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If you’re reading this blog, congratulations. You’ve made it through the COVID-19 lockdown period!
We still have a way to go before we all return to business as usual, but with restrictions easing and the final stage of the government’s three phase action plan now in place, we’re starting to see the light at the end of the tunnel.
At BirdBrain, we’ve noticed a general reluctance to undertake ongoing SEO work in this climate, with some businesses preferring to invest in one-off projects with singular objectives.
Let us just start by saying, we completely understand where you’re coming from.
The global pandemic has led your business to face a range of unprecedented challenges that have also affected the wider economy as well as consumer sentiment.Right now, you’re focussed on acting carefully and thinking strategically… which is exactly why you should be turning your attention to your SEO.
The current COVID-19 recovery phase presents the perfect opportunity for your business to strengthen its SEO and gain traction online.
Consistency is Key
SEO is a medium to long-term strategy that requires consistent, ongoing effort for it to be effective.
Similar to nurturing a growing garden, it’s not the type of activity where you can press pause and revisit it later with the expectation of picking up exactly where you left off.
If you leave your garden unattended, it’s only a matter of time before the weeds takeover, the hedges become overgrown and the plants start dying from lack of watering.
Your SEO will also start to decline if you neglect it. Good SEO needs to be continually built upon, otherwise you risk losing all of the progress that you’ve worked so hard to achieve.
Get an Edge Over Your Competition
It’s likely that many of your competitors have paused their SEO work during this time, causing them to lose traction.
Perhaps you’ve lost some momentum, but if you act quickly, you can take advantage of this situation.
By focusing on SEO during the recovery period, you can start to gain some ground while others are on the back foot.
Start by identifying your end goal. What do you hope to achieve from improving your SEO?
From there, you can start working strategically toward fulfilling your objectives and build momentum while your competitors are at a standstill.
Like all good things in life, it will take time, but it will also help you get a head start on your competition.
Concentrate on Content
As the world recovers, it’s important to keep producing valuable content.
Focus on topical content that will be useful to your customers and keep them informed during the recovery period.
Our recent blog found that in the wake of COVID-19, 78% of people think brands should be helping them in their daily lives.
While you need to provide COVID-19 centric solutions, answers and resources to your customers, you also need to focus on building evergreen website content.
By taking a two-pronged approach, you will be able to support the needs of your existing and prospective customers and simultaneously boost your SEO efforts.
You can distribute your content in many ways through your social media channels, email marketing or as blogs linked to other content pieces on your website.
We recently helped our client Amped Digital to put together a blog on the advantages of digital signage in hospitals, with a link back to the relevant service page.
This blog has now become the most visited page on their site and is driving traffic to core pages that are designed for lead capture.
By creating good quality content, you are building consumer trust and brand equity, on top of improving your search engine optimisation.
The Ever-Changing Market
Online behaviours are rapidly changing in line with the state of the world. The best way to thrive during the recovery period is by keeping an eye on the latest trends and adapting your digital search strategy to shifts in the market.
Monitor your Keywords
Ensure your targeted keywords are still relevant and keep an eye out for new phrases that may have arisen in light of COVID-19 and other industry specific factors.
In keeping up to date with topical keywords and phrases, you can pivot your SEO activities and tweak your strategy for maximum impact.
With many businesses pulling back their marketing and SEO spending, the competition for paid keywords is at an all-time low.
You can use this to your advantage, but make sure you the keywords you are bidding on are in line with changes in search behaviour.
If there is strong demand for your offering right now, PPC could be the right move for you.
If you don’t already have tracking set up on your website, now is the time to rectify that. It will enable you to analyse how users are engaging with your site, allowing you to identify opportunities as well as areas that are in need of improvement.
One of the easiest way to stay up to date with search behaviours is by checking Google Trends. The online tool shows global and national search engine trends and can give you quick, easy insights into search activity.
We’re Here to Help
If you want to get ahead and dive back into your SEO efforts with renewed energy, get in touch with us today. Our specialists can help you get on to the front foot during the recovery phase and make sure your activities are aligned with your long-term business goals.
Contact us today to find out more.