The COVID-19 pandemic has impacted businesses, workers, families, and our way of life at an unprecedented scale. Currently, the Centers for Disease Control (CDC) confirm that there are 85,356 cases of COVID-19. The CDC also estimates that the spread of the virus is not slowing down anytime soon, which means that individual businesses will have to do everything in their power to adapt during this troubling time.
The good news though is that Google, along with digital marketing experts, are already a step ahead towards this crucial need for adaptation. New tools, resources, and strategic digital adjustments can help companies of all sizes provide services to patients without compromising social distancing and municipal ordinances for self-quarantine. Every day, Google Search is changing dynamically in order to accommodate business needs. Additionally, marketing experts are promoting new strategies to inform consumers and add new conversion pathways for website visitors.
COVID-19 is an extremely alarming business challenge as businesses are forced to temporarily close and respond to this new crisis. As legislators in the House and Senate move to pass a $2 trillion-dollar aid package, here is what businesses can do in the meantime to effectively market their businesses on search engines and promote conversions:
How Google is helping businesses, search engine users during COVID-19 Pandemic
Emily Moxley, the Product Management Director for Search at Google, explained that Google is promoting a variety of key resources so users can get information about COVID-19 as effectively as possible. While the search engine giant already expanded SOS alerts and resources, Moxley stated that the latest effort is a complete overhaul on resources, information, and search engine data on COVID-19:
“Now, as we continue to see people’s information needs expanding, we’re introducing a more comprehensive experience for COVID-19 in Search, providing easy access to authoritative information from health authorities alongside new data and visualizations,” Moxley said. “This new format organizes the search results page to help people easily navigate information and resources, and it will also make it possible to add more information over time as it becomes available.”
On top of recent updates, Google is also rolling out crucial Google My Business updates so that businesses can provide updates, information, and clarity about their services. GMB helps boost business’s local search and is found to improve conversions, attract “near me searches,” and potentially earn first page rankings for “best [category]” near me queries on Google. Additionally, businesses that provide YouTube videos may see additional rich snippets for COVID-19 resources, such as the World Health Organization and CDC links, featured on their content to help inform users.
The need for effective digital marketing during COVID-19
Digital marketing experts and SEO specialists, like the team at Boston Web Marketing, are crucial to help businesses secure conversions and provide remote options for check-ins, appointments, digital consults, and more. A digital marketing strategy that is flexible during a crisis like COVID-19 should incorporate the following tactics:
- Frequent business updates surrounding COVID-19: Start small with new adjustments such as business hour changes, new updates, and a COVID-19 landing page to promote services.
- Social media updates and alternative business methods for COVID-19: Online conversions and social media updates are crucial to maintaining a strong online presence during the pandemic. New digital conversions like virtual check-ins and visits may allow and encourage consumers to purchase services/products. Even if you have to temporarily close, social media updates can help inform and entertain your customers. It also shows that you are still actively participating and operating in some capacity.
- SEO audit and refresh your website: New and constant changes with the pandemic could also signify that it is time to update your content and provide new SEO-friendly features. Maybe you delayed making your site mobile-friendly or adding new pages and content. Other updates can also help to provide important customer communication as well.
If you have any questions about COVID-19, digital marketing strategies, or other crucial updates please reach out to our team ASAP.