Businesses might sometimes make the same mistakes when it comes to areas like SEO. In particular, there are company owners that still underestimate the power of email marketing. Yet, adding the latter to your marketing plan may help improve your SEO results.
You might notice that search engines don’t rank marketing emails. They aimed at increasing open and click-through rates, instead of boosting SEO. However, if you remember how effective email marketing is in generating traffic and driving engagement, you would want to consider the ways how it may complement your SEO efforts.
Here, we examine the connection that binds SEO and email marketing, as well as the value they provide in generating better results for your business.
How can email marketing boost SEO?
Working in conjunction, email marketing, and SEO bring the search engine results you’ve always wanted. According to statistics, 51% of people discover new websites through email. What’s more, both email marketing and SEO may help achieve a better ROI as they are actively used for content promotion and generating leads.
That said, visits, engagement, and the response received from emails improve your SEO. However, there are some ranking factors, which may improve your chances of ranking even higher. These factors include:
- Link Building. You can achieve a higher domain authority by encouraging users to link to your posts or specific pages of your site, or by creating content digests with URLs leading to particular articles. Statistics prove that 84% of sharing happens via email, IM, and text.
- Engagement. You might already know that the top-3 Google ranking factors include links, content, and RankBrain. And for these three, engagement ensures success: the more engaged users, the better the search rankings you have. That said, emails increase onsite engagement by making them come back to your site.
- Content Promotion. You can promote your site, increase the visibility of posts, earn backlinks, and gain more traffic to your website through emails. For example, send a weekly or monthly digest with a recap of your site’s blog posts and events, and invite subscribers to finish reading it on your website.
That said, if you struggle to stand out in the noisy world of content, you may use guest posting service, which unites exceptional publishers and buyers to help them reach a new level of business greatness. For example, Adsy can help create a quality blog and guest posts, distribute content on relevant platforms with real traffic, and more.
When used together, email marketing and SEO become one of the most effective tools for generating better results for your business. Yet, we’ve compiled a list of email marketing benefits with SEO in mind.
1. Reduce your bounce rates
Moz’s study found that a lower bounce rate is often a good indication of user engagement. When it rises, rankings tend to drop, and vice-versa. Even if you have excellent “SEO writing” and good site traffic, a high bounce rate will pull your ranking down.
Nevertheless, you will be able to reduce your bounce rate if you create SEO-friendly content and link to it through your emails. This will allow you to control the quality of your site visitors.
To make your subscribers check out your website and visit several pages at once, you can link your search bar, add a “read more” section, or include post links in your email.
2. Boost your social media stats and engagement
Google study found that there’s a clear relationship between social media sharing and SEO.
In your newsletters, add links and share buttons and ask your subscribers to check out, share your content, and follow you on social channels. Such cross-promoting helps grow your numbers organically. Good email content with calls to action encourages your most visitors to like, share, and comment. This promotes your content across their social channels; ad thus makes both your engagement rates ranking in search engines higher.
3. Rank higher with inbound links
Inbound links are the signals for Google to consider the websites as a more authoritative and reliable source of information.
You can get more inbound links if you create meaningful content and send it to the right people. Another way to encourage your subscribers is to use the links to your website in their blog posts, comments, etc.
4. Analyze your target audience to create better content
As mentioned, relevant, high-quality content is more important than ever. You can make it even better if you deliver personalized content based on the interests of your audience. To achieve personalized customer experience and understand the target audience, use your email list.
Here, email segmentation and CRM tools are the ways to go. Segment your email list according to gender, location, interest, job title, and more information related to your subscribers. This will allow you to create custom email marketing lists that deliver personalized content to those who are most likely to find it valuable. You may also conduct surveys and polls where you ask your subscribers to clarify their wants and needs. This information will help create blog posts, articles, videos targeted towards them.
In the end, subscribers open emails, click on the links, and proceed to your website only if they see valuable information.
5. Let your content serve a greater purpose
You can give your exceptional email content a second life as blog content. For example, try to remember what long-form newsletters had success among subscribers and increased clicks on links and traffic of your website. Then, you convert them into articles or blog posts. They are the topics your target audience is most interested in.
Additionally, you may get new subscribers if you keep newsletters in an archive on your site. Thus, your new visitors can see what you’re sending to your subscribers and want to sign up for your website.
Even if you think SEO and email marketing are fundamentally different, yet try to investigate how they can complement each other.
True, emails don’t increase ranking directly, but they can become the starting point that improves your ranking. You may turn marketing emails into an essential strategy to improve bounce rates, gain backlinks, encourage social following, and deliver high-quality content. Soon, you’ll see how much your site’s traffic and engagement increased, and thus became friendlier to both searchers and search engines.