Back to Top

Lydia Bury

Digital Marketer

Search traffic is currently at an all time high but it’s profile and intent is different to what it was pre Covid-19. The brands that accept this change and find opportunity within it are the ones that are going to come out on top when normality returns.

We’ve put together some tips on how you can adapt your SEO strategy to leverage the current situation, continue driving relevant traffic to your site and build your brand long-term.

Create Content That Builds Trust


Creating authoritative and relevant content is the backbone of any SEO strategy, nothing has changed here. In fact, 70% of marketers agree that relevant content creation is the single most effective SEO tactic. Search intent has taken a turn and now is the time to create content that is educational and informative, providing your audience with real-value. Avoid the ‘buy me’ messaging and instead, focus your efforts on creating SEO-focussed content that provides genuine information and advice to your audience.

If you can master this during these times, you’ll find yourself with a wide audience of potential customers who know and trust your brand. Not only that, but regular and relevant content will be sending ranking signals to search engines, helping to improve your SEO results.

A great example of how a business can use SEO-focussed content to build trust is Buffer. The brand offers a full resource section of their site where users can find the information they’re looking for. Their content pieces provide transparency and genuine advice to users with no strings attached. And of course, this regular and authoritative content is driving success from an SEO perspective. In fact, the brand ranks in the Top 10 for over 7,000 different keywords according to SEMrush.

Buffer have established themselves as a thought leader and have developed trust around their brand. Their articles aren’t directly promoting their product and nowhere will you find the ‘buy me’ messaging that can stand in the way of establishing trust. Instead, users can be sure to find actionable advice that is relevant to the times, with their latest Covid-19 article demonstrating this perfectly.


Find New and Emerging Content Topics


As we have said above, search intent has changed and you need to respond to this. Having the right piece of content at the right time might just be the difference between a potential customer landing on your site over a competitor.

There are countless tools out there that can help you discover new keywords, the amount of competitive activity there is around them and how many people are searching for these terms each month. A simple yet effective tool you can use is Google Trends as this will show you which of your target keywords have had an increase in search volume over the last month. For content ideas, pay extra attention to long-tail keywords as these can give you some real insight into what your audience is actively searching for during this time. Plus, long-tail keyword searches have a click-through rate which is 3-5% higher than generic searches, so ranking for these terms can significantly improve your organic traffic levels.

Once you have your topics that you know are relevant right now, create content around these. Ensure that your pieces contain both internal and external links, follow a good page structure, have an optimised meta title and description and that all images have alt tags. These technical elements of SEO lead us onto our next tip…


Pay Attention To Your Technical SEO


Good content on your website will only deliver the best results if your website has a strong technical foundation. So, use this time to ensure your website is fully optimised for SEO. The best place to start here is with a website audit as this will flag any issues with your site that need resolving. Once you have your checklist of technical fixes, you can begin to work through them.

While page speed and indexation are the top technical concerns for many, you should also pay particular attention to your URL structure, meta data, schema and XML sitemap. You may also find other issues which are flagged in your site audit. Once you have these foundations in place, you’ll put yourself in the best possible position to generate more organic traffic provided you continue to produce regular content.


Use Social Media to Generate Incoming Links


Link building, along with high-quality content are the two most important signals used by Google to rank your website for search. So, as well as working hard on your content, you need to begin generating links to these pages. One way of achieving this is through social media.

While social linking doesn’t act as a ranking signal to search engines, it does provide an opportunity to create potential links. People can’t link to your content pieces if they don’t know they exist, so share your content far and wide on your social channels using both paid and organic methods. 

Provided you ensure that your content is delivering value and is highly relevant to your target market, you’ll find social media to be a really effective way of getting more people to read your content and encourage content creators to link to it themselves. 

We would love to hear about your challenges Get in touch