25 Mar / 2020 1,140 views

How SEO Services Can Deal With Covid-19’s Impact On Search

How SEO Services Can Deal With Covid-19’s Impact On Search

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The global pandemic of Covid-19 seems to have made an impact (positive or otherwise) to the digital ecosystem. The search for the terms ‘Corona and Covid-19’ has outpaced all other searches. And based on the industry segment, the crisis is causing a ripple effect across all value chains. For example, with people maintaining social distancing as a precautionary measure, the eCommerce stores selling merchandize are witnessing an upward surge to their sales trajectory. So, with similar surges in online traffic observed all around in various industry segments, how can the SEO professionals of any digital marketing agency respond? Let us first know about the sectors where the crisis has impacted the SEO metrics.

Digital marketing services in times of the pandemic

# Ecommerce sites: As people go into self-imposed isolation and shun social contact, they are using digital channels to do shopping while sitting at home for items such as groceries, hand sanitizers, thermometers, paracetamols, toilet papers, and many more. The surge in demand for a few products like hand sanitizers has seen local search queries like ‘hand sanitizer near me’ to emerge out of nowhere. While on the other, there has been a steep decline in demand for travel related items like suitcases, bags, etc. Besides, with gyms closing and people increasingly working from home, the search for items like office chairs, office tables, indoor fitness etc are showing an uptick.

Response of SEO Services: As the demand for products or services has shifted to the ones that are needed to deal with the pandemic, eCommerce companies should consider creating specific pages of high demand items. The traffic to such pages should be monitored and errors (if any) should be removed. Here, enterprises can take the help of professional eCommerce web design services to iron out glitches. Also, log files should be monitored to pre-empt them from using bot errors of search engines.

# Travel sites: The travel industry is one of the major business segments to be hit hard by this crisis. Interestingly, the websites are not necessarily seeing a decline in traffic. Rather, there is an uptick in searches for ‘cheap flights’ as people are looking to cancel/reschedule their tickets and get refunds. However, given the diversity of the travel industry, the searches for cruises, flights, and hotels are showing a downward trend. Consequent to the dip in business, travel companies can take the help of SEO services to work on reputation management and strengthening customer support.

Response of digital marketers: Digital marketers working for any premier digital marketing agency should monitor the query log to understand the shift in customer queries. Accordingly, they should focus on PR and reputation management by promptly responding to any customer query or negative review/rating. Also, they work on reducing the site’s friction to reduce bounce rates.

# Health and Wellness sites: The pandemic has shifted people’ attention to such sites with queries like ‘Covid or coronavirus symptoms,’ ‘antiviral oils,’ and ‘antiviral foods’ drawing huge impressions and traffic.
Response of digital marketers: As people are turning to search engines with their queries on and around corona virus, digital marketers or content curators have their tasks cut out. They should focus on creating high-quality content around the pandemic that generates trust and authority, and addresses customer queries.

Response of digital marketers: As people are turning to search engines with their queries on and around corona virus, digital marketers or content curators have their tasks cut out. They should focus on creating high-quality content around the pandemic that generates trust and authority, and addresses customer queries.

#Publisher sites: With people looking for news on the pandemic, they search for materials giving details such as coronavirus map, how the virus is impacting lives, economy, and stock markets, etc. This has led to the publisher websites witnessing a surge in traffic and impressions.

Response from any internet marketing agency: The SEO services of any internet marketing agency can support the publisher industry in the following ways:

• Look into the log files for errors in the AMP pages
• Ensure search engine bots crawl pages as and when they are created
• Find out where the public interest lies based on search data
• Create content supporting the trending news of the day.

Conclusion
The pandemic has impacted arguably every possible business across verticals. In such volatile times, the business website’s query data log should be monitored to understand the audience’s needs. At a time when businesses are reducing their activities like promotion, acquisition, merger, and others, organic search continuous without any break. So, this is the time when digital marketing services, especially SEO services should be engaged and keep the business moving.

Priyanka Agarwal

Priyanka Agarwal

Priyanka Agarwal is an experienced digital marketer with a vast knowledge in related domains such as SEO, SMO, PPC, Google Analytics, and Content Marketing among others. She pens articles dealing exclusively with the world of digital marketing.

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