What does Email Marketing have to do with SEO? At first sight, it seems that the two platforms have no point of contact. Indeed, most advertisers and online marketing managers apply the two methods independently of each other. But is this the right approach? Today we will see how email can positively affect a site’s SEO and therefore its search engine rankings.
Introductory: What is SEO?
SEO is one of the most popular terms of Online Marketing and comes from Search Engine Optimization , optimizing search engine webpages. This optimization includes both site-specific actions ( On-Page SEO ) and beyond ( Off-Page SEO ). The goal of SEO is to make the website “friendly” to search engines to increase its traffic and appear as high as possible on search engine results pages (Google, Bing, Yahoo and ).
Does Email Marketing Affect Ranking a Website?
Email can play an important role in your website’s traffic . According to a study of Conductor , 51% of users are discovering websites through Email Marketing, as shown in the picture below
Email is ranked second after search engines and followed by Social Media . As research is in 2014, and given the increased use and influence of social networks, we can assume that the percentage for them will have increased in the meantime, but not surpassing email.
However, it should be emphasized that Email Marketing alone does not directly affect the ranking of a website in search engines . It does not affect the performance of your website in search engine results the number and frequency of email shipments you make.
However, Email Marketing can be used to support your site’s SEO, increase its traffic and positively influence its search engine rankings.
How? Let’s see three examples of implementation.
1. Publish and archive email and newsletter on your site
Surely you spent enough time writing and setting up your email. Why should this effort be lost and your email are forgotten? You publish it on your website and make it accessible to all your visitors either by creating blogposts from them or archiving them.
Create a blog page on your site and post your email as blogposts, either by individual email or by multiple emails with a common theme. the content of an email was “Information about a Life Insurance”, you can publish it as a standalone text, making some additions or changes. Sign in with one or two images and enrich it with links and keywords to make it easy for users to search on search engines.
Create a file
Create a separate page on your site and archive all your email and newsletter as html or pdf files. You can chronologically list them or create topic categories. Include tags or keywords to help you find them. Below is a simple example of an archive of the AUTH newsletter.
In these ways you can attract new users to your site who are looking for content that suits your text, increasing your traffic. Whether on a blog page or on a file page of your email, do not forget to include a registration form for your email or newsletter so that these new users can become your subscribers.
2. Promote your email to Social Media
In our previous article, we showed you how to improve Email Marketing performance with Social Media . Your Social Media activity is one of the factors that affects SEO performance . The more shares and links that lead to your website, the more your internet reputation increases and the high ranking of your website in search engines is supported.
It’s important to keep your users and subscribers ‘hooked up’ with your website and your corresponding social pages. Make sure your social media email content is available and encourage your subscribers to become your follower, share and promote your content, leave comments on your social pages or on your website’s blog.
3. Reduce your site’s bounce rate
The bounce rate of a web page is an important indicator for search engines and their rankings. The bounce rate shows the percentage of visitors to your site who immediately left it without interacting with it or navigating to another page of your site . Therefore, the higher the bounce rate, the lower the ranking will take on the search results pages.
The goal of SEO is to reduce the bounce rate. Here Email Marketing can act as an add-on and help reduce it. On the one hand, providing your subscribers with quality email with content that meets their expectations and needs. On the other hand, by creating the appropriate landing pages for your email, consistent with the content and purpose of your email.
The more attractive email and landing pages you create, the more your subscribers stay and interact with your website. This has the effect of reducing the bounce rate, which in turn signals to search engines that the content of your website responds to users’ needs. It therefore takes a higher position in them.
Instead of a slogan: Email Marketing as a ranking factor in search engines.
We mentioned above that Email Marketing does not directly affect the ranking of a website in search engines. This does not mean it can not be done in the future or already.
Why do we emphasize this?
, whereby it can take measurements from its email services such as GMail to improve the results it shows on its search engine. The idea is simple: Google already gets reports from Spam filters and its users’ reports to create a “trust” list for senders and websites. With this patent, it can also define emails as qualitative markers that will affect the rankings of Google senders on Google, either to promote or penalize them on its results pages. In short, if a website sends email, which will be treated as spam, then the site will see its ranking on Google decrease. On the other hand, those websites that send high-quality emails will be rewarded with a higher ranking position.
It is unclear whether Google already applies the above method or whether it will implement it in the future or not. However, it shows the tendency for Email Marketing to increasingly affect the traffic of a website and its ranking on search engines.
Dimitris Kroggos is SEA consultant, certified Google AdWords Expert.