Want to rank higher in Google? You may be surprised to learn that email marketing boosts SEO. In this guide, we'll share 5 ways email marketing can boost your SEO.
SEO and Email Marketing are two fields so distinct from each other that it’s hard to imagine using them together for one purpose.
But, guess what– email marketing can have a profound effect on your SEO.
In this post, I have included several ways of using email marketing to boost your site’s search engine visibility, along with a list of tips to further enhance the results.
But first, you may be wondering... does email marketing even matter anymore?
I’ll just go ahead and say it: Yes!
Email marketing STILL matters.
And if it’s not part of your core marketing strategy, then you are losing on a lot of engagement and conversions.
Don’t believe me? Have a look at these stats:
So, if you still haven’t included email marketing to your marketing strategy, it’s time that you do.
OK, with that out of the way, let's discuss 5 ways to boost your site's SEO with email marketing...
The influence traffic has over a page’s rankings in the SERPs is what makes it an essential element of SEO.
For instance, two pages of different domains are competing for the same keyword; their keyword optimization and backlinking is excellent. Now, how does Google decide which one to rank atop the other?
One word: traffic
When two pages offering equally valuable SEO optimized content compete for the same keyword, then Google ranks the page receiving more traffic higher than the other. So, if one page has 10K traffic and the other has 15K traffic, then Google would rank the latter higher in the SERPs.
How to Use Email Marketing to Drive Quality Traffic
Quality traffic = Low bounce rates + high session rates
And email marketing is a powerful channel when it comes to driving quality traffic. How?
Before telling you how let’s first talk about why do you subscribe to a blog?
Now, let’s talk about “how”.
You can include links in your newsletters and emails regarding the latest updates and features. It is up to you to decide what type of links to add. Generally, I focus on including links to the old articles on my blog and drive traffic to those pages and give them a second life. It is an excellent way to revive old content.
And since you know why people subscribe to a blog, it is evident that when they access the link in the email, they will stay (not bounce off) and read its content (increase session time). This will drive more traffic to the page and improve its bounce and session rates.
When a blog receives shares and comments regularly, then search engine crawlers consider it a ‘fresh’ piece of content with which people interact and show interest in reading. This affects the page’s rankings in the SERPs and eventually, the entire site’s SEO.
How to Use Email Marketing to Boost Engagement
If you want to drive more comments to your blog through emails, for example, then you need to make sure that they include call to actions and signify the purpose of your email. You can request your audience to give their valuable feedback in the comment section directly.
However, you need to keep in mind that you cannot just target everyone in your mailer list because if people receive unwanted emails, they will flag you as spam.
A search engine spider not only crawls over the keywords placed on a page strategically, but it also analyses the content, checks its quality and depth. Based on that analysis, search engines rank the pages.
Moreover, quality content gets ample traffic as it resolves the user’s queries quickly; and that quality traffic also results in better rankings.
How to Use Email Marketing to Create High Quality Content
Include links to different blogs in your emails and newsletters when you are sending them to your subscribers. Running A/B tests on the links will give you an idea about the type of content in which your audience is interested.
Based on that data, you can prepare a better content strategy that caters to the interest of your audience. You can also A/B test the subject lines and identify those emails which were opened the most and consider using them as your CTAs (Call To Action).
Apart from that, you can create a list of your high performing emails and formulate a post around them. For instance, you can create a post like ‘Top 7 high performing launch emails’.
The engagement your brand receives on social media can influence its rankings in the search results. Matt Cutts confirmed this back in Dec 2010 saying ‘we do use Twitter and Facebook links in rankings’.
How to Use Email Marketing to Improve Social Signals
Improving your social signals through email marketing isn’t rocket science. The process is straightforward and really convenient.
You can include your social media handles or social sharing buttons directly in the outgoing emails and newsletters. By following this process, you can drive traffic to your social media handles and get your posts shared and extend their reach to a broader audience. This will boost your online visibility and ultimately, SEO.
It’s that easy!
Link building is a powerful way of improving your site’s search rankings. The search engines analyze a domain’s backlink profile before determining its SERP rankings. They not only analyze the number of links, but they also check each link’s quality -from which domain is it inbound: it’s DA, traffic, etc.
How to Use Email Marketing to Build Links
You can send out emails to your subscribers and request them to fill out forms which will act as a survey. After receiving the information, you can turn it into an article or infographic. By doing this, you will create link-worthy content that other domains, who need such research, will use and source it back to you. Hence, generating links automatically.
Using HTML emails are an excellent way to drive more conversions and traffic to your website because HTML emails have an engaging design which is easier to act on as compared to regular emails.
Users don’t usually go and read your email line by line. They prefer scrolling through and just glancing at it, so you need to grab their attention as soon as they glance at your email. And for doing that HTML emails are the way.
You cannot just go ahead and start sending out emails anytime you wish. You need to decide which time is supposed to be the best time for sending out emails.
Studies show that weekends are the best time for sending out emails because the opening and replying rate of emails during weekends are comparatively more than what marketers experience during weekdays.
Also, the reply rate is more in the morning and night time. You can decide the best time for sending out emails depending on your target audience and marketing strategy.
You can either create an article around the emails you send (as mentioned previously), or you can create an archive on your site for every newsletter you send.
Once you do that, your newsletters will be visible not only to the search engine crawlers but also to the visitors. This way, your emails will start getting indexed and ranked; plus, if the visitors find the content of your newsletters interesting, they will subscribe to it.
You can include the convenient subscription options on such pages to make it easier and quicker for the audience to subscribe.
It is always a good idea to send out confirmation emails to your potential subscribers to get their permission for sending them newsletters and messages. This way, people who subscribed mistakenly are removed from your subscriber list and you are left with an authentic recipient list that includes 100% organic subscribers.
So, whenever you send these recipients email about new content, they will be interested in reading and sharing it on social media and post their opinions about it. This will lead your posts to start receiving authentic comments and engagement on social media.
Surveys will help you understand who is your audience. You will know about their age, gender, occupation, etc. this is ample data which you can utilize for purposes other than data-driven articles.
When you are aware of the demographics of your audience, you can bifurcate them in segments and send them emails which cater to them solely. This way, your emails will receive more open rates, and the included links will receive more click-through rates. Plus, the traffic driven to those links will be interested in reading them, thus improving the session and bounce rates as well.
It is very disappointing when emails fall under spam because the recipients didn’t get the chance even to see the email, and your efforts got wasted entirely. However, you can aim to create emails without spammy words like free, % off, etc. and make your way to the receiver’s primary folder, but there are more factors at play here:
Don’t send emails to your complete recipient list at the beginning. First, create a small emailer list and send your emails to them and check where they are landing. If they are falling in the spam folder, then check again for the spam filters and fix the issues.
Keep the Layout Light
If your HTML emails are coded heavily, it will take time for the email to load. Even though it's immune to the spam filters, your emailer list will not be able to engage with the email’s content, which is as good as spam!
In the end, you must remember that you need to track everything. You need to track the open rates, click-throughs, unsubscribes, everything. Also, do convert the links you include in the emails into UTMs so that you can monitor them in Google Analytics.
Email Marketing and SEO aren't usually thought of as a pair, but we've just shown how you can boost your SEO with email marketing.
Email marketing should be a part of every marketing strategy. You can increase your sales via emails, you can also improve conversions, and the return on investment for email marketing is a surprising 4,400%.
These are the most compelling reasons which influence marketers to opt for email marketing.
Boosting your SEO via email is a smart move, you are doing what you generally do, but by making certain additions, you made it better.
Sahil is the CEO and Founder of Rankwatch - a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.
These are powerful techniques that I've used to help grow 7- and 8-figure online businesses– and they can work for you, too.