Why You Need to Pivot Your Marketing Strategy | Google’s May 2020 Core Update

Tablet with Google Search on screen

On May 4th, 2020, Google announced that it has officially rolled out a broad core algorithm update. While we can’t predict what this core update will do for rankings until we start seeing the effects, it’s safe to assume that Google has realized a change in search behavior amidst the COVID-19 pandemic. Therefore, we’re pretty confident in suggesting a major pivot in your marketing strategy if you haven’t already. Here’s why:

About the May Update:

Google’s broad core updates are designed to produce widely noticeable effects across all search results in an effort to deliver on their mission to “present relevant and authoritative content to searchers.” Which, in today’s terms means: If you’re not showing up for your customers online, and in a way that directly serves them during this time, you’re probably going to see your hard-earned rankings dwindle.

It’s really no surprise that Google made a core update during a pandemic. We rely more on the internet now than we ever have; for work, for news, for groceries, television, entertainment, and now, even human connection. More and more content is being added by the minute, and Google’s mission is to provide the best and most relevant content to whoever is searching for it.

Why You Need to Pivot:

We believe you need to pivot your marketing strategy during this pandemic to align with Google’s overall mission. From now on, it’s not going to be enough to just show up in front of your customers in order to get them to buy from you. They’re going to want a genuine connection from you.

COVID-19 has humanized us all in a way that we may never let go of. Moving forward through this pandemic, your marketing strategy needs to focus more on how your product or service affects your customers, and less on the actual product or service itself. Show your customers why they need you, not just tell them what they’re missing. Don’t you think we’re all acutely aware of what we’re missing right now anyway?

What to Consider:

According to Google Webmaster Central Blog, there are a few major points you need to be considering when creating content:

  • Is the headline or page title descriptive of the content?
  • Does the headline avoid being an exaggeration or shocking in nature?
  • Does the content provide original information?
  • Is this content you would want to bookmark, share with a friend, or recommend?
  • Does the content provide a comprehensive description of the topic?
  • Would you expect this content to be referenced in print by a magazine or book?
  • Is the content free of spelling or grammatical errors?
  • Does the content seem to be produced well, or does it appear to be thrown together?
  • Is the content mass-produced or shared to a large number of creators?
  • Does the content display well for mobile devices?

How We Can Help:

If you’re not currently implementing a digital marketing strategy, you need to. If your business is still open and you don’t have a Google My Business Listing, you need one. And if you aren’t pivoting your marketing strategy to accommodate to your customers needs during a serious time of uncertainty, this update could cost you. If you can’t dedicate the time, or don’t have the expertise to handle your own digital marketing, get in touch! Our team of experts will make sure your business stays in front of your customers, even in times of uncertainty.

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