In the midst of the ongoing COVID-19 crisis, marketers are contending to modify their search engine optimization (SEO) strategies. It is very essential to analyze the impact of COVID-19 on organic performance and search interest trends in the retail industry.
COVID-19 has had a mixed impact on the retail industry. There are two major retail categories: essential retail (such as grocery stores) and non-essential retail (such as apparel stores). Essential retail sites have witnessed a surge in the number of organic clicks while non-essential retail sites have witnessed a decline in the number of organic clicks. These changes in organic performance are caused by the shifts in user search behaviour.
Shifting Organic Landscape in Retail Industry amid COVID-19 Crisis
Listed below are a few search engine optimization (SEO) practices that e-retailers can follow to keep their brand going strong:
- Monitoring their keyword portfolio for COVID-19 related queries in order to understand user concerns
- Creating messages around the various ways in which their business is helping the customers during this period of crisis
- Leveraging new structured data types for better communicating the various business updates, such as the changes to events, occurring due to the ongoing crisis
- Updating their Google MyBusiness profile for the local customers
- Monitoring the query-level performance changes in order to alter their organic search strategies, as required