7 Ways Email Marketing Affects Your SEO Rankings

“Not only is high-quality content important in email campaigns, but it should also be personalized to grab the attention of the right audience. If you’re a gardening publication sending out your email, they’re more likely to engage with your content and search it on Google within days of your email. are relevant to people looking to purchase products for their home, these emails may direct users to the store’s website.

“Personalize content based on the industry and demographics you target,” says Cassidy. “The more targeted and relevant your email is, the better. [the more they will help you] Amplifies positive SEO results. ”

Cassidy used the example of a genealogy website that sends emails about a specific recipient’s family history. If the email is about your history, you are more likely to open the email. And you’re more likely to search for similar content later on her website for this family tree.

“The more you can personalize that family tree, the more likely it will be of interest and likely to be searched for later,” Cassidy said. “That’s the extent of personalization possible. [recipients], they are more likely to be involved. ”

To create this personalization, use a full-service email marketing platform such as Mailchimp. incorporates artificial intelligence (AI). This helps provide insight into what content appeals to different users. Businesses can then personalize that content at a granular level.

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Especially if you’re sending out blog posts or articles in an email newsletter, you want to make sure you’re posting to your website instead of leaving all the content in your email. After that, people are more likely to search in search engines rather than in their email inboxes.

Readers and customers “will come to your site, but they’ll use keywords from your email marketing to get there,” explains Cassidy. “The key is to type the right keywords into your email creatives.”

For example, a marketer receives an email newsletter from a vendor with a link to a webinar on SEO, and the individual does not register immediately. That person can later search for the term “SEO” and call out if a webinar or related content is posted on her website for the company. Often email her marketing her messages are sent at the wrong time when you’re not fully ready to engage, so look them up later.

“It’s like using Google to find what’s in your house,” says Cassidy. “It’s just faster to ask the computer where it is.”

Take the time to build a mailing list of highly engaged contacts. These recipients actively open emails, read content, and click to visit her website. They may be interested in searching for content online later. Most email marketing tools, especially more advanced ones like Salesforce Pardot, offer a number of tools for measuring audience engagement. You can even automate these metrics and display them on your dashboard right after an email blast.

To build a list of avid users, Gabor said you need to research your audience and know their preferences. “If you have a very engaged and engaged email audience, you already know a lot about the kind of people you’re trying to attract,” she said. Making it a magnet is a great way to do those two things.[email marketing and SEO]— together it’s like a dovetail joint. ”

When working with mailing lists, you should also segment them according to previous interactions with them to boost your SEO. According to Gabor, that includes learning digital body language.

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Running tests is a great way to try different SEO keywords. These methods include A/B testing and multivariate testing. A/B testing compares two different versions of an email. Multivariate testing requires the use of multiple versions of emails. Know what email content appeals to your audience and encourages them to search for the content later. Most email marketing tools offer these types of testing tools and have more advanced tools such as Infusionsoft that allow for even more in-depth analysis.

“You can get a lot of information out of emails, especially when you’re doing tests to see what emails people are interested in,” says Gabor. “It can give you a lot of clues as to what specific words you want your site to optimize for.”

Subject testing is another important tactic. Try to include the keyword in the subject as well as the body of the email. That way, Gabor says, he can learn how to optimize for keywords based on the emails his audience is exchanging.

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When reverse-engineering keywords, think about the words your audience will search for online when creating copy for your newsletter. Cassidy likened the process of coming up with the right search terms to playing “Family Feud.” You should incorporate phrases that people think of into your email copy, not just the best phrases.

“There is a problem and you have to come up with the answers that people on the street have given you, but they don’t always make sense,” said Cassidy. When you think, what you think is important.”

The goal of all email marketing is to deliver content to your audience’s inbox that will resonate with them when they perform organic searches in the future. “You’ll remember searching for content from your email the same way you search for Campbell’s soup in the supermarket,” he said. Campbell’s Soup is the leading brand of soup. This is because people have seen a lot of advertisements for this brand.

Don’t simply blast as many emails as possible to help create it for your brand. Instead, incorporate email marketing as part of your overall marketing strategy to build brand awareness for this Top of Mind. Think holistically, not just email marketing. Build a strategy to promote your brand through different types of content, including blogs, videos, and social media.

“Email supports everything we do today with other brand-building efforts,” says Gabor. “Email is another touch her point where viewers begin to recognize a brand and form its image.”

The exact steps to reach Top of Mind status vary widely from brand to brand, so it’s a bit difficult to quantify. But it’s a combination of channel alignment and great creative designed specifically for a specific product. Helpful. But before that is possible, this process will require a lot of creative work from you and your marketing team. But the results are worth the work.

“Because people already know you, top-of-mind recognition gives you a lot more privilege and it’s easier to change people who know you.” People who are considering are more likely to buy a product, and content helps encourage consideration.”

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