We’ve all felt the effects of the coronavirus in many areas of our lives. The once in a lifetime outbreak has caused businesses to struggle and created unprecedented challenge to marketers across the globe. Read on to understand the changes Covid-19 has had on SEO and what you can do to reduce the impact.
Google Has Introduced SERP Features For The Coronavirus
Google’s development of the search results when you search for ‘Coronavirus’ triggers a variety of new pieces to provide search users with more information about the illness. This information is pulled from source sites such as Wikipedia, the NHS and the World Health Organisation.
This information provided by Google includes a map of confirmed cases, detailed guides on preventing the spread of the disease with a list of symptoms, local and national resources, and an outline of cases, deaths and recoveries from both the United Kingdom and worldwide.
Organic Performance Changes Across A Range Of Industries
In March when the UK government announced lockdown of many stores across the country and introduced working from home policies, many companies felt the panic, having to make considerations whether their company will survive and the procedures they have to put in place to ensure the stability of their business.
As the panic buying has calmed down, consumers have turned to e-commerce to complete their shopping. Whether it be their weekly food shop, technology for home working, athleisure clothes, or hobbies to keep people entertained, many companies have seen a healthy increase in their revenue. We have seen technology brands with an increase in revenue of over 180%!
Not every industry is seeing such success though, with the biggest hits occurring with travel agencies and luxury brands, as consumers are encouraged to purchase only the essentials. Purchasing a diamond ring or booking a holiday to Italy seems a lot less important than feeding yourself for the week.
There has also been a large increase in the number of users searching for at-home versions of procedures they’d usually get done professionally, such as at home hair cuts, recipes, baking, homeschooling and home DIY.
A Shift In Advertising Techniques
Due to the introduction of home working procedures a range of traditional marketing has had to be put on hold, such as billboards in the London underground, sports team sponsorships and newspaper advertisements. Many companies are turning to SEO and digital marketing to reduce any loss to brand awareness during the pandemic.
How Your Business Should Respond
Digital marketers and businesses alike are all considering the same thing, how should we respond to the Covid-19 outbreak? You may need to adjust all facets of your digital marketing strategy temporarily to ensure your site will thrive in the long term.
- Adjust your marketing messaging – During the outbreak, do not harm your brand by aggressively advertising your products in a time where they are not needed.
- Stabilise your rankings – Disappearing from the SERP now will leave space for your competitors or overtake you and thrive at this time, this will also work visa-versa, closely monitor opportunities for your brand to appear.
- Communicate proactively – Keep your consumers informed about any developments with stock, shipping, service changes or delays.
- Create evergreen content – Building up your content bank will bring consumers into the top of your marketing funnel to present your products and services in the future.
- Stay confident – Using a confident tone will build trust between you and your customers whilst bringing reassurance in an unknown time.