SEO (Search Engine Optimization) is one of those tools that every business owner needs, but most feel a little inadequate about. Did you know that your email campaigns can actually boost your SEO score? Although the bots that help raise your rank on Google don’t scan your emails, there are ways that your email marketing can help improve your SEO. Find out how with a few super helpful tips we have collected for you.
You can grow your SEO through email marketing by improving your click-through rate. Your usability and SEO score improves when readers click to your website. Encourage email readers to share content on email and social media. Include related long-form keywords on your website.
If you are looking for ways to up your SEO and are willing to work on your email marketing, we have a few exciting tips for you. Read on, as we share a few industry secrets with you about how to grow your SEO through the all-important, all-powerful email marketing.
Encourage Click-Through To Your Website
When we think about emails and website, we typically see them as two separate entities. And that is because they are. If we are to get our emails to work for our SEO, we need to bring the two together.
The way to do this is to encourage our email readers to click through to the website.
You can do this in a number of ways. Some of them include:
- Include interesting news or blog-style pieces in the email that require the reader to click on the button to finish reading (the button takes them to the full article on the website)
- Entice them to click a link to enter a competition or giveaway
- Invite them to visit something exciting you have to show them via a particular link you have inserted in the newsletter
- Include picture or video links in the email that take them to the original on your website
When we encourage our readers to click on something, we are asking them to take an action. This is our “call to action”. A call to action must be direct, flash, and easy to follow. It should never be misleading or cryptic.
Research has shown that an email should include one or two calls to action to get the most performance.
This is really because when we humans are spoilt for choice, we struggle to decide. Give your readers one instruction and they are more likely to follow it.
Click-through to your website increases your SEO because it shows the bots that scan your site that your site is good enough for people to interact with. If readers are interacting with your site, it will rank better. It is truly that simple.
Just in case you are tracking your click-through rates, (we recommend tracking as much as possible) the global benchmark is around 3% clickthrough. It’s pretty low, so don’t feel bad about your email campaigns if yours don’t perform amazingly.
Encourage Email Readers To Share Your Content On Email And Social Media
Encouraging your email readers to share your email content with friends, colleagues, and family on email and social media performs a few essential tasks in helping grow your SEO.
Firstly, when readers feel confident enough to share emails with colleagues, friends, and family, it means your content is good enough to share. Knowing that your content is worthy to be shared is a key indicator of how well you are performing as an email marketer.
Secondly, by sharing your content, both on email and social media, your warm leads, those who are already interested in your brand and what you have to offer, are essentially drawing more potential clients to you.
By word of mouth and peer pressure, your warm leads are marketing for you and bringing you more business. Those who enjoy your content may visit your website and sign up for your newsletter themselves. And so, the cycle continues, as they may share it with others who may share it further, and so on.
Your SEO grows through this process because more people are interacting with your business website and social media pages. As more sign up for your email campaigns, more visit your site, and the numbers grow exponentially.
Include Long-Form Keywords From Your Emails On Your Website
Including long-form keywords on your website, taken from your emails is an absolute must if you want to bridge the gap between email marketing and SEO results.
The way this works is that you may send out an email advertising a particular product or event. The reader may be interested, but not able to act on it right then. Later in the day, or a few days later, the email is likely lost among hundreds of others, but the reader remembers aspects of the information they read.
They will most likely head on over to Google and type in what they remember in hopes of finding the offer you made in your email.
If you include the long-form keywords in a blog post or landing page on your website that you used in your email, your reader will find you immediately. The search engine will work 100% in your favor as your reader lands exactly where they should, on your page advertising the exact thing they were looking for.
Let’s Sum It Up
Google and emails are two separate things, but with a little careful planning, you can bridge the gap between them and create a well of SEO growth for your business. Work to get your email readers onto your website and social media pages, and remember to have something for your readers to search after they have read your informative email newsletter.
