As the days stretch into weeks, it’s difficult to find any industry, any company, anything NOT affected by the Coronavirus pandemic. Storefronts are closed, bars and restaurants are operating as curbside services only — or are shuttered altogether — and companies are looking for a path forward.
We’re all struggling through these “trying times” together and looking for the way toward the “new normal” — aren’t those the phrases we keep seeing in every single marketing email? But, cliché or not, that’s exactly what we’re doing. We ARE in this together and we WILL find a new normal.
In fact, some businesses have already started clawing their way toward their future by capitalizing on the one thing that has stayed constant through all of this — the importance of an SEO strategy.
You see, the customers haven’t disappeared and your services and products aren’t unneeded. The customers have simply moved online. They’re still looking for you and trying to find ways to support their favorite brands.
But they have to be able to find you. And that’s where having an adequate strategy for your search engine optimization (SEO) comes in.
What is SEO strategy?
Of course you probably already know that SEO itself is the process of creating, positioning, and organizing your website’s content in a way that allows search engines to easily find and rank you. Basically, SEO helps you get “found” by potential customers. And SEO done well can increase both the quantity and quality of the leads that find you.
But what’s the deal with having a strategy for it? Isn’t it all just the same thing, using keywords and such? Well, yes… and no! After all, you won’t build a house without a blueprint and you can’t find buried treasure without an accurate map. Your strategy is just that! It’s your blueprint or map to better SEO.
An SEO strategy allows you to better organize your content by topic, keyword, etc. so that search engines understand the intent and are able to more accurately match articles with queries. In other words, having a strategy is the best way to figure out exactly what you want your website and content to accomplish and what kind of leads you want to be bringing in.
Not every company is going to be able to organize or optimize their website in exactly the same way, so not every SEO process will be the same. That’s where the strategy comes in — that’s your way to look ahead and differentiate your company from others.
Your SEO strategy is a way for you to examine your industry, find out what your audience is looking for, and determine what content is best to solve their problems.
How to Make it Work
Naturally, since everyone’s SEO is different and all your strategies will be personalized to your business, there’s no one-size-fits-all answer. But there are still a few things that you need to make sure are done, especially now, regardless of your industry.
Let's start out with local SEO. If you are targeting a local market, you should immediately check on your Google My Business (GMB) profile and make sure that your hours are correct and that you have established that you’re still open for business. Otherwise, no one will know to even try looking for you.
GMB heavily impacts your local listings profile and helps local visitors know when, how, and where to most easily find you. And if you need help figuring out where you stand with your local listings, we've got you covered there, too, with our free SEO Local Listings Scan Tool!
Additionally, you should focus on writing targeted blogs that inform your customers about what you’re working on right now, what changes you’ve made due to the pandemic, and basic industry expertise that focuses on topics and keywords you’ve targeted with your strategy.
Next, you should focus on the following nine steps, courtesy of HubSpot. If you’ve already done one of them (like set up your blog) or something doesn’t apply to you, skip it and move on. Keep in mind that your strategy should be customized to your company and your goals. But these nine steps will build a solid foundation for your optimization:
- Make a list of topics.
- List the long-tail keywords based on these topics.
- Build pages for each topic.
- Set up a blog.
- Blog every week to develop page authority.
- Create a link-building plan.
- Compress all media before putting it on your website.
- Stay current on SEO news and practices.
- Measure and track your content's success.
Brainstorming a New Strategy
If you have had to pivot your business strategy because of the COVID crisis and find yourself just thrown into the world of SEO or if you are just starting out with your SEO journey, it can be confusing and overwhelming.
But partnering with a verified, award-winning digital marketing agency (*cough cough* like VIEO Design) can help you find your way through the weeds and make sure you’re on the right track to stand out in your industry.
An agency will help you set up your strategy, find the best topics and keywords to target, handle all the technical aspects of SEO for you, and even write SEO-focused content for your website! Here are some SEO services you could be benefiting from right now if you were working with an agency like VIEO:
- On-Page SEO
- Website SEO Audit
- Local SEO
- Conversion Optimization
- SEO Error Cleanup
- Image Optimization
- Keyword Research
- Google Analytics Optimization
- Search Marketing
Are you ready to get found by search engines? Are you ready to start standing out from the competition in your industry? Then let’s get started! Analyze your site against your competitors within minutes with VIEO's free SEO Report Card Tool!