In the midst of a global pandemic, it is a time of uncertainty for many companies. This is why it is essential to put in place a crisis Bolivia Email List response plan by adapting your digital marketing strategy. Implementing an adaptive digital strategy to respond to the changing environment can help protect your business. So we’ve brought together our Analytics, SEO , Content, and Paid Media expertise to provide you with simple tips and tricks for taking action during the COVID-19 disruption. Summary Use Analytics to Understand User Behavior During Crisis Implement an SEO content strategy based on user research Watch the competition Don’t forget the technical aspects

Stay tuned for trends Focus on your priority campaigns if others are affected People are at home on their computers… talk to them! Anticipate the post-coronavirus Use Analytics to Understand User Behavior During Crisis It’s important to understand what content people are interested in or are trying to find: Use Google Analytics to examine which pages have the highest number of views compared to normal days / weeks. If your website is internal search, take a look at this list of search terms to get an overview of what visitors are looking for on your website. Follow up by creating content tailored to those searches, whether that’s static informational pages or blog posts that address these questions.

Use Analytics to Understand User Behavior During Crisis

Identify the social networks that people use to open a dialogue with them. Many people in crisis will talk on social media: Examine your traffic sources for a spike in traffic from a social network or any referring website. Once you have this information, go to these social networks to communicate directly with your customers. The earlier you can get into the conversation and learn about people’s concerns, the better. Implement an SEO content strategy based on user research Search Console provides a large sample of queries that users type to find your website. This data can be collected and segmented by categories (Coronavirus for example) in order to understand the content that generates clicks and impressions .

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Use this data to help drive content creation by making sure website content matches users’ intent . For example, in a crisis, people want to know what you are doing as a business and how it will affect their relationship with you. What steps do you take to ensure your safety? How are your services affected? Communication is key, and creating dedicated content to answer these questions and queries should be a key consideration. this method of content analysis can be used to consolidate the brand’s message. For example, by filtering by “Queries containing” the brand name, we can understand the information that users expect to find around the brand, and therefore can create content to meet that need.

Implement an SEO content strategy based on user research

example search console agency 90 Watch the competition Using a tool like SEMrush , it is possible to identify which competitors have good organic visibility for a selection of predetermined keywords. Keywords that have been previously identified using GSC can be entered into SEMrush to understand where your brand stands in terms of ranking in search engines relative to its competition. This data can then be used to carry out the identification of competitors: The differences in content between competitors and your brand. Is your competitor’s content more useful to internet users? The structure and hierarchy of your competitor’s
sites. Don’t forget the technical aspectsIf the creation of content around an event and / or a crisis is important, the technical part of the site should not be put aside.

There are a number of SEO practices that should be involved in this process to allow the content to be as optimized as possible, including: The implementation of Structured Data Schema tags . The content structure. The internal links to ensure that the content can be discovered by users and search engines. Reports and continuous performance analysis. Stay tuned for trends When it comes to paid media , it is essential to monitor trends during this time as user behavior is changing rapidly and may continue to do so. Keep an eye on your keyword bids and their evolution, and make any necessary adjustments to accommodate these changes.

 

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