Although the coronavirus pandemic has led to a surge in internet usage, it has also resulted in a significant decrease in search engine traffic for many businesses. This raises the question: Is SEO irrelevant for businesses in the current climate? The answer is a resounding no.

This article examines the arguments in favor of SEO for small businesses, particularly those deemed non-essential, considering the trends and behaviors brought about by COVID-19. Specifically, we will delve into:

• The effects of COVID-19 on search traffic.
• The significance of SEO amidst the coronavirus pandemic.
• Why SEO might be particularly crucial for SMBs during this time.

It might appear that you are facing intense SEO competition during COVID-19, but rest assured, SEO remains relevant. P.S. We have an update! You might also want to explore these post-pandemic marketing approaches to help you achieve sustainable growth.

How COVID-19 Has Impacted Search Traffic

You’ve likely heard numerous claims about the importance of SEO now that internet usage is at an all-time high. While the significance of SEO holds true, the reasoning behind it requires further examination. Allow me to elaborate.

Undoubtedly, internet usage has surged during this outbreak. However, it’s crucial to remember that “internet use” encompasses more than just online searches. It encompasses a wide range of activities, including online banking, video conferencing, gaming, streaming movies and shows, mobile app usage, social media engagement, and much more.

This graph from Statista (published before the coronavirus outbreak) demonstrates that internet usage extends beyond online search. That’s not to say that online searches haven’t increased. Amidst a period characterized by numerous uncertainties and a significant rise in at-home activities, search volume has undoubtedly grown, primarily focusing on health, news, and other highly relevant sectors. Consequently, this has led to a decline in traffic to websites of non-essential businesses (many of which are small businesses) through both paid and organic search results.

Data on paid search traffic decline, sourced from our COVID-19 Business Trends post. This signifies that SEO’s effectiveness varies significantly across industries.

• For essential and relevant businesses, SEO is paramount for standing out and being selected over competitors in search results.
• For non-essential and temporarily closed businesses, SEO might seem less critical—in fact, seemingly pointless.

However, SEO remains important and could even be considered essential for all SMBs during the coronavirus pandemic. Continue reading to discover why SEO is a worthwhile endeavor for your business right now and some actionable steps you can take to positively influence your website traffic.

Why SEO Matters During COVID-19

While there’s been a lot of misleading information circulating, many facts underscore the importance of SEO despite the dip in search traffic.

Fact #1: COVID-19 is a Trend

Yes, it feels like it’s been an eternity, and it will undoubtedly have lasting impacts on consumer behavior and various industries. However, COVID-19 won’t be at the forefront of searches indefinitely. On the other hand, the evergreen questions your customers have will remain pertinent long after the outbreak subsides.

This isn’t to downplay COVID-19; it’s still a major issue, a serious global concern, and an ongoing event. It’s simply a reality that, as time passes, its prominence will diminish.

Although still a significant global issue, the declining search volume for “COVID-19” serves as a reminder that it’s ultimately a trend.

Fact #2: Evergreen Content Remains Key

While it’s acceptable to address trending topics related to your business, these pages will naturally experience a decline in traffic as time goes on. They’re also less likely to rank highly initially, as established brands and websites with high authority will dominate the first page of search results.

Conversely, content centered around evergreen topics within your niche retains its relevance and steadily accumulates traffic. Therefore, there’s never a wrong time to publish content on evergreen subjects.

Fact #3: SEO Is About More Than Just Traffic

The purpose of SEO isn’t simply to drive traffic to your website but to attract qualified traffic. This means that visitors who find their way to your website despite prevailing trends are highly likely to be interested in what you have to offer. In this sense, SEO can help you identify high-quality leads for your business, even if it’s for nurturing in the future.

Fact #4: SEO Yields Long-Term Gains

SEO is about building trust with search engines, and the only way to achieve this is gradually through consistent effort over time. Since significant results from SEO typically take about three months or more to materialize, there’s plenty you can be doing now that will prove worthwhile.

In fact, a study conducted by Ahrefs revealed that a mere 1% of pages ranking in the first position on Google were less than a year old.

An Ahrefs study demonstrated a positive correlation between page age and ranking position (on the first page of Google).

Fact #5: Search Will Become Even More Important

As touched upon earlier, website traffic from search engines might be down for many, but traffic to search engines themselves is not. Individuals who used to listen to the radio during their commute are now turning to Google for updates. Older consumers who previously relied on caregivers are now utilizing voice assistants to find answers.

Not only has our already-increasing dependence on search engines accelerated during COVID-19, but the advancement of search platforms themselves has also skyrocketed. This makes search engine marketing (whether through PPC or SEO) an even more mission-critical strategy for businesses in the long run.

Why SEO Holds Particular Importance for SMBs During COVID-19

We’ve discussed why COVID-19 has strengthened the case for SEO as a marketing strategy for businesses in general, but now let’s delve a bit deeper into why it’s particularly crucial for small businesses.

Local Search Is Crucial

With numerous closures and people’s inability to travel far, local search optimization is paramount. Local SEO tactics will help your business appear in searches for “open now” and “near me.”

Searches for “open now” have been on the rise since the pandemic began. Even if your business isn’t currently open or unable to provide services, optimizing it for search remains essential. You can direct people to your online offerings and include vital information, such as reopening dates, in your content. This way, you’re setting yourself up for success when business operations resume.

People Want to Support SMBs

Another reason local SEO is vital during the pandemic is the #supportsmallbusiness movement sweeping across US communities, with consumers actively choosing local businesses over large corporations. Your SEO strategy will connect you with these individuals seeking local businesses to support.

SEO Provides SMBs with a Competitive Edge

Consumers don’t typically become customers instantly; it takes multiple interactions. The informative blog posts you publish as part of your SEO strategy serve as valuable touchpoints, building trust and familiarity. When consumers are able to venture out again and search for businesses near them, who do you think they’ll choose? Businesses they’ve never heard of or those they’ve encountered multiple times during their online browsing over the past few months?

In fact, according to HubSpot, companies that publish 16 or more blog posts per month generate 4.5 times more leads than those publishing four or fewer.

Ways to Rank During COVID-19

Although search results are dominated by coronavirus-related terms and major brands and news websites, there are still ways to achieve higher rankings on Google Maps and reach the first page of Google during COVID-19—which we’ll explore later in this post.

Small business Beacon Telecom ranks on the first page of Google for both local and organic search results.

SEO is Free

One of SEO’s advantages over PPC advertising is its cost-effectiveness. It does, however, require a significant time investment—to comprehend, to create content, and to maintain. With operations running slow or at a halt, SMB owners may now have the time to set things in motion.

SEO Strategies for SMBs During COVID-19

Perhaps you’re now convinced that SEO is essential for your non-essential small business during these times. Excellent! But where do you begin? We also offer a beginner’s guide to SEO if you’re just starting out. However, for a general overview, here are some strategies worth considering:

• Write and build up a collection of high-quality, evergreen blog posts.
• Target both coronavirus-related and unrelated search terms.
• Conduct a local listing audit.
• Create or update your Google My Business listing.
• Get featured in a local media article with a backlink to your site.
• Update existing high-performing content.

Prioritize SEO During COVID-19

We’ve covered a lot of ground, so let’s recap. SEO is crucial during COVID-19 because:

1. There’s never a wrong time to publish evergreen content, a cornerstone of SEO.
2. The visitors you do attract right now are highly likely to be qualified leads.
3. SEO gains typically take three to six months to materialize.
4. Search will only become more deeply integrated into our lives post-pandemic.

SEO is particularly crucial for small businesses during the coronavirus pandemic because:

1. Travel limitations are leading consumers to seek out businesses in their vicinity.
2. Consumers are actively seeking SMBs to support.
3. SEO enables SMBs to differentiate themselves from competitors.
4. It’s a cost-effective strategy, and you may have the time to dedicate to it.

SEO can be a viable solution for businesses facing financial constraints and slower activity due to COVID-19. It can enhance your visibility in current searches and position you for success once search behavior normalizes. Prioritize SEO as a marketing strategy, or if you believe professional assistance would be a wiser investment, explore finding the right small business SEO service for your needs.