As COVID-19 is changing the world, many companies are trying to come up with new marketing strategies. Even though SEO is an integral part of any promotional tactic, some businesses are considering adjusting their efforts to reduce optimization.
While cutting out SEO may save some money, it can have a disastrous effect on the entire marketing campaign.
It’s important to understand that eventually, Coronavirus will subside. If you don’t continue doing SEO during the pandemic, you would have to start from scratch once it’s over. You may end up losing much bigger amounts than you would save by pausing.
1. People are Hungry For Information
Since COVID-19 is keeping millions of people isolated, content is becoming omnipotent. The demand for high-quality content is higher than ever. That’s why you need to invest more time in the content component of the SEO.
Right now is the perfect time to get high rankings because people are searching for information more often than they used to. Your potential clients are likely to have more time to surf the web because they are staying at home.
It’s possible to minimize content marketing investments by reforming and reusing the old content. You can turn blog posts into eBooks, articles into webinars, and much more. Consider seeking out old content and updating it.
2. Competitors Aren’t Backing Down
Whatever niche your company is in, you are likely to be facing serious competition. You must realize that hardly all your competitors plan to quit their SEO efforts due to the current situation. Many of them will take the opportunity to climb higher and get better rankings.
By standing down right now, you are giving the competition a head start. By the time everything goes back to normal, and you resume your SEO efforts, they’ll be far ahead.
It’s important not to become the company that panicked. Instead, be the company that takes full advantage of the situation. This way you can stay ahead of the competition.
3. Clients Still Need Your Services
Your existing and potential clients haven’t gone anywhere. Of course, the economic downturn may have hindered their buying abilities. However, the majority of them is still ready to take advantage of your services.
If you stop your SEO efforts, you aren’t just falling behind the competition, you are losing your existing clients. With 80% of your future business depending on 20% of existing clients, such a loss can be highly damaging.
By continuing your SEO efforts, you are giving clients a chance to work with you. By falling to the 10th page of the search engine results, you are robbing them of that opportunity.
4. SEO is a Continuous Process
Unlike PPC marketing, SEO is a continuous process. It starts showing results after some time. If not nurtured properly, it will stop working quickly.
You can’t just stop the work today and continue it in three months without losing everything you’ve achieved so far. All the money you’ve invested in the SEO strategy in the past month/year/decade will be gone in vain.
When the world goes back to normal, you would need to start your SEO efforts from scratch. During the downtime, you may lose your relationship with the SEO provider. Finding a new one may prove to be hard during the recovery period since many companies will be focusing on new SEO strategies.
5. You Still Need Money
Even though the times are tough, you don’t want to lose your business. Without a proper marketing effort, it’s impossible to stay afloat. Marketing drives sales. Sales turn into cash.
Of course, the ROI may not be as impressive as it has been during the pre-pandemic era, but can still be sufficient.
Stopping your marketing efforts means giving up on your business entirely. You may have a tough time recovering it once COVID-19’s hold on the planet weakens.