{"id":6458,"date":"2020-04-13T12:17:10","date_gmt":"2020-04-13T17:17:10","guid":{"rendered":"https:\/\/expio.marketing\/?p=6458"},"modified":"2020-04-13T12:17:10","modified_gmt":"2020-04-13T17:17:10","slug":"seo-remains-strong-in-an-ever-changing-landscape-during-coronavirus","status":"publish","type":"post","link":"https:\/\/expioconsulting.com\/expiostaging\/seo-remains-strong-in-an-ever-changing-landscape-during-coronavirus\/","title":{"rendered":"SEO Remains Strong In An Ever-Changing Landscape During Coronavirus"},"content":{"rendered":"<h2>Studies Are Showing Mixed Results When It Comes to Whether Marketing Efforts Are Decreasing or Increasing During the Pandemic<\/h2>\n<h4>IN THIS POST<\/h4>\n<ul>\n<li>New search data showing impression growth or decline during coronavirus<\/li>\n<li>How marketers are prioritizing SEO during coronavirus<\/li>\n<li>How search is affected during coronavirus<\/li>\n<li>Why maintaining SEO will help businesses navigate the disruption and impact of the coronavirus pandemic<\/li>\n<li>How to choose between SEO or PPC during the pandemic<\/li>\n<li>Where should SEO land in marketing budgets during coronavirus<\/li>\n<\/ul>\n<p>[x_author title=&#8221;About the Author&#8221;]<\/p>\n<p>UPDATED: April 16, 2020, 5:31 p.m. CST<\/p>\n<p>Today, a new study published by Advanced Web Ranking shows the effects of coronavirus on impression share. <a href=\"https:\/\/www.advancedwebranking.com\/blog\/coronavirus-covid19-search-demand-trends\/\">Click here to view the study.<\/a> The study reinforces the importance of watching closely how market segments are being affected when it comes to search. Times are tough if you&#8217;re in the travel or tourism industry. But, for the most part, search is increasing in many industries.<\/p>\n<p><span style=\"font-weight: 400;\">Search Engine Land has published a variety of articles over the past week or so with conflicting reports. One report said <\/span><a href=\"https:\/\/searchengineland.com\/marketers-surveyed-say-they-would-choose-google-ads-over-seo-if-they-had-to-332078\/amp\"><span style=\"font-weight: 400;\">most marketers feel Google ads are more important than SEO<\/span><\/a><span style=\"font-weight: 400;\"> during the Coronavirus.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This response comes despite the fact that SEO drives more traffic than paid search and is generally acknowledged as an <\/span><a href=\"https:\/\/www.searchenginejournal.com\/seo-vs-ppc\/234681\/\"><span style=\"font-weight: 400;\">\u201corganic foundation that can, and should, be supplemented and enhanced with pay-per-click\u201d<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, a new study published a week later said <\/span><a href=\"https:\/\/searchengineland.com\/seo-will-be-a-primary-focus-for-marketers-during-the-downturn-says-survey-332372\"><span style=\"font-weight: 400;\">SEO would continue to be the top channel for most marketers<\/span><\/a><span style=\"font-weight: 400;\"> despite COVID-19 impacts.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How Are Search and Rankings Changing During Coronavirus?\u00a0\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The search world is seeing an <\/span><a href=\"https:\/\/searchengineland.com\/16-straight-days-of-rankings-volatility-seos-dig-into-the-covid-19-effects-on-search-332536\"><span style=\"font-weight: 400;\">extraordinary volatility<\/span><\/a><span style=\"font-weight: 400;\"> in rankings as coronavirus has impacted nearly every way we understand and interact with search engines. Whether the volatility is the result of Google making changes, or users shifting their behavior, or a combination of both, is unclear. What is clear is that rankings are changing. Companies who are tracking what\u2019s taking place will position themselves for better understanding of the effects these changes are having on their online business than those who do not.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Is SEO Better Than PPC During Coronavirus?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The outbreak of COVID-19 has made a gigantic impact on the marketing community. As budgets are tightening, this includes raising questions such as whether SEO or PPC are better if one had to choose. It\u2019s a great opportunity for marketers to educate themselves on why it\u2019s more important than ever to have a strong strategy in place for both SEO and PPC.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the one hand, many folks are looking for a silver bullet to get them through the pandemic. We\u2019re hearing some say things like, \u201cwe\u2019re just running ads for now until we can get back to normal.\u201d This approach is flawed and will very likely cause marketers to burn through crucial marketing dollars with no value.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That strategy is doomed to fail because it fails to sit on a solid foundation for digital marketing success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SEO and PPC aren\u2019t created equally. Whether you like it or not, businesses either have a strong organic presence or they don\u2019t. Therefore, SEO is a big issue for them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PPC, on the other hand, is a channel built to fuel growth. PPC doesn\u2019t work well as a starting place in the hierarchy of digital marketing practices. And, that\u2019s not just our opinion. Google would say the same thing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThat\u2019s why Google gives you less expensive, higher ranking ads for more quality landing pages,\u201d said Joshua Godsey, a Google certified marketer and Expio Digital Marketing\u2019s lead search engine marketer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEven though they want your ad dollars, they\u2019ll tell you themselves that you should have a quality landing page before you run ads to that page.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where SEO comes in. Before beginning paid ads, a strategy should be in place for ads within the campaign to send users to high-quality landing pages. HIgh quality means that the page should fulfill the users\u2019 intent in the context of their search. This objective comes to the heart of what SEO is about:<\/span><i><span style=\"font-weight: 400;\"> fulfilling user intent in the context of their keyword search.\u00a0<\/span><\/i><\/p>\n<h2><span style=\"font-weight: 400;\">Where Should Digital Marketers Allocate Their Marketing Spend During Coronavirus?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s no perfect answer. However, SEO should be one of the last to go.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.searchenginejournal.com\/dont-stop-seo-during-pandemic\/354772\/\"><span style=\"font-weight: 400;\">SEE ALSO: 5 Completely Sane Reasons Why You Shouldn\u2019t Stop SEO Efforts During COVID-19\u00a0<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Studies are showing that Coronavirus is <\/span><a href=\"https:\/\/www.nytimes.com\/interactive\/2020\/04\/07\/technology\/coronavirus-internet-use.html\"><span style=\"font-weight: 400;\">changing the way Americans are using the internet<\/span><\/a><span style=\"font-weight: 400;\">. For example, online readership is up, while mobile use is down. Gaming is exploding, and so is Facebook use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses need to decide new strategies to support their original goals, and find new opportunities in the changing landscape. As an agency, Expio has found that there are more opportunities than ever before with their clients.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMost of our clients are busier than ever doing what they can to get important information to users during this time,\u201d Godsey said.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe know one thing: people are online, and that means we can serve and help them by providing something valuable.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How marketing departments use their ad spend, and how their budget changes will vary. However, strategies remain important. Here are a few questions businesses and marketing professionals should be asking themselves during this time:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What does my target audience need from my business?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How have those needs changed during Coronavirus?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How can I measure fulfilling those needs as conversions for my digital marketing?\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Expio Digital Marketing is helping businesses like yours navigate the evolving coronavirus landscape. To get information about services, contact Expio here.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How has your marketing shifted during Coronavirus? Let us know in the comments.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Studies Are Showing Mixed Results When It Comes to Whether Marketing Efforts Are Decreasing or Increasing During the Pandemic IN THIS POST New search data showing impression growth or decline during coronavirus How marketers are prioritizing SEO during coronavirus How search is affected during coronavirus Why maintaining SEO will help businesses navigate the disruption and impact of the coronavirus pandemic How to choose between SEO or PPC during the pandemic Where should SEO land in marketing budgets during coronavirus [x_author title=&#8221;About the Author&#8221;] UPDATED: April 16, 2020, 5:31 p.m. CST Today, a new study published by Advanced Web Ranking shows the effects of coronavirus on impression share. Click here to view the study. The study reinforces the importance of watching closely how market segments are being affected when it comes to search. Times are tough if you&#8217;re in the travel or tourism industry. But, for the most part, search is increasing in many industries. Search Engine Land has published a variety of articles over the past week or so with conflicting reports. One report said most marketers feel Google ads are more important than SEO during the Coronavirus.\u00a0 This response comes despite the fact that SEO drives more traffic than paid search and is generally acknowledged as an \u201corganic foundation that can, and should, be supplemented and enhanced with pay-per-click\u201d. But, a new study published a week later said SEO would continue to be the top channel for most marketers despite COVID-19 impacts.\u00a0 How Are Search and Rankings Changing During Coronavirus?\u00a0\u00a0 The search world is seeing an extraordinary volatility in rankings as coronavirus has impacted nearly every way we understand and interact with search engines. Whether the volatility is the result of Google making changes, or users shifting their behavior, or a combination of both, is unclear. What is clear is that rankings are changing. Companies who are tracking what\u2019s taking place will position themselves for better understanding of the effects these changes are having on their online business than those who do not.\u00a0 Is SEO Better Than PPC During Coronavirus?\u00a0 The outbreak of COVID-19 has made a gigantic impact on the marketing community. As budgets are tightening, this includes raising questions such as whether SEO or PPC are better if one had to choose. It\u2019s a great opportunity for marketers to educate themselves on why it\u2019s more important than ever to have a strong strategy in place for both SEO and PPC. On the one hand, many folks are looking for a silver bullet to get them through the pandemic. We\u2019re hearing some say things like, \u201cwe\u2019re just running ads for now until we can get back to normal.\u201d This approach is flawed and will very likely cause marketers to burn through crucial marketing dollars with no value.\u00a0 That strategy is doomed to fail because it fails to sit on a solid foundation for digital marketing success.\u00a0 SEO and PPC aren\u2019t created equally. Whether you like it or not, businesses either have a strong organic presence or they don\u2019t. Therefore, SEO is a big issue for them.\u00a0 PPC, on the other hand, is a channel built to fuel growth. PPC doesn\u2019t work well as a starting place in the hierarchy of digital marketing practices. And, that\u2019s not just our opinion. Google would say the same thing.\u00a0 \u201cThat\u2019s why Google gives you less expensive, higher ranking ads for more quality landing pages,\u201d said Joshua Godsey, a Google certified marketer and Expio Digital Marketing\u2019s lead search engine marketer.\u00a0 \u201cEven though they want your ad dollars, they\u2019ll tell you themselves that you should have a quality landing page before you run ads to that page.\u201d\u00a0 This is where SEO comes in. Before beginning paid ads, a strategy should be in place for ads within the campaign to send users to high-quality landing pages. HIgh quality means that the page should fulfill the users\u2019 intent in the context of their search. This objective comes to the heart of what SEO is about: fulfilling user intent in the context of their keyword search.\u00a0 Where Should Digital Marketers Allocate Their Marketing Spend During Coronavirus?\u00a0 There\u2019s no perfect answer. However, SEO should be one of the last to go.\u00a0 SEE ALSO: 5 Completely Sane Reasons Why You Shouldn\u2019t Stop SEO Efforts During COVID-19\u00a0 Studies are showing that Coronavirus is changing the way Americans are using the internet. For example, online readership is up, while mobile use is down. Gaming is exploding, and so is Facebook use. Businesses need to decide new strategies to support their original goals, and find new opportunities in the changing landscape. As an agency, Expio has found that there are more opportunities than ever before with their clients.\u00a0 \u201cMost of our clients are busier than ever doing what they can to get important information to users during this time,\u201d Godsey said.\u00a0 \u201cWe know one thing: people are online, and that means we can serve and help them by providing something valuable.\u201d\u00a0 How marketing departments use their ad spend, and how their budget changes will vary. However, strategies remain important. Here are a few questions businesses and marketing professionals should be asking themselves during this time: What does my target audience need from my business?\u00a0 How have those needs changed during Coronavirus?\u00a0 How can I measure fulfilling those needs as conversions for my digital marketing?\u00a0 Expio Digital Marketing is helping businesses like yours navigate the evolving coronavirus landscape. To get information about services, contact Expio here.\u00a0 How has your marketing shifted during Coronavirus? Let us know in the comments.\u00a0<\/p>\n","protected":false},"author":8,"featured_media":6461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[321],"tags":[389,390,391],"class_list":["post-6458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-covid-19-and-seo","tag-digital-marketing-strategies-during-coronavirus","tag-seo-during-coronavirus"],"featured_image_src":{"landsacpe":["https:\/\/expioconsulting.com\/expiostaging\/wp-content\/uploads\/2020\/04\/SEO-during-coronavirus-1081x445.png",1081,445,true],"list":["https:\/\/expioconsulting.com\/expiostaging\/wp-content\/uploads\/2020\/04\/SEO-during-coronavirus-463x348.png",463,348,true],"medium":["https:\/\/expioconsulting.com\/expiostaging\/wp-content\/uploads\/2020\/04\/SEO-during-coronavirus-300x178.png",300,178,true],"full":["https:\/\/expioconsulting.com\/expiostaging\/wp-content\/uploads\/2020\/04\/SEO-during-coronavirus.png",1081,641,false]},"_links":{"self":[{"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/posts\/6458","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/comments?post=6458"}],"version-history":[{"count":0,"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/posts\/6458\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/media\/6461"}],"wp:attachment":[{"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/media?parent=6458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/categories?post=6458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/expioconsulting.com\/expiostaging\/wp-json\/wp\/v2\/tags?post=6458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}