Businesses rely on marketing strategies to establish their brands as leaders in the field. Search engine optimization is a fantastic tool many marketers use to allow their content to be noticed and ranked by search engines like Google. Likewise, email marketing is a great way to connect with clients and maintain relationships with them while moving them along the sales funnel.
Email marketing can help businesses with search engine optimization by guiding more traffic to the website, thereby increasing their search status. Email marketing can garner social media shares, backend links, more reader time, and the possibility for easier searches leading back to the website.
You may not immediately consider email marketing if you are looking for ways to increase your search engine optimization. Although the two marketing methods are not directly linked, you may be surprised to learn that email marketing can support your search engine optimization efforts.
Let us delve into just how this can be done.
3 Ways Email Marketing Can Boost SEO Results
When search engines crawl websites, they do not crawl your mailers, too. Still, while there is no direct search engine optimization (SEO) link between your website content and your email campaigns, there are a few ways email marketing can help you rank higher on the search engines.
Since there is more than one way the marketing magic can work between email and website content, we will break down a few of our top picks to give you a clear view of this marketing strategy.
1. Email Marketing Leads to more Website Traffic
Email marketing is a fantastic way for marketers to connect with people who want to know more about your brand and the business and want to be kept current about products and news. (Related: Email Marketing for Ecommerce: 10 Strategies You Can Easily Implement To Drive Sales)
The best part about an email list is that the people on it have typically signed up to be on it, which means they are already warm leads. Being warm means, they are already more likely to make a purchase than someone being marketed to for the first time.
Another benefit of email marketing is that these warm leads are people that likely want to engage with you, your brand, and your offers. They are likely to follow prompts and calls to action. That means they will probably click through to your website when you ask them to.
Having warm leads click through to your website is excellent for search engine optimization on various levels.
Firstly, your website's rank is improved by how users interact with it. You automatically rank higher when your audience clicks, likes, comments, and shares. Next up, when your warm lead visits your site from your email, they will likely visit other pages and interact in meaningful ways there, too. Lastly, having your warm lead move from email to website browser could land you that sale you have been working on.
2. Email Marketing Leads to More Social Media Shares
Again, social media shares may not directly translate to search engine optimization, but indirectly, every step of your marketing strategy counts.
In every email, be sure to include social media links to your business. Ensure that the social media platforms you use match your organization's brand tone and identity to deliver a seamless marketing experience to your audience.
When your email contacts share information on social media or simply visit your social media accounts to follow you, they are moving closer to supporting you financially. They are also assisting you with marketing and giving you valuable information about their lifestyles. Every person on your email list has a set of preferences. These can be based on age, gender, level of education, or socio-economic status.
Following their activity from email to social media, to possibly website and sale, you can gather valuable data about their habits and tastes. Email marketers report that when they segment their mailer lists, they perform better. The way you segment your list can be into groups as simple as male and female, or it can be based on what kind of social media your audience chooses to follow you on.
You could segment your email campaign audience into TikTok, Facebook, and Instagram lists, for example, each with a slightly different marketing angle. The calls to action would differ slightly. All would be more likely to click through to the website, gaining you that valuable search engine optimization status through time spent on the site and engagement.
On every blog post on your website, it is helpful to have social media share icons, too. This enables readers to share the posts on the social media platform of their choice. Again, sharing posts and engagement on your website increases your rank on the search engine.
Social media uses keywords, which can be used to your advantage for your search engine optimization, too. Use your knowledge of what your target audience is searching for on social media to insert keywords into your blog posts to allow for a more effortless flow between the website and social media accounts platforms.
3. Email Marketing Leads to further Search Engine Searches
One highly valuable way that email marketing can help with search engine optimization is with future searches. This benefit works when you advertise a specific event, special, sale, or offer in your email. For it to work, be sure to include the same offer on your website, along with short and long keywords. The keywords you use should be generated from words and phrases your reader will likely remember about the offer.
Your reader may be interested in what you have on offer but not able to act on it at the time of reading the email. Later, they are not likely to willingly trawl through their email inbox in search of the email they partially remember.
They are more likely to search Google for what they remember reading. This is where your marketing campaign steps in. With the help of your long and short keywords, your reader will type in what they remember about the offer and who it was from.
If your content is also available on your website, they will be directed there, and your search engine optimization will have worked. This method also works with regular news emails. Include news-worthy elements in the blog section of your website, and consider leaving juicy sections out. You can entice those who have not yet subscribed to the mailer list to subscribe by letting them know that the juicy bits are revealed in the subscriber-only emails.
Once they are on your email list, the cycle continues, and your marketing work keeps turning as you re-direct your readers to your social media accounts, website, and store. For those who have already subscribed, the article may include information they wish to remember from an email. They search keywords on Google to find themselves on your website, reading the information.
Final Thoughts
Emails and search engine optimization may not be directly linked, but it is possible to use email campaigns to assist your search engine optimization in a few ways. Use your emails to get warm leads clicking through to your website and engaging with your content there. You may find that you make a sale while increasing your search rank. (Related: 7 E-commerce SEO Best Practices to Get More Organic Traffic)