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Read on McDuff.
Our marketing efforts don’t (or shouldn’t) live in silos. When we put an effort into one channel, it should directly affect, or at the very least influence one or more other channels. It’s efficient.
And so you may wonder, how can my email marketing possibly help me with SEO?
Email marketing can contribute to the same goal as your SEO strategy — lead generation.
Now, emails cannot directly impact your search engine ranking but they can influence it. What we’re doing in email marketing is building connections. Connections that influence how search engines see our website.
Align your keywords and phrases
For any SEO campaign, the keywords you use and the readability of your website content is extremely important to help lift your rankings.
Because of the strategies we’ll look at in this article, you need to be doing the same when you write your emails. Just like a blog post, your email content should take advantage of keywords, long tail keywords, and relevant content that is useful and readable.
Recycle and repurpose
If you writing long form emails, turn them into blog posts. Add internal and external links, calls to actions, all the things that you should be doing for a blog post.
If you writing short form emails, create a blog post by combing multiple emails with a similar theme. Use structured hierarchy and, like long form content, links and calls to action.
This strategy achieves two things. It gives people who didn’t receive the emails relevant content and gives Google more information to index. It’s a win-win situation!
Maintain a highly engaged email list
The most valuable list anyone can have is a list of contacts who are highly engaged. These are the contacts who open emails, read the content, and click through to your website. Most email marketing services provide the tools you need to do this or, with more sophisticated tools, you can create your own segments of engaged recipients.
Sending qualified traffic to your website
One of the most obvious benefits of an email marketing is sending traffic to your website. This is because you already have a list of people who gave you their email address. They gave you their email address because they were interested in what it is you have to offer. If you’re not taking advantage of this to send traffic to your website, you’re missing out. Big time.
But not all traffic is created equal. It’s not just about the traffic. It’s about bounce rates, page views, and time on page. What we want are website visitors who are likely to make some sort of conversion after they arrive.
The best ways to do this to use segmentation. Segmentation is a strategy to group your subscribers by common elements. If you’re a fashion retailer, grouping by age, gender, and family status are some ways you can send your audience to information on your website that are relevant to them.
In today’s commercial environment, consumers expect the emails they receive to be tailored to their interests.
Segmentation allows you to be deliberate about the relevance of your content, and relevance is one of the pillars of SEO.
The more relevant the information you have on your website, the longer a visitor will spend on your site and the more likely they are to eventually convert.
The more effective you become at driving your subscribers to content that matches their interests, the better your search visibility can become over time.
Improves bounce rates
By sending relevant and personalised emails to a highly engaged list, you’re reducing your bounce rates. Your email audience is more likely to be interested in what it is you have to say and therefore, stay on your site longer.
Digests are simply summaries of blog content. Don’t make them just about the products or services you sell. In fact, they don’t have to be about your content alone. Researching other blog articles that your audience may find interesting adds even more value.
Keep your content on your website
Especially when you’re sending blog posts or articles through an email newsletter, you want to make sure you’re posting all of this content to the website rather than keeping it in email. Afterward, people are more likely to search for it in a search engine rather than through their email inbox.
You can mention key points of your article in the email and invite recipients to finish reading it on your website.
RSS & regular content consumption
While encouraging comments and engagement can enhance your SEO, giving people other ways to consume your content is important, as well. Not relying solely on emails to increase your monthly web stats is a good long term strategy. RSS and YouTube (owned by Google) subscribers expand the potential that people will visit your website without the need to receive an email.
If you’re focused on SEO for your website, you now understand how email marketing can play a part in those efforts. All of the strategies above can contribute to using your email list in ways that can help boost your search engine rankings.
What you need to do is create an email marketing strategy that works with your SEO strategy.