Coronavirus may have created significant uncertainty and stress, not only in our daily lives but also for businesses, but if there’s one channel that will keep on giving at the moment it’s organic search and the importance of SEO.
Search Engine Optimization (SEO) is important for all companies, but it has never been more important than it is today. Pulling back or stopping SEO activity now will only hurt your practice in the long run.
It’s important that practice owners remember that effective SEO helps reach patients with buyer intent, no matter what stage they are at. Whether they’re looking to buy now or in the future, people tend to do their research first and that’s why it’s critical your practice is visible in the search results.
With people staying at home, they are likely to be searching more rather than less. Therefore turning to search engines for the answers to questions, and sometimes just for a bit of reassurance and distraction too. The reality is that patients are still looking for their future needs and that means search engine marketing is the best way to reach those users still searching with intention.
There can be a lot of negative side effects caused by pausing an active SEO campaign. Whilst the real world may be pre-occupied, the online world is carrying on as normal which means that a sudden lack of content for the search engines to browse may cause the search engine to deem a website untrustworthy. The organic ranking of a site will also naturally drop when work is paused which means that patients who are searching for particular services are less likely to find it.
Restarting the work when the lockdown ends will force marketers to battle with a sudden influx of competition and may make ranking even harder than usual.
During the COVID-19 pandemic, your practice can benefit from local SEO, updating your website, updating strategies, developing new content etc. Also consider what content you will need to stay informed as a practice regarding COVID-19 and its effects on the services your patients can expect to get from you. Remember, that this is your opportunity to support your current patients and build brand trust and loyalty.
Eventually, when things normalize search engine marketing will still be one of the most effective ways to reach patients. Those that implement effective search engine marketing during the downtimes will be primed when things go back to normal.
If you require help with getting your website up to date with Coronavirus information, please do not hesitate with getting in touch. Feel free to give us a call on 01202 677 277 or send an email your account manager and they’ll be more than happy to help.