SEO, or search engine optimisation, is (or should be!) at the heart of your digital marketing strategy. Before the arrival of Covid-19 you may have been cruising along nicely with your website traffic, enquiries and sales, but since March, the SEO landscape has changed dramatically.
In recent weeks, the SEO community have been closely monitoring the effects of lockdown on organic search behaviour, and while for some businesses online trade has dropped off a cliff, at the other end of the scale some businesses have been able to enjoy increased traffic and sales.
Since Covid-19, consumers' online search has changed - which means your SEO, digital marketing strategy and content needs to change too.
For example, 'Music Teacher Durham' may have been a great search term for your music business back in January, but now ‘online piano lessons’ might be a much more relevant term. Your students will no longer be restricted to local areas; they are online and they can be anywhere. It might be that you can target lessons to children or adults. Keyword research can show you what is going to be the best offering.
Remember - you can’t assume you know what your customers are looking for; it’s important to check the data.
Make sure to clearly communicate exactly what you offer. If you have local delivery or online services, does your website clearly communicate that? Have you embraced local SEO techniques?
Do your research and consider changing your content, website and digital marketing strategy to reflect this 'new normal'.
If your service can be delivered virtually, and geographical location is not important, have you communicated that? Have you changed your content to make sure your website is up to date, relevant and supplies exactly the right information to your customers?
The pages that were once detailed ‘Personal Trainer Durham’ would almost certainly now need to change. ‘Online Fitness Coach’ might be more relevant. Your content would need to engage people that are looking specifically for 'Online Fitness Coach’. How would you engage these people? Perhaps a video would work, or some advice articles, or Instagram content. These seemingly small details are key to your digital marketing success. Now is a great time to focus on social media marketing too, as people are at home with more time on their hands than ever to browse social media.
Don’t guess at this content - before you rush to change your website or launch on to social media, SEO keyword research needs to be undertaken and carefully analysed. Content plans with strategies and goals should be thought through.
Stick Marketing can help with this, as part of an SEO and Digital Marketing Strategy. We are also experienced in building eCommerce stores, writing and scheduling blogs and delivering your social media content - offering as much or as little support as you need.
Digital Marketing & SEO:
How can you respond?
It’s a crucial time to invest in your marketing and adjust your digital marketing tactics. Have you invested in new technology (for example, an eCommerce site to allow you to trade online - perfect for restaurants or shops. Or the facility to offer virtual meetings if you are a service-based organisation?) If not, now is the time for your business to pivot and adapt to your audience's needs.
As a digital marketing agency, Stick Marketing likes to really get under the skin of your brand and delve into the SEO research, unearthing keywords you may never have imagined. We research closely the keywords that your audience enter into a search engine and then we work on your website to ensure it’s authoritative and supplies information that is relevant to the product or service your audience is looking for. We do this consistently, hand in hand with other digital marketing techniques, to improve the visibility and performance of your website.
Even if your industry has seen a drop in demand, this down time could be a valuable opportunity to improve your SEO, audit your website, develop a digital marketing strategy, write evergreen content and make progress up the organic Google ranks. When things pick up there is no better place for your website to be than at the top of Google.
Reassure your customers
Give your customers confidence in you. People will make purchases based on trust, and they will trust you if you are regularly and consistently communicating with them. Digital marketing is a great way to build trust and remind people of who you are. Check what your customers are looking for right now in this troubling time and create content that will engage them.
If it is relevant to your business, put out a statement about how you are delivering your products or services. Make sure the tone of your message is sensitive and realistic. Be honest and don’t promise things you can’t deliver or are out of your hands (like next day delivery for example).
"No matter what business you are in, make use of this time. Invest in good quality evergreen content you can use when the crisis is over. Be ahead of the competition. Get your marketing mojo back with Stick.”
Stick Marketing now offers a free, no-obligation SEO audit of your website and digital marketing discussion over Zoom. Please contact us today to arrange your audit. You bring the coffee, we will bring the marketing ideas!