Why and How Agencies Should Focus On SEO During Coronavirus
March 23, 2020
With COVID-19 affecting businesses across all industries, business owners are lowering their spending and, inevitably, marketing is one of the first things to go. As agency owners, we can and should encourage our clients to continue their marketing efforts.
Now is a crucial time to market their brand and take over a larger share of the market while others shrink back. Forbes outlined why continuing advertising during a recession is actually an advantage: less noise means more chances to be heard.
But with conversion rates lowering, how can we as agency owners keep up our clients’ digital marketing efforts?
Why SEO, Now?
If your clients’ marketing budgets are low, it’s time to make their money work harder, not faster.
SEO has long-term benefits.
SEO has never been a short-term strategy. Though short-term digital marketing efforts are risky at the moment, SEO works for your clients’ businesses in the long run. When the COVID-19 pandemic is over, the results of SEO work will reap benefits for their brand.
SEO can work both with the current situation and despite it.
SEO is one of the few evergreen inbound marketing channels, where the work you do builds up over time and gives results despite trends and panic.
On the other hand, SEO can also benefit their brand right now. A great piece of content about coronavirus can provide brand awareness and generate huge amounts of traffic, as organic search teems with this topic.
There are industries you can still focus on.
Plenty of industries are actually seeing small to large boosts in traffic and conversions with Google Ads. Focusing on these with an SEO campaign can also bring in results for the short and long term.
Industries that are seeing increased performance, according to Wordstream, are:
- Health and medical
- Personal Care
- On-demand Media
- E-learning and digital tools
SEO Efforts To Focus On Right Now
Once the client has agreed to an SEO strategy, there are a variety of actions you can take to invest in SEO for them. Some take advantage of the dip in conversions to set them up for a strong bounceback. Others can actually increase performance right away.
What To Work On
- Work on their site so it attracts more visitors and converts traffic.
- Improve their Google My Business profile. You should also update their hours and information so customers can accurately find them during this time.
- Analyze which search queries are freeing up due to a shift in search and capitalize on those. Create content and optimize for them.
- Create videos for your client to start a YouTube SEO strategy now or in the future.
- Take the time to delete unnatural links, which can make a huge difference.
- Create a well-written piece of content related to the coronavirus. It’s very likely this content can help position your brand and even set you up for the future.
Digital marketing, like most industries, will suffer during this period. But if we maintain long-term vision while adjusting for the moment, like SEO, we can see results for our business and our clients now and in the future.
Daniela Chamorro Mantica
Professional and creative writer with a passion for digital storytelling. I hold a BA in English from Amherst College, and have over 4 years of experience writing for a variety of industries, including non-profits, higher education, custody law, and marketing.