While SEO and content marketing are a natural fit, what about email marketing? Is it the fifth wheel or, conversely, a significant booster of your SEO efforts? Can email marketing help you increase website traffic and improve your search engine ranking? Continue reading to discover the answers.
Email marketing improves SEO: myth or reality?
Search engine optimization, or SEO for short, is not inextricably linked to email marketing, as search engines do not rank individual emails or search your large mailing list directly. However, email marketing can prompt users to take specific actions — share, comment on, or link to your content — elevating your website’s ranking in search engine results.
Consider the following five SEO email marketing factors for increasing website traffic directly from users’ inboxes.
An inbound link, more commonly referred to as a backlink, appears on another website and directs visitors to your website. Search engines reward pages with high-quality links that contain valuable information and add value to the user experience.
Google’s algorithm accepts inbound links from authoritative and trustworthy websites and views your website as a trustworthy source of information if such backlinks point to it. As a result, your search rankings improve, resulting in increased traffic to your website from both new and existing customers. However, obtaining backlinks from authoritative pages is not easy — you must create high-demand content.
Backlinks and email marketing
Create content for skyscrapers. The formula is straightforward: find link-worthy content, create an improved chunk of content, and distribute it to the appropriate people.
It’s as simple as this: your subscribers receive pertinent information that they’re eager to share. Therefore, if you monitor search trends using tools such as Google Trends and create compelling content, you have a good chance of increasing traffic to your website.
Create a backlink by creating an optimized variant of an existing blog post. Include information relevant to recent search queries, stuff the article with popular keywords, and incorporate this SEO-optimized piece into your email campaign.
If your blog contains a number of noteworthy posts, don’t let them get lost in the archives. Send a weekly or monthly digest recapping your website’s most important blog posts and events. This will increase the visibility of these posts and drive additional traffic to your website, thereby increasing your chances of receiving backlinks.
Promotion of content and email marketing
You can include a summary of the article’s main points in the email and invite recipients to continue reading it on your website. That is precisely what National Geographic does on a regular basis. They compile their most popular articles, photos, and videos into a weekly digest that is easy to scan in order to attract as many readers as possible to their website.
On-site and social media engagement
When you combine SEO and email marketing, relying solely on compelling content is insufficient. This is the point at which user engagement increases.
While social media engagement may not appear to be as critical for SEO as the other options, it can help you improve your rankings and the visibility of your content. By incorporating additional social media platforms into the distribution of your content, you can cast a wider informational net, reach a larger audience, and generate more inbound links.
User engagement and email marketing
Connect your offers, exciting news, and other actionable information to your website to engage your subscribers and keep them coming back. For instance, you can ask subscribers to leave a comment on your blog post or even to like and share it via a CTA in your email. Additionally, you can include social media icons in the campaign’s header or footer to keep your subscribers engaged.
In the world of SEO, authority is king. Simply put, the stronger your brand’s reputation, the more likely you are to receive backlinks from A-list publishers, thereby promoting your content and attracting a larger audience.
While developing a strong reputation takes time, it is critical for increased conversions, increased promotional opportunities, and improved online visibility.
Reputation building and email marketing
Create customized subject lines and keep your readers informed about upcoming holidays and events. Ensure that you develop a feedback system that demonstrates your expertise and your willingness to assist subscribers who encounter problems while utilizing your service or products. This will decrease your unsubscribe rate and establish you as a reliable source of information, which will encourage users to return to your website.
Email marketing provides statistics that assist you in determining your audience’s overall engagement with your campaigns and website in general. For instance, open rates can indicate which subject lines convert the best, whereas click-through rates in your emails can indicate which blog articles are the most popular.
Long-term development and email marketing
Utilize the data you collect to create content that is appealing to your audience, which will result in increased quality traffic to your website.