Marketing emails aren’t ranked by search engines, and the goal of an email campaign is usually to get opens and click-throughs—not to boost your SEO.
But considering 51% of people discover new websites through email, it’s worth looking at how you can leverage those visits not just for one-off click-throughs, but for high-quality traffic that increases your search engine rankings.
Let’s look at a few of the benefits of designing emails with SEO in mind.
1. Improves bounce rates
Search engines know how long people tend to stay on your site and what percentage of them leave immediately (or “bounce”) without checking out your content. Your bounce rate is an important factor in your overall search ranking. Even with the best SEO silo structure and writing in the world, a high bounce rate will kill your ranking.
The first step to cutting your bounce rate is creating outstanding content—and by linking to your content in email newsletters, you can actually control the quality of your visitors.
2. Boosts social engagement
An email with links for social sharing encourages your most enthusiastic visitors (subscribers) to promote your content across their social channels. Be sure to include a CTA asking subscribers to share new content. These loyal first readers can help sow the seeds of virality and drive much needed organic engagement.
Social media sharing has a clear relationship to SEO.
3. Helps target content
This is where email segmentation and CRM tools really come in handy. Using demographic info from your email list, you can deliver content directly to those who are most likely to find it valuable.
Segmentation allows you to be deliberate about the relevance of your content, and relevance is one of the pillars of SEO. Need to focus on best SEO companies in Philadelphia.
4. Creates a content hook
Email is a great way to get people to read a post and it’s a great way to distribute any single piece of content.
5. Boosts engagement via CTAs
The same goes for reviews: Make an ask through a CTA. Better yet: Embed review forms and links to your Google Business reviews in your emails. This is vital for retailers and for anyone interested in local targeting. A 2017 study by MOZ found reviews to have a 13% impact on local search results.
6. Gives content a second life
The inbox is just the beginning. You can repurpose long-form emails or batch smaller ones as blog posts (which have a direct SEO benefit).
Think of email marketing as a way to connect high-quality visitors with your high-quality content.
Your email initiatives should take into account what you’re trying to accomplish with SEO cost calculator and should be designed to support those goals.