Aside from sanitizing your office, one of the most important factors in reopening your business is SEO. Without this essential marketing tool, it will be very hard, if not impossible, for customers to find your company on Google. Continue reading as we dive into how you should be using this marketing method as the economy reopens.
Using Google Analytics
Every industry is different. Some are experiencing unexpected increases in traffic, while others are experiencing devastating decreases. These trends in traffic can be viewed inside your Google Analytics account. The data in your account can tell you which site users are going where on your site, for how long, where they’re coming from, and more.
This data is crucial in helping you determine your new SEO strategy. Some of your customers, like those in the high-risk category, aren’t comfortable going out in public just yet. Your Google Analytics data will help you understand your audience and what actions they’re currently taking, as well as give you a good idea of how many of them are ready to visit your location and what demographics to target. This information will play a vital role in drawing in customers as you begin to reopen.
While it’s still important to avoid hard-selling your audience right now, once you’ve gathered the demographics of your new audience, you can target them with ads to softly market your reopening. This data will also tell you what’s working and what’s not, allowing you to make necessary changes in order to attract more buyers.
Keyword research for SEO during COVID-19
Keyword research involves finding out what your customers are searching for as well as what your competitors are ranking for. This information will help you optimize your site content and PPC ads for the words that your customers are searching for at this time.
Given that some stores and restaurants are still closed or operating at different hours, search traffic and keyword queries have changed. People are searching “[business name] store closings” and “[business name] hours” more than they used to in order to see who’s open and at what time. Using the Google Keyword Planner tool in your Google Ads account, you can get all of this information at your fingertips–for free.
After completing your research, take the keywords and sprinkle them throughout your site as well as in any ads that you’re running. Good keyword insertion will help you show up in search results and increase the likelihood that customers will visit your store as you reopen.
Differences in search behavior during COVID-19
There are few things that this pandemic has left unaffected, and it’s only natural for a change in human behavior to bring about a shift in search behavior. But how do you find out what this shift looks like to pivot your SEO during COVID-19? This is where Google Trends comes in.
Google is always looking for new ways to make web surfing easier for users and marketers.
Google Trends allows you to view the world’s trending topics. For example, one of today’s top trending queries is “National Best Friends Day” with over 200,000 searches.
With this information, you can tie your content in with these trends to become relevant with today’s searches. By using current trending topics, you will effectively soft-sell your customers and grab the attention of new ones as well.
Coronavirus search terms
Google recently created the Google Coronavirus search trend hub to provide insight as to which search queries have been the most popular during the pandemic. The data show that Coronavirus-related search terms dominated search traffic from early March to the end of April.
Seeing that these terms were taking over Google, marketers were inclined to incorporate them into their SEO strategy. Now that these terms have begun to decrease in popularity, it’s time to remove them and incorporate the new relevant terms discovered by your keyword research.
Essential vs. desire-based products SEO for COVID-19
Given that a significant portion of Americans are jobless, search focus has shifted from desire-based products to essential products. With this in mind, you should put an emphasis on your essential products and services first. It’s important to your audience that you understand this change in their behavior and are not forcing unnecessary items on them.
As you begin to reopen your business, changing your SEO strategy post-COVID-19 and remaining relevant should be at the top of your priority list. Stay up to date with marketing as the COVID-19 crisis evolves by checking out the Bizzuka blog! We’re here for you every step of the way.