Most of you are reading this post from your own home very likely working in some sort of remote capability. This is just one side effect of the recent COVID-19 pandemic. In a time where schools are locked down, sporting events canceled, and many restaurants limited to take out, you might think the biggest impact on business would be to brick and motor. It’s not.
Early reports show that many websites across many niches are seeing significant declines in their performance. This post covers 10 sites that cover the gamut, some finding major success while others worry about early signs that their businesses could fail during this pendamic.
The analysis of the sites below occurs between Thursday, March 12th, through Monday, March 16th and are compared to the same days last week Thursday, March 5th through Monday, March 9th. WOW = Week over Week
Online Health Food Shop
Organic sessions +56.19% WOW | Organic Revenue +188.58% WOW
Small Ecommerce Retailer
Organic sessions -20% WOW | Organic Revenue +84% WOW
U.S. Based Airport
Organic sessions +7% WOW | Organic Revenue N/A
Organic sessions +20% WOW | Organic Revenue N/A
4 Sites That Are
Organic sessions -20% WOW | Organic Revenue -34% WOW
Large Furniture Retailer
Organic sessions -23% WOW | Organic Revenue -4% WOW
Large SaaS Company
Organic sessions -16% WOW | Organic Leads +7% WOW
Household Cleaning Brand
Organic sessions -1% WOW | Organic Revenue +28% WOW
2 Sites That Are In Really
Govt. Backed Lottery Game
Organic sessions -66% WOW | Organic Revenue N/A
Ecommerce Site Selling Commercial Machinery
Organic sessions -25% WOW | Organic Revenue -35% WOW
insights: This business is a leader in its industry but the industry is very niche. Traffic and revenue could get tight if their customers relying on this machinery go out of business.
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It’s Early but This Could Be Scary
The data provided in this post come from my personal access to various analytics accounts in addition to some partners who were willing and able to share there’s. While the data is over just five days so far it looks like overall search demand is down.
COVID-19 has generated an extremely high demand in life’s daily essentials. If your site is relevant or sells these products then your sites performance has probably never been better. If your site covers a luxury or is impacted by the various shut-downs/cancellations then your rightfully a bit nervous.
While we are all optimistic that the COVID-19 pandemic will end sooner then later, it’s important to understand how its impacting your business both online and offline. These few sites listed above are just a small sample but people are many are reporting very similar findings.
Digital Marketing During COVID-19
No doubt marketing budgets will be impacted by COVID-19. With potential search demand lower then ever before, I see paid search/social getting really expensive. You’ll obviously want to continue to optimize your campaigns to meet your ROAS goals.
On the other hand, I think SEO is a full steam ahead channel. While traffic/revenue is down, if you continue to work on your site you could continue to increase your SERP presence which will pay dividends once search demand for your industry increases. I know I’ll be pushing my clients to double down in technical updates that have been tabled for various reasons.
However you choose to move forward in your campaigns remember to balance your marketing messages. People are already annoyed with the emails every company is sending out about COVID-19 but they’re equally annoyed when companies pretend its not an issue.
How have your sites fared in early performance reports? Have you adjusted your digital marketing efforts yet?