Email marketing can be a very efficient tool if you know how to use it. Believe it or not, but with some effective email tactics, your SEO can drastically change.
While everyone is ranting about SEO and content combo, SEO and email marketing are in the shadow. This seemingly odd couple can actually work wonders if you know how to combine them.
Are you ready to boost that SEO ranking? If you are, these 5 best ways will open your eyes for new email marketing possibilities that will help you with your SEO results.
Email marketing and SEO: How can that work?
Before we get to the applicable tips, let’s make sure that you completely understand how these two notions are co-related.
When marketers or business owners decide that it’s time to improve their SEO, we all know what they’ll mostly focus on – the content.
It seems like content marketing is the holy grail of boosting SEO ranking.
No one can oppose that content marketing is effective, but that doesn’t mean that you shouldn’t take other approaches.
Email marketing can benefit your business in many ways and SEO is no exception.
, 99% of consumers check their email every day. Why wouldn’t you use this attention and direct it where you want?
With these five tips, you’ll be able to use the power of email to improve your SEO.
1. Personalize the content
If you want search engines to recognize your value, you need to get people to click that link to your website, articles, or blog posts. The way to achieve that is to personalize email content.
According to a report,
74% of marketers
say targeted personalization increases customer engagement. If you get customers to engage, you will improve that SEO.
This is when email segmentation, polls, and surveys step onto the scene.
Start by including a poll or survey into the email. Ask your existing subscribers to share their thoughts and interests. Inquire about what type of emails they want to receive and what type of content they are interested in.
Some of the options can be:
Trending news from the industry
You can even ask them how often they want to receive emails because if you spam them, the chances that they’ll ban you from their inbox are quite high.
Once you gather this information, you’ll be able to group people based on their answers.
The next step is to use email segmentation in order to send out personalized emails. These personalized emails can have a link to your website’s page, blog post, or article that interests that specific groups.
With personalized emails, you will be able to motivate more subscribers to visit your website and increase your website’s value.
2. Add a compelling CTA
Emails are a perfect place for call-to-actions (CTAs). Its personal nature will help you with getting users to take action.
You can direct CTAs to different purposes.
Use them to improve your sales and lower the abandoned cart rate. Search engines consider all aspects of your website and this one is no exception. Having a button directly from your email to add a product to their cart is a reflection of engagement on your website.
In addition, use CTA to motivate the users to leave a review. Reviews are especially useful for local business. A study by MOZ found reviews to have a
on local search results.
Besides CTA, make an ask through embed review forms or even add a link to your Google Business reviews. The more approachable you make the review form, the chances are higher that they’ll leave a review.
3. Increase on-site metrics
On-site engagement metrics influence high ranking. Which means that search engines won’t value your website if people only click on the link. You need to get them to spend some time on it as well.
Bounce rate negatively affects your SEO results so you need to minimize it and prolong the time a visitor spends on your site.
If you wonder how emails can help you to get users to interact with the site, let’s clarify that.
Use email marketing to spark the interest of the users and lead them to the website if they want to know more.
For example, if you have just posted a well-written article with some amazing tips, give your email subscribers a snippet. Let them read just enough to get their attention and then direct them to the post.
Considering that they clicked on the link once they have read some part of it, they must be interested. If they are interested, they will probably stick thought the whole thing. Thus, your on-site metrics will rise.
It is as simple as that.
4. Collect data and develop a better content strategy
With some analysis and data collection, you will realize that your email campaigns bear a sea of valuable information.
Emails allow you to interact with your users and follow up on their engagement. This interaction can help you to gather data.
Most marketers made email analysis a part of their routine. They focus on testing and analysis of the following elements:
- subject lines
- email design
- personalization elements
If you already have these results or if you are willing to obtain them, you can easily use them to improve your website content and therefore, improve the on-site optimization.
Considering that the contacts on your email lists are your target audience, their preferences will help you to effectively shape your website.
Let’s say that the users responded well to a particular subject line. What you can do is to use that information and form a similar headline on your site.
Or, if they enjoyed a certain email design, apply a similar design to a website page or a pop-up.
In addition, you can always re-purpose your high-performing emails and turn them into site content.
Based on the email statistics, you’ll know what your target audience responds to. Later, you can use that information for improving content strategy and SEO efforts.
5. Improve social engagement
According to a Cognitive SEO
study, the top five ranked pages were also the top five shared on Facebook, LinkedIn, and Google+. As you can tell, there is a close correlation to social sharing and SEO ranking.
Email marketing can serve as a tool to get those social shares and improve brand awareness.
While social sharing buttons on the website have their purpose as well, addressing users directly over email is much more personal.
Let’s be reasonable. Who will click that share button as soon as they take a glance of your website? No one.
Encourage your most loyal customers to share your page on social media by sending them personalized emails. If you want, let them know how much you will appreciate this by offering them a discount.
For example, if they share your page on Facebook and Instagram they will get a 10% discount on a product of their choice. Which loyal customer would say no to a discounted price, am I right?
Before we say our goodbyes, here is a bonus tip that will contribute to your upcoming SEO journey.
Your email marketing efforts can easily go down the drain if you don’t do one crucial thing along the way – track your results.
Being aware of how your actions influence the SEO ranking in practice, will help you to make timely decisions.
After each campaign, check your open rates, click-through rates, the number of subscribers and unsubscribes, delivery rate, bounce rate, etc.
If you notice that a particular strategy works wonders than just keep applying it. On the other hand, if a certain action backfired, you need to forget about it.
Keeping track of your results will help you to shape these above-mentioned tips based on your target audience’s preferences.
Search engines are becoming more rigorous and they demand quality in order to improve your ranking. Email marketing allows you to present your best content to the users and offer them real value.
As you can tell, email marketing can be a very effective approach to SEO. While email marketing probably wouldn’t be your first choice for extending SEO results, hopefully, these tips have shown you how powerful it can actually be.