Search Engine Optimization (SEO) is defined by the quantum and type of traffic brought to your website through organic search engine results.
While the temptation is to treat SEO as one major activity it is more useful to break it into its two distinct elements – On-page SEO and Off-page SEO.
The COVID-19 pandemic has brought about a sea change in consumer intent and behavior. Its impact is felt prominently in how consumers search and how they consume media.
As per this survey, about a third of consumers reported a change in their shopping behavior. According to another survey, consumers are unsure whether marketers will keep their promises to them.
Under these dynamic conditions traditional marketing methods fail to bring in customers besides wasting precious advertising dollars.
How should you adapt to the changing conditions? One of the most important strategies you can adopt is to build a strong SEO program to match the changed circumstances.
You can subscribe to a host of free digital marketing services or subscribe to an SEO service in New Orleans to evaluate your current SEO program and take necessary steps to strengthen it.
In the meanwhile here’s a look at 3 tips in each to build a strong SEO program during COVID-19.
On-page SEO
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Content
Bill Gates said way back in 1996 that ‘Content is King.’ This is more valid today as recent research indicates.
Since consumers are unsure of marketers keeping their promises it is all the more important to offer content that reinforces the marketers’ commitment to keep promises.
The content should reduce sales pitch and increase educational and trust building components. In short, let your content answer all questions truthfully and transparently.
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Keywords
Consumers are unsure of the prognosis of COVID-19 impact and are searching for new things.
As a prudent marketer you should assess the performance of your keywords in throwing up pages on the results page.
Your current keyword selection may not be working. You need to relook at keywords and maybe change from short-tail keywords to long-tail keywords. You can also monitor what your competitors are doing and amend your keywords accordingly.
Your keyword strategy would be incomplete if you don’t integrate your keywords in the title of your web pages and website content.
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Page Performance
The performance of your website in loading pages is as important as keywords and content. If you don’t address this aspect you are going to lose whatever good other elements are doing for you especially under COVID-19 changed situation.
If your pages load slowly your visitor will abandon your page and move elsewhere. The same thing holds true for internal links on your webpage. Further, you should optimize content for views on different devices especially mobiles as they are dominating device use.
Off-page SEO
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Backlinks
Backlinks are the mainstay of any Off-page SEO strategy.
You should try for quality backlinks rather than just quantity.
Since the nature of consumer searches are changing during COVID-19, your existing backlinks will need a review and you should explore other backlinks prospects such as trade publications and guest blogging.
You should subscribe to marketing toolkits besides exploring other free resources.
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Social Media
The social media usage during COVID-19 has gone up by as much as 39%.
If the current digital marketing effort is using less social media and more of other channels it is worthwhile considering ramping up your social media presence.
Social media is an excellent medium as a substitute for face-to-face interaction. Secondly, substantial link shares can be generated by social posts that get more clicks.
Social media is also a catalyst for boosting traffic when more and more people are turning to this medium. Intense social media engagement will benefit you both in retaining your existing customers and acquiring new customers.
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Guest Blogging
Guest Blogging is a great off-page SEO technique that helps you with up scaling backlinks and enhances your reputation.
The COVID-19 pandemic is giving you an opportunity to elevate your web presence to a higher plane because customers are looking for new things from marketers.
If you choose your topics carefully and commission guest blogging activities you will gain the most through backlinks and reputation building.
While COVID-19 has a devastating effect on the market and your business it gives you an opportunity to evaluate your current SEO program.
You will be surprised at the results if you follow the tips given above. Your revamped efforts at both on-page and off-page SEO strategies will stand you in good stead. When the market returns to the pre-COVID era you will have a jumpstart on your competition.
