As the pandemic hit us in the year 2020, 95% of consumers started avoiding public places. Media consumption skyrocketed all of a sudden. Seventy-five percent of consumers are now using their social media daily, and even the small brands started moving their operations online. While the coronavirus pandemic has increased internet usage exponentially, it has also caused search traffic to business websites to plummet in almost all the industries.
The key to overcome the downfall of your business right now is – search and the optimization of content that delivers the best search results. As the shift from offline to online accelerates during these times companies are being asked to become innovative and do more with less. As consumers seek information about how businesses are handling COVID-19 restrictions, and about the precautions being taken by them, to evaluate their options for buying essential needs, adapt to remote work situations, and to stay updated and entertained, search is now more important than ever.
The pandemic might go away in about 2 or 3 years but the change in lifestyle is going to be there for a while as it has created a space for businesses to reach out to a larger audience in a matter of clicks. Nowadays it’s the topic of every business discussion that SEO is important because internet use is the highest it’s ever been. The first part of that statement—that SEO is important—is true, but the reason why it has become so important needs some more clarifications. This blog aims towards pointing those things out for you.
- Organic Search Tops The List
According to a survey, 53% of all traffic to websites comes from organic search. When we looked at search as a whole, 83% of search traffic is organic and only a minimal amount of 17% comes from paid search. Many companies had to halt their paid search campaigns due to Coronavirus-related business interruptions. This is the time to reevaluate how your paid strategy supports organic, how you can drive more traffic to your best content, feeding consumers’ need for media to consume while furthering your brand goals because at the end of the day customers look for the right content.
- SEO Gives A Long Term Traffic Equity
While SEO does require an upfront investment of resources, earned rankings can persist for years and do wonders for your business. The content you create, optimize and publish today will also be serving your brand in the future and can be updated to reflect evolving business goals throughout your business’s life cycle. Likewise, you have an opportunity now to review your top-performing content, updating and optimizing for the current conditions using market research and analytics.
- SEO Naturally Enhances User Experience (UX)
When you optimize your site and content using SEO it also has the additional benefits of improving the overall UX of your website. Your site becomes better organized and easier to navigate as you properly mark up, structure, tag, and optimize content making the customer have positive feedback. Evaluate your site today from your user’s perspective; is there scope for you to improve navigation or accessibility? This is the time for you to act and correct missing image alt text, lack of internal links, unclear calls-to-action, etc and make your website up-to-date.
- The Better The SEO The Better Conversion Rates
Throughout the journey of planning and creating content, we’re constantly thinking of the results and the conversions. With consumers’ media needs so high due to COVID-19, it’s the perfect time to fill gaps in your customers’ journey with the quality content they have been looking for. The best part about SEO is that you can constantly track whether your content is working for your customers or not with the help of analytics. It’s the best way to track your progress and work on changing your strategies before it’s too late.
- Freshness Will Give You The Edge
It’s a fact that search giants want to show searchers the most up-to-date information, as well. Therefore regularly publishing quality content — well researched, properly cited, optimized, original content, gives you a competitive edge to appear in front of motivated searchers even when the panel is too crowded. Publishing up-to-date and trendy content does wonders for you to drive more customers to your website.
- SEO Provides Both Local And Global Reach
Whether you’re a small local retail store or a global franchise, your customers are using search right now which gives you an upper hand to reach out to them. Prepare a checklist: Is your business ready to be positioned to appear in response to their relevant queries? This could be a great opportunity for small businesses with multinational operations looking to keep their workforce employed and productive even during a lockdown. Guided by SEO and marketing professionals, local employees from any department can help provide the hyperlocal context needed for great local content making your brand a global image.
Follow The 3P’s Rule Of SEO For Post Pandemic Success
Given the uncertainty of the current times, SEO is the best shot to tackle business interruptions with speed and agility. Post this pandemic situation, to maintain the availability of your business both online and offline you must follow the following rules.
Of the brand (equity), current and future demand, customer relationships, change of taste and preferences, and online reputation.
As we evolve our strategies, products, and services, adapting to the changing market is very necessary to be in the race.
For the “new normal”, whatever that looks like for your brand, have a road map ready beforehand before diving into the market. However, the lasting impact Coronavirus will have on consumer behavior remains to be nothing similar to what was pre-pandemic. As the situation changes, SEO and Online Marketing remains our most effective method of understanding and responding to our customers’ needs both now and in the coming future.