No business is untouched by the current situation with Covid-19, which means most companies are rethinking their strategy to advertising and gross sales. For many, this transformation has prompted an interest in Search Engine Optimization.
In this post, we’ll cover what the present state of search, some short-term strategies to undertake right now, and a few longer-term initiatives which you could start planning out for when business returns to normal.
SEARCH ENGINE OPTIMIZATION: AN OVERVIEW
Search Engine Optimisation is, primarily, setting your website up to be found by search engines like Google, Bing and Yahoo. There are various factors of optimization, both on-page and off-page. Most frequently, search engine optimisation is focused on Google, which means lots of the tips and guidelines are primarily based on what the Google has stated about the way it ranks pages and evaluates websites.
A typical false impression is that search engine optimisation is a one-time or “set-it-and-leave-it” job. The idea that you could optimize a website, after which you focus your efforts elsewhere, is a hopeful mindset that may create poor outcomes for your digital advertising.
However, even though you should be approaching Search Engine Optimisation as a long-term technique, right now is a great time to dive in. Some of your Search Engine Optimisation tactics might bring some quick results and may well help set you up for future success.
SEO AND THE CORONAVIRUS
Google’s SERPs (Search Engine Results Pages) have always been unpredictable. Newer options like ‘featured snippets’ (which offer a snippet of a website that answers the question so users do not have to leave the SERP), ‘People Also Ask’ boxes and Local Packs (the map preview) have continually disrupted SEO tactics. Google SERP features are always meant to better serve searchers, which means that SEO is consistently evolving.
With the coronavirus, websites face unprecedented unpredictability. There are a number of of the major changes and constraints that can will be impacting local businesses, ecommerce websites, and all other websites.
- Changes to GMB: Google My Business is now key for local SEO. Despite this, Google has restricted some features which will have an effect on businesses.
- Disruptions in Search Trends: As the world turns nearly entirely on-line, This has shaken up search trends in ways that both positively and negatively affect websites. E-Commerce has seen a boom in sales, but people are also searching for information like DIY, recipes, and keeping kids entertained.
- YMYL & EAT: Two important acronyms you need to be aware of. Google uses these for evalutating websites . They stand for Your Money or Your Life and Expertise, Authority, and Trustworthiness. These imply that 1) Google places great importance on something that might impace someone’s money or heath, and 2) Google factors in the accuracy of information on websites.
- Adjustments to SERPs: Covid-19 has resulted in Google making strategic changes to SERPs on queries related to the Corona virus. Searchers in search of something even remotely associated to Covid are shown top stories, health information from reputable sources, and alerts. Anything else is being pushed down the search results and into the second page and beyond.
So what does this mean for you?
Our recommendation is to continue going forward with your SEO strategy. It’s a smart move to keep in mind the current situation and to take advantage of opportunities. This is an ideal time to up your game and outrank your competitors – especially those who are already ranking in the Top 3 positions. Will a fool-proof SEO and Marketing strategy, NOW is a great time to implement it and reap the rewards once this situation blows over.
If you want a way to accelerate your way to the top of search engine results, adding Social Media Marketing and PPC advertising to your marketing strategy is a great way to do that. Book a FREE 30 Minute Strategy Consultation TODAY to find out how to crush your competitors.
SHORT TERM SEO STRATEGIES
If you’re new to SEO and are looking for some SEO tactics to optimize your website, then start with the following key pointers:
Website Audit
Conducting an SEO is essential for identifying any issues you may have with your website. There are several free tools available for site audits. For a free automated solution, we recommend using Screaming Frog to crawl your website – this will highlight the issues that need to be addressed. An audit can be also done manually if you know what you’re looking for. This method can be more accurate and relevant to your needs. However, it is time consuming and you need to know what factors to look out for. Search Google for more information on how to conduct a manual audit.
On-Page SEO
Use of Keyword In The Title, Meta Description and H1 Tags
For best results, the keywords you wish to rank for should be in the meta tags, titles and description. Search engines use the information from these to determine what the web page contains. If it matches information being sought by the searcher, the web page will be shown in the results. The rank position will depend on additional seo factors that have been met.
Creating Content That Drives Search Traffic
It’s no secret that Google has stipulated that “content is king.” Content is key to a prospering business and on page SEO is the crux of content marketing. However, it’s not just a matter of writing content BUT it has to be content that matters – ie. it has to be relevant content that will drive traffic and grow your website.
This involves using specific keywords that include long-tail keywords.
One of the great advantages of creating in-depth content is that it results in an increase in traffic from long-tail searches. By helping people solve problems with your content, the search engines reward your website. The content must be relevant and of high quality. Avoid the temptation of keyword stuffing, as Google may penalise your website for it.
Image Optimization
Ensure all images are optimsed and that alt text, desctiption and captions are present. Avoid large image sizes as they slow down page load. Use a tool to compress image size without compromising on quality such as WP-Smush.
Describe your images as accurately as possible, both in the alt text and the image file name. Try including your target keyword(s) but don’t force them.
Internal Linking
Implementing a silo structure enhances
Keyword Density
While writing content for any page of a website it is very important to watch the frequency of the keyword being used in it. Stuffing the keywords gives a bad impact on the search engines.
Outbound Links
Linking to the pages with higher authority tends to have a good impact on the search engines but should also maintain a balance. These outbound links should be in limits for the better results and rank to assure search engines that you own a reliable website.
LONG TERM SEO STRATEGIES
Typically, long-term SEO strategies should cover the following tactics:
- Technical search engine optimisation
- Researchinig new key phrases and LSI key phrases
- Reviewing content material by keeping it uptodate and making it relevant to current times
- Website audits and error administration
- Continued strategic inner linking and navigation
- Continual competitor analysis
- Analysing traffic insights using Google Webmaster and Google Search Console.
If you want a way to accelerate your way to the top of search engine results, adding Social Media Marketing and PPC advertising to your marketing strategy is a great way to do that. Book a FREE 30 Minute Strategy Consultation TODAY to find out how to crush your competitors.