The Effect of the COVID-19 Pandemic on SEO Trends

Posted by on Jun 19, 2020 in SEO |

The global reach of the COVID-19 pandemic is making an impact on every aspect of the digital marketing world, and SEO trends are not exempt from the changes brought on by COVID-19. Digital marketers have seen a shift in SEO trends. These are some of the current SEO trends that could influence digital marketing until the COVID-19 pandemic dies down. SEO Trends during the COVID-19 pandemic Trends on the rise  – Online shopping: Instead of heading out to physical retail stores, consumers are now more likely to use online shopping to purchase goods and services. Click and collect options, delivery of shopping and purchase of digital vouchers to support small businesses are all included in the online shopping trend. This trend is rising as the pandemic becomes worse all across the globe and might positively influence the future of commerce, as many people are shopping online for the first time. If the experience is positive, customers may return to online shopping even when the pandemic has runs its course. – Essential products and services  Searches for essential products and services are rising daily, and consumers are searching for items that used to be reserved for smaller, niche markets. Personal protective equipment such as face masks and gloves and hand sanitizers are becoming more popular as consumers try to keep themselves safe from infection. Local searches are becoming increasingly important because many governments are restricting travel, and people are starting to self-isolate, consumers will be looking for convenient, local options to solve their needs for products and services. – Health, hygiene and wellness information With the rising awareness of the existence and dangers of COVID-19, consumers are searching for products, services and information to keep themselves safe from the pandemic. Rising search trends include the symptoms of COVID-19, how to prevent infection, methods of sanitising your home, and reports on the global and local infection and death rates. – Recipes, food trends and nutrition Due to restaurants and fast-food outlets being closed during the pandemic and stricter rules for movement being put in place, people are preparing food at home more often. Searches for recipes, meal ideas, nutritional information and tips on how to meal-prep and make ingredients last longer have been on the rise. Spending more time at home and having limited options for shopping for food items has necessitated a more creative approach to preparing meals, and online sources that supply this kind of information is seeing an increase in website traffic. – News Most news outlets and news media companies are seeing a lot more traffic during the pandemic, but the increase in search traffic isn’t limited only to traditional news publishers. Independent creators are providing information...

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Reducing digital marketing due to COVID-19? Read this first

Posted by on Jun 12, 2020 in Digital Media Marketing |

It stands to reason that companies would begin reducing digital marketing efforts, due to the downturn in the global economy during the COVID-19 outbreak. However, while reducing marketing spending may seem, intuitively, to the be the smart choice, the drop in search demand for your brand and/or products may actually indicate that you need to take precisely the opposite action. It may be time to increase your bids You many have noticed that the prices of pay-per-click ads have been dropping in certain industries. This is because many companies have stopped or reduced their bids for ads. There has been no corresponding reduction in internet traffic, meaning that your audience is still browsing and is still there to see your ads. You can now reach them at a fraction of the price than you previously would have been able to. So, far from reducing your ad spend, it’s time to ratchet it up! Email marketing still works Even if you do decide to reduce spending in some areas of digital marketing, you should still keep your email marketing steady – or even increase it. Email doesn’t cost you much, so you have very little to gain from cutting it – and plenty to gain from continuing to use it extensively. You may not be able to influence search demand to your liking but you can compensate for this through upscaling your email efforts. Hitting people’s inboxes directly is more reliable than taking your chances with search engines. Pulling back on SEO now will affect your rankings later on While it may be true that there is a reduction in search demand, it would be very short-sighted to cut back on your SEO work as a result of this. Demand will return to normal and when it does, your SEO homework should all be perfectly executed so that you can maintain and even increase your rankings.  In short, while it may seem that a reduction in digital marketing is now called for, the best the thing to do is carry on regardless. Through increased pay-per-click activity – now at a reduced price, you can get much better return on ad spend (ROAS). Through continued email campaigns, you can maintain your presence in spite of search demand reduction. Finally, with sustained SEO work you can ensure that you’re in a prime position when search demand returns to normal. WSI OMS can help you modify and perfect your digital marketing campaigns during the COVID-19 crisis. Contact us for more information. Please follow and like...

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How to Navigate Your Digital Marketing Presence During COVID-19

Posted by on Jun 6, 2020 in Digital Media Marketing |

How do you drive and guide your digital marketing presence during the COVID-19 crisis? You need to make some major shifts to make sure that your brand reflects the times and the changing business and consumer environments. These four tips will help you pitch your digital marketing presence where it belongs. It’s all about tone Regardless of what your tone and brand identity may have been prior to COVID-19, you need to shift them now to demonstrate that you are sensitive to the changing conditions and to the challenges that the world is facing. It may not be your place to say too much about the virus but it behoves you to mention it at least, to discuss how it is affecting your business and clients – and always with a tone that is sensitive and optimistic without promising any answers. Shelve campaigns that are no longer appropriate This crisis has caused all of us to stop and reconsider our priorities. That amazing new product launch you were just about to unleash a month or two back will probably keep until after the crisis. If it isn’t going to hit the right mark now, don’t risk releasing it. It could be detrimental to your brand as a whole and it could fall flat because the audience is not currently receptive to it. Tell customers about the effects of COVID-19 on your industry As we mentioned above, you don’t need to have an opinion on every single development in the COVID-19 crisis, but your customers will thank you for showing candour and sensitivity in addressing those that have had a direct impact on your industry. Let them know how things stand. Explain how the pandemic will affect the way you do business and assure them that you have adapted and have things under control. Show support for other industries If yours is an industry that doesn’t fit into the ‘essential goods and services’ bracket, you can still remain relevant, make a contribution and boost your brand by showing your support for those businesses and workers on the frontlines. Some shoe manufacturers are donating shoes to health workers, for example. Krispy Kreme gives away donuts. But it’s not only essential services that need help. Small businesses in danger of having to close up shop for good are getting assistance from other companies, in bids to seek funding to stay afloat. Think about what contribution you can make in the crisis and go ahead and do it. Efforts like these are their own reward, but they will do wonders for your brand image too.  Do you need help formulating a world-beating digital marketing strategy? Contact WSI OMS. Please follow and like...

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Join Francois’ SEO webinar on staying ahead of Google updates

Posted by on Jun 1, 2020 in Digital Media Marketing |

There is a lot of uncertainty with Google ranking factors currently, which is driving the SEO industry crazy. The search engine giant continuously introduces new updates, which can make it seem like an overwhelming task to keep up. I will be hosting a webinar entitled Stay Ahead of Google Updates and Prepare for SEO Today and Tomorrow on Tuesday, 2 June at 18:30 GMT+2. During this webinar, you will learn that SEO is much more than “if I rank #1 for my product/services keywords then I win; If I don’t, I lose” and think beyond keywords. Some of the topics I’ll discuss during the webinar include competition monitoring, content strategy, website health, keyword visibility and page performance. How do I check my website’s health? Healthy websites are key to improving organic traffic results. I’ll show you the indicators of a healthy website. How does content impact my SEO strategy? Using a pillar content strategy, you can publish ‘topic-based’ content to support your SEO. I’ll show you how this approach works. How do I improve my page performance and keyword visibility? During the webinar, I will also show you how increased organic traffic to your product or service page can improve your page performance. You will also learn why it’s better to focus on multiple keyword phrases for each product or service – not just a select few. Continuing with the old school SEO mindset will just set you up for failure. Join my one hour tomorrow to find out how you can prepare for SEO today and in the future. Save your seat now. Please follow and like...

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Digital marketing services you didn’t know your business needed

Posted by on Jun 1, 2020 in Digital Media Marketing |

As we all know too well, the scope and best practice guidelines of the digital marketing world are forever changing – even more so in light of the global COVID-19 pandemic. So, considering the state of the world and the many businesses trying to get back on their feet, which digital marketing services are the ones that should be a top priority going forward? We break it down for you below.  SEO  SEO is at the heart of every successful digital marketing endeavour. It refers to ‘Search Engine Optimisation’ which involves optimising your website in such a way that it adheres to best practice guidelines as set out by Google. This could mean posting engaging, relevant content on your website, reducing page loading times, link building, and generally doing everything in your power to boost user experience.  Content marketing  Speaking of posting engaging, relevant content on your website, that is where content marketing comes in. The secret is to craft content, whether text, image, or video, to which your target market will easily relate and that they will thoroughly enjoy. This can prove a lot more challenging than you might expect, especially if you are not naturally good with your words or a whizz when it comes to capturing video footage.  A good idea, in current times, is to create content detailing how your brand plans to deliver goods ordered online safely and with social distancing in mind. You will need to reassure most customers of these approaches and safety measures to encourage a final conversion.  PPC  PPC, or ‘pay per click’, advertising is an excellent way to get potential customers onto your website and, hopefully, making a conversion. You can embrace PPC either via Google and other search engines where you essentially pay to have your ad appear at the top of search engine search results, or you can embrace it via social media. If you opt for the latter, your ads will appear on your potential clients’ newsfeed or when they are watching video content. Instagram and Facebook ads have proven to be especially beneficial for businesses big and small in recent times, so be sure to dedicate the majority of your marketing spend there.  The great thing about PPC is that it is easy to target your ads based on various criteria, whether it be demographics, interests, the specific device on which they are browsing (mobile marketing is huge right now!), or previous internet activity.  You can even target consumers who have visited your website but have failed to take the desired course of action. This type of targeting is known as remarketing and is a PPC essential for maximum profitability.  WSI OMS is a digital...

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