How To Adapt Your SEO Strategy During COVID-19
The impact COVID-19 has had on businesses and the economy may ripple out for months or years to come. What do these changes mean for business owners? Do you cut back on all marketing to save money? Batten the hatches and hope this will all blow over? Or, do you dive in and look for ways to adjust your current SEO strategies to make sure your company comes back stronger than ever when the storm passes?
The reality is, putting a stop to all marketing during COVID-19 might as well be a death sentence for your business. But you probably don't have the resources to invest thousands of dollars in long-term ROI strategies. So, what can you do?
Here are seven SEO strategies you can use to adjust your current approach and better use the resources you already have.
To stay on top, your site needs to adjust target key terms to match new search behavior. How do you know what terms to target? Head to Google Search Console, and look for the Performance tab.
Once you've identified keywords with potential, take a look at clicks. If you see keywords with few or no clicks, can you develop new content to address those terms? Or, can you revamp current content to address those terms? For example, an eCommerce store might earn more traffic by changing a page about an "adjustable standing desk" to target "work from home desk." Or a clothing retailer might find that a page about "loungewear" sees more traffic when it is called "work from home clothing."
I used this tactic at Leadfeeder when developing this piece of content 8 Email Templates to Help SDRs During COVID-19.
So, I tweaked the vision to tailor this to what Leadfeeder's customers want. I used the data I gathered from Google Search Console to create the new piece of content.
This new content 8 Email Templates to Help SDRs During COVID-19 has generated over 200+ MQLs in less than 30 days. And, has driven over 10,000+ new users to Leadfeeder's website.
Instead of investing time and resources into creating new content, make the most of the content you've already published by revamping older content.
The team at Codeless revamped their content and increased average session duration by 281.05% and reduced post promotion CPC by 70%. It sounds like a big job, right?
Consider using a tool like Market Muse, which compares your current content to other pages ranking for the same or similar key terms and gives you tips to improve your current content.
Here's a peek at the complete dashboard. The numbered circles are the top pages ranking for the target key term Marketmuse reviews.
So, what can you do?
Find ways to get more out of the content you already have by repurposing content that is doing well into other formats.
For example, you could:
The problem is, finding the right topics to cover can be a huge challenge — one you might not have the energy or resources to tackle right now.
Serpstat might be the answer you've been looking for.
This tool take over a lot of the manual research that goes into creating long-form content so that you can focus more on the actual writing. The dashboard gives you information about search volume, keyword research, and what other content is ranking well for a given search term.
Here are a few ideas for creating long-form content:
The cost of paid ads is down in most industries, but internet usage has risen dramatically due to stay at home orders. In fact, 75 percent of consumers reported they are on social media daily.
That means you can pay less to reach more people than ever before.
Businesses that want to succeed must change their approach to SEO and adapt their marketing strategies — not by cutting back on marketing but by finding ways to do more with the resources they already have.
Learn how to get the most out of Serpstat
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