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23 Apr

Should You Pause SEO and Digital Marketing Due to COVID-19?

COVID-19 has put many businesses ‘on hold’. Whilst some are still able to operate by selling online or working from home, business has stopped for others. This can lead business owners to think that they should pause their SEO or Digital Marketing efforts since almost everything else has stopped. You may be wondering, “Is this the right thing to do?”

We’ve put together a list of six questions to help you decide whether you should continue to invest in SEO and Digital Marketing during the COVID-19 pandemic.

1. What are the long-term implications for your industry?

To start with, you should look at the bigger picture and consider what the long-term effects of the pandemic will be on your industry. Is it going to grow, shrink, or remain about the same? It can be helpful to think about the fact that other companies in your industry are facing the same challenges and decisions as you, so you should try to make a decision in light of what they are doing. If your industry is growing, now is the perfect time to invest in SEO to ensure that you are found amongst the rising competition.

Google Maps

2. Do you think that your customers are going to be online more in the future?

Regardless of whether your business is able to run online or not, you should think about your target audience and whether they are likely to be online more in the future. Are they going to be using internet search engines to look for your products or services? If they are, then it’s definitely worth continuing with or stepping up your SEO and Digital Marketing campaigns so that you can reach those customers and get found on Google.

3. Do you think that Digital Marketing is going to become more important?

It can be difficult to know what the future will hold for your business, but you can think about the way you acquire customers and look back at how this has changed over the years. How many of those customers found you online? The figure is probably a lot higher than it would have been 2 or 3 years ago. This may be an indication that Digital Marketing is becoming increasingly important to your business and it may be detrimental to stop it completely.

4. Is it worth investing more in SEO now so that you can enjoy the benefits in future?

Although you may feel reluctant to invest in something that doesn’t give you instant results, you should consider the benefits that you may be enjoying in a few months’ time. As your rankings improve, you’re likely to receive more organic Google traffic, leading to more conversions and enquiries on your website. If you pause your SEO, you will still receive traffic to your website, but this is unlikely to increase, and you could see a dip in rankings. This could leave you lagging behind, as competitors push your website further down the rankings in Google.

Marketing Strategy

5. Where are you in the market right now, and where do you want to be?

Consider where you are in the market, and who your key competitors are. Do you want to be ranking better than them? This could be the opportunity you needed to finally overtake your competitors. If they aren’t focusing on their SEO and Digital Marketing, you can take this chance to improve your search visibility and promote your business. This will help attract new customers who will be waiting for you when you’re back to ‘business as usual’.

6. Is Digital Marketing one of the main things you can control right now?

You may find yourself with a bit more free time on your hands if you’re unable to work from home or go to work as you usually would. This gives you time to think about your SEO and Digital Marketing strategies that you may not have had before. Whilst a lot of things will be out of your control for the moment, Digital Marketing may actually be one of the main things that you can control and plan for. How much you decide to invest in this is dependent on your situation, but if you have the time, why not think about it?

Digital Marketing Plan

What should I do next?

Once you have considered all of the above questions, you should have a clearer idea of whether you should continue to invest in SEO and Digital Marketing or not. At Dolia, we believe that it's important to keep going with your SEO, so that you can maintain and improve rankings for when the interest in your products and services comes back. You also have the opportunity to set up the best Digital Marketing strategy possible so that you can be in a place where you are dominating the market when the pandemic is over.

Essentially, you have three options:

Option 1 – Pause or completely stop SEO and Digital Marketing work

Option 2 – Continue with your SEO and Digital Marketing campaigns as normal or at a slightly reduced rate

Option 3 – Increase your investment in SEO and Digital Marketing

If you choose the first option, you may see website traffic, rankings, and conversions drop by around 30 – 40%. The second option will keep things stabilised and in a good position, but you may still see a drop of around 10%. If you choose the third option, however, you are more likely to see rankings improve and website traffic and conversions increase. You would be making the most of an opportunity to get your business seen online and potentially overtake your competition.

If you have any concerns or questions about your SEO or Digital Marketing during this time, please get in touch and we will assist in any way we can. Take a look at our Boost Your Business pages to find out more about how we can help your business survive during these challenging times.

Emily

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