{"id":117309,"date":"2020-03-24T23:46:00","date_gmt":"2020-03-25T04:46:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/covid-19-what-you-need-to-be-doing-in-local-search-right-now\/"},"modified":"2024-12-20T09:22:09","modified_gmt":"2024-12-20T14:22:09","slug":"covid-19-what-you-need-to-be-doing-in-local-search-right-now","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/covid-19-what-you-need-to-be-doing-in-local-search-right-now\/","title":{"rendered":"COVID-19: What you need to be doing in local search right now"},"content":{"rendered":"

COVID-19 ramped up very quickly and is now dictating how brands connect with their customers. In fact, businesses have to get messaging in front of consumers faster than ever before\u2014and those that handle this challenge well will reap the benefits moving forward.<\/p>\n

So let’s explore exactly what brands should be doing right now in the local search ecosystem, whether on their own properties or in the third-party world dominated by the likes of Google, Apple, and Yelp.<\/p>\n

Inside, online, and looking for guidance<\/h2>\n

People are increasingly inside, online, and looking for guidance. In this new world, there are precious few scenarios where your previous marketing and messaging will still be the right fit for today’s COVID-affected society.<\/p>\n

\"Close<\/p>\n

Grocery chains are informing the elderly that special hours are being provided for them to shop in the morning. Food delivery services are stressing a no-contact delivery method. Auto shops are explaining whether or not customers can stay in their cars for an oil change. Any business that remains open needs to say why\u2014and explain the value they are providing society (unlike British retailer Sports Direct<\/a>, whose flimsy argument for staying open lasted less than 24 hours).<\/p>\n

The first place these businesses should update their messaging is on their own websites. Not only is it easy to communicate via platforms you control (no need to worry about a policy change at Google or Facebook), but consumers want to hear directly from the brand. Your website remains the most important place to get right in this current day and age.<\/p>\n

6 best practices for your website during COVID-19<\/h3>\n
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  1. Add a prominent banner with COVID-19 updates and link to your company’s pandemic policy.<\/li>\n
  2. Ensure your hours are completely up to date.<\/li>\n
  3. If you’re temporarily closed, make this abundantly clear on each store page.<\/li>\n
  4. Describe changes to your service offering (banks offering drive-through only; restaurants providing delivery; gyms offering online workout classes).<\/li>\n
  5. If your store locations are closed but you offer ecommerce, refocus your messaging for online conversions rather than in-store visits.<\/li>\n
  6. Conduct a UX audit<\/a> to streamline your ecommerce funnel.<\/li>\n<\/ol>\n

    Once you’ve optimized your website to accommodate your customers’ new needs, wants, and concerns, it’s time to turn your attention to third-party sites.<\/p>\n

    6 top tactics on third-party sites during COVID-19<\/h3>\n
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    1. Use “special hours” features to indicate new operating hours or a temporary closure (do NOT actually mark your business temporarily closed\u2014it’ll hurt your visibility in the long run).<\/li>\n
    2. Use Google Posts to communicate important updates to your audiences.<\/li>\n
    3. Consider changing your main business category (e.g. a pizza restaurant may temporarily categorize as “pizza delivery”).<\/li>\n
    4. Ensure your phone number goes to the place that makes most sense. If your locations are closed, direct all phone calls to a central customer service line.<\/li>\n
    5. Direct clicks from Google, Yelp, Facebook, Apple, and other sites to your most relevant landing page (e.g. ecommerce-enabled, descriptions of service limitations).<\/li>\n
    6. Update your business descriptions to notify people about your new business reality, availability of products, and any other pertinent information.<\/li>\n<\/ol>\n
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