Made with Miva: 4th of July Edition
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The situation surrounding COVID-19 is continuing to change the ecommerce landscape. Online merchants are navigating this rapidly-changing environment, finding it challenging to predict trends and consumer priorities. Some online merchants have experienced drops in site traffic, while others have seen interest in their products skyrocket as socially-distant consumers turn to online shopping and change their buying habits.
Because of the current uncertainty, it can be difficult to make informed decisions about long-term endeavors like SEO. Fortunately, there are a number of things you can do now to stay agile during the current situation and competitive in the long run.
In this article we’ll share different tactics that online merchants can use to optimize their SEO right now and set their websites up for long-term success.
Why exploring SEO opportunities is important during uncertain times:
Here’s what you need to do to bolster your SEO during uncertain times:
Search habits and intent have definitely shifted during the pandemic. Due to changing regulations surrounding things like which stores can open their physical locations, online demand for goods varies across states, industries, and over time. Free tools like Google Analytics, Google Trends, Google Search Console, AnswerThePublic and MOZ Keyword Explorer can help you to stay on top of the latest search trends and keywords.
If you have a blog on your website, an audit can help you to develop a quantitative and qualitative perspective of your content. The data yielded by a thorough blog audit can give you insights into how people use your blog and consume the information therein. This data can also help you detect any change to your audience’s habits in the recent past. Having the most up-to-date information about what your target market is consuming can help inform your SEO efforts going forward.
Here are the main steps to take during a blog audit:
You can use the findings from your blog audit to decide which pieces are worth optimizing right now. Think about how you can transform high-performing pieces into something timely and valuable. This could be something as simple as including a top-performing article in your next email blast or converting a successful webinar into a downloadable PDF guide.
Consumption of video content is up during COVID-19 and formats like home videos have become the new norm. If some of your existing pieces have the potential to be adapted into video content, this could be an excellent opportunity for you to explore a new medium. Take a look at your more popular blogs consider how you can translate their main points into a quick, accessible, sharable videos.
Your site’s metadata, the information that tells search engines and users what they’ll find on your site, plays a crucial role in helping your site and products be found by the right people. Let’s say you are selling blue wool socks. Your metadata should explicitly say that you are selling socks, and that they are special because they are wool. You can enhance these descriptions with specifics, adding colors, sizes, and other product features as needed. That way, when someone is looking for blue woolen socks, there is a better chance they will find your product in their search results.
It is important to keep this information up to date, especially if the focus of your business has been influenced by the current situation.
Here are some things you should be aware of when writing metadata:
Faced with unprecedented uncertainty, searchers are looking for comprehensive and trustworthy information. Be helpful, address the situation, and look for ways your brand, products, and team can offer comfort and support.
Don’t lose sight of what’s next while you are working in a rapidly changing environment. Continue to adhere to best practices and consider your long-term goals when making any adjustments to your digital strategy.
By continuing to optimize your SEO during times of uncertainty, you can help your business sustain momentum, stay in touch with consumer needs, and seize opportunities as they arise.
A member of the Miva marketing team, Magdalena Buchwald is focused on helping online merchants thrive in an increasingly complex ecommerce landscape. Magdalena holds a Master’s degree in Media and Communication Research and spends her free time knitting wool socks and adventuring with her guinea pig, Edda. Find her on LinkedIn.
Miva offers a flexible and adaptable ecommerce platform that evolves with businesses and allows them to drive sales, maximize average order value, cut overhead costs, and increase revenue. Miva has been helping businesses realize their ecommerce potential for over 20 years and empowering retail, wholesale, and direct-to-consumer sellers across all industries to transform their business through ecommerce.