The ongoing tariff crisis has thrown many businesses for a loop—especially small and medium-sized ones that operate on tight margins. Price hikes and supply chain issues are forcing companies to rethink how they operate.
But here’s the good news: SEO (Search Engine Optimization) can help businesses stay afloat by reducing the need for costly ads while still driving traffic. Let’s dive into some practical SEO strategies that can help you grow your online presence, even when times are tough.
1. Target Long-Tail Keywords to Bring in Ready-to-Buy Shoppers
As tariffs drive up prices, customers are becoming more cautious. They’re looking for the best deals and doing more research before making purchases.
That’s where long-tail keywords come in. These are specific search terms that people use when they’re closer to making a buying decision—and they usually have less competition.
Instead of competing for broad, expensive keywords like “kitchen appliances,” try focusing on something like “best kitchen appliances under $100.” This helps you target buyers who are ready to make a purchase, and it’s much more affordable than chasing broad, generic terms.
2. Leverage Retargeting Ads as cheaper Ads traffic source
You or your website content team spend a ton of time refining your SEO and on page content, but organic conversion rates tend to be lower as a whole.
According to a study done by Rank Rise Marketing, measuring organic traffic conversion rates from the first visit a customer makes is generally lower than 1%. So what is happening to the other 99% of your organic traffic? In many cases they might not come back to the site to convert.
This scenario is where retargeting or remarketing ads can play a massive role, as they give you another opportunity to convert the users that have left the website. Additionally, retargeting and remarketing ads, being more display-based, come at a fraction of the cost that you might see from Google ads.
3. Focus on Local SEO to Reach Customers Nearby
With shipping costs going up, many businesses are leaning into local markets. Local SEO makes it easier for nearby customers to find you without the added cost of international shipping. You don’t need to battle nationwide competitors when you can dominate your local area.
Make sure your Google My Business profile is up to date, and don’t forget to ask happy customers to leave reviews. Reviews are crucial for boosting local rankings. Also, sprinkle in local keywords, like “best kitchen appliances in [City],” to help your business show up when people search locally.
4. Create Content That Solves Problems
One of the best ways to drive organic traffic without relying on ads is by creating helpful content. During tough times, people are looking for answers and solutions, and providing that content can help you build trust with your audience.
Write blog posts or create guides that address the problems your customers are facing. For example, “How to Save Money on Imported Goods During a Tariff Crisis” or “5 Affordable Alternatives to Imported Appliances” can provide real value. The more helpful your content is, the more people will find your site and keep coming back.
5. Keep Your Website SEO-Friendly
Having a website that’s optimized for SEO is crucial, especially during a crisis. You want to make sure your site is easy for both users and search engines to navigate. A few small tweaks can make a big difference in getting noticed by Google.
Start by reviewing your title tags, meta descriptions, and headings to make sure they’re aligned with what people are searching for.
Also, make sure your website works well on mobile devices. Since many people are shopping on their phones, having a mobile-friendly site is key to boosting your search rankings and keeping visitors happy.
6. Make Sure Your Website Runs Fast
Speed matters. The faster your website loads, the better the experience for visitors. And in a time when competition is tough, having a fast, well-organized site can be the thing that sets you apart.
Check your site’s speed and see where you can improve. Compress images, minimize unnecessary code, and use tools like Google Search Console to identify any issues that might slow down your site. A fast website doesn’t just improve user experience—it also helps with your rankings.
7. Use Multiple Channels to Drive Traffic
Pay-per-click ads are useful, but they can also be expensive, especially when budgets are tight. SEO helps bring in traffic without the constant need to pay for ads. But don’t stop with SEO—use social media and email marketing to keep the traffic flowing.
Share your blog posts and promotions on your social media accounts. Send out regular email updates with useful content or special offers. These channels work hand-in-hand with your SEO efforts to keep your traffic up without burning through your ad budget.
8. Track Your Results and Adjust When Needed
Things are changing fast in today’s market, so it’s important to keep an eye on your SEO performance and adjust your strategy as needed. Google Analytics and Google Search Console can give you a great snapshot of how your site is performing.
If you notice certain keywords or pages are bringing in more traffic, consider doubling down on those areas. SEO is a flexible strategy, so don’t be afraid to change your approach if something’s working better than expected.
Conclusion
Tariffs are creating big challenges for businesses, but SEO is an effective, budget-friendly way to keep traffic flowing without relying on pricey ads.
By focusing on long-tail keywords, local SEO, creating helpful content, improving site performance, and using multiple traffic channels, businesses can stay competitive and save money.
SEO is more than just a short-term fix—it’s a sustainable strategy that can help businesses weather the storm, no matter what challenges lie ahead.
