How retail businesses need to realign SEO during the corona crisis
The whole world is experiencing the impact of Covid-19 and it is not just health that is at stake.
The truth is that businesses across all domains have been disrupted and there are problems looming ahead. The retail sector is particularly in trouble as customers are gone and may not be back anytime in the near future.
Moreover, marketing budgets have declined and you may be doubtful about investing efforts in SEO in the near future. Still, you need to realise bringing your SEO plan to an abrupt stop is going to do more harm than good. Rather, you should try to realign the strategy to cope with the crisis. Here are some ways you can do it.
Complete link audit, as part of your link building
Don’t consider a break
Though business seems to go haywire and budgets crash, you should not consider a break for your SEO strategy at any point in time. Whether it is continuous on-page optimisation or link building outreach, keep your efforts going on.
Customers will return sooner or later and if you are there on the top of search rankings, your business will definitely win. Not being visible, on the other hand, can be detrimental.
Invest in video content
As people are expected to be home during the crisis, they will obviously spend more time on the internet. Having engaging content pieces is the key to grabbing attention.
The best approach in this context is to invest more in video content as a part of your SEO initiative. Create snippets on interesting and trending topics that are more likely to grab eyeballs and keep the audience hooked.
Realign your messaging
Now is the time when retail businesses can connect with customers with a more humanitarian approach. This mindset will let you establish long-term relationships with them so that they stay with you even during good times.
Realigning your brand messaging is the measure you need to adopt.
Go the extra mile to ensure that your content resonates with the audience and shows that you care about their well being. For example, you may invest a complete page on cleanliness and hygiene if you are dealing with physical retail products.
Focus on local SEO
With the restrictions on travel and emphasis on social distancing, you can expect more of local customers flooding in for your retail business.
Obviously, local SEO deserves more attention at the point in time. Get smart with the optimisation of local listings. For example, you will want more customers to see you in “near me” searches because accessibility matters the most right now.
Use this downtime to manage the digital to do lists
Though you will probably feel low and depressed now, you can seize downtime as the opportunity to manage your digital to-do lists.
For example, you may invest in a website redesign right now or prospect a list of link building companies that you may use later once things get back on track.
Having a complete link audit is also a good idea as it lets you identify the ones that are useless and get rid of them as well. If your small business can't afford these right now, but need quick funding, see if you can use title loans to front the costs.
The best approach during crises like the one we are facing now is to hang on and this is something every retail business should do. Rest assured that this will pass too and every business that continues to invest in SEO will emerge as a winner.