Way too many people still associate email marketing with annoying spam that no one reads and can only discourage potential customers from buying their products or services. However, if you approach this correctly, it can benefit your business tremendously by increasing site traffic and customer loyalty, which will translate into more profits. But not only that.
It’s not common knowledge yet that email marketing can also influence your SEO strategy. According to SEO experts from Husky Hamster, if you plan it and implement it right, you will get the chance to drive high-quality traffic, and promote your content, enhancing your overall off-page SEO.
Below, we dive deeper into the topic, discovering the intricacies of the connection between email marketing and SEO. Read on to learn more about personalized email content, all the necessary links (to social media as well), brand awareness, search intent, user engagement, and more.
Personalized Email Content
Users are not interested in generic emails, and they don’t care about receiving mindless newsletters, promotions, or ads. They want relevant information, and they want to feel as though they are talking to a real person, not a bot.
Email marketing can help you accomplish this. It means creating a newsletter that addresses a specific audience, sending it out to potential customers, and establishing a rapport with them.
For starters, your content has to be more relevant to your audience’s needs and interests. You need to establish the right tone and the level of formality. This will help you appeal to their wants, instill confidence in your business, and draw them to your website.
Another way it can help with SEO is by providing better quality content. You will be able to offer suggestions or advice, which will lead to increased engagement and interaction. This will help you build a community around your brand, improving customer loyalty and the likelihood that they will read your content and share it.
You certainly want to establish strong brand awareness. One of the best ways to do that is by increasing brand visibility and increasing brand recognition.
Email marketing can help you accomplish both goals. By sending out newsletters and promoting your brand, you will be able to broaden your reach and expand your business. You will increase awareness about your brand and enhance its image.
This is also one of the best ways to get customers to stick with you and not opt for a competitor. By building a lasting connection, you will develop a reputation for being a reliable brand that offers high-value content. Make sure to define your target audience and their problems; then, offer them solutions and valuable information. That’s why studying search intent is so essential – we discuss this further below.
Search intent is the user’s need or desire behind making a Google (or any other search engine) search query. It can be something as straightforward as wanting to buy a product or service, or it might be that they are looking for helpful information to solve a problem.
By understanding the user’s intent, you can create content that will meet their needs. And if they are searching for information, you will have the chance to show up on the first page of Google.
You can use email marketing to gather information about the user’s needs and problems. This will allow you to tailor your content, which will help you increase conversions. You will be able to build trust and establish a long-lasting relationship that will translate into more sales. And this is what SEO is all about – getting high-quality traffic (the right audience) to come to your website (brand awareness).
One of the ways you can do this is by creating landing pages relevant to your audience. You can use email marketing to send people to specific subpages. It will help them find the information they need quicker, which will only work to your benefit.
The Necessary Links
This is one of the best ways to optimize your email marketing for SEO. The links you include should point to landing pages that are optimized for SEO. This way, you will be able to take advantage of the organic traffic coming from Google and other search engines.
Make sure your links or buttons are easy to spot and clickable. Also, don’t bury them in your content, where readers won’t notice them.
Including links to your social media channels should also be on your to-do list. This way, you will engage users in social media, present your brand, and start building customer loyalty. You will give them the opportunity to dive deeper into your content and share it with their friends and followers.
The ultimate goal of all marketing campaigns is to get the user engaged. This is why you should incorporate email marketing into your SEO strategy. By reaching your target audience directly, you will encourage interaction with your brand.
For instance, if you sent out an email newsletter with a free report from your blog, they might click on it and read the attached content. If they find it interesting, they will share it. This will not only increase brand awareness but also improve your rank on search engine results pages (SERPs).
Bounce rates are a metric that measures the number of visits that come to your website and then leave without doing anything else. Once again, email marketing can help you curb these high bounce rates.
If you manage to connect with your audience and offer them valuable information, they will be more likely to interact with your brand. This will help you improve both your bounce rates and your conversion rates.
And the bounce rate is highly important for your overall SEO.
This is because Google looks at it when determining how relevant your content is. If you have a high bounce rate (and, as such, low engagement), then Google may assume that your content isn’t relevant to their users and will penalize your website.
The Bottom Line
Email marketing is an effective tool for building relationships with customers and promoting your content. But if done right, it can also help you improve your SEO. Keep in mind that the key to success is the right approach – personalization, relevance, high-quality content, appropriate links, engagement, and more.
However, bear in mind it won’t happen overnight. You need to put in the effort and understand how it works. By creating a relevant and engaging newsletter and including all necessary links, you will see positive results in the long term.
Nowadays, companies do not have an option but to use email marketing because it is one of the best ways to reach their target audience. This is why you should learn how to optimize the process and integrate it into your overall marketing strategy.
About the Author
Natalia Kolkowska is a linguist and SEO content writer fascinated by people, the modern world, and personal development. Apart from writing, she’s constantly learning new things, sharing her thoughts and experiences with others.