How Email Marketing Can Impact SEO Efforts


You know about email marketing, and you know the value of SEO. Now it’s time for you to connect those two.

For now, let’s set aside the email aspect, kind of similar to the way you might flag an important email or two when you check your inbox. We’ll double back on that when we can devote full focus to it.

SEO, or search engine optimization, involves drawing traffic from search engines organically. In other words, strong SEO boosts your content into view without costing extra. Who can argue with that?
It starts with content. When you’re planning or putting together your content, however, you don’t necessarily need to concentrate on SEO, or keywords. Quality will bring the hits. A thorough report will naturally give you the elements that you need for SEO.

Well-researched and informative content also will inspire interaction from readers. Bottom line, that’s what you’re after: reaching an audience and moving its members to action. True, just because someone likes a social media post doesn’t mean that your SEO will improve. But it does show engagement, which is what you desire. If your followers are sharing links, your content is more visible.

An advantage of promoting your content through email is that you can be specific in your targeting, and you’ll know where your content is going. Email allows you to tailor your distribution and easily measure your results. Email also allows you to uplink previously published content, perhaps updating it or timing it to current events or activities, stretching its reach even more.

The vehicle for delivery matters too: Email is so prolific and important that most people keep more than one email address, oftentimes from multiple mail carriers.

Len Shneyder, an industry veteran and VP of Industry Relations at SendGrid, appreciates that value.

“Regardless of these impressive numbers, email has become such a pervasive form of communication that it’s entrenched itself in the lives of people around the world and transcended the demographics that tend to define the target audiences of other marketing tactics,” Shneyder writes in Marketing Land.

Another thing that makes email so valuable: It’s highly mobile. More than 50 percent of email is opened on a mobile device, according to statistics gathered in 2018 by emailmonday. The report shows that 60 percent of respondents are checking email while mobile.

The formula might be different for a variety of businesses, but its effectiveness reaches across all fields. And that success can build upon itself. You’re providing compelling and engaging content directly to a specific audience, right into their hands (which most often are holding a mobile device), and you’re able to measure its reach.

Let’s not overlook the return. According to Campaign Monitor, the ROI on email marketing is $44 for every $1 applied. Are we getting through yet? Cost-effective and effective in general? What’s not to like?

Use that foundation to bolster your SEO. Because your audience is already targeted, you have an inside track to what’s going to move them. If you want more details, take a survey. The best way to do that is through email. Draw in your potential customers by hitting them where they live – or where they roam – as we’ve seen with the mobile stats. Then you can tap those stats to compound the interest in your ideas. With one click, readers can forward an email, sharing a brand they trust with people that trust their word.

Let your reputation precede you, and bolster your reputation through email. If you’re providing value to your readers through emails, they’ll trust your brand and keep coming back. And when clicking on your content becomes habit, so does sharing and influencing. When the word gets out from people that others trust, your brand will benefit, and SEO will reflect that.

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