Powerful global forces are altering how we live and work in this unsettling time, as global disruption in recent years has been affecting business and the economy. There are serious concerns about China, India, and other economies and the quick spread of digital technology, in addition to the mounting concerns of rapid globalization and, in certain countries, the fracturing of long-held social norms. These and other global trends present significant new opportunities for businesses, industries, nations, and the people that are able to spot them and adapt. It may take some creative rethinking for business executives, policymakers, and individuals to figure out how to navigate these turbulent times. However, for those who can, there is much opportunity to increase revenue and grow businesses through SEO and digital marketing.
Successful SEO Strategies During a Time of Significant Change
A successful SEO approach reflects people’s demands—especially in a changing global environment.
The last two-plus years have been marred by a global pandemic, political division, and unstable economies, disrupting daily life in a way we haven’t seen in recent decades. You should reconsider even the most effective and reliable techniques you’re using in your SEO strategy if it hasn’t been modified since the onset of these drastic changes.
Even though most industries are not directly involved in world events, they are most certainly affected by them. SEO strategies and objectives must reflect the social climate and global trends. This article will discuss how marketers must adapt and adjust to this particular time in history.
SEO Must Adapt to Meet the Needs of a Society
An up-and-coming marketer knows that excellent SEO should meet the demands of the people:
- Keywords are what you’re targeting in terms of ranking.
- The content you’re writing about.
- You also need to consider what you’re asking the user for in return.
An SEO’s purpose is to provide pertinent information to people searching for information. Since we’ve been in significant upheaval for the last 30 months, that value of being able to adapt has been even more critical.
When it comes to toilet paper, an SEO strategy focusing on transactions (unless there is a shortage) will be far less effective than an SEO strategy that provides the user with useful information your company is uniquely capable of providing.
For example, a company that manufactures car parts should focus on addressing supply-chain issues and solutions that are a concern for its target audience of distributors, rather than creating a landing page to express its views on global issues.
How Your SEO KPIs Will Likely be Affected
Right now, B2B and B2C companies are being affected in different ways by the economy. Investors are pressuring tech companies for funding while their target audiences are slashing their spending budgets. Retail and e-commerce companies suffer as consumers tighten their spending and prices continue to rise.
The economy has been improving, but people are still hesitant to spend money, so SEO conversion metrics should reflect that. While it should still be treated as an SEO conversion metric, it may not be the most useful optimization benchmark at this point.
Instead, focus on KPIs like conversion rate, which measures how well you convert visitors into leads and customers, such as:
- Time on site
- The number of touch points
- The percentage of returning visitors
- The number of pages visited
You can accommodate a couple of strategies here:
- Providing users with valuable information to nurture and engage them until they are ready to spend again.
- If a person wants to buy your product or service, providing content and information to reassure them that they are making an intelligent investment is critical.
During this period of disruption, SEO can help fill the funnel gaps left by reduced paid media budgets. Thus, ensure that your marketing team understands its objectives and how SEO can assist.
A list of SEO-related resources is provided to assist with SEO pivots.
Maintaining a close eye on the macroeconomy and global trends is not the only way to inform your strategic adjustments. You can use several tools to do so.
You can find out which search terms are most popular and what people are looking for using Google Trends and keyword research tools.
Using Google Trends and keyword research tools, you can discover what subjects and queries customers are searching for—or not searching for as much as they used to. Internal data is also essential in helping you make significant pivots.
Paid Search Data
Connecting with your paid search team can provide real-time data on user search behavior. In addition to keyword demand information, your paid search colleagues might let you know whether their campaigns are converting less (or more) without competitive shifts. This might indicate that the customer journey has altered.
Customers and Leads
You can use your existing customer base and leads as sources of information. Flashing red indicators of changing customer needs are subscription cancellations and repeat purchase slowdowns.
It’s usually beneficial to send out surveys when you feel it’s time to collect information on what customers want and need.
Traffic and Impressions
It is so important to keep an eye on traffic and exposure numbers as they may reveal a significant shift in interest even if rankings stay the same. Google Trends should always be cross-referenced with your data to ensure you consider the entire picture. Seasonality, especially historical trends, is significant to consider.
Quick SEO Adjustments
It may be a bad idea to overhaul your branding and site assets in response to temporary shifts (although I must concede that the epidemic seems to have no end). Instead, use or add a blog. It’s an excellent tool for quickly adding new, relevant content and updating evergreen content to suit the times.
The COVID-related loans and relief post on my client’s informational blog immediately became one of their most popular pieces of content. Customize your content to be more interactive and encourage engagement, however. You should also tackle high-performing blog topics on your social media channels.
You might also like: When Choosing an SEO Company, Keep These Guidelines In Mind.
How to Obtain Immediate Traction Through Pivots
Establishing quick results in a long-term channel can be challenging to comprehend. SEOs invest much time establishing legitimacy and trust, and momentum builds over time. I advise focusing on low-competition, long-tail keywords to attract interest in your business and build legitimacy and backlink volume.
The immediate consequence of organic social media marketing is that you won’t immediately be able to rank for “supply chain.” Still, you might be able to rank for “why is there a supply chain shortage.” Organic social media may also provide rapid feedback on subjects that resonate with your audience. When one of your social media posts receives a lot of engagement (constructive), it indicates that you might want to focus on that topic more in the future.
When you examine organic social media for information, you can use it to develop SEO initiatives. It’s worth attempting things like LinkedIn polls to gauge customer opinion. Then, you can incorporate that data into your SEO strategy.
Create a keyword list based on these pivot points and responses. These are excellent starting points for creating new blog content or optimizing your marketing pages. As soon as you start seeing progress on these terms, consider expanding your focus to more competitive, higher-volume terms closely linked to the long tails you first used.
Global disruption requires us to reconsider the roots of SEO and marketing. We must remember why this profession matters. We want to assist customers in discovering the best possible answers and solutions to their issues. As we are here to assist businesses and brands to grow, we must adapt to the changing demands of our clients.
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