Good SEO is essential to see your business through challenging times?
The outbreak of coronavirus has affected individuals, businesses and entire industries across the world.
With the global economy uncertain, it’s important that business owners shift marketing strategies to work smarter while preparing for uncharted territory.
With many key features of the UK economy having to pause or stop business altogether, it is likely that many businesses will see short-term losses over the next few months. It is, however, essential that you plan strategically for the future.
Not doing anything, or stopping your marketing investments whilst the pandemic is ongoing, won’t mitigate the damage already caused and is likely to set you up for a long-term uphill struggle to recover.
History has generally shown that those who invest in marketing during challenging times tend to come out above their competitors.
For example, Kellogg’s, who doubled down on their investments during the Great Depression grew their profits by 30%. It is therefore vital that you prioritise your marketing efforts by investing into building organic growth and creating content that will be ranked highly on search engine results pages.
The what, how, where and why of search engine optimisation (SEO)
Even as the government’s lockdown begins to ease, consumers are still expected to be shopping and browsing online for many months. Whilst social activity remains low and with more people spending time at home, there has been a surge in online activity.
This surge means that your target audience are more likely to see your online marketing efforts. By appearing higher in search results through good search engine optimisation processes, your business can be a recipient of a windfall.
Search engine optimisation, or SEO, is the process of using techniques and strategies to obtain a high-ranking placement in the search results page of search engines (SERP). Your position is ranked through a number of factors including the relevance and authority of your website and your online presence.
'Relevant website + strong online presence = higher ranking and more visibility
Lydia Campbell, EDGE Creative
The process of SEO is constantly evolving as search engines adjust their algorithms and expectations. Alongside this, there are a range of factors to consider which include client reviews, user experience, your social media platforms and your search engine marketing (pay per click).
Working alongside and as part of your SEO strategy, these intricate factors will help you to increase leads, sales and your bottom line.
How can I boost SEO?
Ranking highly on a search engine’s results page is not an overnight process. However, with many businesses experiencing downtime, now is the optimum time to make a start on your online presence.
Firstly, learn how to assess your SEO presence. Tools such as AHREFS and Moz can help you understand how and where your business is appearing. Alongside this, the experience of a dedicated search engine optimisation agency can help you identify areas of opportunity specific to your business in order to boost your rankings.
Next, assess your competition. Who are your main competitors? What are they doing that you’re not or what can you capitalise on that they aren’t? Through detailed competitor research, you can analyse how you rank in relation to everyone else and begin a plan for how to outrank them for relevant keyword terms.
During challenging times, and specifically during the coronavirus outbreak, you should consider how your content strategies should be adjusted to ensure your business remains visible. Consider creating a dedicated page about coronavirus, or updating your frequently asked questions page, as your consumer’s questions appear to change.
You may also want to consider:
● Auditing your content assets
● Recording videos and making use of video SEO
● Working on your online reviews strategy
● Working through any unnatural links on your website
● An outreach strategy
It’s also important that you continue to monitor your data – the data gathered allows you to evaluate your target audience’s behaviour and pivot your marketing efforts based on reliable, relevant and more focused data. In doing so, you can ensure your business reacts fittingly for economic stability during these difficult times.
Creating a plan to get started
Although we are currently experiencing a very difficult situation, we will eventually come out of it. You need to remain flexible to new things, make the most out of this downtime and make adjustments to your SEO strategy if it is not working. By doing so, you not only maintain financial stability, but you can also prepare for long-term business success.
EDGE Creative will continue to support our clients to the best of our ability during these uncertain times. We are also welcoming new partners who are looking to take an active step in improving their marketing efforts to prepare for a future post-lockdown.
We are currently offering a free 30-minute consultation with an Account Manager or Creative Director in order to support businesses during the coronavirus pandemic.
For more on how we can support you and your business, contact firstname.lastname@example.org.