Data suggests there are a few key ways the coronavirus has impacted search engine traffic and our digital landscape. Essentially, this is the result of changes to online behavior, which will inevitably sway the type of content that ranks highest in search results. What this means for your business if ranking higher on Google is on your mind, is that SEO optimization is more important than ever, as well as staying engaged with your customers across all networks.
On the upside, people are spending extra time online because they’re not at work. But it’s still necessary for most industries to pivot in this shifting market, so let’s look at how the coronavirus is changing the course of search engine traffic and the impact this might have on your business.
Social Distancing
Following the CDC’s global travel warning in March, unnecessary store visits plummeted by a remarkable 80%. Fortunately, brick and mortar business owners that typically rely on foot traffic can respond by getting online. Not too long ago, that wasn’t even an option because it didn’t exist. Upping your digital presence includes things like creating a website and a Google My Business account, promoting your company online, and engaging with customers through social media. Ranking higher on Google also means revamping your SEO strategy.
Changes to SEO
Mobile search traffic has dropped because more people are staying indoors, and this is impacting Google’s “mobile-first” indexing. But perhaps least surprising is that e-commerce sites that sell essentials or pandemic-related items are experiencing spikes in their web traffic. We’re seeing new query data for key terms like, “Clorox wipes near me,” and, “home gym equipment,” while the demand for certain products has declined.
And while Google is taking a firm stance against content that pushes unqualified medical advice, more people are visiting sites related to health and wellness. There’s an uptick in searches for “coronavirus symptoms,” as well as terms like “antiviral herbs,” or anything related to boosting immunity. One way to engage with customers right now is to be a resource for accurate health information related to the pandemic.
Email Marketing
Though open rates have recently increased, and unsubscribe rates have dropped, many of these crisis emails are missing the mark because they lack a clear call-to-action.
There’s been a definite shift in what consumers need, and behaviors are likely to continue to fluctuate in the weeks to come. It’s important to pay attention to negative metrics because they’re a red flag that indicates when it’s time to switch your tone or email frequency.
Ranking Higher on Google
In these volatile times, no one is certain what will be trending a week from now, so it’s important to review your search terms report on a regular basis and adjust your marketing strategy. The main takeaway is that this pandemic is going to continue to change our digital and daily lives for the foreseeable future, but your customers are online so your business should be too. For support with your digital marketing strategy, contact D-Kode Technology at (925) 336-0000.
