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13 Ways Businesses Can Use SEO & Marketing to Combat Coronavirus Impact by Miranda Miller PART 2 #480
Businesses can fight coronavirus impact through online reviews, Google My Business updates, e-commerce improvements, link profile cleanup, customer outreach, and digging into first-party analytics data to adapt marketing strategy.
Key takeaways
- One review can increase conversions by 365%, so place reviews throughout your site, not just on a dedicated page.
- Respond to all reviews, including negative ones, so potential customers see you are engaged and accountable.
- Remove unnatural links via a disavow file; one site reached top three within a week of doing so.
- Update your Google My Business profile with changed hours and COVID-19 safety messaging so local customers stay informed.
- Dig into first-party analytics data to find trends in customer behavior and sharpen your marketing during downturns.
keep calm and optimize on
About this episode
13 Ways Businesses Can Use SEO & Marketing to Combat Coronavirus ImpactThis is the time to stay the course and tackle all of those potentially impactful SEO and marketing tasks you can get your team working on while they self-isolate and work remotely.
Questions this episode answers
How important are online reviews for businesses during COVID-19?
According to the episode, one review can increase conversions by 365%. Businesses should sprinkle reviews throughout their website, not just on a dedicated reviews page, and they should respond to both positive and negative reviews. About 40% of people asked for a review will provide one.
What should businesses do about unnatural links during a slowdown?
The episode recommends auditing your link profile and submitting a disavow file to remove bad links. One example site removed 1,900 unnatural links and reached a top three position within a week. Another site lost 82% of its traffic after building thousands of unnatural links.
Should businesses cut their marketing budget during a crisis like COVID-19?
The hosts argue against cutting the budget, calling it reactionary rather than strategic. They say SEO and online marketing build connection and trust, and how you maintain outreach during challenging times matters just as much as being ready to serve customers when things recover.
How can a local business update its online presence during COVID-19?
The episode recommends updating your Google My Business profile with new hours of operation, posting whether you are taking special care to avoid the spread of COVID-19, and using Google Posts to communicate changes. Businesses should also improve any underperforming e-commerce site so customers can shop online.
In their words
one review can increase conversions by 365% and I'm like, that's why you got to put them on the buy page, Chris. Got to be on the buy page.
Matt Bertram
making the decision to cut your budget at this time is a reactionary rather than strategic
Guest
that disavow file removed 1,900 unnatural links
Chris Burris
Terms defined in this episode
- Disavow file
- A file submitted to Google listing unnatural or low-quality links you want ignored, used to recover from manual penalties or algorithmic ranking drops caused by bad link profiles.
- Link velocity
- The rate at which new links are created pointing to a site; a sudden spike of low-quality links can trigger algorithmic penalties or a manual Google penalty.
- First-party data
- Analytics and sales data a business collects directly from its own customers and website visitors, used to identify trends and improve marketing targeting.
- Google My Business (GMB) post
- A short update published directly on a Google My Business listing, used to communicate changes like hours, safety measures, or promotions to local customers.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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