Email marketing and SEO is the best digital marketing combination that can boost visibility. Though Google doesn’t claw through individual emails so having an excellent number of subscribers won’t make any difference in ranking. But you can turn email marketing in your favor to improve your visibility.
When there are so many new digital marketing strategies in the market, email is still in the trend. Marketers are actively performing email marketing as this is the best method to engage audiences and bring traffic to the website in a way that no other marketing platform allows.
Keeping these things in mind, let’s discuss how email marketing can boost SEO.
9 ways email marketing can boost SEO
1. Reduce bounce rate
The search engine keeps a record of time visitors spend on your webpage and the visitors who immediately leave your site without reading any content. Your website’s bounce rate influence ranking in SERPs.
Lower the bounce rate, better your search engine ranking. The bounce rate below 70% is good but if you want an excellent bounce rate, try to maintain it around 40% or below 40%.
Email marketing allows you to cut-off a bounced rate by sharing content with highly-qualified visitors so that they can relate with your content.
When the traffic is directed to your website, the bounce rate ultimately decreases encouraging the audience to engage. High engagement is a sign to Google which tells that people are enjoying the content and the content deserves a high position in SERPs.
2. Segment the email list
If you have observed your contacts you’ll notice that every contact is responding differently to your email. So you need to maintain the list of contacts who are highly engaged. As these are the people who open your email, read your content, and click the link to your website.
You can use email marketing tools such as Salesforce Pardot to measure audience engagement.
Sharing your content with highly engaged audiences doesn’t just drive traffic to your website but they can also make use of your business offers. This means email marketing can bring money to your business.
If your business is selling two or more products than just maintaining a list of highly engaged audiences is not enough. You also need to segment the audiences according to the product they prefer.
Only after then you should be sharing the relevant content to the segmented audiences.
3. Create the target content
The collection of high-quality content is not sufficient when it comes to email marketing. You need to know which content is right for whom.
Among your contacts which group can get more benefits from the content? Knowing what exactly your contacts want can improve the value and increase audiences’ trust towards your brand.
Through email marketing, you can deliver the right content to the right audience, which means you’re giving your audience what they want. When you provide exactly what your audiences are looking for, then that will help you develop a strong bond with your audience.
How you can do that?
Make use of email polls and survey to ask your subscribers what they want to know, what are they interest then build content around their response.
If you already have a customers’ feedback then you can make use of that too.
4. Publish email marketing content on your website
SEO works on your website. If you want your email to enhance your SEO then you need to connect them. The only way through which you can build a connection between SEO and email is content.
So when you send blog posts through email, you need to make sure you’re posting them on your website too. If your audiences like your content and want to read it again then they are most likely to search in search engines then in email.
The more relevant content you create for email, the more you get a productive SEO result.
Let’s say a fashion student got an email with a link to register for the fashion event from the fashion business. The student didn’t register right away. So what s/he can do is, go to Google, search the fashion event organized by the particular fashion business, and then register for the event from their website.
Email marketing can come at the wrong time, so publishing the content on the website allows people to engage later.
The same goes for the blog post. If your audience was occupied when they received your email, they can visit your site then read it on their time.
5. Create a brand awareness
Email is the great touchpoint in which your audiences become aware of your business. You can promote new products or services, talk about the events, and share your success with your audiences. It’s a great platform to share what’s happening in your business with the people who care.
Think beyond just sharing content. Develop a strategy to share content like blogs, videos, infographics, social media with the right audience.
Emailing an interesting content with the audience will keep your brand on the top of their mind. But remember to share quality content then emailing numbers of content.
But make sure you don’t send email in large quantity, else you’ll be classified as a spammer.
Before you start producing high-quality content, you should talk with your team to make email marketing effective.
6. Newsletter content
If you’re sending a well-formulated content, you’re definitely engaging your audiences. Find out which content is generating more engagement as these types of content can rank.
Google doesn’t take the newsletter as the ranking factor. But your newsletter content can help you identify what is your audiences’ interest.
Reuse and repurpose your newsletter as a blog post, video content, etc so that Google can find what your audiences want.
You can convert a long newsletter into a standard blog post by adding extra information, relevant links, and images. Adding value in your blog post allows content to be shared on Facebook and other social media platform.
If you have a short newsletter, then combine the relevant newsletters and convert them into a blog post.
The point here is, as Google can’t find the newsletters you need to convert newsletter into suitable formats which search engine can find.
7. Encourage the audience to share in social media
Adding a social media share button in your email is a good method to increase traffic to your website. However, people will share content naturally when email marketing delivers high-quality content.
Additionally, if your content gets shared in social media you’ll also increase the reach. Your business gets introduced to the new audience, which means that you’re increasing the number of your potential customers.
But, can social media influence SEO ranking?
Social media is not a ranking factor but it increases visibility which is why it can improve your SEO.
When potential customers come across your brand on social media platforms, they will search for you in Google. This increases your search volume and tells Google that people are searching for you. And eventually, your ranking can improve.
8. Use Call-To-Action (CAT)
A call-to-action (CAT) is an integrated part of an email that asks people to take specific actions directed to them. As you’re emailing to the target customers, there is a high probability that they will take the action as per the requirement.
If you want your people to participate in events like webinars you can attach an application form. Or, if you want people to buy the product you can add the CAT button which allows them to land on your website to take the action.
Also, the CAT is ideal to encourage people to comment and share in an online platform. Moreover, if you want to get a review from your customers you can make use of the CAT button.
But your CAT button has to be appealing. An appealing CAT gets an excellent number of interactions.
9. Create content hook
Email marketing is a great way to deliver the content to people and it’s also a wonderful platform that encourages engagement. Creating content hook allows your audience to connect with your regular content.
A content hook is all about moving people’s attention from one content and divert their attention to other related content on the website. The intention of doing this is to increase the engagement level in various contents.
You can create content hook but add a subscription button on the website so that they can weekly or daily updates about your business.
And you can also add a subscription button in the blog post too.
It’s just about finding a way to let people subscribe to you and then that allows you to send emails to motivate them to stick to your content.
Email may not directly impact the ranking but if you can smartly use email marketing you can support SEO to rank. One smart email marketing tactic can direct traffic, lead, and sales in the business. Find out which email marketing methods can benefit your business and implement them accordingly.