Email marketing as we know is a method of communication which provides an immediate and cost-effective way to promote your products or services.
But did you know that email can also be used for SEO purpose? It can more creatively be used to get engagement and visibility. Emails play an essential role in off page SEO optimization and help boost website rankings in many different ways.
As per the survey conducted by Conductor, 52% of the people discover websites through email marketing while email and organic search are two main channels that drive more traffic to websites.
Though email and SEO are very different components and use various tools, they both lead to the same goal of attracting the right audience to your website. Here we have a list of 7 ways to boost SEO with email marketing.
1. Encourage Engagement:
Have you ever wondered that no email is complete without a call to action. It’s the personal nature of emails to have CTA’s through which a brand can convey its message to its customers. CTA’s are mainly used to promote product or service and route them to the website. Asking your subscribers to try out a new service or an app, encouraging a purchase, promoting videos, events, feedback, social media, and more. Using these extensive lists of a call to action and tips helps your customers to swift focus into actions.
2. Build Social Connectivity:
Yes, social media marketing is something which has never been admitted by Google or any other search engines. However, it is a thing which does affect the search engine ranking on Google. Though social media may only indirectly affect the search rankings, it improves the power of the community and in turn the brand. Building social activity is undoubtedly the most crucial part and too powerful of a tool for brands to ignore.
3. Turn Emails Into Blogs:
The primary objective of blogging is to answer the most specific questions in a way that is specific and useful. The better the answer, the more readers you will have and higher will be the search rankings. So if you are someone new and looking to turn your emails into blogs, here are some tips.
i. Select the topic related to your field: Say if you are healthcare and want to address an audience with a chronic disease like diabetes, Blood Pressure or any. You might want to start a topic on “Best Foods to Eat for people with Diabetes and Blood Pressure.”
ii. Less is more: Trim down the extra content and focus on writing the best.
iii. Add subheadings: Break down your content into pieces and make it reader-friendly for your readers to read.
iv. Use images: A picture speaks a thousand words, so place images where ever possible and necessary.
v. Segment your readers and mail them accordingly: So when you send particular blog post, one like this: “Best Foods to Eat for people with Diabetes and Blood Pressure” is not ideal for people without any chronic disease. So restrict sending anything to your readers, know who your target audience are, in the first place.
vi. Focus on writing the best subject line: While subject lines play an important role in increasing your open and click rates, it’s better to do your research and write one with apt keywords.
vii. Conclude it with a CTA: Yes an email without CTA is meaningless. An effective call to action will serve your purpose and improves the success of your campaign with better engaging CTA’s.
4. Build Brand Reputation:
Brands always get better ranking. Google has always given bigger brands preferential treatment. They get better ranking with fewer links and gets showcased in the SERP’s. Your brand boosts search engine optimization. It drives traffic, draws better connections than non-branded ones. Hence, focus on your brand building and engagement.
5. Email Integrated With SEO Reduces Bounce Rates:
Visitors coming through emails are likely to be more interested and oriented towards your product/service. Hence, by linking your website content, you can control the quality of your visitors. As email list is one which is filled with people who have already shown interest in your website, you can send them a reminder about your new blog post or a newsletter about your latest products. This way you will have your users stay on your website for a longer time and which further improves website bounce rate. Bounce rate is an essential factor which determines the overall search ranking. The best of the websites with the best content will rank down if the bounce rate is high.
6. High-Quality Content:
Content, of course, is the great way to start building traffic, develop brand awareness and acquire new customers. And this will remain successful only if your articles/blogs rank high on your website. Apart from writing relevant content, it’s also necessary to optimize your content for the right keywords. You must understand what is best for your blog or website, do research and run some SEO experiments to improve it in the right areas.
The ideal way to include the keyword is to include it in the title, which is the most basic way. Most importantly, include keywords where ever necessary and make it look natural. Keyword stuffing is an unsavory SEO tactic to use it to boost search visibility.
7. Link Building:
Link building is a practice of obtaining links from various external websites which leads to a target website. Links are perhaps the most critical factors in ranking the page high. They are the very foundation of the Google’s algorithm and the key method of navigation to connect websites. When you consider link building strategies, you should look at the quality, quantity and how relevant they are in comparison to your content. Email marketing is a wonderful tactic and a potential link building opportunity to consider. Here are a few recommendations and tips to consider building links through email marketing.
i. When a user visits your site, ideally ask for very less information but ensure you collect their name along with their email address but nothing more. Their names can do much more with email personalization. Not addressing them with their name and directly starting off will make it hard to write an intro or start off. If you don’t address them via their name, chances are less to get them to click your email.
ii. Deliver something that is of great value over email and make sure that you are not just promising but keeping it up.
iii. Focus on the frequency that you plan to have. Based on your business strategies decide on whether you want your email to go out once a week or twice a month and stick to it.
iv. Watch out for your inactive members and manage them very carefully. If you notice subscribers who never clicked, opened, engaged or been interested anymore, you may want to remove them from your subscriber’s list.
v. Do more tests and experiments. Like A/B testing or multivariate testing and more.
Emails are still the most valuable strategies to implement in your marketing campaign. That being said, they make SEO marketers life easier, and surely affect the behaviors of your readers, which can further affect the website’s search rankings.
As we know, a visitor who subscribes is a visitor retained. Email gets you perpetual, relevant and free traffic to your website. So put your best content in front and take initiatives that you are trying to accomplish with SEO.