An SEO’s tips for from offline to online — Jordan Koene // Searchmetrics

Quotes

• “The first area where you need to be focused on is, where are my consumers right now today? Just because there are a lot of fancy ways to get products or services online, it does not necessarily mean that you need to be building your own unique content set.” -Jordan

• “The first thing you need to do is actually recapture the foot traffic that you would have had from your brick and mortar store by keeping your GoogleMyBusiness and Yelp listing active. But also figuring out a way to promote the digital component of your business there.” -Ben

• “One of the things about a marketplace is that they have an incredible amount of authority. Just by having that listing alone, you can have a lot of awareness very quickly overnight without having to start a website from scratch.” -Jordan

• “Essentially, the key component here to ensureyour success is differentiation. You have to ensure that you are providing something that is unique content that differentiates yourself from other merchandise.” -Jordan

• “There is a point of differentiation that you need to figure out and you also need to so some targeting and thinking about what the demand is.” -Ben

• “Personally, what I love to do is doing market research in the marketplace. All these features and capabilities, we analyzed these data first before we went to the marketplace and listed anything, so we kind of knew what we are dealing with, how to position the product to ensure that we are a little bit above the competition.” -Jordan

• “One of the crazy things we are seeing that works well, especially for local and small businesses is ensuring freshness. One of the very interesting data points that we have noticed is that restaurants or local service providers that have updated content about their current state about the pandemic is when they update their website, they saw higher awareness and traffic.” -Jordan

• “Freshness is more relevant in the time of crisis than actually trying to pump more and more content out there.” -Jordan

• “For some of those that are new, just having a baseline of content about who you are is absolutely critical. But for established businesses that already have an online footprint, its almost more important to have freshness become a key factor.” -Jordan

• “Google made some changes around how you can designate the status of your business so you can actually set a status of you are temporarily closed or only available online. Google is actually very fast to move and adapt and provide markup language and other tools to ensure that local and small businesses can still successfully communicate with their consumers via their online websites and experiences.” -Jordan

• “I think this goes into the interesting nature of how businesses are going to change very fast in America and what new groundwork is being laid for how we deal with businesses moving forward.” -Jordan

• “It is a totally different economy in process and how we go through these things. It is remarkable how quickly these things are changing and small businesses are going online.” -Jordan

• “If you can create an environment where there is just clear focus, and build a situation of gratitude where the focus can turn into some sort of action, that can be done very simply. Oftentimes its starting with writing what your business is about and then having someone see it from an SEO lens and give feedback and critique. Starting with those basics are some of the things that SEO can do to support local and small businesses at this time.” -Jordan