We suggest we know what a search engine is, but few understand how it works in detail. When someone puts a search, search engines quickly compile all the content that’s related to that search.
Once done, rank them according to relevance. Simple, right? Not exactly.
Behind that, a very basic process is a complex series of steps that involve bots that crawl and index pages based on different factors. These are set by search engines to ensure that they are only giving their visitors the best content from the pack.
Google system, the frontrunner of all search engines, uses more than 200 factors to rank websites.
Now if you’re a business, you would want to be on that first page in organic search results. After all, the first five organic results on the first page take 67.60% of all clicks.
What that means is that you need to work on improving your search engine optimization.
Eventually, put in efforts by using different strategies, one of which is email marketing.
How does email marketing influences SEO rankings?
The connection between email marketing and SEO may not be obvious, but if you think about it, good email marketing actually influences how you rank on organic search results.
For one, email marketing gives you the opportunity to promote your SEO content so you can drive traffic to your web pages. You will also gain social shares and even get backlinks that will help you build that credibility in the eyes of search engines.
With your email marketing efforts, you also get to attract a targeted audience, which makes it easier for you to drive qualified leads to your website to ensure that your promotions are geared towards the right audience.
Building search traffic can be expensive, but email marketing gives you that leverage even if you’re a small or medium-sized business. You get the results that bigger companies enjoy without breaking your bank.
7 ways email marketing can improve your SEO ranking
Now the question follows: how exactly does email marketing help you rank higher on organic search engine results? We’re sharing seven effective strategies that we apply into our own system:
1. Combine social media and email marketing.
Think about this: 4.48 billion people are on social media and another 4 billion have emails. Both social media marketing and email marketing are powerful strategies, so combining both will help you leverage their strengths. To use them effectively, you need to look at what they have in common: content.
One of the best ways to utilize the content for both email and social media is to reuse them from one channel to the other. For instance, you can use the same content on your social media advertisement to your email sales copy. That cuts your content production costs significantly while still producing good content.
2. Master keyword research.
SEO keywords form the foundation of every good campaign and that speaks for both email marketing and SEO. When you do keyword research, you need to test different keywords to know which ones will give you the most results.
Most marketers multivariate and provide A/B testing to ensure that they are using the right keywords for their SEO and email marketing campaigns.
For instance, multivariate testing allows you to send out different versions of an email using a variety of keywords to determine which ones will appeal to your leads the most.
On the other hand, good email marketing campaigns actually give you some very good insights on the type of keywords that you should use to optimize your website.
3. Learn how to use long-tail keywords in emails.
Long-tail keywords are specific keyword phrases that visitors use for searching in search engines. From an SEO perspective, long-tail keywords help with your optimization efforts as they help you focus on getting ranked for the specific products that you’re offering without too much competition.
Learn how to embrace long-tail keywords in your emails, so that you can gain more without spending a lot on your campaigns. In fact, these long-tail keywords are considered more valuable by advertisers because they have a lower cost-per-click due to lesser competition.
4. Use analytics to measure efficiency.
Email marketing is very similar to SEO, especially when it comes to measuring efficiency. Some of the most important factors that you should look at in the performance of your email marketing campaigns include conversion rates, click-through rates, bounce rate, overall ROI, open rate, email sharing rate, and list growth rate.
These metrics are very important to not only determine if your email marketing campaigns are working but also in ensuring that your SEO efforts are also in the right place. Chances are when your email marketing is efficient, it’s also easier for you to rank higher in organic search results.
5. Continue curating your list.
Lead generation is the first step to effective email marketing because it allows you to find potential leads that are already interested in your business. To make sure that you’re not wasting your efforts on the wrong leads, it’s essential to do email list cleaning every now and then, so you can filter leads and ensure that your email marketing list is always hot and ready.
The great thing about lead generation these days is that you can use a wide variety of tools to gather, screen, organize and manage your email list, so you need to take advantage of that.
6. Personalize your campaigns.
Chances are, a lot of other businesses are using the same email marketing strategies to improve their SEO rankings.
What will make you different is the way you personalize your approach to both strategies. It is where you can use keyword research and lead generation where you can target specific campaigns to the right audience.
As long as you know who you want to reach, it will be easier for you to craft personalized email campaigns that will not only drive more traffic to your website but also boost your search engine rankings in the long run.
7. Keep your email segment visible.
While you are using your email campaigns to introduce your audience to your website, gain social shares, and even be considered an authority in your field, you should also make sure that your email segment is visible throughout your website.
Always put a call-to-action on your web pages, share links on social media and take every opportunity to be able to promote your pages.
The truth is, there’s a lot that you can do to ensure that your email marketing efforts will also help improve your rankings on organic search results. The trick here is variety. You can try different strategies to know which ones work best for your goals as a business.
Don’t focus on just one strategy. Instead, learn all about these different strategies and apply them to your campaigns. At the end of the day, it’s all about knowing what works best for you, so it’s crucial to do trial and error sometimes.
So, if you’re still looking to find the perfect recipe to improve your search engine rankings, you might want to give email marketing a try. Combine different techniques and learn from the experts so you can get the most value from your efforts.