At first glance, you might not see a direct relationship between email marketing and SEO, but believe me or not, the connection between these boost your website rankings in a number of ways. If you’re thinking about alternative ways to help get ahead of your competitors, this so-called SEO email marketing trend you’ve been looking for.
“51% of users discover websites through email marketing while 80% of marketers that follow email marketing can easily refine their SEO strategy.”
While emails alone can’t do much for your search engine rankings, smart marketers can use email campaigns to supercharge their SEO efforts. If you are not factoring email marketing into your SEO strategy, read on, we’ll reveal the secrets to how doing it correctly can and will help you massively improve your SEO.
We’ll also look at advantages, as well as some pitfalls you should avoid.
Don’t look at this article as one which generally speaks about SEO email marketing, but actually try to touch on all takeaway points and apply them to your own strategy.
Newsletter Content Can Be Saved
We all know emails take time to compose. If you’re doing it expertly than you must be sending out helpful and convenient content to your users. It’s quite shameful that this admirable newsletter content doesn’t “register” with Google or have any stable impact on your rankings, right?
Well, that’s all about to change.
Strong newsletter content can and should be rehashed and repurposed as blog content, and this can be done in a number of easy methods:
A New Post for Each
You can turn each of your newsletters into stand-alone blog posts by just taking the content, inserting relevant links, and getting it live on your blog. This can prove to be a strong SEO-improving method by a number of ways. Firstly, your website will have that much more top quality content for search engines to index. Secondly, it provides a new springboard for your social media and new content to share there as well.
A New Post Every Few Emails
If your newsletters are not that large or don’t provide enough unique quality content to deserve being turned into a stand-alone blog, pair them together by threes or fours before you publish them as a post too.
This is a well balanced double-edged strategy because it allows non-subscriber web traffic to catch a glimpse into what you usually send to subscriber inboxes, thus potentially driving a better subscribe rate. Hubspot is doing this efficiently for a while now, providing a nice place for their readers to go back and revisit past email campaigns.
MAKE THE MOST OUT OF YOUR EMAIL CONTENT
You absolutely MUST apply this when dealing with email marketing. 1000 dedicated users are way better than a list of 10.000 strangers. If you have a good list of subscribers you should always work on keeping their engagement levels as high as possible. There’s no magic trick. Users will only visit your site if you’ll offer quality content.
The more users come on your website to read your content, the better your website will look for search engines. Don’t fall into the trap of sending your content to just about any email address though – that can get you in trouble quickly! Learn how to curate your list correctly to supercharge your email marketing. Keep in mind that you need to gather GDPR consent from your EU subscribers. Rather than just sending an excerpt of your most recent blog post with a link at the bottom to direct readers to the full article, you should create stand-alone content for your subscribers. If you are really serious about doing it right that is!
Sending out regular emails can improve your site’s overall traffic, which will be picked up by Google and massively boost the way your website ranks. This is doubly important in this case because your traffic spikes would represent massive amounts of return visitors, which we all know Google has a soft spot for!
STRENGTHEN THE SOCIAL SIGNALS
Most marketers are unaware of the fact that social signals are an absolutely vital part of SEO. Does it sound hard to inspire people to share your newsletters or content on their social accounts? This is where emailing a highly engaged list of subscribers will do absolute wonders.
A great resource is asking your subscribers to share your content instead of trying to get them on your website or trying to convince them they should buy something. This method is pretty simple but extremely effective. Most email marketing platforms / ESP’s let you add sharing icons to your newsletters easily enough.
Building a highly engaging email template is a very important step in the process. Don’t just throw whatever content you’ve built into a black-on-white formatted email, because it will just end up looking like spam or like a phishing email. Instead, manage your creative workflow and use a tool like an email builder to build a really beautifully crafted email. This won’t only improve your credibility, but your engagement rates as well.