New Search Engine Updates for 2021: Why Investing in SEO Matters More Than Ever in the Age of COVID

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

December 22, 2020 | 5 Min Read

Article updated on July 8, 2022

COVID-19 has impacted every aspect of business and marketing in 2020. Budget cuts mean that many companies are investing less in SEO, making room for others to fill that space in search engine rankings. New search algorithm updates mean that those companies investing in SEO are already in a position to benefit from these shifts. This article will look at some of these new Google algorithm updates and explain how investing in SEO now matters more than ever.


Business Changes During COVID

It’s no secret that the pandemic has shifted the way we do business. The old ways of finding and building relationships with customers and partners are no longer possible. Everything from in-person sales to large sales conventions has moved online. While online visibility was important pre-Covid, it is essential to have a visible and effective online presence today.

This shift is also a huge advantage for businesses that are ready with an SEO strategy. SEO is your best salesperson and the gateway to bring people to your site. Customers have the entire world at their fingertips through a Google Search. This moment offers a massive opportunity for companies ready to take advantage of it – as long as your customers can find you.

For businesses that are closed or whose sales have shifted to curbside pickup during the lockdown, local SEO search rankings are more important than ever. Customers can find your business with a quick local search and quickly discover how to find you, reach you, and do business with you even if your doors are temporarily closed.

For small businesses affected by COVID lockdown, local Google search queries like “Open now” or “Near me” local customers can find you when they need you even if your doors are shut. Again, it is essential that the search engines can find you to reach these new customers, who are more likely to be high-quality searches looking to buy from you right now.


New Algorithm Shifts

In December 2020, Google announced a huge core update to its search engine algorithm. This major update was worldwide, and it covered a lot of overall quality issues and was the first large scale update since Spring 2020. Many sites with SEO ranking factor strategies in place such as authoritative blog posts focusing on long tail keywords, avoiding keyword stuffing, optimizing for a streamlined user experience and mobile first indexing saw an immediate gain in organic search traffic of 10% to over 100% after the update.

We’re already seeing that some of our clients are coming out of this turbulent year significantly better visibility-wise than when they entered it. This data tells us that now is the time to take a look at what your SEO is doing and make the necessary changes to take advantage of this monumental shift in online business marketing.


Evidence That SEO Works

It is also important to remember that as fast as the internet moves, SEO is a long-game. Businesses that start an SEO strategy now will begin to see improved Google rankings in two to three months down the road when, hopefully, things will start to open up again.

It is critical to make changes now to help your business in the future. Contact us today to start a conversation about how Pedestal Search can help your business take advantage of these unprecedented shifts and make your business more discoverable in the future.


SEO, SEO Strategies

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.