Continue to improve your campaigns during this challenging time.
As anybody who has worked in, or dealt with, Search Engine Optimisation (SEO) will understand; the successes are not found overnight. SEO is a long-term strategy which works to continuously optimise and improve your website in order to help you to achieve higher rankings for relevant search terms.
In this time of uncertainty, many businesses are looking to cut back on immediate costs and so often the importance of an SEO campaign can be overlooked by other factors which seem to be of immediate concern. Although we do understand it may not be feasible for everybody to continue working full steam ahead on their SEO in this current climate; we feel that educating all businesses on the importance of maintaining the success of their campaigns is vital, to enable you to make well thought out decisions.
Now is the time to invest in your future.
“It has been my observation that most people get ahead during the time that others waste” - Henry Ford
This quote from the great Henry Ford encompasses much of what we are striving to achieve right now. SEO campaigns and even other marketing costs can seem like a quick and easy thing to cut during times like these, however, in reality, this will be most likely to hinder your business success in the long term.
These are difficult times and businesses are being affected in a multitude of ways; whilst some may be struggling, for others, it is their time to shine. During a time of crisis, your marketing becomes more crucial than ever. How will any potential customers find you if you’re not getting your name out there?
By cutting your marketing costs now, you not only risk losing all of the progress you have made on your SEO campaign so far, but also leave yourself exposed allowing competing businesses to continue to better their campaigns and achieve a higher ranking than you - pushing your business further down the search results each day. Yet, whilst other businesses are pressing pause, using this time wisely will help you to get ahead of the game.
Long and Short Term Strategies
What’s particularly important is to look at your marketing campaigns in terms of short, medium and long term objectives. In the short term, things might be going one of two ways: either your business has slowed down due to the current situation we find ourselves in, or you’re suddenly in demand. For supermarkets and other online retailers of essential products, the latter is proving to be the case. So in the short term, it might be that as demand has decreased you might need to claw back on some of your paid media costs.
However, in the long term, there will come a day in the not too distant future where business doors will reopen and the world will return to normality. When this day comes, you will want your company to be shining through at the forefront for customers to find. One way of helping to ensure that your business hits the ground running when things do pick up again is by continuing to invest in your SEO.
Why is continuing your SEO so important?
A successful SEO campaign is not built overnight, but by the ongoing process of optimisation time and time again. The changes you make today will continue to affect your business in months or perhaps years to come.
The fact is that, although it might sometimes feel like it, the world hasn’t come to a halt. Homeowners still need to hire tradespeople when things inevitably go wrong. People still need to purchase goods and services. Money is still changing hands and perhaps most importantly in this scenario, consumers are still relying on Google to find people to do business with.
Now is the time for businesses to adapt their existing campaigns, rather than completely giving up on them, to suit the current circumstances. We should be taking this opportunity to find new ways to work and striving to improve your existing rankings, to help ensure that you’re able to find your feet much quicker once things resume as normal.
What if continuing your existing pack isn’t an option?
Here at Vooba, we are here to help and support our customers through this difficult time. We do understand that for some businesses, continuing with their existing SEO pack is simply not an option in this current climate. For this reason, we are able to offer our maintenance package to help to maintain your existing rankings. We will monitor your rankings, keep a close eye on the competition and take steps to ensure that the success of your existing campaign is not lost.
If you have any concerns about your business during this time, our team of experts are on hand to offer any advice you might need to assist you in putting together a strategic marketing plan, across all platforms, to come up with a plan which best fits your business. Give us a call today on 01798 667167 for a chat with our team to see how we can help.
