COVID-19 pandemic and SEO
For businesses looking at avenues to find growth or unsure where to invest precious marketing spend during this time, SEO offers a few unique advantages as a marketing channel during tough times.
We’ve been working on SEO campaigns for businesses for over 20 years and have seen how SEO works during all sorts of economic environments.
In particular, there are three stability advantages that SEO offers that I wanted to highlight as you think through marketing decisions during this time.
1. SEO offers long-term gains
Marketing budgets invested into SEO today can drastically impact business performance in the future.
While most traditional marketing channels have a short shelf life, investments in SEO continue to provide benefits months and years down the road. For example, a piece of content created today that ranks well in Google search for a top keyword in your industry can continue to drive traffic to your website for years with SEO.
The COVID-19 pandemic has forced a lot of people into their homes, and the web is the main medium that people can easily interact with from home. SEO offers both immediate and long-term benefits to businesses.
2. SEO doesn’t need to be timed properly
Companies are cutting back on TV ad campaigns or losing money on print campaigns planned for Spring 2020 due to the rapidly changing economic landscape.
One key strategic advantage of SEO is that you don’t need to worry about timing when consumers are ready to find your product or service.
Since SEO is an inbound marketing channel, we work to make it easier for customers to find you. Your long-term marketing investment in SEO will make your site visible to meet market demand in your industry — whenever that might be.
This makes SEO a lower risk investment than other marketing channels that rely on timing.
3. SEO offers scalability and low-cost leads
Studies have shown SEO to be one of the highest ROI marketing channels for businesses. This is especially true during tighter economic conditions.
The beauty of SEO is that you can scale up your visitors from search without paying a big premium to reach a wider audience.
While you are bidding for each visitor to your site in a PPC campaign or increasing budgets to get more eyeballs from print advertising, your website — likely your most important marketing asset — is able to get more visitors from search each day without extra overhead.
Remember — SEO helps people already interested in your business find you.
Being discoverable online is always important for businesses but can be crucial during times like these. SEO is a smart investment to help fuel long-term growth for businesses in 2020 and beyond.
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