We’ve all been doing a bit of extra cleaning thanks to COVID-19. But in addition to washing your hands, hard surfaces, and probably deep cleaning your entire home, you should be focusing on ways to update your website.
I’m sure most San Diego marketers are starting to feel the pressure to help clients survive the pandemic. You might already feel quite overwhelmed with all of the tasks you are taking on and trying to find ways to navigate through this time.
It is important that you not only continue to create during COVID-19, but also focus on ways to optimize and improve what you already have. Now is the time to tackle a good ol’ spring cleaning to ensure your website is firing on all cylinders.
Here are four easy tasks you can manage in a day.
1. Update Any Changes Related to COVID-19
One important detail many local businesses are forgetting in regards to their website is updating their information changed due to COVID-19. There are many things that may have temporarily shifted, such as:
- Hours of operation
- Mailing address or item pickup location
- Staff roles
- Contact information
- Services offered
- Shipping options
- Order fulfillment timelines
- Items in stock
All of this information needs to be properly updated on your website, as well as on any other platforms where customers look for information. This includes review sites like Yelp or your social media pages – and most certainly your GMB (Google My Business) account.
You can change this information fairly easily on GMB. Google is even offering a “Temporarily Closed” option as well as a COVID-19 specific update for your profile. For your website, be sure that your schema markup is properly formatted so that this information shows up on the SERPs.
2. Include a COVID-19 Practice Page
You have most likely received a lot of emails from nearly every business you have ever shopped from stating their COVID-19 procedures. But, I have to ask, did you read any of them? Probably not. This content was really more of a necessary procedure that didn’t really do much for the business or its customers.
But you may notice that many websites now have a page of COVID-19 processes. This is where you can state how your business is responding and keeping employees and customers safe. You can also tell customers if they should expect delays in shipments or longer hold times for customer service, and so on.
The reason why this is a bit better than an obligatory email is because it is the perfect opportunity to incorporate COVID-19 related keywords without forcing it into your content.
For instance, the local San Diego boutique Graffiti Beach has created a page laying out all of their COVID-19 procedures, as well as their new offerings on local delivery.
You can see they have incorporated new keywords related to coronavirus, like “CDC protocols” and “contactless pick up.”
According to Google Trend’s research, there has been an unsurprising uptake in coronavirus related queries – many of them related to businesses. This includes searches about what businesses are essential and which ones are closing.
By creating a page dedicated to your COVID-19 procedures, you can drive in traffic looking for business information and target emerging keywords.
3. Incorporate New Keyword Opportunities
You should also be beefing up your content pages and blogs with new keywords. While you don’t have to create content offering medical advice or reporting the news, see how you can tie COVID-19 related searches naturally into your site’s content.
Shopify has done a fantastic job of this with their blog. Since their audience is primarily e-commerce business owners, they have pushed out a lot of relevant informational content related to coronavirus.
They also compiled all of their COVID-19 related articles into one page for business-owners. This makes it really easy for their customers to find information they need and connect to these resources.
Moz published some excellent research on newly trending keywords for content ideas for nearly every industry.
This is a great place to start if you are totally stumped on how to create COVID-19 adjacent content for your website.4. Out with the Old and In with the New
Now is a good time to conduct some SEO and content audits and measure content performance levels. Keep in mind, your traffic has probably dipped recently due to the current situation – so this shouldn’t necessarily be the end-all of your content’s performance.
But if certain pages or keywords have been steadily declining, you may want to consider removing them or updating them to give your website an added boost. For instance, if you have pieces with statistics that are five years old, now is a good time to do some research and find updated numbers. Google prefers to share more recent content (and readers often prefer it, too).
Also, be sure that you are looking out for the most common website mistakes, like missing title or image alt tags, 404-page errors, or improper internal links.
Since most brick and mortar stores are temporarily shut down or limiting the number of customers allowed in at this time, your digital presence matters more than ever before.
Digital marketers are extremely valuable right now – so use your skills for good by helping your business or clients succeed during these hard times.
There is no better time than the present to tackle projects on some of the most important facets of your website. The great news is that none of this is very difficult – it just takes some specialized know-how and a dash of creativity.
What ways have you been optimizing website content for COVID-19?
Any housekeeping projects that you think I’ve missed?
Joanna Besley is a Content Marketing Writer for E2M Solutions Inc., whose primary writing focus is on marketing topics and SEO. Outside of work, she enjoys exploring the San Diego area hikes, traveling outside of the country, and trying out new vegan restaurants.