Implementing an adaptive digital FIJI EMAIL LIST to respond to the changing environment can help protect your business. So we’ve brought together our Analytics, SEO , Content, and Paid Media expertise to provide you with simple tips and tricks for taking action during the COVID-19 disruption. If your website is internal search, take a look at this list of search terms to get an overview of what visitors are looking for on your website. Follow up by creating content tailored to those searches, whether that’s static informational pages or blog posts that address these questions. Identify the social networks that people use to open a dialogue with them. Many people in crisis will talk on social media:

Examine your traffic sources for a spike in traffic from a social network or any referring website. Once you have this information, go to these social networks to communicate directly with your customers. The earlier you can get into the conversation and learn about people’s concerns, the better. Search Console provides a large sample of queries that users type to find your website. This data can be collected and segmented by categories (Coronavirus for example) in order to understand the content that generates clicks and impressions . Use this data to help drive content creation by making sure website content matches users’ intent .

Use Analytics to Understand

For example, in a crisis, users want to know what you are doing as a business and how it will affect their relationship with you. What steps do you take to ensure your safety? How are your services affected? Communication is key, and creating dedicated content to answer these questions and queries should be a key consideration. This method of content analysis can be used to consolidate the brand’s message. For example, by filtering by “Queries containing” the brand name, we can understand the information that users expect to find around the brand, and therefore can create content to meet that need.

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Using a tool like SEMrush , it is possible to identify which competitors have good organic visibility for a selection of predetermined keywords. Keywords that have been previously identified using GSC can be entered into SEMrush to understand where your brand stands in terms of ranking in search engines relative to its competition. This data can then be used to carry out the identification of competitors: If the creation of content around an event and / or a crisis is important, the technical part of the site should not be put aside. There are a number of SEO practices that should be involved in this process to allow the content to be as optimized as possible, including:

Implement an SEO content strategy

If you are selling products that are in high demand right now, such as cleaning products, make sure your inventory information is up to date so you don’t risk people trying to buy items that are out of stock. In the case of a lot of businesses, it may be best to adjust your paid SEO strategy by reducing spend on some of your non-essential campaigns and instead focus on branded terms to continue driving high traffic. quality. As always, however, it depends entirely on the company and the vertical. Tip: If you are running paid campaigns, be careful not to claim to cure, prevent or treat COVID-19 because Google and Facebook are blocking ads intended to exploit the current situation!

For the travel and tourism industry, although things may look bleak at the moment, a big bounce is expected in the coming months. It’s important to think ahead, so now is a great time to focus more on getting your brand visible on generic search terms and acquiring long-term leads. This will ensure that your brand is front and center when customers book vacations and travel again. By putting your SEA strategy in place now, you will be able to speak to potential clients at the right time and prepare for post-Covid-19 success. Don’t just optimize your Showcase campaigns by simply adjusting bids.

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