Between the continued well being side of the brand new coronavirus and the devastating financial unwanted effects which have already include it, it’s secure to say we’re in uncharted territory.
The query we have been listening to from many individuals and companies is:
Is search engine marketing nonetheless an excellent funding in the course of the COVID-19 outbreak?
Possibly you’ve seen a dip in natural site visitors to your web site. Possibly you’re going through a tighter price range or stress to extend income shortly to offset current or potential losses. Or perhaps you’re juggling all of that whereas making an attempt to handle the challenges of a fast work-from-home transition — with youngsters underfoot, creating a brand new work schedule or every other distraction you would not have within the workplace.
As tempting as it could be to hunker down and see how issues play out, taking your foot off the gasoline pedal of your search engine marketing and digital advertising campaigns may put your organization at a drawback each now and when the world ultimately recovers.
At Single Grain, we have been in a position to assist present and potential shoppers, so we put collectively this guidelines on tips on how to alter your search engine marketing strategy to swimsuit the present circumstances.
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Go After Low-Hanging Fruit First
Investing in search engine marketing doesn’t must imply rolling out completely new campaigns or beginning new initiatives from scratch. As a substitute, we’re advising Single Grain prospects to keep away from dropping essential momentum by shifting their focus to going after any low-hanging fruit they will.
The next are just a few choices which may be applicable on your firm:
1) Break up Take a look at Your Titles and Meta Descriptions to Regain Misplaced Natural Site visitors
Whether or not or not your natural site visitors has dipped, optimizing your meta tags generally is a fast and straightforward method to carry extra guests to your web page — as you’ll be able to see within the following examples.
On this take a look at, we have been ready so as to add greater than 41,000 impressions to a weblog submit on Single Grain’s website over a 15-day interval, simply by modifying the title tag:
Right here, we added 58,000+ impressions over simply 15 days with improved title and meta description tags:
Lastly, swapping out meta title and outline tags in a submit on Amazon Adverts improved clicks by 165% and CTR by 55% over 15 days:
Meta title and outline tags are such low-hanging fruit that loads of corporations don’t even trouble updating them. In a possible downturn the place each incremental change issues, their loss might be your online business’s acquire.
Extra Sources: What Is A/B SEO Testing?
2) Refresh and Repurpose Your Content material
Updating meta tags is an effective way to get the very best worth out of your current content material, nevertheless it’s not the one technique obtainable to you. Potential downturns are additionally nice occasions to work on refreshing or repurposing the content material you’ve already invested in creating.
First, Conduct a Content material Decay Evaluation
What can we imply by “content decay“?
Content material decay is, merely put, content material that’s been declining in site visitors over the previous twelve months.
Keep in mind that, all else being equal, Google prioritizes recent content material.
ClickFlow’s Content Decay tool may also help you establish the pages in your website which might be dropping natural site visitors and declining within the rankings. Updating or optimizing the content material on these pages might be an effective way to win again site visitors, as most pages that ranked not too long ago have an excellent shot at regaining their positions with just a bit effort in your half.
Here is a 2-minute video that explains how the Content material Decay instrument works:
In case you aren’t utilizing ClickFlow, you’ll be able to conduct an analogous evaluation manually with an indexing instrument like Google Search Console to supply an inventory of your pages along with an analytics instrument like Google Analytics, Moz, or Ahrefs that’ll help you view the historic efficiency of every web page.
Any piece of content material that’s experiencing downward traits — particularly any content material that used to ship site visitors to your website or that’s mission essential in another method — represents a doable candidate for refreshing.
It’s also possible to use this time to assume extra broadly in regards to the content material alternatives you’ve all the time needed to pursue. Since new content material sometimes takes at the least 3-6 months to begin making an affect, any assets you create now will assist maintain you thru this era of uncertainty and make sure that you’re effectively positioned to come back out forward sooner or later.
Extra Sources: What Is Content Decay and How It Affects Your SEO
Then Refresh Your Previous Content material
When you’ve recognized candidates for content material refreshing within the step above, what particular steps do you have to take to replace them? Listed below are just a few key parts to think about:
- Ensure that any statistics or informati
on factors included are present.
- Search for and exchange lifeless backlinks.
- Replace previous photographs and screenshots, or add new, related ones to again up your textual content.
- Replace any suggestions which might be not applicable (as an example, the search engine marketing tactic you recommended in 2012 that’s since been deprecated).
- Prolong the size of your content material to a complete of 1,000-2,000 phrases.
- Add examples or case research as an example your factors.
- Optimize your content material for brand new key phrases or audiences you’ve recognized as priorities since publication, following present optimization greatest practices.
Relying on the content material you’ve produced up to now, alternatives might exist to replace it in a method that’s well timed to at present’s considerations.
For instance, a shopper of Single Grain’s revealed a weblog submit on on-line assembly etiquette a few 12 months in the past. Now, all they should do is embrace just a few refined adjustments and updates to make the article related for a brand new viewers of readers who’re all of the sudden working from residence as a result of COVID-19.
The caveat right here is to not replace all your previous content material to be particular to anyone occasion — at present’s novel coronavirus or in any other case. As a result of sooner or later we’ll be on the opposite facet of this pandemic, and the very last thing you need is a web site stuffed with content material that’s particular to COVID-19.
Extra Sources: These 75 Tech Companies Are Giving Away Free Tools to Support Businesses During COVID-19
3) Manage Extra Pillar Clusters
In case you aren’t already utilizing Single Grain’s Content Sprout method, now could be the time to offer it a strive, since repurposing previous content material into new codecs could make it doable to create completely new belongings with none (or a lot) additional monetary funding.
One choice to think about particularly is utilizing a few of your to-be-refreshed content material items in new pillar-clusters (also called hub-and-spokes) which might be optimized on your highest-priority key phrases.
Typically talking, pillar clusters are constructed round a central, high-value pillar content material asset. Surrounding it are smaller items of content material — sometimes optimized for associated long-tail key phrases — that hyperlink again to the central pillar to help it with hyperlink juice:
To create a pillar cluster, take the next steps:
- Determine at the least one high-priority key phrase and 6-Eight associated long-tail keywords you’d wish to rank for.
- Revisit your content audit (or conduct a brand new one) to establish associated content material items you might be able to use in your cluster. Watch out to not cannibalize content material that’s already rating for different key phrases.
- Evaluate the highest 10 Google outcomes for every key phrase in your pillar cluster to get a really feel for the kinds of content material which might be at present rating for every. What does the intent seem like behind every question?
- Make a plan for updating each bit, primarily based on how a lot current content material you’ll be capable to pull into your pillar or cluster belongings.
- Replace your content material, and hyperlink every new cluster asset to your central pillar.
Purpose for at the least 3,000 phrases of high-value content material on your central pillar, in addition to 1,000-2,000 phrases for every cluster asset. Although this strategy takes longer than merely refreshing particular person items, we’ve seen natural site visitors lifts when deploying it with Single Grain shoppers.
* 5 Steps to Developing Successful Pillar Content
* 9 Ways to Repurpose Your Old Blog Content
* Omnichannel Marketing: Using the Content Sprout Method to Overcome Info Overload
4) Verify Your Tone
This isn’t an search engine marketing or content material tip particularly, nevertheless it’s nonetheless an essential consideration for manufacturers at the moment. It doesn’t matter what sort of content material you’re producing, verify your tone. Take the temperature of the room.
Now’s not the time for intelligent gross sales messaging riffing off COVID-19. It might not even be the time to maintain up a bubbly model presence (if that’s the way you’ve outlined your tone up to now). Take into consideration the individuals you’re sending content material to and the sorts of feelings they’re doubtless feeling proper now, and do your greatest to make sure that any content material you create gained’t learn as insensitive.
As Ross Simmonds notes in a post on his blog:
“This isn’t the Tremendous Bowl. The identical method you don’t put a brand on a graphic to commemorate Remembrance Day or Memorial Day, you don’t attempt to benefit from feelings throughout a pandemic.”
Pay specific consideration not simply to new content material or promotions you’re creating now, however to any messages you may have set to ship as a part of an autoresponder as effectively. That tongue-in-cheek topic line you wrote months in the past might learn very in a different way to recipients at present.
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Extra Superior Methods
Now that we have outlined 4 low-hanging fruit concepts on your search engine marketing technique throughout unsure occasions, listed below are three extra superior ideas.
5) Hold an Eye on Your Rivals
When you’ve tackled your low-hanging fruit, you will get a bit of extra strategic along with your search engine marketing initiatives. The very first thing it’s bes
t to do is monitor your competitors to be able to establish content material gaps you’ll be able to put to good use.
Fortunes are made in recessions — and that’s as true for search engine marketing as it’s for investing. That’s as a result of, as some corporations restrict their advertising budgets and pull again on spending, new alternatives open up for different companies to fill the void. However that solely works if you happen to’re preserving an energetic eye in your opponents.
To begin, get your listing of opponents collectively. This might be any corporations you already compete with straight, or those that attain audiences or market segments you might be planning to maneuver into sooner or later.
Set up a baseline measurement of their content material actions (if you happen to don’t have one already) so as to establish any dips that occur throughout this era, reminiscent of:
- Are any of your opponents publishing weblog posts much less ceaselessly?
- Are they pushing out fewer movies or social updates?
- Have they cancelled upcoming webinars or different occasions?
You might not see these adjustments immediately, so repeat your measurements periodically.
Once you see these exercise dips start to happen, there are a number of actions you’ll be able to take. As an example, you can use internet analytics instruments, like BuzzSumo, SEMrush, SpyFu or Ahrefs, to establish particular key phrases for which your competitor is outranking you, and construct content material that’s optimized for them in an try to maneuver previous them.
You may additionally decide whether or not or not there are any viewers segments that your competitor is reaching extra successfully than you. If these exist, creating content material focused straight at them might help you steal away customers who would favor to have interaction extra often.
Get inventive and assume forward. In case you plan to make use of these unsure occasions to start focusing on a brand new viewers, any funding you make whereas your future opponents have slowed down will go away you in a a lot stronger place months or years down the highway.
* How to Uncover Your Competitors’ Content Strategy
* 10 Tools to Monitor Your Competitors’ Growth and Hack Their Strategies
* 7 Ways Influencer + Social Marketing Can Help During COVID-19
6) Tackle Your Technical Tasks
In case you’re like a lot of the corporations we work with, you’ve bought a prolonged backlist of technical SEO tasks sitting on the again burner. Now’s the time to deal with them, both by yourself or by partnering up with a advertising knowledgeable like Single Grain.
That may imply doing issues like:
- Lastly getting a CDN (content material supply community) in place to enhance content material supply speeds.
- Tackling design adjustments that enhance search engine marketing and user experience.
- Cleansing up notifications in your Google Search Console account.
- Remodeling your navigation construction to characteristic content material that you simply’ve not too long ago created.
- Figuring out lifeless outbound hyperlinks and changing them with new alternate options.
Not solely will addressing these underlying points assist regular and even enhance your search engine marketing efficiency throughout these unprecedented occasions, it’ll additionally forestall you from having to expertise two separate dips in natural site visitors — one now, and one when your technical deficit catches as much as you.
And, within the very worst-case eventualities, getting your technical home so as will make your website a extra useful acquisition, ought to promoting off all or a part of your online business change into needed sooner or later.
* How to Use UX Testing to Improve Your Customer Lifetime Value (CLV)
* How to Design the UX of a Website or App to Increase Conversions
* 7 Mistakes in UI and UX That Are Costing You Engagement
7) Search for Rivals You Can Purchase
I used this technique fairly a bit in the course of the Great Recession of 2008, and each signal I’m seeing means that it’s going to be simply as impactful over the following few years because it was then.
Digital entrepreneurs have been shopping for up competitor or trade web sites for his or her established rankings and hyperlink juice for years. However throughout a recession, these websites go on sale as companies resolve to close down or are pressured to shut their doorways.
Discovering these alternatives would possibly imply working with enterprise brokers, watching the information for closure bulletins, and even reaching out on to websites you’ve recognized as being good acquisition prospects on your model.
When you’ve acquired them, both 301 redirecting their URL to your area or preserving them as separate entities to push hyperlinks to your core website could also be applicable, relying in your wants and circumstances.
Making selections reminiscent of these might be difficult in the perfect of occasions. In unsure occasions, having an skilled search engine marketing or digital advertising accomplice in your facet can imply the distinction between popping out forward and getting left behind.
That’s why we’re providing FREE technique periods to advertising staff leaders who’re struggling to navigate the present local weather.
In case you aren’t certain what you need to be doing proper now with regards to search engine marketing or digital advertising, let our staff put collectively an motion plan you’ll be able to implement immediately utilizing these and differe