Approximately 281 billion emails were sent and received each day in 2018.
In the United States, more than 90% of people over the age of 15 are utilizing email.
About 99% of people check their email each day, while 58% of people check their email before anything else.
These statistics prove that email is powerful.
Everyone has email, and everyone is frequently using it.
Because of this, email is a great way to connect with your audience, generate leads, and improve your SEO.
With social media algorithms changing, organic reach is harder to achieve even amongst your followers.
Email subscribers have proven to be interested in your brand and its content, and their engagement can yield traffic and engagement that is very impactful.
A powerful email newsletter will indirectly improve your SEO efforts. Here is how to make your email marketing help your SEO.
How Email Marketing Helps SEO
You can use your email marketing campaigns to impact your search engine rankings in a number of ways.
1. Acquire Inbound Links
Acquiring strong inbound links is a crucial factor in improving your SEO.
The more links you have pointing to your site, and the more diverse and high-authority sources that are hosting them, the higher your domain authority will be.
A high DA provides greater credibility to your site, which is another factor that Google considers.
You can use your email marketing campaign to specifically encourage other users to link to your latest posts or specific pages of your site.
Whitepapers with research and statistics are great content pieces to acquire inbound links.
Create an email campaign, where you send the research report to bloggers. So when they write a blog, they refer to your research paper thereby providing a link to your site.
2. Improve 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 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.
Visitors from email links tend to be more engaged and more interested in your content, which makes sense because they were interested enough to sign up for your emails in the first place.
3. Reuse Content
You’ve put time and effort into crafting quality email content, why let it die after one email?
Great email newsletter content should be reused and re-purposed as blog content, and this can be done in a number of simple ways:
- If your newsletters are long, you can turn them into stand-alone blog posts by simply taking the same content, inserting relevant links, and posting it on your blog.
- If your newsletters are short, you can send a number of related newsletters, and then “bundle” the content together, smooth it out, and combine those few emails into one blog post.
This is a win-win because it allows non-subscribers to glean your insights and read your messages, and also because it gives you more quality content to rank for, instead of leaving it tied up only in inboxes.
4. Promote Content
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. But while you have a reader’s attention, why not try to get them to engage with multiple pieces of content?
Use your email campaigns to cross-promote your other social channels by asking readers to subscribe to your YouTube channel or follow you on Twitter, for example.
These efforts will help organically grow your following and can lead to cross-promotion of even more content.
5. Test Keywords
Conducting testing is a great way to try out various SEO keywords. These methods include A/B testing and multivariate testing.
A/B testing is when you compare two different versions of an email.
Multivariate testing involves you using several versions of an email. You’ll get to learn which email content appeals to your audience and leads them to search for your content later.
Most email marketing tools will offer these kinds of testing tools, with more advanced tools, such as Infusionsoft, capable of even deeper analysis.
This testing allows you to understand which content performs best so you can improve your strategies. You can also use these same keywords on your site and in blog posts.
6. Boost Engagement via CTAs
The personal nature of email makes it the ideal place for calls to action.
In your email campaigns ask for comments and shares with a compelling CTA. Later, you can use segmentation to target the most active contributors within your comment feed.
You can also ask for reviews through a CTA, or even add embedded 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.
7. Generate On-site Engagement
Google uses a plethora of individual traffic and engagement metrics to determine the relative “value” of a given web page.
Though the exact significance and influence of these metrics are often debated, it’s clear that having more active, engaged users (with lower bounce rates, higher time spent on page, etc.) is better for your search rankings.
Keeping your email audience engaged and coming back to your site with valuable offers can help you maintain a more engaged overall audience.
8. Cultivate Long-Term Development
Email marketing can also give you vital engagement statistics that can help you develop the best SEO campaign for the long term.
For example, you can determine how your choice in subject lines or provided material affect your open rates or use an email newsletter as a means of determining which of your articles are most popular.
You can then use this information to better target your ideal audience and develop better content to appeal to them.
Get Started Today
While email marketing doesn’t directly improve your search engine rankings, using these strategies will.
There is great power in your email list, continue to nurture and develop it, and you will achieve results.
Don’t forget to bookmark our blog for more marketing help and SEO strategies.