Combining SEO and email marketing isn’t the most obvious choice for marketers when considering how to integrate their digital marketing strategies. Since search engines don’t rank marketing emails, improving ranking through email isn’t the first thing on the minds of marketers.
Emails cannot make you rank higher on search engines. This is because emails aren’t indexed by search engines. However, you can still use your email marketing strategies to maximize your SEO efforts.
While emails don’t directly improve your SEO efforts, they can influence the factors that have a positive effect on your search engine rankings.
Here are five examples.
Emails boost engagement.
Social media and SEO go hand in hand. A strong social media presence is directly correlated to how high you rank on search engines. A study of 23 million social media shares revealed that the top five ranked pages on Google are also the most shared on social media sites such Facebook and LinkedIn.
When you place links for social media sharing on your emails, you actively encourage your loyal subscribers to share your content on their social media channels. This not only strengthens your social media presence, but also drives traffic to your website.
Emails can save your content.
Do you regularly send out emails and newsletters? Then leverage them by taking old email and publishing them as high-quality blogs on your website. This can have a significant impact to your SEO, because ranking requires keywords, which your content should have in abundance.
You can go recycle old email content in any number of ways, but here are some great tactics you can try:
- Transform lengthy newsletters into blog posts by simply taking the same exact content and posting them on your website. All you need to do is make little tweaks such as updating information such as statistics and citations and inserting links to your other content.
- Alternatively, if you have tons of lengthy newsletters lying around, you can transform them into longform content such as ebooks.
- Transform short emails into blogs by collecting the emails that have a similar subject matter and turning them into one blog. Make certain changes to the content as necessary to make the blog one cohesive piece.
According to Havas SA’s 2017 Meaningful Brands study, 84% of consumers expect brands to produce content. So, take this opportunity and make use of old content to drive organic traffic to your website.
Emails promote your content.
Now that you have high-quality content on your website, you can promote it via email since your subscribers most likely don’t have the time to check on your site day in and day out. A majority of people prefer receiving content thru email anyway, so why not just bring the content to your subscribers so that they don’t miss out?
Effective promotional strategies include:
- Sending emails that promote a new blog that your subscribers might have not seen.
- Sending emails that contain links to your most popular blogs.
- Sending newsletters at regular intervals (weekly, monthly, etc.) that recap all the blogs that have been published at the time of sending.
When your subscribers click the links on these emails, your web traffic increases, and so does your SEO ranking.
Emails help you send targeted content.
When it comes to building and promoting content through email, personalization is key. In fact, your subscribers are more inclined to open your emails if they are personalized. Use the demographic information of your subscribers to deliver content that is relevant to them. For example, if you sell both men’s and women’s clothing and apparel, send promotional emails that are appropriate to each of those groups.
If you want to be more specific, you can conduct email surveys and ask your subscribers what exactly they want. This way, you can create content that you know your subscribers will engage with because it is valuable to them.
Emails can reduce your bounce rates.
Once you have high-quality and relevant content, you can work on cutting down your bounce rates. High bounce rates put a damper on your rankings, so it’s important to lessen it before it becomes a much bigger issue.
Sending emails that contain links to content that is relevant to your subscribers means you are already taking a big step towards solving your bounce rate problems. When you send relevant content, your customers are more engaged. They are more likely to click on email links and actually read your content instead of just “bouncing” out of your website right off the bat.
Think email marketing and SEO can’t work together? Then think again. You can use the strategies above to make your content more visible, strengthen your social media presence, and drive traffic to your website—all of which greatly contribute to a higher SEO ranking.
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