As governments worldwide grapple with containing the spread of COVID-19, over half of the global population and economic activities have come to a standstill. The pandemic has presented one of the most significant challenges of the past century, forcing non-essential businesses to shut down and implementing timed national lockdowns.

In this unprecedented climate, consumers have had to rely on home delivery for essential items. While it may seem counterintuitive, this shift has underscored the importance of Search Engine Optimization (SEO) for e-commerce companies. Here are convincing reasons why SEO should remain a top priority in your e-commerce strategy:

1. SEO enables you to measure the Progress of your Business

In the face of significant budget cuts, companies must reassess their marketing goals. Rather than focusing on brand awareness or positioning, prioritize targeting consumers with a genuine intent to purchase. These individuals are most likely to drive sales for your brand during this period.

In e-commerce, justifying every marketing expenditure is crucial. While it’s not the time for lavish spending, each budget allocation must be carefully considered and measured for its effectiveness. To gauge the success of your investments, track key performance indicators such as total sales or website traffic.

By monitoring these metrics, you can adjust your budget in response to shifting consumer behaviour. In these unpredictable times, adopting a responsive marketing approach that reflects customer behaviour is key to driving results and optimizing your marketing spend.

2. There is Less Competition

The COVID-19 pandemic has significantly impacted business operations, with many companies experiencing a decline in demand due to containment measures. As a result, random marketing efforts have become less effective, as people prioritize basic survival needs.

While reducing marketing activities and spending may seem like a prudent short-term solution, it’s essential to think long-term. The pandemic is temporary, and demand for non-essential items and e-commerce will inevitably surge. Preparing for this influx is a smarter strategy than focusing on the current demand shortage.

Interestingly, many companies are pulling back on SEO investments, making this the perfect time to re-invest. By doing so, you can achieve better rankings with less effort and cost. Securing a high ranking now will position your company for success when demand rebounds, ensuring you’re the top result when target clients search for your products or services online.

3. It is the Most Effective Tool during this time is Digital Marketing

Traditional marketing channels are no longer effective in the current pandemic landscape. Billboards, for instance, are losing their impact as the target audience remains at home. Print ads, too, have become prohibitively expensive and less feasible.

In contrast, digital marketing channels have become the most effective way to reach customers, who are now spending more time at home on their phones and computers. Investing in search engine optimization (SEO) is a strategic move to increase online visibility, drive website traffic, and reach customers where they are most active. By adapting to these changing consumer behaviours and shifting marketing priorities, businesses can stay connected with their audience, build brand awareness, and drive sales in a challenging market.

How do you best reach your intended target audience?

Make use of digital media. All organizations now use digital channels. Your customers are now primarily indoors, some with unlimited Internet connectivity and smartphones, so your target audience is continually browsing online.

My honest advice is to invest in e-commerce SEO. Consumers will remember your brand. For example, you can create a blog to share your knowledge of the impact of COVID-19 and how to ensure customer’s safety. Be sure to cite credible stories. This process will help you provide information to the masses to keep them safe while providing information about your brand or company. Don’t use the COVID-19 pandemic as your marketing tool.

Resist the urge to be uncaring or exploiting. Instead, as an organization that values human safety, you can play a role in helping your customer base that will result in increased traffic to your website. This, in turn, will result in a rise in sales and new clients until things settle down again.

E-commerce sales go up sharply if there is a shortage

The COVID-19 pandemic has led to unprecedented shortages of essential items, such as toilet paper. As people scrambled to purchase these items, online searches for related keywords skyrocketed. This trend is likely to continue even after the pandemic subsides, as demand exceeds supply due to declining manufacturing output.

E-commerce businesses can boost sales and visibility by optimizing their websites with relevant SEO keywords for in-demand, scarce items. This involves researching trends, creating targeted content, and optimizing website content to improve search engine rankings. In a post-pandemic market, e-commerce businesses can prosper by remaining ahead of the curve and adapting to evolving consumer behaviour.

Conclusion

A high-ranking position on Google is a valuable asset, enabling potential customers to effortlessly discover your products or services. By investing in SEO, you’ll increase your digital footprint, enhance your online credibility, drive quality traffic to your website, and improve your chances of converting visitors into customers.

Don’t view SEO as a temporary measure; instead, recognize it as a long-term investment in your business’s online success. By prioritizing SEO, you’ll be poised to thrive in a competitive digital landscape, both during and after the pandemic.