Organic Search in the Midst of the Global Economic Crisis

While there is no doubt that the COVID-19 pandemic has led to a global economic crisis, there are a lot of questions about how this crisis will impact individuals and business owners.

    COVID-Proof Digital Marketing Advice

    At Shoreline, we’ve been in the digital marketing business for a long time. One thing that’s always been central to our approach as we built our strategies is the importance of brand awareness. It’s the same on the web as it has long been in print—the brand whose presence is most visible is the brand that people are most familiar with. And it’s that familiarity that drives a significant portion of leads, clients, and growth.

    Our internal studies, as well as plenty from other sources, have shown that businesses that paused, stopped, or otherwise decreased their digital marketing efforts during COVID-19 have seen notable drops in search performance and lead generation. Many have reported that they are struggling to return to levels of business anywhere near what they reached before the pandemic.

    This research is not a secret and you can bet your competitors are shaping their strategies from the same information. They will be angling to take over any segment of business they see as vulnerable. That’s the way the business world works. If you are lagging in search results, not landing on Page 1, or not interacting with your customer base and community on a regular basis in the digital space, you are leaving your business wide open to intrusion from competitors.

    In speaking with our clients who have seen drops in performance, the common thread is consistently a reduction or elimination of digital marketing spend. The good news is that it’s avoidable. With a frequently updated and forward-thinking strategy built around the same emphasis on digital marketing that made you successful pre-COVID, you can continue to generate leads, increase brand awareness, and boost revenue. This strategy should be two-pronged, geared to augment organic SEO, social media reach, blogging output and quality, etc, as well as internal lead nurturing.

    We’ve built our award-winning business and reputation on our digital marketing strategies, providing businesses with easily implementable solutions for both attending to current clients and nurturing leads. We work side-by-side with our clients using information from our robust data collection platform to keep digital marketing strategies current (generally updated every 4-6 months) and optimally efficient. As new platforms and techniques emerge, our offering is adjusted, resulting in the comprehensive digital marketing suite we currently offer. All ready to be tailored for your business.

    A focus on efficiency allows us to deliver unparalleled value to your business.

    Uncertainty Is Not Forever

    Don’t get caught flat-flooted by your competitors, or assume that because business has expanded following an investment in digital marketing that it will continue to grow once you take your foot off the gas. It’s not complicated, and it’s not in question—a failure to invest in digital marketing will be detrimental to your brand awareness and digital presence, and will have a significant impact on your business’ bottom line.

    While tradeshows, in-person events, and brick-and-mortar sales grind to a halt, there are a ton of new opportunities emerging online. Now is an opportune time to reorient your marketing effort, to think creatively, and identify ways to reinvest budget from canceled activities toward a more effective and efficient Organic SEO (Search Engine Optimization and Digital Marketing effort.

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      Organic SEO. The One You Don’t Stop!

      Remember – organic SEO and inbound marketing are long-term games. The steps you take today will not only help you push through this difficult time but will set you up for greater success as we move into the second half of 2020 and beyond.
      Back in April we wrote “why businesses shouldn’t limit or stop SEO Efforts during COVID-19“. Read It Here.


      Search Engine Land published an amazing article “5 Completely Sane Reasons Why You Shouldn’t Stop SEO Efforts During COVID-19” where they mentioned that even if overall sales of your product or service go down because of the economy or the pandemic, you can offset some of your losses by investing in a comprehensive search engine marketing program that puts you in front of those that are still in a buying frame of mind. Read It Here.


      Top Rated Services

      • On-Page Content Analysis

        Our dedicated SEO teams analyze every page on your website for optimal performance. When necessary, we create or update content to ensure that the page ranks as highly as possible. We may suggest additional features, elements or updates to the layout of a particular page to better turn visitors into leads.

      • Optimized Business Listings

        Shoreline manages your business listings to ensure that your business information, map listing, profile images, logos and categories are properly aligned to drive traffic and accurately represent your business. Our client platforms also track the calls, leads, and visits to your listings.

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