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Three Ways to Incorporate Email Into Your SEO Marketing Strategy

Three Ways to Incorporate Email Into Your SEO Marketing Strategy

While it may not be immediately obvious why email is such an important part of search engine optimization (SEO), there's no denying that there's an important connection between the two. It's true that having a lot of email subscribers is not going to improve your search engine rankings directly, per se. However, email is a great way to both gain the interest of your target audience and to encourage potential customers to purchase your products and services.

When proper attention is given to creating and distributing email, this tool can be quite an effective one. There are a number of ways in which email can benefit your SEO and marketing strategies; the following are three such tactics:

1. Include Helpful Information and a Call To Action in Your Emails
The biggest mistake you can make is to send out generic emails with the same information over and over again. This will in no way improve your rankings, and it will likely annoy the recipients into unsubscribing from your list. Instead, include keywords and phrases that are likely to attract viewer clicks. If used properly, emails can encourage viewers to look at and share your articles, blogs, and website information with others. Having a well-written article on your site that contains useful information will undoubtedly generate a least some traffic on its own, but including a link to your article in an email is likely to draw far more viewers and to make the sharing of your article simpler and quicker as well.

Including a call to action at the end of your email is also imperative to capturing your audience. There are a number of "hooking" strategies you can use, including:
• Asking readers to comment on your article and to give you helpful feedback
• Providing your viewers with information about the charitable causes you support and encouraging individuals to share your article in order to show their own support
• Providing current and potential clients with links to your social media platforms, including Facebook, YouTube, and Twitter

We've also found it to be helpful to divide your email list into multiple groups, based on past activities as well as any interest and demographic surveys that you've conducted. In this way, you can more effectively reach those who're most likely to read, comment, and share your material.

2. Encourage Your Email Subscribers to View Your Other Sites and to Connect to You Via RSS
Along with encouraging viewers to engage in your articles by leaving comments and ideas, you also want to make sure that you're using your emails to draw the eye of your subscribers to as much of your content as possible. For example, along with using your email as a way to encourage viewers to make purchases, you might also consider recommending that they follow your other pages. The ultimate goal is to make it so that your clients will eventually no longer need your email to stay connected to you and and your business.

The following are some things to think about:
• Provide a link in your emails to your blog
• Encourage viewers to connect to you via RSS
• Use your main site as an opportunity to encourage visitors to sign up for an "exclusive" email list that provides regular updates
• If you have a YouTube or Instagram page, suggest that your subscribers follow you on these sites in order to catch a glimpse of new videos and photos as soon as they are released

Finding creative ways to use your emails to hook your audience can go a long way toward ensuring that you have an eager line of people awaiting your updates and that interested subscribers can immediately access your fresh content. Additionally, having more subscribers to your Twitter, Facebook, and Instagram pages can do wonders for your search engine rankings, making it a great SEO strategy that is sure to boost your business' success. For the most part, the more members you have on these sites, the more likely you are to be able to eventually spread your content around without having to do much at all!

3. Save Your Email Content
You put a lot of work into drafting and editing your emails. Expertly designed emails are a great way to give your subscribers helpful information and interesting content on a regular basis. With all of the time and effort it takes, it seems like a waste to dispose of your hard work as soon as the message is sent. Instead of coming up with new material for all of your emails, blogs, and articles, there's no shame in reusing it. For example, a great email can be converted into a great blog post. Not only will it allow you to recycle your material, it will also guarantee that your information will be seen by more than just those on your email subscription list.

Depending upon the length of your emails, there are a number of ways you can successfully recycle the material. For long email newsletters, add some pertinent links, and create blog posts on your site or social media pages. If your emails are on the shorter side, you can combine related newsletters in order to form one cohesive post. By doing this, you'll be able to reach a broader audience without having to spend more of your valuable time coming up with completely new content each time. It's a win-win for all involved.

Some More Considerations
By now, there should be no doubt in your mind as to the power of email. The above list of tactics is hardly exhaustive, but it's a great place to start. If you're not already harnessing emails as part of your SEO strategy, now is the time to do so. Every company is different, so what may work for one business may not work for you. Take a look at your current SEO planning and see how you may be able to incorporate emails into that initiative. You'll be glad you did!

Posted in: Email Marketing
On: 02 Mar 2015