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Post-Pandemic
SEO Strategy Playbook
Dear SEOs, The pandemic has had a dramatic, global impact, and people everywhere are working hard to adapt to the new normal: remote work, alarming headlines, and uncertainty. For those of us in SEO, work is compounded as we navigate the effects of the pandemic on our businesses today and plan for our recovery in the future. At Conductor, we are seeing clients in the travel and hospitality industries fight to persevere through dramatic drops in traffic and revenue, while others in ecommerce, online services, and healthcare are navigating new demand and stresses on their infrastructure and supply chain networks. Across all industries, people are taking this time to reassess situations and put together action plans to move forward. Our team of SEOs, the largest in the industry, collected and shared their best advice to adapt to the changing landscape we all face. I hope that their combined submissions, brought together in this document, will be helpful for you and your teams. Please don’t hesitate to share your thoughts and feedback with me: aastolfi@conductor.com. All the best, Ashley Astolfi
The World Economic Forum released a study related to COVID-19, which uses Google search intensity as an economic indicator. Google search frequency across topics is on the rise; we’ve seen estimates that 20 billion searches are being done every day.
Download the COVID-19 SEO Playbook
WE'VE SEEN ESTIMATES THAT 20 BILLION SEARCHES ARE BEING DONE EVERY DAY.
With more people working from home and turning to Google for answers, it is more important than ever that businesses provide information that helps customers research purchases and needs. SEO is the best way to get your information into the hands of people searching for answers.
SEO is one of the best, low-cost ways to ensure long-term visibility for your organization, which is increasingly important as budgets are slashed and ad dollars are wasted. If you’re looking to make the case to your team that they should invest in SEO now, we have a resource for that.
Many recent articles discuss approaches to working from home, and a common recommendation is to establish schedules and processes to define your day. As an SEO, you know that this advice is doubly true: SEO is collaborative, and most SEOs interact with others across Marketing, Development, and Communications teams at a minimum. For most of our clients, launching a single piece of content means working with a copywriter, web manager, email marketer and social media manager. With that many interdependencies, now is the time to establish or update your communication processes and workflows.
Implement 3 key operational activities before you start any SEO activity:
Define your remote communication style Create meaningful reporting Train your team to be self-sufficient
In the office, it’s easy to drive by someone’s desk for quick help with a question. Since that isn’t possible when everyone is remote, you’ll need to figure out how the team will handle one-off and more in-depth communication. At Conductor, we use Slack for informal communication like check-ins, quick questions or clarifications and email for formal communication about projects, deadlines, and opportunities. Meetings help everyone connect in real-time, and different formats should be used depending on the agenda. For example, 15-minute daily standups are ideal for timely, high-priority projects, whereas less frequent 30-minute or 1-hour team meetings are great for sharing updates and brainstorming. Document communication standards and formalize meetings.
Need help deciding where to start? Here’s a sample communication template that we’ve seen work for many teams:
How do I research topics for new content? How do I optimize metadata for a page? How do I measure whether what I did was successful?
It is critical to create an environment of transparency and accountability on your team and at your organization. Giving stakeholders and other members of your department visibility into priorities, long-term projects, and workflows will help you have more productive conversations about bandwidth and resources now and later. Task and project management technologies are tools that help people in all roles document processes and initiatives, and SEOs should not hesitate to use these technologies on their teams.
Document the Team’s Workflows
Every team has a preferred solution. At Conductor, departments have flexibility to use the tools that best align with their needs. Our Marketing team, for example, uses an Asana instance to track all marketing activities and communicate with freelance writers. Our marketing team also leverages Jira, the system of choice for our web team, to assign and prioritize SEO requests. This is an important note: work directly in the systems that other teams use. You will have an easier time making SEO a priority if you are integrated in a team's workflows.
PRO TIP
If you’re a Conductor customer, we suggest integrating your work management app with Searchlight to simplify your workflow. Actions and content briefs can easily be uploaded and shared using this integration. We currently support integrations with Asana, Jira Cloud, Jira Server, and Trello.
Workspaces in Conductor update automatically and can be shared as direct links or as PDFs. Schedule reports to be delivered at a regular cadence (we recommend daily or weekly reporting, depending on the audience and report subject) to automate reporting sharing.
No one likes surprises, and tumultuous times can be full of unexpected twists. Provide web, content, SEO, and marketing teams at your organization with visibility into activities, progress, and performance to stave off unwelcome surprises at work. There are long-term benefits to creating meaningful reporting as well. Transparent communication benefits your team no matter where they are. It also provides stakeholders across the business with timely and digestible reports. The result is a culture that values clear and concise intelligence.
Create Meaningful Reporting
For Conductor customers, we recommend looking at social and search data in Explorer, which helps SEOs easily find trending topics across different channels.
At a minimum, our team likes to look at month-over-month and year-over-year traffic, keyword ranks, and competitive performance. These views help us answer questions like Are traffic dips/jumps seasonal?, How is our visibility for key terms?, and How are we faring compared to competitors? Don’t forget to share search volume insights with other teams, which can provide value across the organization. Search data provides almost real-time information about the products and topics that are trending up or down in different locations. Teams that SEOs might not traditionally work with, like retail or product groups, benefit from data like this as they plan budgets against demand for different products.
1 graph with trended traffic and revenue for the last 8-12 weeks across multiple channels A market share overview (or two) showing how your visibility compares to others in key locations Social top trending topics related to your business and COVID (if relevant) Search top wins and losses for your priority keywords and location
Our recommended formula for executive reporting today:
Consider what executives in your organization focus on and care about. From what we have seen, executives prioritize information about traffic, revenue, big ups and downs that impact the entire business, and, perhaps most importantly, why these changes happened. The why will influence decisions made about the direction of existing projects and new initiatives to address the factors driving changes. Incorporating information about multi-channel attribution is beneficial as well, as executives weigh the performance of several channels against each other.
Reporting for Executives
Can’t get 15 minutes to review the report with leadership? Create a video recording of yourself reviewing results and the reasons why changes happened. Aim for a video that is 5 minutes or shorter.
1 graph with trended traffic and conversion for the last 8-12 weeks on pages that your content team worked on 1 table showing the top 10 pages with the biggest increases in traffic Social top trending topics related to your business and COVID (if relevant) Search top wins and losses for your priority keywords and for topics that your content team has prioritized
Our recommended formula for Content reporting Is:
Your content team is likely fielding requests for content in many different formats on a number of topics. Help that team understand what works, what doesn’t and topics that your audience wants the most with search and analytics data.
Reporting for Content Teams
Don’t wait on reporting to share ideas for content with your teams. Leverage your content team’s task management system (or use Conductor’s Content Briefs) to share ideas for trending topics.
Surveys aren’t just for Family Feud! Leverage surveys to gather feedback from website, marketing, and leadership stakeholders to understand how they feel recent changes will impact the business. Use their feedback to develop your plan, complete with immediate and longer-term action items.
Gauge Concerns and Impact
Here is a sample survey that is based on one we shared with our team when it first became clear that COVID-19 would have a significant impact on business operations. Make a copy of this survey and customize to suit your organization’s and team’s unique needs.
Get Started With a Survey
Bonus: distributing a survey or set of questions and allowing all team members time to consider and write responses is a proven way to be fair to any introverts as well as remote team members (Harvard Business Review).
Overwhelmed by the number of instant messages, emails, and “quick meetings” requesting your help? We can relate. If you are noticing a trend among the messages, like questions about the same two or three topics, create and share a training with your team with the answer. This will help your team self-serve their own questions, and it will hopefully reduce the outreach you receive on a regular basis – about these questions, at least.
Train Your Team to Be Self-Sufficient
15-minute standup on Monday and Thursday with your SEO team only. Everyone takes 2-3 minutes to provide an update on what they’re working on. Host a weekly office hour. Invite stakeholders and peers who may want to virtually “drop by” to ask a question, make a request, or discuss an idea. Weekly visibility reporting: Share key reports with members of your team and stakeholders once a week. We’ll talk more about reporting in a bit.
SAMPLE COMMUNICATION TEMPLATE
At Conductor, our SEO Strategists use Zoom to record videos and screenshares of themselves explaining topics and workflows to customers. Consider starting by answering these questions that are some of the ones we receive most often:
It’s important to communicate the changes that you have made and plan to make to leadership at your company. Use our PowerPoint template as a starting point.
How do customers rely on my company’s Google My Business profile for important information? What do customers need to know about my business and COVID-related changes? What events, if any, were customers planning to attend? How can I keep my customers updated about my business?
Think through these questions to identify high-priority changes to make now.
Unanticipated changes to business operations are happening as a result of governments’, customers’, and stakeholders’ decisions. Your customers and prospects need to know what changes, if any, they should expect in working with you. With millions of people now physically isolated, Google is a more important and relevant source of information than ever.
Make Timely, High-Priority Updates First
If customers leverage your GMB profile for hours, locations, and other essential details, prioritize updating your profile with accurate information. Google has posted an essential guide for businesses to reflect emergency measures they have taken due to COVID-19, which includes changing business hours, managing your business description, and creating a post.
Update Google My Business with COVID-Related Changes
Specifically related to COVID-19, Google has also created an option for businesses to mark themselves as “temporarily closed.” (Read about it here.) This allows local businesses to let their customers know that they are not open during this time. You can find this capability in the “Close this business on Google” section. When you log into your GMB dashboard, you will see these instructions on how to do so
While most businesses have messaging to share about staying healthy during COVID, customers really need to know about the immediate impact that new regulations or closures have on working with you. Make this information the first thing that customers see when they land on your website or social pages.
Update Your Website with High-Priority COVID Messaging
E-commerce companies that ship non-essential goods proactively share information about COVID-related shipping delays E-commerce companies that ship essential goods ask customers to be responsible and thoughtful in their purchasing: buy what you need and shop less frequently Brick and mortar businesses like restaurants and bars update their sites with information about curbside pickup, delivery options, and new hours Businesses financially affected by COVID-forced closures share links to purchase gift cards that will be redeemable after the crisis Companies that need to temporarily shut down their sites have put a message front and center to let customers know what is going on and what the timeline is for the site to come back.
Many companies lean on throwing the 503 maintenance code for temporary site closures, but Google has recently advised against that. You can read more about that here. On Reddit, Gary Ilyes said, “closing the cart and putting up a message that explains to the user what's happening should be the way to go if you're planning the closure will last a long time.”
If you have upcoming events, make sure you update your event schema markup to reflect Google’s new schema markup properties for virtual, postponed, and canceled events. This ensures that Google is showing accurate information about your event in this fast-changing environment and that users only see the latest information. Google has released documentation for structured data specific to COVID-19 announcements. Read it here. According to Google, “due to COVID-19, many organizations, such as governments, health organizations, schools, and more, are publishing urgent announcements that affect schedules and other aspects of everyday life. This includes the closure of facilities, rescheduling of events, and new availability of medical facilities (for example, testing centers). "
Use Schema to Publish Changes
Announcement of a shelter-in-place directive Closure notice (for example, closing a school or public transportation) Quarantine guidelines Travel restrictions Notification of a new drive-through testing center Announcement of an event transitioning from offline to online, or cancellation Announcement of revised hours and shopping restrictions Disease spread statistics and maps
Here are some examples of special announcements:
Make sure that you notify Google of any changes to your URL, either through Google Search Console or through your XML sitemap, so that they know you made a recent update to your page.
Update Your Site Map
Create an honest, transparent post for multi-channel distribution and plan to keep your communication channels open. This type of longer-form post on your website can further explain the impact of the crisis on your business and can serve as the foundation for communication across social media platforms and email. Plan to add monitoring of Google search rankings for key terms and social media mentions to stay on top of any communication from your community and any unexpected fluctuations.
Leverage Long-Form Content
Make sure your messaging doesn’t make it appear that you are trying to capitalize off of the pandemic. Some businesses are seeing an influx at the moment. If you are one of them, there will be a long-term impact on your business if you seem like you are trying to profit from it.
Use Content Wisely
Stay on top of change with daily monitoring Get the full picture of impact Collaborate with other, closely connected channels
Update Your Strategy to Support Your Business's Recovery
Once you’ve taken care of urgent site updates, create an action plan to best position your business to help those searching.
Organic traffic is a massively important indicator of how demand for your products and services is shifting. Daily reporting adds a layer of granularity and visibility that is critical in quickly changing atmospheres. We recommend daily monitoring of your core terms’ impressions, clicks, and ranks with Google Search Console, Google Trends, paid search data, and Conductor Searchlight. Search Console provides the most up-to-date information available directly from Google about impressions and clicks. Check on your top 20 click-driving keywords. Are you seeing a dramatic increase or decrease in clicks? Your click-through rate will likely be affected too.
Monitor Changes Daily
At the moment, you aren’t going to see search volume for a lot of the terms that are related to coronavirus or COVID-19, because they haven’t been calculated yet. Google Trends is a great way to stay on top of what topics are swinging upward on a daily basis in your industry and location. Research those top 20 terms you found in Search Console in Google Trends over the last 30 days in your location. Are you seeing dramatic swings? You’ll need to expect volatility – good or bad – in performance. Leverage paid search to maintain visibility if your organic traffic is being negatively affected. Confirm business processes and scale in response to dramatic increases in clicks. Conductor provides daily rank tracking across more than 2,200 locations. Track your most important terms and create a workspace to stay on top of high-priority changes.
While we’re on the topic of Searchlight, review the essential Conductor workflows we recommend to understand the impact of a crisis on your visibility. Make sure you review traffic, rankings, engagement, and competitive visibility. This information may already be in the reporting you set up before getting started; confirm that, and make sure the entire team knows how you are being impacted. Speak up early to avoid any surprises.
Get the Full Picture of Impact
If you have informational or educational posts on your website, spikes or precipitous declines in traffic can show you what kind of information is most important to your customers. Any pages that are getting a spike in views should be evaluated. Why are they seeing a spike? How can we provide additional, valuable information to people?
Keep an Eye on Early Stage Content
With a change this big, all marketing channels will be impacted one way or another. Organic search is closely aligned with paid search and social media. Check in with those teams to understand the impact they’re experiencing and to discuss shared tactics to support one another. Our customers collaborate with paid media by:
Collaborate with Other, Closely Connected Channels
If you don’t typically interact with these teams, now is a perfect time to bring everyone together to talk about collaborating now and in the future. Many customers have told us that these conversations are happening and that the willingness to collaborate is higher than usual.
Use SEO to make up for lost paid traffic by: updating pages where paid media isn’t generating the expected number of leads, creating and promoting new content that is customer-first and aligned with today’s needs. Use paid media to support content: if budget is still available, leverage paid media to support new and timely content that is relevant for customers today.
Social media is an excellent way to monitor customer needs in real time and to understand what information customers are looking for now. Leverage social and demographic data in Conductor, provided through our partnership with Talkwalker, to discover topics that you and your social team can collaborate on.
Don’t Lose Sight of Long-Term Goals
Make sure your messaging doesn’t make it appear that you are trying to capitalize on the pandemic. Some businesses are seeing a spike in business due to the COVID crisis. If you are one of them, there will be a long-term impact on your business if you seem like you are trying to profit from it.
Assess how well your site is positioned to adapt to recent updates from Google. There have been a number of changes within the last six months: BERT, the core update in January is in 70+ countries; neural matching is part of local search; there is a new shopping experience; and the list goes on.
Adapting to Change
Review your current product and service pages, especially those that have been impacted by COVID-19. When was the last time that you refreshed the title and meta descriptions on your most visited pages? How will these pages need to change in the future to better match customer and business needs? Start work now with your design or web team to rebuild any outdated aspects of pages, and coordinate with your content team to hold time to create refreshed content for these pages.
Webpage Updates
While you have to create content that addresses what's happening now, don't be afraid to not address it as well. You are still allowed to run your business and help your customers. No one is going to fault you for planning for the future post-COVID-19. Research topics that are related to your business, products, or customer needs. How are you ranking for those topics today? If your best ranks are on page 2 or lower, it’s time to optimize or create new content. Start creating content briefs in Conductor and in your content team’s project management tool so they have a backlog to work off down the road. Include target topics and monthly search volume, recommended title and meta data, and ideas for the URL. Pay special attention to any question-and-answer content that is appearing in People Also Ask rich results or on page 1. Question-and-answer content can be relatively quick to write, helpful for searchers, and leveraged by voice search.
Plan Content Targets
At Conductor, we recognize that there are many perspectives about SEO best practices and how best to respond to the situation. We want to hear your ideas, stories, and feedback about how this situation has affected you. Here is how you can contribute:
Listen to advice and perspectives shared by leading SEOs as part of Conductor’s Search from Home series For more updates, check out our COVID-19 Hub Contribute to this conversation by sharing tips, tricks, and topics you suggest we add to this article Share this piece on social media and within your organizations
We recommend that you:
© Conductor 2020
Contact us
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If you’re looking for ideas about how to answer some of these questions, check out the videos in Conductor Academy, which has free SEO courses to explain concepts across all levels of SEO proficiency.
Letter from our Editor
Why SEO Right Now?
SEO from Home: Adapting to the New Normal of Remote Work
Define Your Remote Communication Style and Workflow
Surveys aren’t just for Family Feud! Leverage surveys to gather feedback from website, marketing, and leadership stakeholders to understand how they feel recent changes will impact the business. Use their feedback to develop your plan, complete with immediate and longer-term action items. Here is a sample survey that is based on one we shared with our team when it first became clear that COVID-19 would have a significant impact on business operations. Make a copy of this survey and customize it to suit your organization’s and team’s unique needs.
Give Other Teams a Voice
Responding to COVID with SEO
Make timely, high-priority updates first Update your strategy Plan for the long term
Missed these updates? Sign up for Conductor’s monthly 30 | 30 webinar. It’s a half-hour session summarizing the biggest changes in search in the last 30 days.
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Businesses are facing an unprecedented call for urgent action and change in the face of this crisis, and it’s easy for the crisis to become all-consuming. Who can blame people for focusing on the emergency at hand? For many industries, this crisis is the most important thing on the agenda. Remember, though, that this is a snapshot in time; there will be a time when this ends and life and business return to “normal.” Companies need to make sure they are addressing what's happening right now, but also plan for the future. This can be a time to address SEO changes that have been on the back burner for a long time. Teams outside SEO may have more time available to help with tasks that are impactful but not urgent. If you haven’t reviewed your SEO strategy in a while, it is time to dust it off and refresh it.
Why SEO Right Now? SEO from Home: Adapting to the New Normal of Remote Work Responding to COVID with SEO
Contribute to This Conversation
Make sure that you have implemented 3 key operational activities
Define your remote communication style
Create meaningful reporting
Train your team to be self-sufficient
Don't Lose Sight of Your Goals
How to use organic search to support your business’s recovery and changes in demand
With more people working from home and turning to Google for answers, it is more important than ever that businesses provide information that helps customers research purchases and needs. SEO is the best way to get your information into the hands of people searching for answers. SEO is one of the best, low-cost ways to ensure long-term visibility for your organization, which is increasingly important as budgets are slashed and ad dollars are wasted. If you’re looking to make the case to your team that they should invest in SEO now, we have a resource for that.
How do I research topics for new content? How do I optimize metadata for a page? How do I measure if what I did was successful?
Overwhelmed by the number of instant messages, emails, and “quick meetings” requesting your help? We can relate. If you are noticing a trend among the messages, like questions about the same two or three topics, create and share a training with your team sharing the answer. This will help your team self-serve their own questions, and it will hopefully reduce the outreach you receive on a regular basis -- about these questions, at least.
Train Your Team To Be Self-Sufficient
1 graph with trended traffic and conversion for the last 8-12 weeks on pages that your content team worked on 1 table showing the top 10 pages with the biggest increases in traffic Social top trending topics related to your business and COVID (if relevant) Search top wins and losses for your priority keywords and for topics that you content team has prioritized
Don’t wait on reporting to share ideas for content with your teams. Leverage your content team’s task management system (or use Conductor’s Content Briefs) to share ideas for trending topics
At a minimum, our team likes to look at month-over-month and year-over-year traffic, keyword ranks, and competitive performance. These views help us answer questions like Are traffic dips/jumps seasonal?, How is our visibility for key terms, and How are we faring compared to competitors? Don’t forget to share search volume insights with other teams, which can provide value across the organization. Search data provides almost real time information about the products and topics that are trending up or down in different locations. Teams that SEOs might not traditionally work with, like retail or product groups, benefit from data like this as they plan budgets against demand for different products.
15 minute standup on Monday and Thursday with your SEO team only. Everyone takes 2-3 minutes to provide an update on what they’re working on. Weekly office hour you host. Invite stakeholders and peers who may want to virtually “drop by” to ask a question, make a request, or discuss an idea. Weekly visibility reporting: Share key reports with members of your team and stakeholders once a week. We’ll talk more about reporting in a bit.
In the office, it’s easy to drive by someone’s desk for quick help with a question. Since that isn’t possible when everyone is remote, you’ll need to figure out how the team will handle one-off and more in-depth communication. At Conductor, we use Slack for informal communication like check-ins, quick questions or clarifications and email for formal communication about projects, deadlines, and opportunities. Meetings help everyone connect in real-time, and different formats should be used depending on the agenda: for example, 15-minute daily standups are ideal for timely, high priority projects, whereas less frequent 30-minute or 1-hour team meetings are great for sharing updates and brainstorming. Document communication standards and formalize meetings.
SEO From Home: Adapting to the New Normal of Remote Work
While you have to create content that addresses what's happening now, don't be afraid to not address it as well. You are still allowed to run your business and help your customers. No one is going to fault you for planning for the future post-COVID-19. Research topics that are related to your business, products, or customer needs. How are you ranking for those topics today? If your best ranks are on page 2 or lower, it’s time to optimize or create new content. Start creating content briefs in Conductor and in your content team’s project management tool so they have a backlog to work off down the road. Include target topics and monthly search volume, recommended title and meta data, and ideas for the URL. Pay special attention to any question-and-answer content that is appearing in People Also Ask rich results or on page 1. Question and answer content can be relatively quick to write, helpful for searchers, and leveraged by voice search.
Review your current product and service pages, especially those have been impacted by COVID-19. When was the last time that you refreshed the title and meta descriptions on your most visited pages? How will these pages need to change in the future to better match customer and business needs? Start work now with your design or web team to rebuild any outdated aspects of pages, and coordinate with your content team to hold time to create refreshed content for these pages.
Make sure your messaging doesn’t make it appear that you are trying to capitalize off of the pandemic. Some businesses are seeing an spike in business due to the COVID crisis. at the moment. If you are one of them, there will be a long-term impact on your business if you seem like you are trying to profit from it.
Missed these updates? Sign up for Conductor’s monthly 30 | 30 webinar. It’s a half hour session summarizing the biggest changes in search in the last 30 days.
Assess how well your site is positioned to adapt to recent updates from Google. There have been a number of changes within the last six months: BERT, the core update in January is in 70+ countries; neural matching is part of local search;there is a new shopping experience; and the list goes on.
Adapting To Change
Don’t Lose Sight Of Long-Term Goals
Collaborate With Other, Closely Connectd Channels
If you have informational or educational posts on your website spikes or precipitous declines in traffic can show you what kind of information is most important to your customers. Any pages that are getting a spike in views should be evaluated. Why are they seeing a spike? How can we provide additional, valuable information to people?
Keep An Eye On Early Stage Content
At the moment you aren’t going to see search volume for a lot of the terms that are related to coronavirus or COVID-19 because they haven’t been calculated yet. Google Trends is a great way to stay on top of what topics are swinging upward on a daily basis in your industry and location. Research those top 20 terms you found in Search Console in Google Trends over the last 30 days in your location. Are you seeing dramatic swings? You’ll need to expect volatility -- good or bad -- in performance. Leverage paid search to maintain visibility if your organic traffic is being negatively affected. Confirm business processes and scale in response to dramatic increases in clicks. Conductor provides daily rank tracking across more than 2,200 locations. Track your most important terms and create a workspace to stay on top of high-priority changes.
If you have upcoming events, make sure you update your event schema markup to reflect Google’s new schema markup properties for virtual, postponed, and canceled events. This ensures that Google is showing accurate information about your event in this fast-changing environment and that users only see the latest information. Google has released documentation for structured data specific to COVID-19 announcements. Read it here. According to Google, “due to COVID-19, many organizations, such governments, health organizations, schools, and more, are publishing urgent announcements that affect schedules and other aspects of everyday life. This includes the closure of facilities, rescheduling of events, and new availability of medical facilities (for example, testing centers). "
Use Schema To Publish Changes
Many companies lean on throwing the 503 maintenance code for temporary site closures but Google has recently advised against that. You can read more about that here. On Reddit Gary Ilyes said, “closing the cart and putting up a message that explains to the user what's happening should be the way to go if you're planning the closure will last a long time.”
Ecommerce companies that ship non-essential goods proactively share information about COVID-related shipping delays Ecommerce companies that ship essential goods ask customers to be responsible and thoughtful in their purchasing: buy what you need and shop less frequently Brick and mortar businesses like restaurants and bars update their sites with information about curbside pickup, delivery options, and new hours Businesses financially affected by COVID-forced closures share links to purchase gift cards that will be redeemable after the crisis Companies that need to temporarily shut down their sites have put a message front and center to let customers know what is going on and what the timeline is for the site to come back.
Update Your Website with High Priority COVID Messaging
How do customers rely on my company’s Google My Business profile for important information? What do customers need to know about your business and COVID-related changes? What events, if any, were customers planning to attend? How can I keep my customers updated about my business?
With this guide, we want to help you set yourself and your business up to use time and resources effectively and to see the biggest results. We consulted our in-house team of SEO and content strategists to build Conductor’s action plan for SEOs around the globe. We have divided our recommendations into three core sections:
Join Conductor’s daily WFH webcast, Search from Home, to connect with other SEOs For more updates check out our COVID-19 Hub Contribute to this conversation by sharing tips, tricks, and topics you suggest we add to this article Share this piece on social media and within your organizations
Engage With Us
Contribute to the Post-Pandemic SEO Playbook
Thank you for contributing to the Post-Pandemic SEO Strategy Playbook.
Contribute to the SEO Strategy Playbook
Thank you for contributing to the SEO Strategy Playbook.
Jumpstart Your Exec Reporting with Our PowerPoint Template
Crowdsourced from the largest SEO team
Dear SEOs, The pandemic has had a dramatic, global impact, and people everywhere are working hard to adapt to the new normal: remote work, alarming headlines, and uncertainty. For those of us in SEO, work is compounded as we navigate the effects of the pandemic on our businesses tody and plan for our recovery in the future. At Conductor we are seeing clients in the travel and hospitality industries fight to persevere through dramatic drops in traffic and revenue, while others in ecommerce, online services, and healthcare are navigating new demand and stresses on their infrastructure and supply chain networks. Across all industries, people are taking this time to reassess situations and put together action plans to move forward. Our team of SEOs, the largest in the industry, collected and shared their best advice to adapt to the changing landscape we all face. I hope that their combined submissions, brought together in this document, will be helpful for you and your teams. Please don’t hesitate to share your thoughts and feedback with me: aastolfi@conductor.com. All the best, Ashley Astolfi
Make Timely High Priority Updates First
Why SEO Right Now? SEO From Home: Adapting to the New Normal of Remote Work Responding to COVID with SEO
Contribute to this Conversation
Update Your Strategy To Support Your Business's Recovery
Don't Lose Sight Of Your Goals
Join global leaders who depend on Conductor every day to grow their business.
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