Amidst a global pandemic, this is a period of uncertainty for many companies. This is why it is essential to prepare a crisis response plan by adapting your digital marketing strategy. Implementing an adaptive digital strategy to respond to the changing environment can help protect your business. We have combined our expertise in Analytics, SEO, paid content and media to provide you with simple tips and tricks for acting during a COVID-19 downtime.
Use Analytics to understand user behavior during a crisis
It is important to understand the content that people are interested in or trying to find:
Use Google Analytics to examine pages with a standard number of views compared to regular days / weeks.
If your website allows internal search, review this list of search terms to get an idea of what visitors are searching for on your website.
Continue by creating relevant content for this search, be it static pages of information or blog posts dealing with these questions.
Learn about the social networks that people use to open a dialogue with them. Many people will speak in a social media crisis:
Check your traffic sources for high traffic from a social network or any referring website. Once you have this information, go to this social network to communicate directly with your customers.
The faster you get into a conversation and listen to people’s fears, the better.
Implement an SEO content strategy based on user research
1.Search Console provides a large sample of user search queries to find your website. This data can be collected and divided by categories (for example, Coronavirus) to understand the content that is causing clicks and impressions.
2.Use this data to help stimulate content creation by making sure that the content on the website matches the intent of users. For example, in crises, users want to know what you’re doing as a company and how it will affect their relationship with you. What steps do you take to keep you safe? How are your services affected? Communication is essential, and creating personalized content to answer these questions and questions should be a primary consideration.
3.This content analysis method can be used to incorporate brand message. For example, by filtering by brand name “queries containing”, we can understand the information users expect to find about a brand, and thus we can create content to meet this need.
Watch the competition
Thanks to a tool like SEMrush, it is possible to identify competitors with good organic visibility for a selection of pre-defined keywords. Previously defined keywords using GSC can be entered into SEMrush to understand where your brand is in terms of search engine ranking relative to its competitors. This data can then be used to identify the competitors:
-Content differences between competitors and your brand.
-Is your competition content more useful to Internet users?
-Competitor site structure and hierarchy.
Don’t forget the technical aspects
If creating content about an event and / or crisis matters, the technical part of the site should not be set aside. There are a number of SEO practices that should be involved in this process to allow content to be optimized as possible, including:
-Implementing structured datagram tags.
-Internal links to ensure that content can be discovered by users and search engines.
-Reports and continuous performance analysis.
Stay on top of trends
When it comes to paid media, it is necessary to monitor trends during this period as user behavior changes rapidly and can continue to do so.
-Monitor keyword bids and their evolution, and make adjustments to account for these changes.
-If you currently sell much-needed products, such as cleaning supplies, make sure to update your inventory information so that you don’t risk people trying to buy sold items.
Focus on your priority campaigns if others are affected
In the case of many businesses, it might be better to adjust your paid SEO strategy by reducing spending on some of your non-core campaigns and focusing instead on brand terms to continue to drive significant traffic. Quality. However, as always, it completely depends on business and vertical. TIP: If you run paid campaigns, beware of pretending to block, block or address COVID-19 because Google and Facebook are blocking ads intended to take advantage of the current situation!
People are at home on their computer … talk to them!
When it comes to e-commerce, you may have seen many new sales and deals appear online. For people with disposable income, this is a great time for online shopping, as people have time to browse and will be home to receive deliveries. Promoting sales can be a great way to increase purchases over this period.
Anticipate after coronavirus
For the travel and tourism industry, although things may look bleak at the moment, we expect a big recovery in the coming months. It’s important to anticipate this, so it’s an ideal time to focus more on your brand appearing on generic search terms and long-term leads acquisition. This will ensure that your brand is at the forefront when customers book holidays and travel again. By implementing your SEA strategy now, you can speak to potential clients at the right time and prepare for post-Covid-19 success.