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Coronavirus and SEO: How Does the Pandemic Impact Search?

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Since offline events and conferences have been cancelled in 2020, employees across the world are now adapting to working from home (WFH) and remotely, therefore businesses and websites need to change the way they search and engage with customers. Keep reading to learn more about Coronavirus and SEO.

1. Exploring search trends- Increased search traffic for e-commerce stores

coronavirus and seo search | SEO Sydney

  • Research new keyword opportunities: 
  • Businesses selling essential products and services are observing a spike in both online and local search traffic. Utilizing google trends on online stores based on the industry and region. 

For example, the clothing e-commerce space, with a stronger focus on the luxury vertical.

  • Traffic in Continental Europe has considerably decreased due to the predicted change in consumer behaviour. This has led to a decrease in luxury brands searches. 
  • Italy has seen the greatest drops in traffic which is followed by Spain, France and Germany. 
  • It has been observed that brands with blogs and content marketing are able to see either similar or an increased number of clicks on their website. 
  • Utilising existing content blogs can assist with boosting traffic to a website and engage users with information that captures their attention. 

E-commerce growth: 

  • In a recent survey, 1 in 3 consumers indicated that the news of coronavirus has already changed their shopping behaviour. 47.2% of US citizens polled last month said they are currently avoiding shopping centres and malls.
  • Specifically, e-commerce store owners have been reporting a jump in online sales and traffic since March 2020. This increase highlights consumers are shifting their buying activity towards online channels. A recent survey by the Power Retail Advisory Board shows that more than 20% of retailers are experiencing a 20% spike in sales.
  • With most people confined to their homes during this difficult time, it is a great chance to win new business locally. A strategy from your SEO which specifically targets your local area can be highly effective. Search engines often see people looking for products and services with their region or suburb included as keywords. If you can ensure that the business ranks highly for area-specific keywords there will be a rise in local traffic, which is important with most people only shopping within their immediate area during lockdown periods.

SEO Change to focus on: 

  • Editorial content should be a priority 
  • Increasing more digital content (social media/ search engines) 
  • Repurposing/ creating funnel content with social media marketing should be e-commerce focus

The relationship between Coronavirus and SEO is evident when observing these trends within the e-commerce environment. 

2. Increase in health and wellness information

Health and Wellness Coronavirus and SEO | SEO Sydney

Websites offering information related to health and wellness are experiencing a massive surge in their traffic.

SEO Change to focus on: 

Using sites such as HARO (Help A Reporter Out) and Sourcebottle to find PR opportunities for a client. Typical examples include call-outs from journalists for interviews with health specialists and experts, or quotes to include in an article on a fitness topic. These always link back to the contributor’s website.

People are currently looking for prevention methods, home remedies and information about coronavirus symptoms, to stay safe and create a safe living environment for their families. Creating more blog posts about wellness can overall increase engagement among potential customers.

3. Steady stream of impressions for SEO and organic search

News websites around the globe are catering to the continuous need of staying updated with the latest coronavirus news and regulations.

Some of them are offering free content, while others are using a paywall to leverage the situation.

SEO Change to focus on: 

Marketing channels, such as PPC, already see a reduction in budget. Google search ads lost 7% of their impressions from January 13, 2020, to March 9, 2020.  SEO, however, is seeing a sharp uptick: brands like Daillyburn.com are seeing a 300+ increase in organic search visibility from January 19, 2020, to March 19, 2020. For more information, don’t hesitate to reach out to SEO Sydney today!

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