Whether you’re familiar with Search Engine Optimisation (SEO) or not, you might not be familiar with the idea of combining your email marketing and SEO efforts to get better results in both spaces. Even though both of these marketing tools are so different from each other, they both aim to help you connect with your audience and help your potential clients find you more easily.
In this article we’ll cover what SEO and Email marketing is, why email marketing can be useful to drive SEO performance and ways to promote SEO campaigns through your email efforts.
SEO helps you optimise your website through on-page and off-page tactics to ensure that your website reaches the top of Search Engine Results (SERPs). This helps you to increase your online presence and visibility and reach a wider audience.
About Email Marketing
Email marketing is a wonderful tool that allows you to send curated content delivered via email to an audience that is interested in receiving communication from you. One of the wonderful benefits of email marketing is that you have more control over how your message is packaged and delivered to your audience.
Why is email marketing useful to SEO?
There are many benefits of aligning your email marketing efforts with your organic marketing strategy. We’re taking a closer look at these benefits below.
Traffic to your website
One of the main benefits of using email marketing and SEO together is that both aim to drive more traffic to your website. In terms of your goals for these tools, both are wonderful in helping you get more qualified traffic to your website. What do we mean when we refer to qualified traffic?
Qualified traffic means that the traffic that is coming to your website consists of people who have the intent to do business with you. Basically, that the traffic consists of people that are actively searching for products or services that you can provide.
If you can make sure that people visiting your website see your email newsletter sign up form, you can grow your email list and get more opportunities to convert potential customers.
Encourage more social shares and engagement
Traffic is great, but engagement means people are finding value in your content. This in turn will generally lead to an increase in your bottom line. If you are driving traffic to your website to dedicated areas on your website, this gives search engines positive signals that your content is valuable. Valuable content ranks better, which means you’ll appear higher up in the SERPs.
Other positive signals that have an effect on ranking factors (that email helps with) is increasing time on site as well as decreasing your visitor exit rate. The more time someone spends on a website, the higher the likelihood is that that person will actually buy something on your website.
The better you become at serving your audience content that they find relevant in both channels, the better your return on your investment in these areas will be.
Refine your content strategy: Turn emails into website content and vice versa
By aligning your marketing efforts in these two channels you’ll be able to create better content too. SEO can offer you a wealth of data and insights that can help you improve your email campaigns.
One quick and easy way to do this is to use your most popular keywords that you are seeing perform well in search engines and incorporate them into your campaigns. By looking at top keywords you can also use language that is better suited to your audience.
On the other hand you can use your subject lines to help you expand your organic search parameters and include more keywords into your content strategy as you’ll be able to tell which subject lines resonated better with your audience.
How does this work? Well, if you notice that certain headlines or subject lines in your newsletters are performing better than others, you could create content that corresponds with that headline/subject line for your website. Over time that content will be indexed and help you drive more traffic to your website.
If you are already running email campaign tests where you test your calls to action, the learnings you gather through your email campaigns can be transferred through to your website too. This gives you a great starting point for tests on your website.
Other great ways to promote your SEO marketing campaigns through email efforts:
One of your SEO goals may be to collect more reviews from your audience. Reviews on your website as well as on credible review sites are a great way to increase your rankings and also provide amazing trust cues to potential customers that aren’t sure if your website is trustworthy or not.
How these sites help your SEO efforts is that they offer you amazing link building opportunities which will help you rank better over time. These links are like high fives that tell search engines you have a good website.
If you’re producing valuable and relevant content with the intent to have these content pieces rank well and boost your rankings, a great way email marketing can help you is to help you distribute this content.
You can create campaigns that contain your latest content, or even campaigns that promote or encourage your subscribers to share your content.
Updating your content
If you’re struggling to stay on top of your content creation game, you could take advantage of existing content on your website that ranks well and update it. Updating this content will ensure it stays fresh but then at the same time help these content pieces stay relevant. In turn you can then send your subscriber a campaign to let them know that these content pieces have been updated to be more relevant.
Part of creating a successful marketing strategy for your business is to ensure that you use all the channels in your marketers toolkit in a way where you are reaping the most rewards out of what you put into each channel. To ensure you are doing this, you should make sure that you are not just treating your marketing channels as individual areas or silos but rather connected departments that work together towards shared goals. An easy way to do this if you work with a large marketing team is to create shared goals that you want your team to achieve.