Houston voices

Houston expert: How the pandemic has changed SEO

Customers' shopping patterns have changed during the pandemic. They're likely to have changed forever. Here, we explore how you can keep up. Miguel Tovar/University of Houston

If you're stranded on an island, it's probably not smart to go into hiding and just hope someone finds you. You're better off dedicating your time to making a fire, spelling HELP with logs, or sharpening your hunting skills. During this pandemic, it would best serve your company's future to dedicate your time honing your SEO skills and tracking SEO changes.

"Nobody is going to come and save your business during the national crisis. You're going to have to do it yourself. And focusing on strengthening something as vital as SEO is one big way to keep your company alive while we await a return to normalcy that may never come," says Omi Sido, SEO manager for Canon Canada. Canon is the famous camera company.

Key words are key

During the pandemic and various state shutdowns, many companies have opted to cut their SEO budgets in order to save money. While cutting costs during a national emergency is smart, maybe SEO cost cutting isn't the way to go. Investing in keyword research is vital to the success of any company in 2020.

"Keyword research helps you stay abreast of the ever-changing search habits of people in your space. These habits might change during a crisis and you need to be aware of just how they've changed," Sido says.


"If things go back to normal, you don't want any surprises as to how different your customer base is. You want to have anticipated it."

Behavioral changes

As mentioned above, people change their dispositions and behavior during crises.

"Customer spend differently than they used to. They eat differently. The even browse differently. Some things are less important to them and some things are more important to them. That makes sense. After this pandemic runs its course, investing in emergency kits, face masks, generators, etc. will prove more important than it was a year ago," explains Brian Wood, the former SEO manager for Wayfair.

With SEO research, you can see the changes in real time. You can see how webpages on your site are visited more or less frequently. Which products are people showing more or less interest in. According to Wood, you should certainly take note of which pages people are visiting more and which they're visiting less. This will help you anticipate which changes to expect when things reopen more.

Track algorithmic changes

Search engines like Google will most certainly change the way they crawl the web during the pandemic and after. That's a given. If people change their habits, spending patterns and value certain things differently during a crisis, then it only makes sense search engines will want to keep up with those changes. So these search engines will change accordingly. It's up to you to track those changes and keep your website up to date with the latest algorithmic tune-ups.

The pandemic has surely impacted small businesses like an asteroid. Just remember that "the same tenacity and perseverance that got you to where you are today as an entrepreneur, that's the same fountain you'll have to drink from to get your company through this national crisis," Wood says.

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This article originally appeared on the University of Houston's The Big Idea. Rene Cantu, the author of this piece, is the writer and editor at UH Division of Research.

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Building Houston

 
 

This week's roundup of Houston innovators includes Samantha Lewis of Mercury Fund, Barbara Burger of Chevron, and Lauren Bahorich of Cloudbreak Ventures. Courtesy photos

Editor's note: In the week's roundup of Houston innovators to know, I'm introducing you to three female innovators across industries recently making headlines — all three focusing on investing in innovation from B2B software to energy tech.

Samantha Lewis, principal at Mercury Fund

Samantha Lewis, principal at Mercury Fund, joins this week's episode of the Houston Innovators Podcast. Photo courtesy of Mercury Fund

When Samantha Lewis started her new principal role at Houston-based Mercury Fund, she hit the ground running. Top priority for Lewis is building out procedure for the venture capital firm as well as finding and investing in game-changing fintech.

"(I'm focused on) the democratization of financial services," Lewis says on this week's episode of the Houston Innovators Podcast. "Legacy financial institutions have ignored large groups of our population here in America and broader for a very long time. Technology is actually breaking down a lot of those barriers, so there are all these groups that have traditionally been ignored that now technology can reach to help them build wealth." Click here to read more and stream the episode.

Barbara Burger, president of Chevron Technology Ventures

Houston-based Chevron Technology Ventures, spearheaded by Barbara Burger, has announced their latest fund. Courtesy of CTV

Chevron Technology Ventures LLC's recently announced $300 million Future Energy Fund II builds on the success of the first Future Energy Fund, which kicked off in 2018 and invested in more than 10 companies specializing in niches like carbon capture, emerging mobility, and energy storage. The initial fund contained $100 million.

"The new fund will focus on innovation likely to play a critical role in the future energy system in industrial decarbonization, emerging mobility, energy decentralization, and the growing circular carbon economy," Houston-based Chevron Technology Ventures says in a February 25 release.

Future Energy Fund II is the eighth venture fund created by Chevron Technology Ventures since its establishment in 1999. Click here to read more.

Lauren Bahorich, CEO and founder of Cloudbreak Enterprises

Cloudbreak Enterprises, founded by Lauren Bahorich is getting in on the ground level with software startups — quickly helping them take an idea to market. Photo courtesy of Cloudbreak

Lauren Bahorich wanted to stand up a venture studio that really focused on growing and scaling B-to-B SaaS-focused, early-stage technology. She founded Cloudbreak Enterprises last year and already has three growing portfolio companies.

"We truly see ourselves as co-founders, so our deals are structured with co-founder equity," Bahorich says, explaining that Cloudbreak is closer to a zero-stage venture capital fund than to any incubator. "We are equally as incentivized as our co-founders to de-risk this riskiest stage of startups because we are so heavily invested and involved with our companies."

This year, Bahorich is focused on onboarding a few new disruptive Houston startups. Click here to read more.

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