How to use email marketing to benefit SEO results
Email marketing and SEO are strong tactics for any digital marketing strategy, though both take effort and time to pay off. But what if you could use one of these tactics to boost the other?
In this post, I’m covering four ways you can use email marketing to improve your brand’s SEO strategy and give a boost to its results by combining these two powerful marketing tactics.
While SEO can be impacted by the search engines, other websites, or other factors outside of your control, you do have total control over email marketing and your messaging and timing with this medium.
By having this control, you can leverage email marketing campaigns to boost your brand’s SEO, learn how to more effectively optimize content for each audience, and deliver a consistent message for your target audiences.
4 ways to use email marketing to improve SEO
1. Drive interested users to your site
Email marketing can deliver targeted content to your customers and prospects but it also drives that traffic back to your site, improving website traffic and engagement metrics that benefit your brand’s SEO. Driving interested users to your site can lower your bounce rate and improve time on site, showing the search engines that your content is valuable and engaging.
Automated email campaigns should be personalized and segmented by industry or topic to drive more clicks and conversions to the right blogs or product pages.
2. Learn more about them
Tracking email opens, clicks, and conversions can help you learn more about your subscribers and customers and what content engages them and drives action. Use these insights to inform your SEO strategy and make sure your keywords and meta data targets the right terms and uses the right language.
Another way you can quickly learn more about your subscribers is by asking them through surveys! Ask what kind of content they want to read and will return to your site to view which will give your brand more authority and higher engagement metrics, as well as bring in new audiences looking for similar content.
Surveys can identify their business challenges, desires, buyer intent, and even keyword opportunities by asking them how they found your company or what they were searching for.
3. Repurpose content
If your email campaigns share exclusive content, find ways to repurpose it and share it on your site to rank for that content and those keywords. Sharing an exclusive industry or research report? Turn key findings into an infographic or do a podcast interview that you can host on your site.
This still lets you give exclusive access to new content for your email subscribers but benefits your brand from an SEO standpoint by repurposing the content into a new format.
4. Encourage shares
You’ve delivered your quality content to the right audience with your emails but why not ask for a social share or forward? By sharing your content on social media, you can grow backlinks, brand mentions, and increase views and hopefully engagement on your site.
Not only does this benefit your SEO, but it can also give your social media following a boost and improve opportunities for future social media marketing.
Are you thinking of how you can use email marketing to boost your site’s SEO? Let me know what other tactics you’re using in the comments below!
