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

Quotes

• “... 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 gonna 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...”