How COVID-19 Has Impacted SEO

While a lot of things have been uncertain during 2020, one of the things that has been consistent is search traffic – especially for small businesses. Search traffic and optimization has been increasingly important during this time as internet use is the highest it’s ever been.

Increasingly Important Online Presence

As organizations and businesses try to remain relevant for their audiences during the pandemic, building and growing their digital presence is one of the more important steps to take. Physical businesses and ones that do not exist digitally have found themselves being shut down and online marketing and eCommerce has become more prevalent than ever.

Not being able to go directly out to stores means that businesses need to realize that customers are turning to online markets to address their needs. In order to flourish, you’ll need to pivot and create a digital network if you haven’t already.

Understanding the Digital Climate

As most searches from customers are done on their mobile device, businesses are going to have to make sure that they’re website is mobile and user friendly as well as create targeted ads towards their specific audiences. Ecommerce, delivery and curbside pickup have become the new normal as the world gets used to staying safe at a distance. You’ll need to develop content that interests and engages your audience, especially content that ties in their specific needs during these times.

Organic Vs. Paid Searches

According to a BrightEdge Channel Share Survey, 53% of all traffic to websites comes from organic search. When we looked at search as a whole, 83% of search traffic is organic and 17% comes from paid search. Many companies have halted paid search due to Coronavirus-related business interruptions. Now is the time for businesses to re-evaluate their search strategies and the content they are creating – being in the digital world means always having to pivot.

SEO for Conversion

Besides website visits, SEO provides conversion benefits as well. Since COVID-19 has shifted a consumer’s media consumption to an all-time high, now is the time for businesses to fill in any gaps related to a customer’s journey. It might not be the time to convert a sale from a potential prospect but you can definitely have the customer take another type of action that will keep you in the forefront of people’s minds.

A Vital Part of Your Strategy

Overall, SEO is a very important piece of your marketing strategy. After all, you are investing in channels that generate demand. These channels encourage people to search for products and services, to learn more about certain brands, read other people’s reviews about the brand, and more. It’s best to maintain your SEO strategy, even in uncertain times. Your content should deliver the answers and information that consumers are searching for, and you should make sure your site and other landing pages are up to date and include any information about COVID-related changes.