It’s a harsh reality for marketers that no matter how much engagement they acquire from email marketing, they cannot directly alter their search engine rankings.
However, it’s always comforting to know that the digital space at all times has a way of intersecting what initially seems to be two parallel worlds. So, how do you use email marketing as a SEO booster?
Email marketing takes the lead
Email marketing has been proven to be an effective way for keeping and engaging clients. Although search engines cannot index it, this strategy could make a huge influence in all of the SEO initiatives through several creative ways.
A well-engaged email subscriber has a high possibility of checking more content on the website, which could eventually generate low bounce rate, improvement of visitor’s quantity and prolonged site visits. These create impact on the SEO success in terms of rankings and traffic. Likewise, a fascinated loyal website visitor might think of freeing himself from the hassle of checking the webpage all the time for updates, and why not subscribe himself to a newsletter instead?
Both channels compliment each other. With the help of an email marketing automation platform, optimizing email marketing efforts could improve site traffic, subscriptions and SEO rankings which hopefully will turn into sales.
For instance, Neil Patel, in one of his blog posts, emphasized that email subscribers are his most engaged visitors and are more likely to share his content. He discovered that they write nearly half of the comments on his blog, not to mention that they only make up 14% of his total traffic.
In this article, we will elaborate on the techniques we can utilize as we take advantage on the power of email marketing to achieve full visibility and business growth.
- Use a good email marketing service provider and a marketing automation software
Be sure to invest in a credible Email Service Provider and marketing automation software that are pretty much pros in this line of business. Choosing the right tools depends on your business parameters, but there are certain things that can’t be compromised. Some popular ESPs, along with their excellent templates, high delivery rates, scheduling features and mobile-optimized apps, also offers free trials so you’ll get a glimpse of their overall services. It’s highly recommendable to take advantage of those offers as they might exempt you from paying the wrong one.
- Pay extra attention to inbound links
Inbound link, which is typically called a backlink, is a hyperlink on a third-party web page that connects to a page within your site. The higher the quantity of your backlinks, the more the intensity of your SEO.
Through newsletters, you can encourage your email list to link to your posts. This does not only improve traffic but also increases credibility of your contents. Case in point, marketers oftentimes use research when proving a point in their blog post. If you have one of them, it’s a great SEO-booster once you make your data available to users as you provide them with a link via direct email.
We understand that the ladder of success in the digital world is intense, but inbound links teach us to be co-dependent with each other at some point as we gear towards our shared goals.
- Make sure your email and newsletter is sensitive to SEO guidelines as well
With regards to off-site SEO optimization, email marketing can be fully utilized to further achieve better search rankings by turning your newsletter into a blog post (and bring it out in the open for full public consumption) or collecting customer reviews and feedbacks. SEO copywriting guidelines should also be equally considered; like being sensitive about the uniqueness of the content or adding targeted keywords based on your industry.
- Use your email marketing campaign to increase the visibility and performance of your content
By integrating a good intro and an explicit call-to-action to tick their curiosity, a newsletter can definitely be a great tool to boost website content’s visibility and performance. Alternatively, by using well-crafted onboarding emails, you can attract users to visit your blog and knowledge base more often, which adds a bit of targeted traffic to your website. It can be in a form of a digest of your featured posts, an advocacy wherein you ask your subscribers to share your content for a good cause, or a public service announcement wherein you ask them to comment about your recent incident reports to increase public awareness and engage them with an informative discussion.
- Boost social media engagement
Marketing techniques are inter-connected. As mentioned, email drives up more content engagement on the website. And since a content is highly shareable, social media engagement catches up, thereby increasing more organic traffic because of that high volume of sharing.
- Use marketing automation and measure everything
Marketing automation is a game-changer. With its innovative features, it has an easy way of measuring engagement, connecting dots between digital efforts across timelines and optimizing marketing ROI. Measuring results doesn’t just bring value to numerous marketing efforts. The gathered data can be substantial in discussing about what did not work and in formulating more advanced techniques to be used for future marketing endeavors.
- Develop landing pages
Developing a standalone page that’s dedicated to a specific topic, whether for your product or services, is a great strategy to increase conversion rate. Within the newsletter, integrating relevant keywords linking to your industry is an important addition to the overall success of those landing pages as they provide easy-to-understand sign-up forms and enticing CTAs.
It’s true that a business’ SEO success could land her a crown position in the search engine results. Although email marketing alone has no direct significance to its achievement, through the techniques mentioned, you can clearly optimize your newsletters based on SEO guidelines to boost engagement that will eventually be converted into organic traffic for your soon-to-be “Top 1 in the Search Results” website.
Kimberly Maceda is a content writer for ActiveTrail. She writes for some top online marketing sites and blogging advice on email marketing and marketing automation. ActiveTrail is a leading provider of professional-grade email marketing automation software for growing business.