medical services, home schooling, communications/ streaming/ entertainment, family togetherness, and so on. Use ad extensions such as call-outs and sitelinks to transmit the information. It is important to admit to the crisis and adopt a softer sales outlook.
There is no time like the present for reassessing your budget and rectifying the budget to ad spend ratio. It is advisable to shift your budgets to conduct campaigns for those products and/or services that are relevant during this current crisis; in order to maximize the results. Make use of the digital platforms that offer automated bidding features.
In spite of social distancing, people will be researching and purchasing online. You need to communicate about the services that can be delivered virtually along with the turn- around times for the delivery of these services. Also, you should monitor the search queries which trigger your ads as there may be a few shifts in these queries.
Now with people staying at home, consumption of content such as videos and news has risen monumentally. Also, more online communication tools are being used. All this results in less competition for advertisers who can then elevate the market share without changing their current budgets. You can consider Pinterest, YouTube and in-video ad placement options.