In the below, we explore four ways how organic search can drive short term results, and set companies up on the road to recovery during uncertain times.
1) Protect your brand with Reputation Management SEO
Times of uncertainty and high levels of stress can often result in the public looking for anyone they can vent their frustration on to. Often this results in the awakening of the dreaded “Keyboard Warrior”. Keyboard Warriors can often deliver a critical blow to businesses at a time when businesses are already vulnerable due to challenging economic conditions. This can cause online Conversion Rates to plummet.
Luckily businesses do have some mechanisms to protect their brand. This comes in the form of Reputation Management SEO.
Reputation Management SEO can help by pushing negative coverage into the abyss of page two search engine results, working to rank selected pages and articles on page one.
Further to this Reputation Management SEO can help build a robust online review process that can strengthen your business from these kinds of attacks. By shining a light on the less vocal happy majority, prompting them to leave a review of their experience with your business, can help to put the negativity in perspective. A solid review process can be the offer the best marketing ROI in both times of growth and recession.
2) Understand where consumers minds are
Google is where consumers go to answer the millions of questions floating in their heads every day. Understanding these questions can inform decisions around what content to produce, what product to invest in and when to accelerate paid advertising.
Tools such as Google Search Console and Ahrefs can provide insight into what these questions are.
3) Keep your content fresh, answering what’s on consumers’ minds
Google’s algorithm is designed to effectively answer the ‘searcher intent’. Once you understand what content users are looking for, and what burning questions are in the heads this gives vital intel on how to boost rankings.
This is especially true in times of disruption and a rapidly evolving business environment. If your content is most relevant to why users came to Google and best addresses their concerns, this will likely be rewarded with higher rankings.
Keeping content fresh can separate you from your competitors. As many competitors will be taking their eye off the SEO prize, this means that there is opportunity to pass them in ranking for profitable keywords.
4) Trackable organic search revenue
Once you have protected your brand with reputation management SEO, understood consumers’ mindsets and created content fresh which addresses their questions and concerns – it’s time to make some sweet revenue with your new organic rankings.
Proper tracking can ensure that all your hard work gets the recognition it deserves and can determine what is working vs what isn’t. With this valuable intel you can then adjust your approach to achieve the best ROI. Organic Search is highly trackable compared channels like display advertising, with organic search being less affected by changes such as Intelligent Tracking Protection.
Conclusion
During times of uncertainty, it can be tempting to take your foot off the organic search gas. This can result in decrease rankings, lower conversion rates and missed high intent traffic.
To maximise your organic search visibility, talk with Starcom New Zealand today.
