Good morning, 

Many companies have been emailing their customers to answer questions about how they’re handling the coronavirus outbreak, but let’s be sure not to forget search. Brands — particularly restaurants — should act fast to add FAQs and “coronapages,” as Greg Sterling has dubbed them, on their sites. 

Yes, it may seem like an odd time to talk about planning for seasonality when most of us are operating in reactive mode. Near-term seasonality plans have been tossed out the window. But when this time does pass (it will), having a plan can help your business be better positioned. Metric Theory’s Genevieve Head-Gordon shared excellent tips for preparing your paid search campaigns for seasonal peaks at SMX West last month that can help you be ready when “normal” returns.

In non-COVID news, Barry Schwartz chatted schema with Martha van Berkel. She runs Schema App and lives and breathes schema and structured data markup. Watch the full interview to hear them talk about the growth in Google’s reliance on markup, whether it helps improve rankings (Google says no) and more.

Thanks to those of you who have sent us your mindfulness exercise suggestions! We’ll be running these in a new “Mindful Moments” section in the newsletter for as long as it seems useful. See below for our first reader suggestion and much more. 

Take care,

Ginny Marvin

Mindful Moment

We’ll be sharing daily mindfulness exercises to help us all take some time to decompress. If you have a suggestion, please email me at [email protected]

Today’s moment comes from Linus Oerti of Lucerne, Switzerland-based agency Klickwerkstatt. This is a guided breathing video by Wim Hof, a Dutch extreme athlete who is known for withstanding freezing temperatures. Fortunately, this works from the coziness of our home offices, too. We could listen to his soothing voice all day: Guided Wim Hof Method Breathing (YouTube).

Pro Tip

What kind of questions should you include in your FAQs?

“Ask your customer service team and your sales team what kind of questions your customers and potential customers have,” explains SMX West speaker Ashley Segura of TopHatRank. “They are the ones directly talking to customers and potential customers all day long. You’ll want to include the most commonly asked questions and answers that address any fears, concerns, hesitations, complaints and any negative sentiment reported to other teams from customers. Addressing this first will avoid any upset customer issue post-sale. If you don’t have resources like customer service or sales teams, send your content to a family member and see what kind of questions they have.”

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Search Shorts

Possible Google algorithm update.

Google algorithm update? There are some signs of a Google search algorithm update but some traffic loss might be related to the COVID-19 crisis.

Bing to continue to update. Frederic Dubut said on Twitter that Microsoft plans to continue to push out updates to Bing search.

JavaScript SEO. Martin Splitt and John Mueller put together a new video on SEO and JavaScript. Pretty handy – check it out on YouTube.


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Emojis In FAQ Schema Going Away? – Search Engine Roundtable

PPC Management Tips for when You Must Work From Home – Adalysis

How COVID-19 Is Impacting Website Performance – Nick LeRoy

Google Search adds sorting for dictionary definitions by topic – 9to5Google

How to Keep SEO Clients and Survive in Time of Crisis – Search Engine Journal

How to Query the Google Search Console API – Moz

Now you can transcribe speech with Google Translate – Google Blog

What is E-A-T? Why It’s Important for SEO – Ahrefs