COVID-19, the coronavirus has changed every aspect of our lives, including how we run our businesses. It’s impacted on the online world too – making some previously booming features shrink while others take off – as the way consumers search impacts on SEO. For businesses, it’s important to understand how the virus has impacted search in order to reimagine your inbound marketing strategy. Here are some insights from our SEO agency in Melbourne.
PPC is Down
Businesses in almost every industry are significantly reducing their PPC spend. This is largely due to restrictions on their industry, the scope of their services/products, or a reduced demand from consumers. For example, the tourism industry is severely restricted.
This doesn’t impact all sectors however, as some are booming, including the financial advice and legal industry, grocery retailers, online education providers, delivery services and the ecommerce sector.
Opportunities in Organic Inbound Marketing
In these sectors and others that are able to remain operational during the pandemic, it is important for inbound marketing to reflect the changing needs of consumers, and this is where organic SEO content pays off. By focusing your content on meeting the challenges consumers are facing in terms of their health, remote working, childcare, staying home and more, businesses can see a huge increase in web traffic.
Even in industries hard-hit by the pandemic, there are opportunities to put your brand ahead of the pack. For example, travel and tourism businesses are seeing increased queries from people concerned they will be unable to use existing reservations, or how to plan for their holidays much later in the year. For these sectors, inbound marketing content and organic SEO strategies help to keep customers informed, reduce confusion and misunderstandings, and provide solutions. They’re also a great way to show support – for example, with multistorey hotels lighting up their windows with messages of support for healthcare workers on the front line.
In addition, our SEO agency recommends that all businesses:
PPC is Down
Businesses in almost every industry are significantly reducing their PPC spend. This is largely due to restrictions on their industry, the scope of their services/products, or a reduced demand from consumers. For example, the tourism industry is severely restricted.
This doesn’t impact all sectors however, as some are booming, including the financial advice and legal industry, grocery retailers, online education providers, delivery services and the ecommerce sector.
Opportunities in Organic Inbound Marketing
In these sectors and others that are able to remain operational during the pandemic, it is important for inbound marketing to reflect the changing needs of consumers, and this is where organic SEO content pays off. By focusing your content on meeting the challenges consumers are facing in terms of their health, remote working, childcare, staying home and more, businesses can see a huge increase in web traffic.
Even in industries hard-hit by the pandemic, there are opportunities to put your brand ahead of the pack. For example, travel and tourism businesses are seeing increased queries from people concerned they will be unable to use existing reservations, or how to plan for their holidays much later in the year. For these sectors, inbound marketing content and organic SEO strategies help to keep customers informed, reduce confusion and misunderstandings, and provide solutions. They’re also a great way to show support – for example, with multistorey hotels lighting up their windows with messages of support for healthcare workers on the front line.
In addition, our SEO agency recommends that all businesses:
- Update hours and information on what products/services are currently available.
- Make customers aware of potential issues due to supply chain problems, increased demand on services, technical issues.
- Post about new services to keep your business operational (for example, discounted gift cards for future services, etc.)
- Share messages of support and awareness, including what you are doing to keep your employees safe.
Search engines like Google have also responded to the pandemic by implementing measures to support businesses. This includes:
If you are looking for an SEO agency to deliver inbound marketing or SEO services for your organisation, our team is ready to help. We can assist you at every level of your inbound marketing strategy, from planning and developing content to management of your website and online accounts.
- Putting all review submissions on hold.
- Making Google My Business posts available for all businesses.
- Allowing all businesses to share critical updates on the pandemic on website pages.
If you are looking for an SEO agency to deliver inbound marketing or SEO services for your organisation, our team is ready to help. We can assist you at every level of your inbound marketing strategy, from planning and developing content to management of your website and online accounts.
Comments
Post a Comment