Thanks to the coronavirus pandemic, the economy is slowing down, your customers are all staying home and you and your employees likely aren’t even allowed into the office. Surely this is a terrible time to start an SEO campaign for your business, right?
“Be fearful when others are greedy and greedy when others are fearful.” This 1986 Warren Buffet quote gets trotted out frequently in financial circles at times like this (and for good reason), but it also applies much more broadly.
If you take a long-term view, the best times to invest in your future success are not when things are good, but when they are bad. Taking steps to improve your future while everyone else is in survival mode can pay off big in the long run.
Here are three important reasons to invest in an SEO campaign NOW, rather than later:
People Are Still Online
Just because people are no longer going out to spend money doesn’t mean your online presence doesn’t matter. If anything, people will be spending MORE time online while they are cooped up at home waiting for the pandemic to pass. Because of this, it’s a great time to work on building your online presence.
Even though your physical business location is probably completely shut down, it’s a good chance for potential customers to learn about you and what you do. Plus if you have an e-commerce component of your business, this is time for it to shine! The more you can do to help people find this, the better!
SEO Takes Time To Work
SEO is a marathon, not a sprint. A properly executed white hat campaign will take several months before you see big changes in your search rankings and traffic anyway. This is the case no matter when in the economic cycle you start a campaign, it will always start slowly and after a few months the results will start to snowball.
Wouldn’t it make sense to have that lag at the beginning of the campaign happen when people aren’t shopping as much? If your campaign has progressed to the point where you are attracting significant traffic when spending increases, you will be poised to benefit IMMEDIATELY.
It can be difficult to justify the idea of spending money on advertising when your customers are not active, but keep in mind that like any advertising, SEO is an investment in the future of your business. By planning ahead, even when things are scary, you can put your business in a much stronger position for the future.
Your Competitors Are Giving You An Opportunity
In a lot of ways, most downturns work the same way. Businesses will be cutting budgets wherever they can, and more likely to shut down an existing SEO campaign than start a new one. This will give a great opportunity to anyone who keeps their campaign going, or invests in a new one. Fewer competitors equals more potential gains.
As you know, no downturn or crisis lasts forever. A savvy operator will not only realize this, but exploit it by making their most aggressive moves while everyone else is still running scared. Eventually, sentiment will improve and your competitors will start expanding their ad budgets and re-starting their SEO campaigns.
When this happens, where would you rather be: Right in the fray with them and scrambling just as they are? Or sitting comfortably ahead, with a several month head start and reaping the benefits of your superior foresight?