Why SEO is Essential During a Time of COVID-19

  • SEO is important now because people are searching for products and services more than ever.
  • The coronavirus will continue to impact the way people shop, connect and live, which means new solutions need to be implemented from the ground-up by industry experts.
  • You do not want to appear insensitive or even capitalizing during the pandemic.

The biggest advantage of the internet is that it is always open for business. Regardless of stay-at-home restrictions and shut-downs, people have been able to acquire information, supplies and just about every other essential service they need thanks to the web in 2020. The coronavirus has impacted virtually every industry and cost businesses millions of dollars in revenue; the natural response may be to scale back marketing efforts in an effort to preserve the existing budget, but SEO and digital strategy is more important than ever during COVID-19.

Mobile data consumption rose 50 percent from March 2019 to March 2020.

Why SEO Matters During COVID

The coronavirus has caused a massive surge of internet traffic over the last few months. Internet use globally is now higher than it’s ever been, and usage includes more than just online search inquiries. People are using internet-powered platforms to replace many of the traditional aspects of their life; classrooms and meetings are held virtually, people stream movies instead of going to the theater and online social groups, shopping and banking have never been more popular.

SEO is important now because people are searching for products and services more than ever; they are relying on the internet and virtual transactions to acquire things that they need to live life as normally as possible amidst a pandemic. Mobile data consumption rose 50 percent from March 2019 to March 2020; from gaming to TV, people have become more connected and reliant upon the internet due to the coronavirus, and businesses need to take full advantage of their increased presence.

SEO Suggestions for COVID-19

You do not want to appear insensitive or even capitalizing during the pandemic; some businesses have made the grave mistake of advertising sales in direct response to the disease, which only makes it appear if they’re more concerned about earning a quick profit than their customers’ lives. The coronavirus will continue to impact the way people shop, connect and live, which means new solutions need to be implemented from the ground-up by industry experts. That’s where personalized content comes into play.

Use Search Trends to Inspire Ideas

When writing blog posts, do some relevant keyword research and see what’s on the rise. People are worried about food, job security and personal health. They want to know how to be more productive while working remotely, and they want to stay fit even when they can’t or are too afraid to leave their homes. What way can your business provide on-brand suggestions to help customers live more fulfilling lives?

If anything, your content can serve as an attempt to demonstrate the impact of COVID-19 on your audience and offer practical solutions to lessen the stress of life during the pandemic. Consider what your customers are most interested in achieving first, then structure your content around providing genuine advice and practical solutions.

Revisit the landing pages and edit them to reflect the current situation.

Monitor Your Site Stats

How has the coronavirus impacted your visitors’ behavior? Do they spend more time looking at certain pages than others? Which posts are performing the best? Revisit the landing pages and edit them to reflect the current situation. Focus on long-term planning and extended benefits that entice customers to continually engage as the pandemic changes and the new normal starts to emerge.

If necessary, consider finding new ways to provide your services virtually. Can you do consulting? Can you offer free webinars that pitch master’s classes? There are many ways businesses can modify their existing model during the pandemic, and statistics will help you determine what direction you need to take your content in the coming months.

Focus on Generating Backlinks

Offering content that other brands find valuable enough to link to will help generate more organic growth in the long-run. Providing evergreen content that’s on-brand and relevant to your niche is more sustainable and likely to rank higher than generalized COVID-19 blog posts. You can get backlinks in 2020 by publishing guides, updating outdated resources and focusing on becoming an authoritative source in your industry. This means delving deeper and providing focused, detailed content over shallow, keyword-oriented blog posts that will ultimately become one of millions in a sea of search queries.

Staying Current During Coronavirus

Crafting original content may be more difficult for certain industries, but that doesn’t make it impossible. For products or services that are inaccessible, creating alternatives for existing customers can offer value and sustain business even during times of hardship.

Focus on the changing needs and desires of your audience and craft content to reflect it; listening and responding to this uncertain time will be fundamental to staying relevant and maintaining business moving forward.

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Abby Drexler

Abby Drexler is a contributing writer and media specialist. She graduated from the University of Tennessee with a major in Public Relations.

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