Much of the world is no longer in lockdown, a new normal is negotiated, but there are still many moving parts to address.
Coming in different sizes and shapes, these pieces continue to redesign as demand evolves in new ways:
- Online behaviors are changing.
- Industrial landscapes are being reorganized.
- Agency-client relationships are changing.
- SEO campaigns have new challenges to overcome.
While at the start of the pandemic agency clients may have paused campaigns or halted the ongoing acquisition process, the first signs of recovery are now emerging, so we can discuss what comes next. But some companies are still approaching new campaigns with caution, unsure of what to expect in the months ahead.
In this context, how can SEO agencies unlock contracts and relaunch campaigns still pending from a very different reality?
This part has no single answer.
However, a series of questions can help you see this situation in a new light – helping your customers untangle their uncertainties with the right data to solve their problems. Your customers may have piles of data that keep piling up, but they need your know-how to fully understand what needs to be done right now.
Let’s dive into each question and see how your SEO agency can connect the dots.
What does the client’s business look like right now?
If we look at their pandemic journey, businesses can be ranked by their operational status in what Found, a successful UK SEO agency, used as:
- Sorting: Consolidate cash and operations, while focusing on short-term actions.
- Assess: Moved from screening to looking for opportunities, but on a small scale.
- Swivel: See opportunities in the new normal, change some things they were doing, and focus on new products or services.
- Invest: Customers who have thrived and are focused on continued growth.
Knowing where companies fall on the scale above helps your SEO team decide when to engage with them, how to open the conversation, or if it’s still best to wait and see.
One way to design this scale is to assess the business health of customers.
You can measure it as the impact on their organic traffic over the last 3 months based on the year-over-year trend to eliminate seasonal influences.
You can add to this layer the comparison of the first 3 months of the year and what happened during the pandemic, to get an overview as well. Here is how it can be solved:
- Less than 10% drop in trafficIf their traffic is slightly impacted, they are probably already investing in new opportunities and looking for ways to connect with their consumers. They may therefore be in a pivoting or investment phase.
- 10% – 30% drop in traffic: If their traffic is slightly impacted, then they can triage or, provided they have a current surge, start evaluating opportunities on a small scale.
- More than 30% drop in traffic: If their traffic is moderately to severely affected, they are likely continuing to triage and need more time to get back on track.
You might also consider replacing organic traffic with conversions, based on the same scale above, to get a closer version of what your customers are real about their financial situation.
When is the best time to (re)engage your customers?
Once you’ve mapped your clients’ health portfolio, you can start thinking about timing. Companies can wait before making decisions about their SEO investments because they need the data for now, in order to know where and how to develop their marketing strategy.
If your frozen accounts are still being triaged and traffic doesn’t seem to be recovering, you can keep communications open and share new insights (search trends, new consumer behaviors) from their industry, to maintain a relationship. narrow.
But now is probably not the right time to negotiate.
Still, if you have a solution to their specific problem, you should make that call and offer your help, based on the current data you’ve uncovered.
Additionally, if your frozen accounts are showing improved week-over-week health measured in terms of organic traffic and conversions, then you can start thinking about ways to reopen the conversation with a set of solutions in your pocket.
Want to focus on your customers’ specific needs and increase your chances of getting a response from them?
Use research data early on to examine their portfolio and engage in the right level of conversation.
Also, since the best time to interact is when something has changed in their health and you can intervene quickly, you may want to put a system in place for this portfolio assessment process, which automatically alerts you.
With this in mind, we have adapted our SEOmonitor agency dashboard to present the health of your clients’ activity in real time and to alert you by e-mail in the event of a change in status, so that you can take action. required.
What do companies need to make a decision about (re)starting campaigns?
From now on, if you decide to go even further in your search for reachable customers, you can respond to their reservations with precise data, or even support them in re-prioritizing their products or services.
This review involves various data points that you need to consider.
Impact on off-brand organic traffic
SEO performance is directly related to non-branded organic traffic. So try to rate the business based on the percentage of organic traffic coming from brand-related keywords versus non-brand-related keywords.
Is the percentage of brand-related traffic higher or lower?
Spreading traffic in this way is a good method to show where the value of your work really lies and how you can help the business grow with the SEO campaign.
The last three months have completely transformed search volumes and there is still a lot of shaky ground here. Leverage data from Google Ads search volumes, or even Google Trends, and identify the top topics in your client’s industry now.
Also, review competitor information and see if they have started ranking on keywords they weren’t ranking on before COVID-19. This can be an avenue for identifying opportunities for your customers and a good argument for building your case to relaunch this campaign.
Speaking of opportunities, you can add an Opportunity Score assessment of your keywords into your process, to understand where the effort is too much and where you need to focus more to get better results.
Seasonality vs COVID-19
This is when year-over-year search trends become meaningful for highlighting shifts in demand, so compare them and see where there are critical shifts.
Group these keywords into COVID-19 impacts and no change – this will give you the focus needed to offer strategic support to the business if it plans to refocus its efforts. Moreover, you will advocate for the right keywords to improve visibility.
Business results of the project
A final step is to estimate the business impact based on existing conversion rates for the selected keywords. By linking rankings to clicks and conversions, you tie the new SEO proposition to projected business results.