We all know that SEO plays a critical role in our digital marketing strategy – as it is vital for increasing our website’s visibility and driving more traffic to our site. But it’s just one area there are a number of areas you need to focus on when crafting a digital marketing strategy, email marketing being another such crucial area. And though you might not be aware, ensuring that your email marketing and SEO strategy work in harmony is the key to your online marketing success! Sometimes, it’s important to leave this job to SEO agencies whose main occupation is to create and improve your website SEO by combining email marketing strategies with the latest SEO trends.
But when it comes to integrating email marketing with SEO strategy very few marketers do that. Why? Because most of them don’t know how to connect these two together. If you want to integrate your SEO and email marketing strategy – below are four tactics that can help!
Tailor your email marketing strategy
We all know how tough it’s to encourage people to join our email list but, let’s face it, – it’s even tougher to keep them on our list. By surveying the audience after they sign up you can find out how often they want to receive emails and the type of content they’re interested in so that you can keep them engaged. But how exactly does this tie in with your SEO strategy? Well, it stands to reason that those who come to your website from your super-targeted emails are likely to stay on the page longer and be more engaged, after all, they have clearly been enticed by your email and tailored content.
This means by sending relevant and personalized content to your subscribers you can not only keep them engaged but you can also increase the chances of them sharing and linking it. Which in turn will increase the chances that your content will be seen by even more people. This increased interaction will help your pages to rank better in the search engines.
Take inspiration from high-performing emails to create content
Some marketers will use emails simply as a newsletter to send subscribers blog posts, discounts or service/product updates. Of course, this is all useful and relevant, but it also pays to send them exclusive content that shows you value their subscription and makes them feel special. If you only send existing content from your website, they may have already seen it or could feel put off by the generic nature of your emails.
Again, what has any of this got to do with your SEO efforts? Another key part of email marketing is monitoring the performance of campaigns and noticing if any, in particular, do really well. If you find that one email full of unique content has done really well, you can repurpose this into a blog post, video, podcast or article to share with more people. Search engines love strong content, so be sure to monitor your email campaigns to see what does especially well and use this to lead your content creation. This is a really useful way that your email marketing can influence your SEO strategy and can help your business to build a portfolio of strong and valuable content.
Create strong and engaging content to share
Firstly, if you want to drive visitors to your site and keep them there, you need to give them a reason to stick around. You also want to build trust and keep them engaged, so they keep coming back to your site. The best way to do this is by creating engaging content that adds value to their life. You can also use this content to keep your email subscribers engaged and drive them back to your site. Some great agencies like Levity Digital can help you out for doing this.
You can do this by writing and sharing informative articles, ‘how to’ guides, reports, videos or listicles that share information and expertise from your business. This will also help to position you as an industry leader. There are some other important aspects of SEO that you need to include in your content, these are outlined below:
• Write catchy titles that make readers want to click through from your emails and learn more
• Get the length right – while there is no set length for SEO, between 800-2,000 words is best
• Create unique and engaging content that users will want to read, share and save for later
• Answer questions and share some helpful advice.
• Include keywords throughout your copy, but remember it still needs to read well, don’t just chuck them in anywhere for the sake of it
• Don’t forget the metadata – be sure to label pictures and files you use with keywords too, search engines take all this into consideration
If you’ve already got a lot of content on your site or blog, it can also be beneficial to go back and update this with the SEO best practices we’ve outlined above. By reducing the bounce rate and keeping visitors on your pages for longer, both generally and from visitors who have clicked through from your email content, search engines will favor your site and this will help to boost your rankings.
Align your keywords across emails
The final point in this article is making the most of the keywords. As previously stated, these play a vital role in the success of SEO, you want to target the words and phrases that people are searching for online. By effortlessly integrating keywords into your copy and ensuring good readability of your content, it will rank better on search engine pages. You should also implement this practice in your email campaigns.
Use industry-specific and other important keywords or phrases to tie together the body of your email and the content you’re sharing within it. And don’t forget to choose a clear layout for the best possible readability. When your subscriber receives the email in their inbox and then opens this up, your keywords should be easily recognizable this will help your email readers in quickly finding if the content is relevant to them and make them more likely to click through. It’s also a good practice for boosting your rankings.