The world is going through difficult times: Humanity is currently experiencing increased loss of control and insecurity. No sooner have we put the Corona pandemic behind us than we are encountering rising costs of living and a constant sense of unease due to the heightened security situation worldwide. Companies and service providers who want to continue to make a name for themselves are encountering important questions: How do they make their marketing efficient and cost-effective in such a given time? Fortunately there are also in Times of crisis the opportunity to attract attention with a functioning Search Engine Optimization (SEO) strategy, among other things. We give you 7 tips on how to create an effective SEO strategy in times of crisis.
1. have costs in view
On Google, search results can be based on Two different types delivered: Either under "paid" or "organic search results". The "paid search results", also known as ads, are Placements in the first positions. They are paid and marked with the word "ad". The "organic search results" on the other hand, are free of charge and take the positions below the paid search results. However, which placement is conquered, the Google algorithm decides based on various criteria.
The fact that no advertising budget has to be used for search engine advertising makes this marketing measure a great advantage for companies.
With a sophisticated strategy, they have the opportunity to grab one of the top spots in the search results and be easily found by your clientele at all times.
SEO doesn't require money or special tools, just the resources put into building an SEO strategy. The positive aspect is that these Return on resources after a short time. Because through the continuity of effective SEO marketing is a Long-term success achievable.
Another plus point that speaks for an SEO strategy in times of crisis is the clear calculability. There are not so many costs that change. Once you have decided on your actions, it is possible to determine in advance what expenses need to be included. This gives security especially in stressful times.
2. a well thought out strategy
But before the positive effects occur, it is important to take time and define a strategy. At the beginning it is helpful to define your goals. Where do you want to go with your SEO strategy resp. what do you basically want to achieve? Which topics and areas can you cover? After that, it is essential to find your strategic direction and decide on measures.
In order to be able to achieve the set goals, the first step should be to deal with topics and Keywords for which one would like to be found in the organic search results. Among other things, this involves a Status quo analysis helpful, which provide companies with an overview of their own website. Also, the comparison with the main competitors can help you make an informed decision about keywords.
The resulting keyword list should be taken into account when optimizing the website, since Google searches all websites listed in the index for the appropriate keyword and determines the positions in the results based on various factors. For this reason, the creation of a strategy before the implementation of SEO measures is crucial for the success of your online marketing.
3. keep your technology up to date
In order to rank at the top of organic search, your website should be implemented in a technically optimal way. This is the only way that Google has the possibility to access and analyze all content on the website. This process is also called Crawling. Here you should make sure that your website is built flat and wide. This means that the user should need between 3 and 5 clicks to reach a desired location.
Also the Loading time of a website is an evaluation factor for Google. A short First Contentful Paint (FCP), by which is meant the loading time of a first image or text, Prevents high bounce rate. In today's smartphone usage, a mobile website display is also important. Make sure that also the Mobile version works well and structured design and the content is congruent with the desktop version.
4. complete your target group according to
By advertising on organic search, you generally have a low wastage. Users actively search for the information hidden behind your keywords. Therefore, it is important that you understand your target audience and use keywords and Content according to your needs and problems. To find out which target group you are addressing, you can conduct a market analysis. This provides information about competitors and interested parties. But also a pure analysis (via Google Analytics) of your website traffic provides information about possible customers.
Social media is just as suitable. It is important that you know your potential prospects so that you can also understand their needs, questions and suggestions and use them for your marketing. Especially in times of crisis, it is crucial to recognize and respond to the current difficulties.
5. appealing content for your target group
You can have your strategy ready and know your target audience inside and out, but it does you little good if there is no high quality content is ready. Google attaches a lot of importance to good content. If you regularly provide informative content, Google will rank you higher. It is not about the keyword appearing as often as possible, but that the text is stable in value.
With content, it is important to provide information that is always doing well on the one hand. On the other hand, topics should be integrated that are frequently Googled at a specific time. These have a short but very high SEO relevance. By including these two possibilities and by adding variety to the Content Form for example, videos or podcasts, you offer added value. Therefore, a good SEO strategy must not be without a content plan.
6. optimize continuously
Regular optimization has a huge effect on the success of your SEO strategy. Although the main part of the work arises during the creation of the strategy, it should continue to be monitored. The algorithm of Google is constantly changing. Updates and adjustments are made, which can cause position losses. Therefore, it is of great importance to always check which keywords are doing well and which are not. This also includes a Regular competition analysis. What is different? Why does the competitor rank higher?
By optimizing regularly, Google notices that you are active and is more inclined to rank your site higher.
7. link everything together
Finally, make sure that all your channels are connected and linked to the website. Promote your articles and blogs on your social media channels. This way, firstly, your target audience will always be informed that you have new content, and secondly, you will generate the attention of new customers.
SEO offer you an optimal solution to create effective online marketing even in times of crisis. In addition, with an effective SEO strategy in your marketing you create a Safety and durability. With a little time and effort, you can take advantage of this marketing option and profit in the long run.