SEO tips for overcoming the impact of coronavirus
Given the extraordinary impact COVID-19 will have on global economies, governments around the world are introducing stimulus packages to help both employers and employees.
However, several small business owners and self-employed individuals are being overlooked when it comes to receiving assistance.
So, how can you ensure your business survives the economic impact of the COVID-19 outbreak, and the social distancing required to prevent the spread of the virus?
Keep calm and carry on optimising
Now is not the time for any knee-jerk reactions like stopping SEO campaigns or shutting down marketing activities until further notice. This will only set your business up for a longer and harder uphill struggle to recover.
Don’t forget that organic search is a zero-sum game – your gains and losses will be balanced out by the gains and losses of your competitors in the SERPs. Most businesses will experience revenue losses in the coming months, but when things start recovering, you’ll thank yourself for continuing your SEO operations.
Maintain your SEO investment
In order to weather the current coronavirus storm, most businesses are looking to cut down on non-essential activities. For many, this includes marketing.
But as you’re undoubtedly aware, SEO is a long haul activity. If competitors start to panic and reduce their search engine efforts, they’ll see a drop in engagement and loss of traction. This provides you with an opportunity to push ahead with SEO by creating quality content that builds strong audiences for many months to come.
Diversify your SEO approach
Just like other self-employed individuals or small business owners, you probably haven’t had a chance to think about more sophisticated SEO approaches apart from a basic ranking presence.
But now is the perfect time to explore new and exciting opportunities. For example, you could hatch a plan for position zero, target paragraph snippets or look into video carousels. The possibilities are endless.
Perform an audit of your content assets
A comprehensive content audit takes a great deal of time, effort and expertise. However, that doesn’t mean to say you can’t perform a mini-audit of your assets. Think webpages, emails, blog posts, whitepapers, ebooks, presentations, videos and infographics.
Look carefully at which high quality articles or images you could repurpose for other channels, which assets got the most social shares or backlinks and which ones got the most traffic on-site. There may be opportunities to update with fresh content, optimise with new CTAs or keywords, add internal links to new products or services and repromote the business when things start to recover.
Consider an outreach strategy
Some businesses have been criticised for sending out arbitrary emails about how they’re dealing with coronavirus, even though this doesn’t mean anything for their customers. However, a lot can be said for considering some sort of outreach strategy that provides a social connection and tangible assistance during COVID-19.
After all, SEO is an avenue to build trust with people, and how you do this during challenging times is just as important as when you’re ready to serve or sell to customers directly.