Can I wear a white facial mask before Memorial Day?

How do I make toilet paper from items found around my home?

How many people are too many for a Zoom Video Conference?

Although we can’t say for certain that these are trending online searches, we can say that search queries change with the times.  However, pandemic or not, how search engines work and their benefits for a brand change very little. 

For the layman, search engines, like Google, send spider-like robots out into cyberspace to crawl websites and index their pages. Then, when you’re at home and get inspired by Dr. Deborah Birx and Google:

How many ways can I tie a silk neck scarf?

Google will return relevant content such as:

66 Silk Scarf Secrets

Tie Your Neck Scarf without Hanging Yourself

Look Like a World Class Realtor with One Simple Scarf

So how did Google know what results to present to you? There are many factors that influence the links presented on the search engine results page or SERP. 

What Influences Search Results

Like any successful brand, Google wants its users to be satisfied. It knows if you aren’t happy with its results, you’ll use another search engine. So, with hundreds, if not thousands, of possible results, how does Google know which results to show you? Although Google is secretive about the exact algorithm it uses to rank websites, we know a few key influencers include, but are not limited to (not in any particular order):

On-Page Optimization

Google scans web page content, title tags, URLs (web address), ALT (image) tags, and photo captions looking for scarf-related content it believes it will answer your question.  

Pogo Sticking

If you click on a link and almost immediately leave the site and return to the SERP, that’s a negative influencer as that site will be considered irrelevant to your query.

Load speed

With the average human attention span at eight seconds and falling, it’s doubtful Google will deliver a slow loading website.


A well-designed site that makes it easy for the user to find things easily and explore other pages through internal links is a positive influencer.

Time spent on the site

Engaging content such as informative reports, sortable tables, interactive maps, searchable catalogues keep people on a website longer – also a positive influencer.

External Links

Links from high quality websites to a brand’s website will boost a website’s reputation, increasing the odds dramatically that it will get presented on the SERP.

Without a doubt, Search Engine Optimization (SEO) is a valuable tool for any brand looking to build brand awareness, generate leads, and increase conversions.  However, it does have its limitations.  


SEO Cannot:

Create Demand

Sure Dr. Fauci Bobblehead may be trending now, but if your website ranked #1 for this six months ago, it would have likely generated zero visitors to your website.


SEO can deliver people to your landing page, but if visitors have a bad user experience (UX), they’ll leave.  

Work Quickly

Just as “15 Days to Slow the Spread” became “30 Days to Slow the Spread” and may soon become “60 Days to Slow the Spread,” SEO takes time.  And, like being in lockdown, it can be tedious. However, in the end, if we follow the guidelines and have patience, the results can be nothing short of miraculous.

When it comes to the search engines, is your website in quarantine?  Increase your visibility and contact Electrum Branding to implement an SEO strategy for your brand.