Update May 2020: Google released a core update. Who are the winners? & What changed?
During this challenging period, many small medium businesses (SMBs) and startups are either struggling to survive or are adapting in ways to keep their employees safe and the business going online.
According to Axiom.com, 75% of business owners say their business has been impacted by fewer sales, and 51% can only continue operating up to 3 months maximum.
Did Lebanese Digital Agencies get more clients during COVID-19? Find out here.
For businesses that want to embrace this challenge and are willing to optimize and adapt their marketing strategies, here’s a guide for you that will help you plan for your next steps.
When Google Search releases a new update, some businesses’ websites may be affected negatively leading to a free fall decrease in ranking.
But today’s challenge is different because no one was expecting such a pandemic (except Obama of course) event that will force people to stay at home and close their businesses which will create a decrease in sales.
SEO isn’t only about optimizing keywords and website content, it is a strategy where you can perform actions you can take to bring more traffic, and advertise your services organically.
Here are some steps that can you can use for your next marketing plan:
Optimize for organic traffic:
The challenge here is to make people who are looking for your services online to find you first not your competitors.
And it’s not always about paid ads and guest posting, there are lots of actions you can perform to get organic traffic for free. We will highlight 3 of them here:
Optimize your page titles
Go to google.com and write the following sentence:
This will list all the pages indexed by Google with their Page Titles. Always use keywords that normal readers use, and start the title by the keyword, not your business name. For example Plumbing Services – Company Name.
Always check if the subject of every page is used in the page title.
You can use this free tool Headline Analyzer that will help you write better headlines.
Using the most popular keywords, will not always be beneficial for you because bigger competitors might be dominating them. Target instead, long-tail keywords, you will then be recognized by Google search bots as an expert for that type of keywords which will boost your website content and be findable by potential customers.
Whether you have an informative website or an eCommerce website, it is recommended that you create a blog where you can target more keywords that are not present in your website content and you can always optimize and update the posts so no content gets neglected after a while.
Pro Tip: And always keep creating posts regularly and on the same day.
Optimize Google My Business
People are using Google to search for information on which local businesses are still open and see if you’re offering ways to purchase or connect during these separation times.
Update your working hours accordingly in your Google My Business account.
Create posts with updates about your products and how you will provide your services.
Create YouTube videos and target long-tail keywords
As we mentioned before, the popular keywords are hard to compete for in the beginning, that’s why it is better to target long-tail keywords.
If you make keyword research for YouTube videos, it will be easier for your audience to find you.
It also consists of finding the gaps of your competitors for the keywords they did not outrank you for.
These are a few steps you can benefit from:
- Leverage Free Tools:
There are free tools online that help you your keyword research on YouTube such as Kparser.com and Hypersuggest.com
- Install Google Chrome extensions for competitive research:
Go to Chrome Web Store and search for an extension called TubeBuddy, it has a freemium version that will display on the right sidebar great information that you can use for your own videos.
- Deliver a positive marketing message:
During this pandemic, you need to show that your business is still active and the company adapted according to the situation to keep work flowing. So, you can still be active as a brand even if you’re not producing the same amount of services.
Don’t be too negative with the message you’re sending, because social media is sending enough negativity online. Give them hope and stay positive so you can gain more attention and people will be more interested in doing business with you.
- Create Webinars:
91% of professionals say webinars are their favorite content format for learning.
If you are an expert in a specific subject, now is your time to show it. You can also answer people’s frequent questions during this period, advertise your existing products or services.
Plan for a webinar and give the attendees some valuable information, tips, and tricks for their businesses, you will gain their trust and a potential business relationship.
The COVID-19 events are difficult on all of us, but it’s a challenge we can adapt to, in ways that can help our businesses survive until this situation is over.
The most important thing is to know for every business what keywords your audience is searching for so you can be there with your content optimized to be found easily.
Stay positive, stay safe & adapt online.