Navigating Analytics Through COVID-19

Posted on: June 26th, 2020

Coronavirus (COVID-19) has taken the world by surprise and many businesses have been forced to close their doors. Other operational companies are also facing uncertainty during this fluid situation. This is the time to provide updates for your audience about any adjustments your firm has made to accommodate clientele. 

Having relevant and new content on your website will provide value to your visitors.  When a website visitor finds an article or blog on your site, you enable them to make an informed decision about whether or not they will use your services. By keeping outdated information off your website through always adding fresh content you help establish your law firm as an expert in the local community. 

Google My Business

According to Google, If your business is affected by COVID-19, update your Google My Business profile to provide the most accurate information to your customers. You can provide updates about your business to customers such as:

• Your adjusted hours of operation, for instance, if you close early.
• If your business services are experiencing delays.
• Extra services you are providing for the community.
• If your business is “Temporarily closed”.

The updates will show on your Business Profile on Google Search and Maps.

Marking your business “Temporarily closed” won’t affect local search ranking and it will be treated similarly to open businesses. Businesses offering pickup or delivery services should not mark the business “Temporarily closed,” otherwise those services won’t show on Google. 

Data Management

If you don’t have rigorous management of your data you are missing opportunities to gain a complete view of your client, online performance, and trends. Your data can also help with operational efficiencies, competitive benchmarking and other valuable insights, as SERP (Search Engines Results Pages), fluctuate throughout the COVID-19 pandemic. Performance analytics is the analysis of your companies performance indicators, such as Return On Investment (ROI) and other Key Performance Indicators (KPIs), what causes them to increase or decrease, and how your business can improve and maximize performance. By analyzing key performance metrics, decision-makers can clearly see where performance is lacking and how to make decisions to improve in certain areas. Identifying consumer segments that share common characteristics is important in predictive marketing and will prove valuable as the user search shifts around COVID-19.