While SEO and email marketing together are integral aspects of any digital marketing strategy, they are rarely talked about together. They have the same goal – generating qualified leads and boosting conversion rates. In this article, you will learn how to combine SEO and email marketing to drive better results.
1. Repurpose Your High-Quality Newsletters
To encourage your recipients to open your emails, read them, and take the desired action, you need to create highly targeted and insightful newsletters. To maximize their visibility and deliver value, consider repurposing your newsletters.
By turning your email newsletters into blog posts, you are giving users that have not subscribed to your email list insights into what they are missing out. Most importantly, you will allow Google to index and rank your content.
There are many ways to repurpose your newsletters. If you are creating short-form, topically-related newsletters, you can bundle them all together into a comprehensive guide. Longer articles can be turned into data-backed infographics or articles.
When repurposing newsletters, you will need to optimize them for search engines. This means adding keywords naturally, linking internally and externally, writing informative meta descriptions and title tags, keeping content legible and easy-to-follow, adding high-quality visuals, etc.
2. Optimize Emails For The Right Keywords
Striving to serve its users with authoritative and relevant content, Google does not prioritize exact-match keywords anymore. Instead, it wants to understand whether your content aligns with the search intent.
Therefore, knowing what phrases they are searching for is not enough. You should know why they are googling them. Apart from traditional keyword research tools, you could also use alternative keyword research tools like Google Trends, Wordtracker, and Answer the Public.
When optimizing for keywords, make sure your digital channels are aligned. When a user lands on your website, blog, or dedicated landing page via your email newsletter, they should be provided with consistent user experiences. If you have no experience in keyword research and optimization, there is no shame in consulting an SEO specialist to help you target the right keywords and keep your digital presence on-brand and relevant across all digital channels.
3. Write Relevant and Catchy Subject Lines
Writing optimized subject lines is similar to creating title tags and headlines for your blog. Just like Google’s SERPs, your recipients’ inboxes are packed with messages from multiple brands. Not having enough time to open them all, people usually click on those emails that intrigue them.
Your email subject lines are a major factor determining whether a user will open your email. That is why they should be informative, addressing your users’ pain points. Knowing that your email may provide a solution to their problem, a user will be more likely to click on it and read it.
This is where keyword research can also help. By analyzing the keyword intent, understanding what keywords are driving traffic to your site, and optimizing your subject lines for the right phrases, you will boost open rates and CTR.
4. Encourage User Engagement
Apart from generating leads and boosting conversions, email marketing is also a perfect way to engage users and build stronger relationships with them.
Say you have recently published a new blog post and you want to promote it via email. You could start your email by emphasizing a few relevant statistics and facts from your article. Then, provide a link to your blog article and write a strong CTA, asking users to check it out and leave a comment there. You could also implement social media buttons to encourage users to share your new piece of content.
Some of your subscribers may also run a blog in the same niche. That is an opportunity for you to earn authoritative backlinks and boost your rankings.
By getting people to share, comment on, and link back to your content, you will boost your site’s exposure. Above all, users’ engagement with your content will prove that your content is quality and relevant, telling Google to rank it higher.
5. Archive and Canonicalize Email Newsletters
By publishing and archiving your email newsletters, you are letting Google crawl and index them. However, how can Google know the difference between your blog articles and archived newsletters around the same topic? If you do not tell its spiders what content to crawl, your posts may be recognized as a duplicate content.
To prevent duplicate content that may harm your rankings, you need to add canonical (“rel canonical”) tags. Namely, a canonical tag tells Google that your URL is a primary copy of the page, making sure that your blog posts and newsletter archive page are never mixed up.
Over to You
Even though email marketing and SEO may seem like two fundamentally different digital marketing practices, they are a match made in heaven. With the help of SEO, you will optimize your emails for the right keywords, understand users’ search intent, and boost open rates and click-through rates. On the other hand, email enhances brand loyalty, engages users, and puts your content in front of the right users.