How Email Marketing Can Drive SEO Results
It is a mistake to look at your internet marketing as being made of separate and distinct components. In truth, internet marketing is a case of “the whole is greater than the sum of its parts.” That is to say that the best approach will integrate the disparate aspects of marketing, from your search engine optimization (SEO), to your content marketing, to your social media marketing, to your email marketing.
How Email Marketing Can Drive SEO Results
Each one of these “pillars” of your marketing will serve a distinct and crucial role. But when they are combined together, they will be able to provide even more impressive benefits. For example, when you write content for a blog, this is often done with the primary aim of bringing people back to your website or blog to get more information. This also allows you to establish yourself as an authority in your niche or industry, and to increase engagement and trust with your audience to drive more sales.
In the same vein, it also gives you a platform through which to carry out your SEO. By uploading lots of articles and blog posts, you’ll be able to insert keywords many times, and this will in turn allow you to create more opportunities for search queries to lead to your content.
And of course, this also creates more opportunities for you to market yourself through social media. A lot of what you will end up doing here is uploading your content to social media for others to share, to like, and to read. Social media in this case is more like a vehicle for your content marketing.
This makes a lot of intuitive sense. But these kinds of two-way synergies exist in other areas too. Even in places, you might not expect to find them. For example, consider how your SEO and your email marketing can combine to powerful effect…
How Email Marketing Benefits SEO
How might using email marketing possibly improve your SEO? The simple answer is that both email marketing AND SEO trade on engagement and interest. This is what a huge number of search engine optimization experts forget: that what matters isn’t the direct number of people they can reach with an effective SEO campaign, but rather the extent to which they can use that SEO campaign to increase engagement.
What’s more, is that as they increase engagement, they will see significant benefits to their SEO. This works like so:
- People come to your website and find what you have to say interesting and exciting
- They therefore like and share what you post
- This increases the number of organic links to your site. Those organic links are far more valuable, as this is precisely the type of backlink profile Google is looking for (and it has numerous systems in place to try and detect authentic backlinks).
- This leads to more exposure, and thus more engagement with even more visitors.
Email marketing is particularly effective in this way, seeing as it trades on engagement. People only subscribe to a mailing list if they are highly engaged, and messaging someone directly in their inbox is a fantastic way to build rapport and a relationship with them that feels authentic.
In short, using email marketing is a powerful way to create your “5,000 true fans” that will then help to promote your site and help your SEO to soar.
How SEO Benefits Email Marketing
But of course, this relationship works both ways. And in fact, the reverse effect is even more profound.
Of course, the big benefit here is simply that SEO gets more eyes on your content. This in turn means that you will be showing more people your email form, which in turn means more people on your email list. Now, each email that you send out will reach even more people.
The key to getting this right though is to use SEO smartly. That means that your aim is not to reach as many people as possible, but rather to reach the right people. This in turn means you need to focus on understanding your buyer persona (target audience), as well as the concept of the “intent.” The intent is the reason that a person might search for a particular phrase, and by better understanding this, you will be able to reach people who are interested in becoming longtime fans of your content, and who might be the kinds of people that will share your content around.
But of course, both these things will work better if you also get the other aspects of your internet marketing right. That means understanding branding and creating a logo, web design, and general approach that will tell your audience what your site is all about and whether it is for them. It also means understanding the role of link building with the right brands.
Check out these email marketing platforms:
Mailchimp
Constant Contact
My Emma
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