Adapting Your Marketing Strategy To The Impact Of COVID-19
What are your business’ need essentials and non-essentials?
In response to guidance on what businesses are considered “essential” and “non-essential”, consumer and search behavior will change accordingly. Conversely, most brand names, products, and services deemed “non-essential” may significantly drop off in search interest as consumers rapidly shift priorities during this period.
Your brand should closely monitor organic search sessions and conversion numbers for the foreseeable future.
Tip: Determine the essential nature of your business and immediately update your website, Google My Business profile, and other digital assets you have to make sure they acutely indicate the status of your physical location and how your business will be available for the foreseeable future.
Closely monitor Google Trends, Google Search Console, and other keyword tools to understand the shifts in the search interest and behavior around the relevant keyword/topic for your brand and the industry you’re in during these times. Make sure to be monitoring your website performance to fully understand how users are converting during this time and keep updating the reporting factors to keep things smooth on your site.
Significant changes in economic behaviors will result in businesses’ being very mindful of their overall business performance and budgets for the rest of the year. It’s hard for us to predict how long COVID-19 will last for and it’s the exact economic impact. Business owners should be aware of how their SEO fits into short-term and long-term marketing strategies to understand how they can effectively plan for marketing during this period. Unlike most paid channels, SEO often cannot immediately shift short-term priorities within an organic search. Given the current level of economic uncertainty for many businesses, long term planning and the nature of SEO should be considered when planning marketing priorities over the next several months.
Tip: While the short term may require marketing channels to react in real-time, the long-term, organic nature of SEO should be highly considered when evaluating priorities in your marketing. Evaluate paid and organic coverage for the next several months to understand how both can be balanced as part of an overall marketing strategy in response to COVID-19’s impact on your business.
Long Term Q4 & Beyond!
Leverage the long-term nature of SEO to ensure that your website ranks well for high-volume and high-competition keywords that are expected to peak by the end of 2020. While your business may see short term losses in the next several months, future planning and optimization for upcoming initiatives can ensure that your businesses are best poisoned for when the economy is in an upswing!