SEO and email marketing may seem like two totally different disciplines, but with the right strategy and a bit of creativity, they can be powerful allies. After all, both are designed to help you reach your target audience and increase engagement, just in different ways.
With SEO, the goal is to make sure your website appears in search engine results pages (SERPs) by optimizing your content so that it is relevant, high-quality, and authoritative.
Email marketing, on the other hand, is all about creating and sending emails to your subscribers so you can keep them engaged, inform them of new offers and products, and boost conversions.
In addition, email gives companies a direct channel to reach customers and potential customers, making it an incredibly effective way to build deeper relationships with your audience and generate more revenue.
On that note, let’s take a look at two ways these two intertwine, and how your business can use email marketing to improve SEO and boost rankings.
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Improved web traffic
According to MonsterInsights, Google uses over 200 ranking factors to determine where your website appears in the SERPs. Believe it or not, email marketing can help you improve a great deal of these factors by driving high-quality traffic to your site.
By crafting emails that are relevant, targeted, and engaging, your email subscribers are more likely to click through to your website, increasing the number of visits and giving your site a boost.
And since these people are already primed to engage with your business, this can result in a significant boost to page views and time spent on site. This signals to Google that your content is relevant and worth ranking – leading to a higher spot in the SERPs.
Boosted social engagement
When your emails feature shareable content, like blog posts or videos, they can help you increase social engagement with virtually no extra effort.
All you have to do is add social media share buttons and CTAs in your emails, encouraging subscribers to share and engage with your content. This will not only help to increase overall brand awareness but will also create more backlinks that Google can use to rank your content.
Where possible, ensure that your email signature branding is kept consistent with your social media branding too. This will help to further create a sense of brand unity and recognition when customers are engaging with your content online.
Discover what content your users want to see
Email marketing offers you the unique opportunity to learn more about your customers and what they’re looking for, which is something that many businesses struggle with when it comes to content creation.
By using email surveys, you can ask subscribers what kind of content they want to see or what topics they’d like you to cover. Their responses will give you valuable insight into what will resonate with your target audience, allowing you to create content that’s relevant and SEO-friendly.
Ask for reviews and testimonials
Following on from the previous point, customer reviews and testimonials offer a great way to get valuable insights into your customer’s experience with your product or service. They also provide a great opportunity for you to acquire some social proof, which is incredibly important for generating leads and boosting conversions.
So, why not include a CTA in your emails asking customers to review or leave a testimonial about your product or service? You can feature these reviews and testimonials on your website, where they will help to improve your SEO rankings.
If you want to go one step further, you can even ask customers to link to your website from the review or testimonial. This will help to generate high-quality inbound links that Google can use to rank your content.
Create a content hook
When people have subscribed to your email list, it’s a good indication that they already like what you have to offer. But how can you make sure they keep coming back and engaging with your content?
One way to do this is by creating a “hook” – something unique or intriguing that will engage your subscribers and keep them coming back for more. Think of it like an email series with various episodes. Rather than revealing all of the information in one go, you can use each email as a teaser for the next.
This will help to keep your subscribers engaged and will likely result in a greater CTR (click-through rate) for your emails, which will in turn help to improve your SEO rankings.
This interest will also give you an opportunity to cross-promote your other channels, which will help you organically grow your online presence.
Final word
Email marketing and SEO can be a dynamic duo if used correctly. By taking the time to plan and strategize well, you can use your emails to boost organic traffic on your website, increase brand awareness, and grow your following across multiple channels.
Just take the time to understand your audience and their needs, then use this knowledge to create content that is both SEO-friendly and engaging. With a little bit of creativity, you’ll be able to maximize the potential of both email marketing and SEO.