Search engines, like Google, work as a representation of your users’ intent and behavior. And because of the current coronavirus pandemic, user behavior, habits, and budgets have changed, so your SEO strategy and expectations have to follow suite.

Crisis Marketing: Navigating Through Uncertainty

Search engines, like Google, work as a representation of your users’ intent and behavior. And because of the current coronavirus pandemic, user behavior, habits, and budgets have changed, so your SEO strategy and expectations have to follow suite.

If you’re a business owner, navigating through uncertainty most likely means having to make reactive business decisions just to get you through the next few weeks.

We understand that while some aspects of your business may have slowed down or come to a halt, the amount of work on your plate has possibly doubled, tripled, or even more. And if you felt like you were wearing multiple hats before, well, you could probably start a collection with the number of hats you’re wearing now.

While you, as a business owner, are busy focusing on the here and now, we are here to help you prep for when the dust settles.

As marketers, we’ve accepted that the standard way of doing things will not fit the new normal. Our job is to anticipate what this new normal will look like and to employ a plan for you now that will align you at the top when the country (and the world) reopens.

We’re doing this by asking questions like…

  • What will the new buying experience look like?
  • What will foot traffic look like?
  • What online search terms will people be using?
  • Are new keyword modifiers like “safe” and “no contact” something that needs to be optimized for now?

The answers to these questions might be different for each business, so our SEO team is working hard every day to analyze the effects of these questions for each and every client.

You may be wondering if we’re working to better position you for after the crisis, do you really need SEO during the crisis. And it’s likely that you’re well aware that marketing budgets often get scaled back during recessions.

The best way to understand an honest answer to this is to realize that SEO has always been a long-term strategy. You will never get the overnight success or near-instant page 1 visibility on Google that short-term solutions like PPC ads provide. SEO takes nurturing and time to see results, so to be in the best possible position after a crisis, you absolutely need to be working on SEO during a crisis.

SEO has the potential for exponential ROI, actually making it one of the most valuable investments for your business during a crisis such as COVID-19.

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How Do I Market My Business During Coronavirus?

Accept & Adapt

The SEO goals you had planned for 2020 are likely not applicable anymore. Accept that and adapt to the situation businesses are currently facing. We’re working on reprioritizing realistic goals that focus on long-term success.

Evaluate Content

We’re helping our clients build trust with their users by writing relevant SEO content that reflects the decisions, hopes, and fears that are making an impact on people’s day-to-day reality while being sensitive to the current market.

Relevant Offers

How can your business fulfill a current physical need (telemedicine, ecommerce, online coaching) or emotional need (safety, stability, security)? We’re concentrating on aligning what you provide with what people need right now.

Learn more about how we’re adapting our SEO strategies to help you market during COVID-19 times.