How SEO and Email Marketing Work Together
SEO and email marketing aren't typically spoken of in the same sentence, however, they can work together to serve your business goals. Your emails can boost your search ranking, and SEO tactics can be used to grow your email list. It's a really cool partnership, really, so let's jump into the nitty gritty!
HOW SEO AND EMAIL MARKETING WORK TOGETHER
We all know how important SEO is to our businesses, right? We need people to find us online so they can read our content, buy our products, hire us to work with them, and so on. But what you may not be aware of is that SEO can help you grow your email list, and your emails can boost your search ranking!
- Use SEO to Optimize Your Landing Pages
A landing page is typically a page with an opt-in form on it, telling potential subscribers why they should sign up for your email list, and most likely offering them an incentive in the form of a free offer.
Every page on your site, including landing pages, can be crawled by search bots and indexed on search engines, so you need to employ basic SEO tactics in order to boost these landing pages, thereby growing your email list.
- Customize your meta description. If you are using self-hosted Wordpress, the free Yoast plug-in makes it easy to set a focus keyword for your landing pages and customize your meta description, the short blurb people see when your page comes up in search results.
- Optimize images. If you create your landing page like any other page on your site, and simply embed your sign-up form, you have the ability to add images to your page. Make sure you name your images before you add them to your site, naming them something that includes your keyword. And don't forget to add alt text to these images, also using your keywords.
- Use keywords. Just like blog posts and other pages on your site, keywords help search bots understand the relevancy of your landing pages. At the very least, make sure your URL and meta description contain the focus keyword for your landing page.
As you can see in the image above, the Yoast plug-in was used to create a custom meta description for my free SEO course, SE-OMG, which will help explain what this page is about when found in search results, and potentially draw in traffic and generate new email sign-ups.
- Use Keywords for Pinterest Traffic
Pinterest is the highest rank search engine not owned by Google and should definitely be used to generate traffic to your landing pages. Pinterest, just like Google, uses an algorithm partly based on keywords, so it only makes sense to not only add your landing pages to Pinterest, but use keywords in the pin description.
WATCH: HOW TO OPTIMIZE A LANDING PAGE FOR SEO & ORGANIC TRAFFIC
- Index Landing Pages on Google's Search Console
Google's Search Console allows you to add new URLs to their queue to be crawled by search bots and indexed on Google. While this doesn't guarantee your landing page, or any URL you add to the queue, will rank higher faster, it can't hurt, right?
It's simple to use. Simply navigate to Google's Search Console HERE, enter the URL of your landing page, check the box to confirm you are, in fact, a human, and submit your request.
- Use Keywords in Subject Lines
Now this doesn't necessarily have a direct impact on your SEO, but here's the truth: crappy subject lines don't get emails opened. Just like blog post titles can make or break a blog post, subject lines in your emails can be the difference between engagement and crickets when you send out a newsletter.
Using keywords in your subject lines tell subscribers exactly what your email is about, which can generate a higher open rate. And when you have links to relevant content in that email, the more people opening your emails means the more people clicking those links.
And what does that have to do with SEO?
- Add Relevant Links in Emails to Increase Inbound Links
The answer to that riddle is "everything". One of the many factors influencing search ranking is the number of inbound links to any piece of content. When you add relevant links to your emails, and a lot of people click on them, search bots can see these links and may rank your piece of content higher in search.
If you've done the work of creating an organized site structure, you'll have other relevant content linked within that blog post, which will help keep readers around longer, clicking through to more and more valuable content, which reduces your bounce rate, and...
...you guessed it - increases your search ranking!
Round and round we go!
BOTTOM LINE: SEO and email marketing can work together to help you grow your email list and boost your organic search traffic.
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