Adjusting SEO Strategies During a Pandemic — Steve Wiideman // Wiideman Consulting Group

About the speaker

Steve Wiideman

Wiideman Consulting Group

- Wiideman Consulting Group

Expert SEO Consulting.

Show Notes

  • ·01:51 : Agency Vs Consulting Group: Whats the difference? ·Ben and Steve talk about what an SEO agency offers versus what is the role of a SEO consulting group. Consulting groups like Wiideman Consulting Group, take a more personal and tailored approach to guiding business in SEO. An agency can give you a strategy but a consulting group will tailor your execution to your specific goals. ·03:16 : How has the pandemic changed SEO? ·Steve shares how the pandemic has affected SEO on three major levels. The effects on the technical side of things show when you look at the coming Google User Experience Update including Core Web Vitals. Ben and Steve discuss how content and visibility has also been impacted because of new consumer expectations. How people search has changed. And once theres a change in user behavior, content will need to follow suit to remain relevant. ·06:29 : What will SEO look like after the pandemic? ·Ben and Steve talk about the future of SEO. Will things remain the same? Or will everything go back to how it was before? Steve gets into detail about the recent eCommerce boom that is causing the KPI shift from growth to retention. What should SEOs do to prepare? Ben and Steve discuss whether SEOs should start to drive traffic to brick-and-mortar locations again or try to retain the online traffic. ·08:30 : Brick-and-mortar Traffic Vs. Online Traffic: How SEOs can prioritize? ·Depending on your type of business and your business goals, you may need to choose one over the other. Or, Steve, suggests a marrying of the two. Ben and Steve discuss how SEOs can focus on either or both when it comes to online traffic vs brick-and-mortar traffic. It all boils down to monitoring and segmenting your keyword data and competitive analysis data so you can know which way to go. ·11:52 : What industry was most impacted by the pandemic? ·Ben and Steve discuss the fact that every industry was impacted by the pandemic. Major changes have been made to our everyday life from how and where we work to how we get grocery. Steve shares a tip on how you can use pre-pandemic data still available to compare and help you move forward.

Episode Summary

  • ·“... the consultancy is the strategy, the plan and the agencies are primarily focused on the execution rather than the actual implementation. And that they're a little deeply, little more deeply ingrained in the day-to-day operation.” ·“There's a lot of technical aspects that are impacted because of the behavior and the devices that users are using on the content side of things.” ·“I think it's really important for businesses to make sure that they're now addressing how people are viewing their listings in search results. The second thing is how they're searching. You know, they're not searching for directions to IHOP anymore, right? They're searching for breakfast delivery near me. They're searching for takeout, car side, curbside, to-go, outdoor dining, outdoor seating near me.” ·“And then there's those that have realized, Hey, I don't have to go anywhere because of this pandemic. Now I can order and have everything I want delivered to me or just swing by and pick it up.” ·“So the KPI for 2022, isn't going to be, let's increase our organic search volume by 10%. But as you mentioned, it's to retain. So the goal is here to retain the business. We'll set the objective and say, I want to retain, I don't know, 30%, 40% of the new business that came online from the pandemic.” ·“Sometimes they're still go a go to the physical store. So we're not going to get a hundred percent of the online traffic. But the number seems to be right between 30 to 50% is what they expect to retain.” ·“I think that the focus should be improving your ability to teach the locations, how to get more visibility to their locations, to boost their key, their map rankings.” ·“I think that behavior shifted, but I think the way to identify where those changes happen is drill into your analytics and look at some of the page level of segmentation that you have...”
About the speaker

Steve Wiideman

Wiideman Consulting Group

- Wiideman Consulting Group

Expert SEO Consulting.

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