Whether your company is seeing an increase or decrease in web traffic due to the coronavirus, SEO is just as important as ever. While SEO is a long-term strategy that will result in long-term gains, there are many companies that are in survival mode during the pandemic and need results faster.

What can you do to improve your SEO during the pandemic? While SEO staples like creating high-quality content that is authoritative and trustworthy are definitely important, there are some steps you can take to improve your SEO game now.

Unless your business is relevant to the coronavirus pandemic and is seeing an uptick in views already, your best option may not be to create a lot of new content. Of course, creating evergreen content will help prepare you for But there are a lot of things you can do to improve your current content.

Research Your Keywords

Keyword research is always an important part of SEO. You want to be using the keywords that most closely match what users are searching for online to help them find their way to your website. Further research on the keywords for your best-ranking content will help you ensure that you’re using the best possible keywords for your topic and help you reach even more people with that content.

Consolidate Duplicate Content

Over time, it’s easy to eventually end up with some duplicate content. Even if it’s not exactly the same, web pages or blog posts on similar subjects could end up leeching viewers from each other, resulting in lower ranks for both. Now is a good time to look through your current content and consolidate any that might be too similar. The resulting single page will be much stronger as a result.

Improve Your Existing Content

Improving your content to make it more authoritative can help boost your rankings. Check out your content that’s ranked on the first page. Some small tweaks could see those pages bumped up in the rankings. Content that ranks further out, on the second page or later, may need more in the way of edits to get it up to first-page ranking standards. You may need to flesh out the content a bit more to make it more authoritative. This may mean adding entire sections to your page.

Create COVID-19 Content

If your company is able to create content relevant to the coronavirus pandemic, now would be the time to do it. This is especially important if you can help people in some way, whether that’s by providing them with an essential product or service or by answering questions they may have.

It’s also a good idea to update your website’s homepage to include information about what your company is doing to keep both employees and customers safe during the pandemic. If your employees are working remotely, you should mention that. If employees come into work, then describe the precautions that are being taken to protect both them and any customers that come in.

SEO Is a Long-Term Strategy

SEO efforts may not show results for a while. Even the efforts you take to improve your SEO strategy during the coronavirus pandemic may not see immediate results. But it’s important for your business’ marketing strategy to not ignore SEO during the pandemic. You should keep your SEO efforts going so that when the pandemic eventually ends, you’ll be prepared for business to return to normal.