Think twice before reducing your SEO activity during COVID-19
Owing to a sudden and unexpected loss in revenue due to COVID-19, many businesses are looking to trim budgets and maximise efficiency wherever possible. More often than not, marketing-related activities such as SEO are first on the chopping block.
However, you should think twice before reducing your efforts in this area because while others scale back, you could make gains. And when things return to normal, you’ll be the one sitting pretty at the top of the SERPS.
Here’s some advice on how to have a hands-on yet measured approach to SEO and content during this time of uncertainty.
Continue to execute your SEO and content campaigns
Unless your business is an essential service, there’s a good chance you’ll be witnessing performance losses in organic search because of a drop in overall demand. But a lot can be said for continuing your execution of SEO and content marketing efforts.
“I personally believe that companies that continue to execute on their planned digital marketing campaigns, and more specifically, on their planned content and conversion strategies around SEO as an acquisition channel, will be poised for faster (and more effective) recovery when we come out the other side,” says Nick Eubanks, CEO of From the Future in a recent blog post.
Choose to reduce your spend on SEO and you will significantly risk your organic rankings. Once demand returns, you will drive considerably less organic traffic than before the COVID-19 pandemic, making it much harder to recover.
Supplement your SEO with paid search
Seeing as many advertisers are cutting their paid search budgets, bids in certain industries are lower than they’ve ever been before. Therefore, if your business is selling products or services that still have demand at this time, consider supplementing your SEO with paid search.
“As conversion rates, CPMs and CPCs are in flux, you will likely need to be more hands-on than usual,” says Jeff Snyder, President of Elumynt. “On the search side, if you are using Smart Bidding, consider switching to manual bidding, or at the very least reevaluate your Max CPC setting to account for changes in the landscape.”
You may even want to explore opportunities on social media. More people working from home means more activity on social media, allowing you to significantly increase reach within your top performing audiences.
Be wary of skewed analytics data
As Brett Patterns, Digital Analytics lead at Siteimprove explains: “Internal traffic is not internal! With so many employees working remotely right now, this may influence your digital analytics data!
“Your typical filter won’t catch workers working remotely, unless they are possibly using a VPN or other remote network connection. This means your employees might be counted in your analytics metrics, even though you had previously created a filter for this.”
For this reason, you might want to place an annotation in your analytics account. You should also keep the possibility of skewed data front of mind when it comes to measuring and reporting on your SEO activity.