While the Covid-19 pandemic has led to a rise in global internet traffic, it has also triggered a decline in organic search traffic to business webpages and landing pages across most sectors. So, would this mean that search engine optimization (SEO) is a waste of time for businesses during the coronavirus crisis? No, not at all.
Ben Givon explores the advantages of and case for search engine optimization for all types of businesses, in terms of the coronavirus trends. In this article Ben Givon will answer the following questions:
- What impact is the coronavirus having on internet search traffic?
- Is SEO important amidst the Covid-19 pandemic.
What impact is the coronavirus crisis having on online search traffic?
SEO is extremely crucial right now because the internet search traffic has increased to unprecedented levels. Internet traffic has surged during the coronavirus outbreak, but the term internet usage is not limited to online search. Along with online search, the term internet search covers a wide range of actions such as digital transactions, online meetings, gaming, video streaming services, social media, mobile applications and so on.
According to Statista.com “The global coronavirus pandemic is affecting consumer behavior worldwide. In the week ending April 19, online traffic across 20 different industries increased by 25.4 percent compared to the reference period in January and February 2020. Online transactions increased by 42.8 percent compared to the index period, and decreased 1.7 percent versus prior week.”
During a period of immense uncertainty, online search traffic has skyrocketed as many people rush to the internet in search of answers to many questions. Search volume on key areas including news, health and other relevant sectors. This has led to a drop in organic online traffic to other nonessential business sites, with most of these belonging to small businesses, from both organic and paid traffic.
SEO varies depending on the industry:
For relevant and fundamental businesses, search engine optimization is key in order to obtain higher Google Quality Scores and higher placements on SERPs (Search Engine Results Pages).
For other businesses that are not as relevant during the coronavirus pandemic; businesses that have been shuttered during the lockdown measures, SEO may appear to be somewhat a waste of time.
However, SEO is crucial, and is most likely vital, for every small and medium-sized business amidst the Covid-19 crisis. Carry on reading Ben Givon’s post to find out why search engine optimization is beneficial for your business goals both now during the coronavirus pandemic and for the long term including after the current public health crisis passes.
Are you interest to know how to be ranked on the first page? Read more at our special article.
SEO vs Coronavirus
Regardless of all the misinformation that has been circulating, there are many facts pointing to the significant role that SEO has to play despite the sheer drop in online search traffic, both organic and paid.
Coronavirus is a trending search term
You’re right, our everyday lives have been turned upside down and the normality we once knew has now become a distant eutopia but nevertheless the long-term fallout from the coronaivurs pandemic is likely to take some months to clear up but Covid-19 will not be under the search limelight forever. Relevant queries and questions that both your existing customers and target audience have regarding your business offering are likely to stay relevant even after the coronavirus pandemic finishes.
Do not get me wrong, the coronavirus pandemic is an extremely serious and important public health crisis, and it continues to impact the entire world. The Covid-19 crisis will subside, it is just a matter of time.
Relevant and engaging content remains at the forefront of all successful SEO campaigns
There is nothing wrong with creating content related to trending subject matters as long as they relate to your business and your business offering, however, it is important to remember that this type of content will inevitably lose traffic as time progresses. Similarly, the chances of ranking high on the first page of SERPs are slim as major brands and businesses hold the number one spots on Googles search results. On the other hand, content that is related to your niche and refers to evergreen subject matters, remains relevant and gathers organic and paid traffic. Therefore, it is a good idea to post content with evergreen subject matters consistently to help boost your SEO.
SEO does not just focus on traffic
SEO is not just about increasing site traffic but to ramp up the right type of quality traffic to your business website. What does this mean? Simply put, SEO helps a business to attract consumers who are genuinely interested in and want to engage with your business offering. In short, SEO offers a great and effective way of encouraging high quality leads which could then become conversions. And what better way to reinforce your SEO campaign efforts, than creating relevant and engaging content that focuses on evergreen topics related to your business offering and niche.
SEO results are like a marathon not a sprint
Successful SEO requires search engines to trust your business; and the way to gain that trust is to continuously and systematically publish relevant and engaging content that your target audience will interact with. Noticeable gains from SEO takes time for Google’s algorithms to assess and evaluate the performance a site’s content and impressions.
According to ahrefs.com ‘We took 2 million random keywords and pulled data on the Top10 ranking pages for each of them. The average Top10 ranking page is 2+ years old. And those that rank at position #1 are almost 3 years old (on average).’
As search engine traffic escalates, especially during the coronavirus pandemic, the importance and relevance of search engine marketing, in terms of PPC (pay per click) and SEO, becomes ever more crucial for businesses looking to boost their online SEO and marketing campaigns.
How vital is SEO for small businesses amidst the coronavirus pandemic?
We have discussed why the coronavirus outbreak has bolstered the case for SEO as a marketing method for businesses, now it is time to assess why it is so crucial for small scale businesses during such challenging and uncertain times.
Local search is essential
As lockdowns restrict movement and travel, and social distancing confines people to their homes, many businesses are being shuttered; therefore, local search optimization is key. Local SEO strategies will enable your brand to show up on near me searches.
If you are unable to open your business or offer your business offerings during the Covid-19 crisis, then you still ought to be boosting your brand’s SEO because you want to keep your target audience informed about any important updates.
There are no costs involved with SEO which puts it ahead PPC marketing, especially now that businesses may have less of a budget to spend on marketing tactics during the coronavirus pandemic that has led to a decline in foot traffic.