{"id":5621,"date":"2022-08-18T12:59:45","date_gmt":"2022-08-18T12:59:45","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/"},"modified":"2022-08-18T12:59:45","modified_gmt":"2022-08-18T12:59:45","slug":"how-to-approach-seo-in-a-period-of-global-disruption","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/","title":{"rendered":"How to approach SEO in a period of global disruption"},"content":{"rendered":"<p>Marred by a pandemic, a war, political division, and seesawing economies, the past two-plus years have disrupted life as we know it.\u00a0<\/p>\n<p>If all these have taught us anything in the world of SEO, it\u2019s that even the most sound, effective strategies are subject to re-evaluation.\u00a0<\/p>\n<p>Even in industries that aren\u2019t directly connected to world events, SEO strategies and goals need to reflect the reality of the times and news cycles.\u00a0<\/p>\n<p>Let\u2019s look at the role of SEO in a turbulent global landscape and how marketers need to pivot and adjust.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#The_role_of_SEO_in_weird_times\" >The role of SEO in weird times<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Effects_on_your_SEO_KPIs\" >Effects on your SEO KPIs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Resources_to_inform_your_SEO_pivots\" >Resources to inform your SEO pivots<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Google_Trends_and_keyword_research_tools\" >Google Trends and keyword research tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Data_from_paid_search\" >Data from paid search\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Customers_and_leads\" >Customers and leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Traffic_and_impressions\" >Traffic and impressions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Use_these_channels_to_make_quick_SEO_adjustments\" >Use these channels to make quick SEO adjustments<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#How_to_get_instant_traction_with_pivots\" >How to get instant traction with pivots<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/08\/18\/how-to-approach-seo-in-a-period-of-global-disruption\/#Wrapping_up\" >Wrapping up<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_role_of_SEO_in_weird_times\"><\/span>The role of SEO in weird times<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the first things a fledgling marketer learns is that good SEO should reflect people\u2019s needs:\u00a0<\/p>\n<ul>\n<li>In the keywords you\u2019re targeting.<\/li>\n<li>The content you\u2019re writing.<\/li>\n<li>Even what you\u2019re asking of the user in return.\u00a0<\/li>\n<\/ul>\n<p>SEO\u2019s inherent purpose is to add value by providing information relevant to people\u2019s searches.\u00a0<\/p>\n<p>When we\u2019re in a state of acute disruption, as we have been for the past 30 months or so, that value is even more imperative.\u00a0<\/p>\n<p>SEO strategies focusing on transactions (unless you\u2019re selling toilet paper during a shortage) will be far less effective than SEO strategies that provide the user with helpful information your company is uniquely qualified to provide.\u00a0<\/p>\n<p>For instance, a company that manufactures car parts should focus on addressing supply-chain issues and solutions plaguing its target audience of distributors, not building a landing page to convey sentiments on the war in Ukraine.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Effects_on_your_SEO_KPIs\"><\/span>Effects on your SEO KPIs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The economy is affecting B2B and B2C companies in different ways right now.<\/p>\n<p>Tech companies scramble for funding or are under pressure from concerned investors while their target audiences cut budgets. <\/p>\n<p>Retail and ecommerce companies suffer from tightened consumer spending and higher costs of goods.\u00a0<\/p>\n<p>People aren\u2019t throwing money around as they did a year ago \u2013 and SEO KPIs need to reflect that.<\/p>\n<p>SEO conversion rate is, and should be, a KPI, but it might not be the most useful optimization benchmark right now.\u00a0<\/p>\n<p>Instead, consider focusing on more upper-to-middle funnel KPIs like:<\/p>\n<ul>\n<li>Traffic.<\/li>\n<li>Time on site.<\/li>\n<li>Number of touchpoints.<\/li>\n<li>Percentage of returning visitors.<\/li>\n<li>Number of pages visited.\u00a0<\/li>\n<\/ul>\n<p>These can accommodate a couple of strategies, such as:\u00a0<\/p>\n<ul>\n<li>Nurturing and engaging users with valuable information until they\u2019re ready to spend again.<\/li>\n<li>Enhancing your purchasing funnel with content and information that reassures people they\u2019re spending their money wisely if they make the leap to buy your product or service.<\/li>\n<\/ul>\n<p>The silver lining for SEO in this period of disruption is that it can fill funnel gaps left by decreased paid media budgets.<\/p>\n<p>Thus, ensure a holistic view of your marketing team\u2019s goals and how SEO is expected to contribute.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Resources_to_inform_your_SEO_pivots\"><\/span>Resources to inform your SEO pivots<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Other than keeping a close eye on the macroeconomy and global trends, there are several tools you can use to inform your strategic adjustments.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Google_Trends_and_keyword_research_tools\"><\/span>Google Trends and keyword research tools<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Trends and keyword research tools are extremely useful in helping you understand the topics and queries users are searching for \u2013 or aren\u2019t<em> <\/em>searching for as much as they did in the past. <\/p>\n<p>Internal data also plays a significant role in helping you pivot effectively.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Data_from_paid_search\"><\/span>Data from paid search\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Alignment with your paid search team can get you access to almost real-time information on user search behavior.\u00a0<\/p>\n<p>Along with information on keyword demand, your paid search colleagues can tell you whether their campaigns are suddenly converting less (or more) without competitive shifts.\u00a0<\/p>\n<p>This could be an indication that the <a href=\"https:\/\/searchengineland.com\/customer-journey-guide-seo-387107\" target=\"_blank\" rel=\"noopener\">customer journey<\/a> is changing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Customers_and_leads\"><\/span>Customers and leads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your existing base of customers and leads is another great source of information.\u00a0<\/p>\n<p>Canceled subscriptions and repeat purchase slowdowns are flashing red indicators that your target audience\u2019s needs are changing.\u00a0<\/p>\n<p>When you see those signs, consider sending surveys to collect feedback on their priorities and needs and incorporate those into your keyword and content strategy. (Your product and promotional teams will appreciate that data as well).\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Traffic_and_impressions\"><\/span>Traffic and impressions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Make sure you\u2019re tracking traffic\/impressions. <\/p>\n<p>If they are increasing or decreasing even if your rankings are staying the same, this indicates a broad interest shift.\u00a0<\/p>\n<p>And always cross-reference your data with <a href=\"https:\/\/searchengineland.com\/build-seo-seasonality-projections-with-google-trends-in-python-329384\" target=\"_blank\" rel=\"noopener\">Google Trends<\/a> \u2013 specifically looking for historical trends, including seasonality \u2013 to ensure you\u2019re considering the whole picture.\u00a0<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing&#8230;Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\" type=\"submit\" name=\"submit_button\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<h2><span class=\"ez-toc-section\" id=\"Use_these_channels_to_make_quick_SEO_adjustments\"><\/span>Use these channels to make quick SEO adjustments<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I don\u2019t recommend overhauling your branding and core site assets to address temporary shifts (although, to be fair, the pandemic seems like an eternity).\u00a0<\/p>\n<p>Instead, use or add a blog. It\u2019s a great tool for quickly adding new, relevant content and updating evergreen content to fit the times.\u00a0<\/p>\n<p>One of my clients, a financial services company, posted an informational blog about applying for COVID-related loans and relief. It quickly became one of their most popular pieces of content.<\/p>\n<p>You should also tackle high-performing blog topics on your social media channels. Just make sure to customize the content to be more interactive and solicit engagement.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_get_instant_traction_with_pivots\"><\/span>How to get instant traction with pivots<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Getting your head around the idea of quick results in a long-term channel can be challenging. SEOs spend much time earning authority and trust, and momentum builds on itself over time.\u00a0<\/p>\n<p>I recommend focusing on long-tail, low-competition keywords to gain interest in your brand and build authority and backlink volume.\u00a0<\/p>\n<p>For instance, you won\u2019t start immediately ranking for \u201csupply chain,\u201d but you can get traction on \u201cwhy is there a supply chain shortage.\u201d<\/p>\n<p>Organic social media can also provide rapid feedback on topics resonating with your network.\u00a0<\/p>\n<p>If a post gets a lot of engagement (constructive) on your social channels, that\u2019s a sign that you\u2019ve hit on a topic that could benefit from a deeper dive.\u00a0<\/p>\n<p>Don\u2019t be afraid to try things like LinkedIn polls to surface sentiment. Then, feed this data into your SEO program.\u00a0<\/p>\n<p>What your audience responds to or provides you with information on in organic social can be used to create SEO campaigns.\u00a0<\/p>\n<p>Grab the topics and responses from this pivot and build a keyword list around the topics. These are instantly great ideas for writing a new blog or guide content or optimizing your existing marketing pages.<\/p>\n<p>Once you start recognizing progress on those terms, consider increasing your focus on more competitive, higher-volume terms closely related to the long-tail terms you first put into play.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Wrapping_up\"><\/span>Wrapping up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In a time of global disruption, we must return to the roots of what we do as SEOs and marketers and why this all matters.\u00a0<\/p>\n<p>We are here not only to help brands and businesses grow. We are here to help searchers find high-quality answers and solutions to what they need.\u00a0<\/p>\n<p>What they need changes dramatically during times like we\u2019re in right now, and we need to adjust accordingly.<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/seo-during-global-disruption-387218\" target=\"_blank\">How to approach SEO in a period of global disruption<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marred by a pandemic, a war, political division, and seesawing economies, the past two-plus years have disrupted life as we know it.\u00a0 If all these have taught us anything in the world of SEO, it\u2019s that even the most sound, effective strategies are subject to re-evaluation.\u00a0 Even in industries that aren\u2019t directly connected to world events, SEO strategies and goals need to reflect the reality of the times and news cycles.\u00a0 Let\u2019s look at the role of SEO in a turbulent global landscape and how marketers [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5621","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5621","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5621"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5621\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5621"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5621"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5621"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}