How to combine SEO and email marketing for better ranking in Google search results

As digital marketing continues to evolve, businesses need to implement a multi-channel approach to reach and engage with their target audience. Combining Search Engine Optimisation (SEO) and email marketing can be an effective way to boost your website's search ranking and drive more traffic to your site.

In this article, we'll explore how you can leverage the power of SEO and email marketing to improve your website's search ranking and drive more leads and sales.

First things first…

SEO, or Search Engine Optimization, is the practice of optimising your website and its content to appear higher in search engine results pages (SERPs) when people search for related keywords and phrases. Essentially, SEO helps you get more visibility and traffic to your website from search engines like Google.

To improve your SEO, you need to create high-quality content that uses relevant keywords and phrases, include links from other reputable websites and ensure your website is easy to navigate and provides a positive user experience. By doing this, search engines will view your website as more authoritative and relevant, which can lead to higher rankings and more traffic.

So, how do you do this? Let’s find out.

1. Build a segmented subscriber list

The first step in combining SEO and email marketing is to build a list of subscribers who are interested in your content. You can do this by creating a sign-up form on your website or by offering a lead magnet in exchange for email addresses.

Once you have a list of subscribers, you can segment it. We have a guide that tells you exactly how to segment your list in Mail Blaze.

To make your email marketing effective, you need to speak directly to your subscribers and provide them with content that's relevant to their needs. This means you can't send the same generic message to everyone on your email list. Instead, you need to segment your list and create targeted campaigns that speak to each group individually.

Remember, when you create content that covers a variety of topics, not all of your subscribers will be interested in every subject. That’s why having a segmented list that receives tailored content will keep your subscribers engaged and exploring your website, which can improve your rankings on Google. When your website receives more traffic, it becomes easier for potential customers to find you, so you'll achieve your goal of boosting your rankings.

2. Focus on building quality backlinks

Backlinks, also known as inbound links or incoming links, are links from other websites that lead to your website. In other words, when you produce content that is informative, engaging and valuable to your audience, you increase the likelihood that other websites will link to it (and, therefore, you’ll earn backlinks).

They are important for SEO because they signal to search engines that other websites consider your content to be valuable and relevant. The more high-quality backlinks your website has, the more likely it is to rank higher in search engine results pages.

One way to build quality backlinks is to include links to your business's website in your email campaigns. This can encourage recipients to share the content with their own networks, which can lead to more backlinks and higher search engine rankings.

Once you’ve earned backlinks, you can share your content with your subscribers; share the content that includes those links with your email subscribers. This can help drive more traffic to your website and improve your search engine rankings.

3. Have helpful email digests

In simple terms, an "email digest" is a type of email that provides a summary of recent content or resources from your website. It usually includes links to your full content (e.g., an article), as well as brief descriptions or headlines.

Using an email digest can help you rank higher in search engine results pages in a few ways:

Increases traffic to your website: By sending out regular email digests that highlight your recent content or updates, you can encourage more people to visit your website. This can help increase your website's traffic, which can in turn improve your search engine rankings.

Encourages social sharing: Email digests can also encourage social sharing, as readers may be more likely to share your content on social media platforms if they find it interesting or valuable. This can help increase the visibility of your content, which can also help improve your search engine rankings.

Provides more opportunities for backlinks: By regularly sharing your content through email digests, you also create more opportunities for other websites to link back to your content. This can help improve your website's backlink profile, which is an important factor in search engine rankings.

4. Optimise automation to generate traffic

Email is great because it allows you to automate things. The best thing about using email marketing platforms such as ours is that we allow you to set up predefined, automated workflow sequences to make things easier for you. Let’s say, for example, that you want your new sign-ups to get a welcome email immediately that also offers them links to your resources. You can set up a predefined workflow and determine your own triggers. Now, your new subscribers can easily access your top-performing content without requiring any manual effort on your part.

These automated email sequences provide you with a steady flow of traffic that grows along with your email list. As the traffic becomes more engaged, Google takes notice and begins to rank your website higher in search results.

5. Use long-tail keywords

Long-tail keywords are longer, more specific keyword phrases that typically contain three or more words. They are called "long-tail" because they represent a smaller, more targeted group of users who are looking for something very specific. Long-tail keywords are often used in SEO to help businesses rank for niche topics and improve the relevancy of their content to specific search queries.

Using long-tail keywords in emails involves incorporating longer and more specific phrases into your email content. By doing so, you can attract a more targeted audience that is actively searching for those specific topics or products. When you use these long-tail keywords consistently in your email marketing, you can help improve your search results by increasing the relevancy of your content to those specific search queries. Additionally, long-tail keywords are less competitive than shorter, broader keywords, which means you have a better chance of ranking higher in search results for those specific phrases.

If some of your readers just search for whatever your email was talking about and their search phrase captures some of your long-tail keywords, finding the content will be easy.


Combining email marketing and SEO can be a powerful way to boost your business's search engine rankings and drive more traffic to your website. By using some of our tips, your business can create a cohesive strategy that helps you achieve your marketing goals.

We hope you found this article useful. We’d love to hear from you! Leave a comment below to let us know your thoughts.


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