Google has revealed how the COVID-19 pandemic is changing search engine optimization in Australia and other countries. Five ways have been pointed out through which search behaviour is changing during the pandemic. A clear insight into these ways will help the marketers serve their customers efficiently in this time of uncertainty.
No industry will get rid of this huge turmoil which has caused a few major changes in search behaviour. In this blog, we’ll discuss these changes defined by Google in detail.
Assembling Vital Information
Consumers have an important requirement of new content that can help them get and adapt to the recent changes. Retailers are compelled to change their delivery methods; schools are getting closed, much of the workforce is kept at home. These are only a few changes among many ones. In such circumstances, businesses should provide clear and concise information with details about where, when, and, how to get the things they are frantically looking for.
Google has specifically mentioned that search is spiking for:
• Retail
• Different types of food; such as “can you freeze” types of food
• Home Delivery
• Short Term Work Employee
• Mortgage Rate Suspension
Drafting content that conveys these facts is an ideal way for marketers and brands to help their consumers right now.
Also, Google has suggested the following recommendations:
• Understand the new reality
• Give the customers trusted, detailed, and updated information on business operations
• Assure that you are always ready to help
• Regularly keep updating the communications across the websites, blogs, social handles, and Google My Business page
• Be a little flexible and help the customers with cancellation, refunds, and other online customer services.
Connections and Relationships
The human being was not prepared for the current need for social distancing. In such a situation, they have started discovering new connections and nurturing the existing ones. Such activities may include making virtual connections and strengthening connections within households.
People are taking a keen search interest in the following topics:
• “With me” videos
• “Study with me” tutorial kind of videos
• “Cook with me” videos
• Multiplayer video games
• Virtual happy hour
Further, Google has recommended:
• Looking out for ways to interact with customers, both domestically and internationally
• Determine whether your brand has something to do for creating and improving shared experiences
Adjustments to Routine Changes
People are forced to change their online habits as they need to adjust their daily routines to fulfill the demands of social distancing as well as isolation. Google notes there have been spikes in look enthusiasm for subjects, for example, "do it without anyone else's help," "stationary bikes," and "hand weight sets." There has likewise been an enthusiasm for watching others adjust to their new schedules.
For instance, enthusiasm for late-night shows has been up since the time the hosts started creating content from their home.
Google's suggestions for helping customers as they change per new schedules:
• Tell individuals that arrangements are accessible at whatever point, any place.
• Evaluate when individuals need you most, regardless of whether through your first-party information (like site examination or email opens) or Google Trends and change your correspondences procedure as needs are.
• Refresh or distribute frequently. There's a requirement for content that illuminates, engages, interfaces, and promotes health.
Praising the Real Heroes
Individuals are praising the people who belong to emergency services from doctors, healthcare staff to police to conveyance individuals, others despite everything going in to work every day. Many are taking a chance with their wellbeing to carry out their responsibility, which has lead to a spike in look enthusiasm for "thank fundamental specialists."
Google offers these proposals for helping shoppers with supporting these real-life heroes:
• Search for individuals who are aiding, and discover approaches to help or praise them.
• Consider who the legends are among your workers, your clients, or even your neighborhood network.
• Consider whether you have nonhuman legends that can contribute, similar to your innovation, your operational thoroughness, or your gear.
• Dealing with Themselves and Others
• Individuals are fortifying their endeavors to deal with the physical and mental needs of themselves as well as other people.
• Quest intrigue is spiking for exercises that can help ease weariness, tension, and vulnerability.
Those exercises can be either virtual exercises or genuine exercises.
Individuals have taken to scanning more for points like "riddles" and "unwinding," too virtual voyages through exhibitions and historical centers.
Google offers these proposals for helping individuals find better approaches to advance their lives:
• Encourage virtual joint efforts with open-air spaces and social foundations.
• Join the discussion in local health and wellbeing centres.
• Rotate to stages and configurations that bode well for individuals remaining at home.
A Final Takeaway
In this world of uncertainty, the only way of enabling a business to survive is digital marketing. To skyrocket the success of SEO campaigns, understanding the search behaviour and customers’ demand is of utmost importance. Therefore, Google has ended the discussion with their reports by reinforcing that the more useful businesses can be now the better off they’ll be in the long run.
Many survey results coming from the late-March have reported 84% of US consumers to explain how companies act during the current market is important to their loyalty moving forward. A similar scene can be found in Australia and other countries.
Moreover, it is important to understand that search behaviour is the backbone of search engine optimization in Australia and all other countries. If you can read your customers’ behaviour, you have won half of the battle. Depending on the search behavior, you need to create an SEO strategy. Therefore, during a pandemic when online businesses are getting more and more importance and attention, understand the search behaviour of your potential customers and provide them with what they are looking for.
And above all, stay at home, stay safe!