If done right email marketing can be quite an effective strategy. However, if you don’t really know what you are doing it can be a waste of time and really annoy your customers and potential customers. So it is important to conduct thorough research before you begin an email marketing campaign.
Email marketing has many benefits and one of these is that it can boost your SEO results! When it comes to SEO there are two main sections – on and off page SEO. On page refers to all the work you do on your website in order to improve rankings.
Whereas, off page is all about building relationships and content for external sites in order to receive a backlink from the site. Backlinks are vital and you need to ensure that you have a solid number of high quality and relevant links pointing back to your site.
While email marketing doesn’t strictly fit into one of these categories, you can use its power to improve the effectiveness of your SEO strategy! There are a number of ways that this can be done and they are broken down into primary and secondary goals.
Primary goals refer to the ways an email campaign has a direct impact on your rankings and is significantly important. Secondary goals refer to factors that indirectly impact your search engines rankings and have a lesser level of importance.
Take a look below at some of the main ways email marketing can boost your SEO efforts:
Primary Goal – Content Promotion
It is a smart idea to use email marketing to promotion the new (and old) content on your website. By doing this you can increase the visibility as well as the performance of content pieces.
Think about introducing a weekly email with the most popular or important story of the week. As well as this, you should do a recap of other stories that were published this week. You can also potentially do a “this time last year” section were you look back are the popular story of last year.
Primary Goal – Inbound Links
Inbound links are great for your SEO and by using email marketing you can encourage users to share or link to your latest articles or a specific page on your site. Inbound links are important in order to improve your domain authority.
The more high quality links you have pointing to your site, the better your domain authority will be. A company called Moz using a 100 point scale develops your domain authority and if you haven’t seen what your authority number is, now is the perfect time!
Primary Goal – On Site Engagement
The algorithm Google uses to establish the value of your webpages is very complex and there are a lot of different moving parts. It can certainly be difficult to hone in and focus on one, however it is known that Google favours websites with highly active users.
This means that you need to ensure your bounce rate is low and users are spending a long time on your site while visiting a number of different pages. With email marketing, you can keep the target audience more engaged by offering them something they aren’t able to get elsewhere.
Secondary Goal – Long Term Development
SEO is certainly a long term strategy and email marketing can assist in establishing this. The engagement statistics you receive when implementing an email campaign are vital and highly useful for further developing and strengthening your SEO strategy.
Getting the data is one thing, then you have to actually use this to target your audience in a better way and offer them content that they want to read. For example, you can use email marketing open rates to determine which of your articles are more popular.
Secondary Goal – Building Reputation
Branding and building reputation is vital – without it not many people will know who you are and if they even want to become a customer of yours. Email marketing can assist in building the recognition of your brand to potential customers as well as assist in keeping existing ones.
Secondary Goal – Social Media Engagement
While social media doesn’t have a significantly major impact on your SEO, it is still something you should consider because social signals are noted by Google. By having a large social base with highly engaged users it can have some advantages.
For example, when you post content it means your brand reaches more people and therefore can increase its visibility. This increased visibility therefore leads onto the potential of more inbound links. As well as this, if you include social buttons it makes it easier for users to share your articles.
Therefore it is clear to see that email marketing can have an impact on your SEO and this is certainly something you should consider if looking for additional methods to improve your SEO.
Author: Biz Think Tank
BizThinkTank is a dedicated small business website, with a wealth of regularly updated tips and articles. Whether you’re looking to start a business or grow your business, you’ll find a wealth of handy advice and information.