How Email Marketing Can Help Increase SEO Results
It’s not something that’s immediately obvious but email marketing does impact SEO. However, this is often overlooked because each of these strategies exist in and involve different platforms, and because of this marketers don’t immediately consider getting them to work together….but they should!
If you’re already engaged in email marketing, consider how it can impact your site’s rankings in search engine results pages. Once you understand the role email can play in SEO, you’ll have the necessary knowledge to get them to work together. A few simple tweaks might be all it takes to improve your strategy so that it isn’t just about sending email campaigns but also about boosting your SEO results.
Email brings in highly targeted traffic.
Your bounce rate is a good indicator of how relevant and engaging your content actually is to your visitors. A low bounce rate essentially makes you more valuable in the eyes of search engine bots. Consequently, that earns you higher rankings. Unfortunately, even if you have the best content in your niche, you can still have a large enough bounce rate that Google can take against you.
Fortunately, your email marketing campaign can bring in highly targeted traffic that’s well suited for the content you’ve published. With the targeted traffic coming from your email campaign, your website should get a healthy bounce rate that will definitely help increase your SEO results.
Improves on-site engagement.
Highly targeted traffic from email marketing doesn’t just lower your bounce rates but also improves your on-site engagement. If you bring in exactly the right type of visitors, they’ll stay longer and perhaps even go through other pages and interact with other elements of your website. Plenty of on-site engagement and a long time-on-site earn you huge Google trust points for better SEO.
Gives you data for your content strategy.
Part of developing a good content strategy is knowing exactly who your audience is. It’s not just about basic demographics like their age group and gender. It’s also more specific details like what subjects they’re most interested in (clicks), what formats they respond to the most, what their shopping behaviors are like, and how they interact with your brand.
With a good enough email marketing tool, you capture all sorts of data that you can use not just for your email campaigns but for your website’s content strategy. Without it, you’d need to make unfounded assumptions for your on-site SEO.
Gives you ideas for high-performing content.
When you make content specifically for newsletter marketing, you can easily tell what works and what doesn’t. You’ll have metrics for open rates, read rates, and even conversion rates. What’s great is that you won’t just have insights about what subjects are popular among your audience. You’ll also know specifics like how best to write your headlines and what tone of voice to use throughout the content. Use those insights to enhance your website and you’ll improve not just your on-site engagement but your SEO as well.
Email Marketing boosts social engagement.
The role of social media in SEO is quite a controversial one. True, Google had previously stated that its algorithms don’t use social media as a direct ranking factor. Be that as it may, social sharing and engagement still affect SEO. While it can’t be expected to produce results for a link building campaign, it improves search engine rankings in more indirect ways.
Part of doing email marketing correctly is encouraging your subscribers to share your content to others. This is done using a good call to action and making some social sharing tools available. What’s great about this is it brings your brand to a larger audience. What you want is to make a good enough impression that people will start to search you out. If they Google for your brand name or relevant keyword phrases and end up on your website, that will eventually take you to the top of SERPs.
If you’re not engaged in email marketing yet, consider how doing so can hit two birds with one stone. You can send email messages to your target audiences to enhance your brand and bring in sales. Doing so will also improve your rankings in search engine results pages, consequently bringing in even more targeted traffic to boost your sales.