When the Coronavirus broke out earlier this year, there was a massive wave of panic that surged both the nation and the world.
For instance, as the world went into lockdown, brands responded by reducing their ad spend in a bid to cut back on marketing expenses. According to the World Economic Forum, ad spend was down 9% on average across Europe by June while the UK and Germany pulled spending back by a larger 12% each.
When a crisis hits, there are generally 2 ways in which businesses respond.
This method means that brands tend to go into ‘crisis mode’ themselves in a bid to cut costs and survive as long as they have to
This method sees brands looking to ‘seize opportunities’, whether that’s pivoting or taking advantage of all of those businesses who opted for ‘Crisis Mode’ (which was most businesses).
As a low-cost strategy, SEO provides a key channel for brands that want to maintain an online presence while reducing their ad spend, which is a common tactic during financial crises.
Unlike paid advertising, such as Google Ads, which stops when you stop funding it – SEO continues to keep and build its momentum over time.
This has been especially important during Covid-19 lockdown whereby local businesses have had to close their physical doors, whilst being able to keep their online wheels turning – not to mention the surge in local Google searches during this time!
Google has also responded swiftly by making several updates to their Google My Business platform, giving businesses the opportunity to inform customers as to their current Covid-19 status.