The first thing that some search teams may notice is an increase in search traffic around certain products or services. For example, an increase in searches for “face masks.”

Some initial precautions SEM teams can take to ward off any unwarranted increases in search traffic are:

Increased search traffic

One of our clients saw increased search traffic on zinc-related products, led by a viral message from a noted pathologist that was being shared on social media platforms, which led people to believe these products would protect users against the coronavirus (that claim has not been substantiated by strong research). After the letter went viral, the client sold much of its zinc product stock in one day, and the search team saw a traffic increase on zinc-related products. The search team has increased paid search presence on wellness products in response to consumer demand, capturing an opportunity to support those communities that have been affected by the virus. One large benefit of direct-to-consumer goods is that they allow sick people who are self-isolating access to medicine or symptom-relief products without having to leave their homes.