How COVID-19 has Changed Online Search Behaviour and how does this affect your eCommerce campaign
Febbraio 22, 2020
- A decrease of 40% in eCommerce websites from the fashion industry
- Organic visits declined for healthcare websites, except sessions to pharmacy location pages, which have increased
- Traffic to finance websites declined between 25% and 30% on average
Search engines, by definition, give the best answers to the topics of greatest interest to the users.
For example, Google and Bing have provided SERP enhancements to provide information on COVID-19 with alerts, worldwide maps with the cases, help & information and a common questions feature.
Moreover, they have generated specific pages to provide information on COVID-19 topic:
Needless to say that medical institutions and local government agencies increased their results, while Wikipedia decreased some positions.
How Google is reinventing itself
Still, in May 2020, Google was launching new SERP features which were meant to be useful for its users. If we search for ‘’coronavirus’’ on Google SERP, we will receive a bunch of new panels which offer additional information about the virus to the people. In fairness, this search is picking content from different institutions such as the Centre for Disease Control (CDC), World Health Organization (WHO) and assets from local governments.
Moreover, Google distributed the following features to support users during the pandemic:
Safety tips to anticipate the disease spread;
An ‘’Affected Area’’ panel that shows a world map with the outbreak spread in different regions;
’’Symptoms’’ panel which is evidentiating the frequent symptoms of the virus.
An ‘’SOS Alert’’ panel.
The advantages of SEO during a crisis
A tool that can give insights into your eCommerce strategy, will it imply a cost. SEO is a domain which adds value to your business, by emphasising content that can bring more quality to your website.
Growth on long-term
In terms of long-term growth, SEO is also critical. If you gain a top position on Google, you have a good chance of staying there for a long time. In case you lose the position, you might need to make some extra efforts to update content or make small changes. This is why SEO is such a powerful asset during COVID-19. Brands which have increased their position a few months ago have peaked in high-traffic, with fewer achievements nowadays.
- Creating confidence
- Metrics for your audience
Pubblicato da: kooomo