Create utilitarian content to enhance SEO and guide consumers during COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2020, 8:04 AM UTC

SEO efforts can help brands boost conversion opportunities.

This piece suggests ways in which brands can leverage SEO to serve consumers amid the pandemic while positioning their products and services for greater success. With consumers seeking help and guidance, information shared should be useful. Including functional content like email opt-ins, useful downloads or resources is recommended.

Brands must have their paid strategy support organic traffic, as 83% of search traffic is organic. Review top-performing content, and update and optimise it for current scenario. Publishing quality and updated content can further help improve search rankings.

Further, outdated landing pages must be redirected, removed or updated. Companies can capitalise on search insights to understand consumer behaviour in real-time and prepare for the “new normal” in the evolving conditions.

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[9 minute read]