While we are taking steps to return to ‘business as usual,’ there’s no denying the coronavirus pandemic has changed business and consumer behaviour across Australia. We’re likely to see the changes that have been brought about as a result of this disease for at least for the remainder of 2020. Some things may never return to how they were pre-pandemic.
With the economic impact of the disease still being felt, most businesses are seeing changes in some form or another. In order to succeed in the future, we have to adapt to and embrace these changes.
So, what does this mean for SEO?
Internet use has skyrocketed during the coronavirus pandemic, encompassing a wide variety of online activities such as electronic transfers, virtual meetings, gaming, movie streaming, social media, and more. Online search has also increased, but with a focus on health, news, and other highly relevant industries. As a result, this has caused a decline in traffic to nonessential business websites from organic results.
This means that many businesses have seen a dip in organic traffic to their website. Simultaneously, many have seen profits dip, which means many marketers are now on a tighter budget and are feeling the pressure to increase revenue quickly, without spending too much money.
While cutting costs may be necessary for businesses at the moment, ceasing investment in SEO entirely may have a negative impact in the months to come. You may not have the budget that you used to have, but investing a bit of time and effort into SEO now will mean your business is more likely to see the results post-pandemic.
Your SEO strategy should take into account the change in business and consumer behaviour patterns that have arisen as a result of the pandemic. With that in mind, the following are some of the things your business should be doing now to ensure your SEO strategy is on-track for the latter half of 2020.
1. Ensure Your Technical SEO Is Up to Date
Technical SEO is the process of ensuring your website technically adheres to search engine guidelines. It is a vital part of any SEO strategy, as search engines will rank websites higher if their technical set up is good. However, while technical SEO is undeniably important, it’s often put on the back burner as we focus on other, more obvious lead-generating SEO tasks, such as content creation and on-page optimisation.
Some of the technical elements of your site that can significantly impact your SEO are as follows:
- Implement a CDN (content delivery network) to increase the speed of content delivery
- Identify changes in design that will improve user experience and, as a result, SEO
- Look at your Google Search Console account and fix any website errors
- Ensure website navigation is up to date and user friendly
- Update internal linking and identify any broken outbound links.
Addressing these website issues will help your business improve its SEO performance while it is currently experiencing less traffic. It will also put you in good stead for the next Google algorithm update.
2. Optimise Page Titles & Meta Descriptions
Your page titles and Meta descriptions are key to encouraging organic searchers to click through to your site. Optimising these elements of your site can be a quick and easy way to bring more visitors to your page. If you’re not sure about the most effective way to optimise your meta data, try SEO A/B Testing.
For example, try splitting all of your articles into two categories — one with the words “How to” in the title and one without, in order to see whether that phrase impacts key SEO metrics such as CTR or ranking position. This is one way for your business to simultaneously improve SEO and save time and money. With your website fully optimised, you’re more likely to get visitors to your site now while search volume is down, and positioning your site for success when it starts to increase again.
3. Update Your Content
If your business is less busy than normal, it’s an excellent time to start working on content marketing. You likely already have content on your site. However, some of this may no longer be generating much traffic. The first step to updating your content is to repurpose the existing content already on your site.
Google prioritises fresh content. So, adding to existing pages is a great way to attract more traffic, as most pages that ranked recently have a good chance at regaining their positions with just a little effort to update them and make them more relevant to your audience. Try adding more information, or presenting the content in a different way such as an infographic or video. This gives your content more chance of appearing higher in the rankings again and gives your audience something new to digest. Start by identifying the pieces of content that have seen declining traffic over the past twelve months, known as content decay, and then think about ways that you can refresh them.
4. Monitor Your Competitors
One of the most effective, yet underused ways to improve your SEO strategy is to monitor your competitors and identify opportunities. Work out what they are doing – if they have taken a step back in their digital efforts, now may be the time to increase yours.
Make a list of your competitors, look at their websites and consider the following:
- Are they publishing blog posts less frequently?
- Are they publishing fewer videos?
- Are they posting less on social media?
- Have they cancelled coming webinars or other online events?
You may not see any strategy changes immediately, so have a look regularly. If you notice a drop-off, it may be time to fill their content gap with your own information.
You can also use web analytics tools, like BuzzSumo, SEMrush and Ahrefs, to identify digital strategies that your competitors are using. Some of these tools will provide keyword information on your competitors. If you can see which keywords they are outranking you on, you can then create content optimised for those keywords to give your business a chance at moving above them in search results.
Get creative and think ahead. Don’t copy your competitors’ strategies directly, but look at them and analyse them to identify what your business can do better and how you can market yourself to customers more effectively than them.
The Lead Agency is a specialist B2B Marketing Agency with significant experience in developing and implementing campaigns across industries. We’ve worked on a number of B2B Digital Marketing campaigns. Get in touch with us for more information on how we can help boost your business.