With lockdowns and social distancing restrictions happening all around the globe, people are spending more time on the Internet than ever. Overall, online traffic has increased, leading to more websites looking to rank in a higher position within the SERP.
On one hand, we can say that yes, Search Engine Optimization is important because Internet usage has grown since the beginning of the pandemic. However, the Internet has not been only used to perform searches, but also to send emails and search for news. The sectors that have experienced a rise in their traffic are, between others:
- News. Media channels, newspapers, political conferences, etc.
- Health. World Health Organization, doctors, online best tips, etc.
- Gaming. Online games, gaming applications and more.
- Online movies. Online movies and television platforms, etc.
It is basic to understand here that SEO is the top priority-marketing channel within a campaign. Therefore making any investment cuts here will negatively affect the whole project. The Coronavirus will one day disappear for good; so do not abandon your SEO approach.
On one hand, one of the essential strategies you must pay attention to is link building. This process will help you to boost your relationships and to shape your brand strategy.
If you do need any extra support to boost your strategy, it might be a good idea to contact a link-building agency.
When asking to SEO professionals how this Coronavirus pandemic has affected them, a 48.6% admit had increased their workloads.
But the question here is, why you should focus your efforts on Search Engine Optimization?
1.Visibility & content expertise
With millions of businesses trying to get out of the Coronavirus tsunami, visibility is, of course, one of the most determinant factors to stay competitive. Therefore, making the most of your SEO strategy is of importance for most of the businesses that are willing to thrive. But having a strong online presence is good not just to stand out of the crowd, but also to attract new customers to your niche. Here is where quality content comes into place.
Since August 2018 Google has announced one of its more important updates: E-A-T (Expertise, Authoritativeness, Trustworthiness). Which means, that according to Google, there are some websites considered YMYL (your money, your life). These sites are known with these abbreviations because they could have an impact on someone’s life (topics such as happiness, health, financial, etc.). In a nutshell, this Google algorithm is asking you to have high-quality, trustworthy content on your sites, if they treat any of these topics.
2.User intent as a key factor
People’s behaviours are changing due to the current COVID-19 situation that we are all living. We are spending more time in our homes trying to retrieve all lost time. The patterns that we have followed over the years have changed, and the Internet needs to adapt to that too.
On the other hand, a large sector of the public are prioritizing their searches to look for those top priorities we are all concern, such as state money or how to access food banks. But, how is all this affecting SEOs around the world? Because they must make sure that all the information that they are sharing, it is linked to the current intent. In one knish: you just have to make sure that all that information that you have available is shared and it offers a wide range of insights. For example, all websites now must show that they comply with all coronavirus related issues, such as messages on their homepage: COVID-19 update: this is how we are doing during the outbreak. Any business on the Internet must show their latest updates regarding the health crisis.
3.Refreshing the evergreen content
It is essential to write about popular topics if they are related to your niche. However, these pages will risk losing traffic over time. They might also not rank on the top positions, as leading brands are always on top of the search results. Therefore, it could be a good idea for your site to write some of the topics on evergreen content. That is those topics that are sensitive to being outdated but can be rewritten with new information and still be ready for the battle.
Both experienced and non-experienced SEO’s are making experiments to find out those strategies that worth when conquering the top positions on the SERP. Although, not all gains are shown in the short term. Search Engine Optimization is all about gaining trust from the search engines, as what you have been doing to improve your site will show results within months.
4.Stand out of the crowd
Another aspect of SEO that you should carefully regard is to focus on what you can offer to your target audience. Everyone has busy schedules now when it comes to digital presence, as businesses have discovered that this is the present and the future of marketing. Therefore, performing some research on your competitors will offer you valuable insight to boost your online channels. Look at what they are missing within their sites, and add these gaps to yours: this will allow you to stand out of the competition while offering relevant information that cannot be found anywhere else.
On the other hand, it would be key to perform some audits on your sites, to find out those things that are not performing as expected. Keep a track on all the key metrics, and hire a specialist if you really need it. Do not forget that the time to rank high is now or never.
Since a wide range of limitations has taken places such as freedom of movement and social distancing restrictions, the general public is focusing more on what they have near. This way, you can increase brand awareness by keeping your site updated with the latest services or products that consumers are looking for in your area.
Meanwhile, bear in mind that local SEO is becoming more complex (and it will become more competitive in the future), as it is one of the growing trends within the SERP and Google knows it.
As a top tip here, you should optimize your website to get found, because you can gain traction and add more people to your customer’s list. For example, the “near me” and “open” tabs on the SERP appear as one of the most relevant ones. To sum up, SEO positions are experiencing a tremendous surge during and after this pandemic situation, as everyone wants to rank higher on the SERP. We strongly recommend starting paying attention to your SEO, as this is the present and the future of marketing.