The pandemic that’s COVID-19 has brought many businesses to their knees — or at least on the purpose of rethinking their marketing strategies and company structure.
Whether you’ve had to shut your physical doors or have been fighting to drum up a new business online, likely, your SEO (search engine optimization) strategy has also been affected.
COVID-19 has shifted SEO in more ways than one, but for its purpose of this article, we are going to discuss how these shifts relate to one’s site content plan.
Especially, Dallas SEO shows how businesses can brace against COVID-19’s effect by ranking for related questions in search.
Considerations for ‘Essential’ vs.’Non-Essential’ Businesses During COVID-19
But, it’s worth noting that COVID-19 has influenced certain industries differently.
If you are deemed an “essential” business, it may be the company “as normal” or you may have even seen an uptick in traffic.
If “non-essential”, then perhaps you have had to downsize, shut up store, pivot to working remotely, etc…
To be able to rank for questions people will ask through and After COVID-19, what you do must be related to what is happening throughout the virus.
Just adding to the sound by targeting Coronavirus-related keywords won’t provide value to your potential customers or convince them to buy from you.
Therefore, before creating COVID-19-related content, consider:
- Is this subject relevant to what you offer and the people you serve?
- Will targeting Coronavirus-related keywords soil your Business in hot water?
- Especially if it’s opinion-based vs. fact-based?
- Will you confront certain restrictions (becoming jaded by YouTube, getting posts removed on Facebook, etc.) should you post about these topics?
As much as it may be “smart” to take advantage of the high search volume behind some of those keywords, you need to consider the effect that this content may have on your brand.
Your brand’s reputation and your clients take priority over everybody else.
Ranking for Questions Throughout COVID-19
Search behavior is very likely to change during this period as consumers have varying priorities, possibly limited expendable income, new anxieties, etc..
You will need to adapt your SEO content strategy to accommodate these shifts, which may indicate targeting COVID-related keyword phrases.
“How is the coronavirus disperse” (vol= 2900) and “How is the coronavirus spread” (vol= 2900) are already bringing thousands of searches because COVID-19 hit the information, so you’re very likely to find a slew of keywords that worth targeting on your site.
Here are a few tips for how to rank for COVID-19-related queries to provide advice to your viewers and even increase your brand’s online visibility.
- Research Coronavirus-Related Keywords
The simplest way to locate COVID-19-related questions to the position is to simply research with your chosen keyword research tool.
SEMrush and Ahrefs both allow you to search “coronavirus” or even”COVID-19″ then find related search phrases that might be worth targeting on your site.
The key here is to find keywords that are relevant to your audience or business, or keywords where you can at least add your spin to make it relevant to your website.
For example, simply targeting “what’s coronavirus” might Maybe you have up against some of the highest authority medical industry websites, but it might be worth it to write a post like “What Does the Coronavirus Mean for B2B Business Owners” or comparable.
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Also, listen to competition level, as it may be
- Survey Your Audience
If you are completely stumped on what questions to rank for, consider surveying your audience to learn what topics they are interested in.
This can be effective if you have an engaged social media following or email list.
You can ask your viewers: “What concerns do you have about The Coronavirus as it related to [topic/business/etc.}?”
Some possible topics which may come up include:
“How do I get more customers during COVID-19?”
“Should I invest or save money during COVID-19?”
“How do I take a small business loan?”
Your viewers can be a terrific source of ideas, and because you have already asked them what they’re interested in, you can be confident that they will participate with your content once it is published.
Their ideas might also guide you toward a few keywords you may not have thought about on your own.
- Create a Dedicated Coronavirus Page
If you discover that your audience has a great deal of Coronavirus-related questions, it might make sense to make a committed Coronavirus page.
This may take on a sort of column article structure where you provide a summary of the way the Coronavirus impacts your viewers and expand to more specific questions.
In doing this, you can target short-tail and long-tail keywords while consolidating all of this info on your website.
Add contextual internal links as individual pages begin to rank in the search results.
- Update FAQs on Your Site
With all the changes that have been taking place, are you currently sure your site is up-to-date?
You should certainly upgrade information on your site if you:
- Have shut your office.
- Have removed or added certain services.
- Have downsized your support staff.
- I have made other changes to your enterprise.
Review your existing customer support and FAQ pages to view whether some of the information or specific language needs to be upgraded instead of what is happening with COVID-19.
You may discover some extra Coronavirus-related Questions worth targeting on these pages.
- Publish More Video Content
Coronavirus-related keyword searches have improved on YouTube as well.
If you’re not put on creating new website articles, you might consider publishing video-based content.
It is possible to leverage SEO data (using tools like TubeBuddy) to find these keywords and inform your video topics.
Then, you can create “top of the funnel” videos that target questions users are looking for and direct them to information about your products and services.
- Avoid Clickbait or Misleading Content
There are lots of sensationalist articles circulating and I don’t recommend adding to the anxiety as this might damage your brand’s credibility.
You do not need to deter prospective customers by ticking off them with clickbaity-articles.
If you’re going to provide information related to COVID-19, make sure it is well-researched, precise, and valuable.
Weigh the cost of landing your brand in warm water versus generating a bit more traffic for your website.
- Reference Cleaning/Sanitization Care for Products
For retail stores, online vendors, and e-commerce companies, it could be worth creating content associated with the care and cleansing of your products — because everyone is concerned about keeping things sanitized and remaining healthy.
Terms like “how to clean AirPods” or “how to wash a mousepad” clearly get ample search volume, so you may have the ability to tie in Coronavirus-related terms to create some traffic.
Adding this information to your site may help you catch search traffic because your customers search for ways to wash certain products and stay healthy during COVID-19.
- Monitor Google Updates & SERP Changes
The aim with the majority of this content is to build up your E-A-T signals so Google will be very likely to rank your website for COVID-19-related queries.
But Google is very likely to tweak their algorithm overtime to filter out scammers and misinformation.
You will need to Remain on top of those upgrades to be able to:
- Create content that is very likely to rank.
- Avoid creating content that can get you wiped from the SERPs.
Be aware of any modifications Which Make occur in the SERPs and what they might mean for your website.
Is It Smart to Create COVID-19-Related Content?
It’s possible to produce Coronavirus-related content which Ranks should you this with care and focus on the value you’re providing to your viewers.
If your aim is simply to be more opportunistic, you risk losing trust with your customers and getting your content buried at the SERPs or on YouTube.
Targeting questions people may ask during COVID-19 is smart if you are providing valuable information for your viewers.
Consider how the virus is impacting your company and your clients and make content that instills faith in your brand.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.