As crises emerge, businesses often get scared, leading to rash actions such as suddenly cutting budgets. Such reactions can sometimes make it difficult for companies to survive in the long-term, as massive competitive advantages are often either given up or not courageously exploited. What we have already learned with the COVID-19 pandemic is that consumption patterns are shifting massively towards digital; for example, 48% of all customers plan to maintain these new digital habits. Due to its potential for long-term return on investments (ROIs), search engine optimization (SEO) is one key digital channel that companies must embrace immediately to successfully and sustainably overcoming crises as they emerge.
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