Does Your Content Help Them?
During any crisis, where do people turn to get answers? Whether you’re looking for dried beans during the COVID-19 pandemic or wondering how to find your insurer after a devastating thunderstorm, you’re going to ask a search engine. When you change your content to meet the needs of your customer, you maintain your online presence and help customers find answers to their questions. An SEO strategy is a marathon, which means what you do today will have lasting results. Even if you’ve had to close your doors currently, you don’t want to lose the momentum you had with search. It’s time to rethink your content plan.
Questions to Ask Before Adding COVID-19 Keywords
Before you completely adjust your content calendar, you have to consider how your COVID-19 content adds value to your customer. It’s not enough to have your content team put some blog posts up with new keywords in hopes that it drives traffic to your business. Before you redirect your content strategy, ask yourself:
- How does this topic relate to your business and to your customers during the COVID-19 pandemic?
- Could targeting specific COVID-19 keywords get your business in ethical or moral trouble?
- Does your opinion add to the discussion?
- Could your business face restrictions on social media for posting your opinions about COVID-19?
- Do you have authority to rank for certain keywords?
- Can you create valuable content without resorting to clickbait or misleading content?
Before posting about COVID-19, do your research. What keywords are your customers now searching for? Ask your audience what questions they have regarding the effects of coronavirus and your industry. Maybe customers aren’t able to buy your product at the moment, but they may have time to research different aspects of your product. You may be able to tap into customers who are at different stages in your pipeline. Stay on top of your local news and government information. As businesses reopen, you want to be prepared for customers.
Update Your Business Information
COVID-19 has probably impacted your business hours in some way, whether you’re an essential business or not. Part of your SEO strategy should include updating your website, Google My Business page, and any social media “About Us” information. Let customers know whether you’re open and how you’re keeping your staff and customers safe during the pandemic. You may discover some new topics to target while you’re updating your information. Be proactive with your content strategy during COVID-19.
A crisis doesn’t have to disrupt your SEO strategy; but it will interrupt and you must be prepared. Ask the dedicated team at MintCopy how a content agency can help you stay on track during the pandemic to reach customers who have questions. We have a team of the best SEO writers and content specialists who can create and implement a content plan that drives results.