This past week I delivered an online marketing SEO webinar via Zoom to creatives, small businesses and artists through the Greater Pittsburgh Artist Council (GPAC) who were struggling with increase their small business sales.
I had not anticipated a great round of feedback in the chat.
Things like:
“Of all the SEO webinars and seminars I’ve attended for myself and website customers, this has been the most informative!”
and
I always enjoy your workshops because they are so thorough yet easy to understand, great tools and your enthusiasm is inspiring”
These words are very validating as an SEO trainer and workshop presenter.
But was most amazing was to see how the wheels in the minds of these small business owners were literally spinning. They came out of that workshop with a greater understanding of how to show up online with the right SEO keywords. They started thinking outside the box with SEO keywords and content.
Given how search engines are behaving right now, thinking outside the box is key to your business’s survival:
- Can your work be “delivered” in an online format? Example: Online painting classes
- How can you tap into what people are feeling right now?
- How else you transfer your modality online? Teaching? Writing prompts?
- Is there a “feel good” service you can offer while people are in quarantine?
But what if your business isn’t essential? What happens then?
I’m thinking of a woman who was forced to close her house cleaning business in Washington State because of the COVID-19 virus and because they are fairly new, they don’t qualify for the PPP loans or grants. They also can’t file for unemployment under the Cares Act. So this woman started making these whimsical birdhouses to help bring in some money just to find some purpose and meaning and possibly an income. Aren’t they cute? I’d totally buy one!
Literally EVERYONE in the Facebook group was offering to buy her entire inventory just so she could feed her family. (Love the power of community… so heartwarming!) And then someone suggested a most brilliant idea of turning her cleaning service into an ONLINE service as in teaching families tips or ways to keep organized, sanitary and sane during the pandemic. “Shoot bite-size videos of tips that most households don’t do such as common mistakes found in a home or cleaning done the right way.”
How brilliant is that?
First, I’m looking this idea as an amazing SEO content opportunity. You’re using keywords and content to tell people how you can help them.
But for many of you, you won’t need to change your business model at all. You’re just shifting in figuring out what keywords and keyphrases your customers are searching for – the solution they need right now.
Tip #1: Be an Authority, Be an Expert
One of the best ways to stay in front of your clients right now is to share your knowledge with keywords.
This goes back to positioning yourself as an authority or an expert. If we can genuinely help people get through this difficult time, then we should do it.
People are desperately looking for help so provide them with emails, videos, and social media. Free stuff.
Share what you can to help people that you might be able to help. In the end, it may benefit you too because if people are liking and sharing your content it may grow your tribe!
Tip #2: Be Compassionate and Empathetic
What can you say right now, under the current circumstances that will resonate with the right people?
Now’s not the time to push towards hard selling or time-sensitive scare tactics.
Instead, show that you understand what your clients/customers/prospects are going through. Be empathetic and show that your expertise can help them get through this difficult time. Yes, I know that this strategy is not directly related to an SEO content strategy but it’s another way to help people feel more people in a social quarantine age when they’re stuck in their homes.
People are feeling stressed, angry, anxious, nervous and depressed and basically anything you can do to help brighten their day, will help. This is where being empathetic and compassionate can go a long way.
Tip #3: Choose keywords and keyphrases based on your client’s pain points
Your client’s pain points might be different today than a week ago. This is why it makes sense to ask them online or send out a quick survey they can do in 5 minutes.
What is currently keeping your clients/prospects/readers up at night? What’s causing them anxiety? Most likely it’s not the same things from two months ago.
If you’re a business owner, the pain points now are about saving money, making money, and working remotely.
The question is…how can you be the solution to their pain?
Using the SEO keyword search tool, Ubbersuggest:
One keyphrase example is [how to work from home] and [coronavirus].
Note that both the keyphrase and keyword are both VERY competitive and you probably won’t get ranked for them. But consider taking my self-guided SEO online course where I’ll teach you the important steps on how to narrow down the keyword research so you can find the right keywords and keyphrases that would best market your business. (Note: this course is now being offered as a pay-what-you-can option so hopefully, money won’t be an obstacle.)
Tip #4: Think outside the box with your products and services.
Given how search engines are behaving right now, it’s essential to think outside the box:
- Can your work be “delivered” in an online format? Example: Online painting classes
- How can you tap into what people are feeling right now?
- How else you transfer your modality online? Teaching? Writing prompts?
- Is there a “feel good” service you can offer while people are in quarantine?
The example of the cleaning lady’s home services is a perfect example.
Tip #5: Make sure you use [How to] and [Buy] Type Transactional Queries
[How to] type keyphrases are very important for the SEO buying cycle. They represent the first stage of awareness and research.
People often type these keyphrases into Google to figure out a solution. It’s the easiest place to start with keyword/keyphrase research.
Examples:
[how to manage loneliness] 40 monthly search volume
[how to make money at/from home] 49,500 monthly search volume (very competitive)
Transactional Queries
Users who are ready to make a purchase use transactional queries such as [buy] or [purchase]. Users may also search with a specific search query in mind – [online painting class]. Transactional queries tend to convert at a much higher rate. They are highly specific. You want a balance of both [how to] and transactional type keywords and keyphrases.
Here’s what I want you all to remember:
People genuinely want to help especially small local businesses get back on their feet. Many know how they are the lifeblood of a community. So, if you haven’t activated your social network already, I’m asking you to do so now. Don’t be afraid to put out your BIG ASK.
I know how overwhelmed you are feeling right now. Know I’m here to help.
There are a few SEO online resources I want to share with you.
#1
Did you know I do FREE SEO Youtube Live Tutorials every Thursday at 11 am EST? Click here to set yourself a reminder. Click here to see a list of scheduled topics.
#2
My regularly priced SEO online course is now a “pay-what-you-can” which you can read more about here.
#3
Finally, did you do I’m offering heavily discounted SEO audits to help you get found on Google? Let me take the time-consuming task of keyword research off your plate. You can read more about how these SEO audits work here.
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