As popular digital marketing strategies, both search engine optimization (SEO) and email marketing help businesses to generate leads and drive sales conversion. But the digital marketing strategies differ from each other.
Wikipedia describes search engine optimization (SEO) as
“the process of improving the quality and quantity of website traffic to a website or a web page from search engines.”
At the same time, Wikipedia describes email marketing as
“the act of sending a commercial message, typically to a group of people, using email.”
The statistics posted on various websites depict the effectiveness of SEO and email marketing in increasing revenue and driving business growth.
According to the SEO statistics posted on Ahrefs.com,
“68% of online experiences begin with a search engine and 53.3% of all website traffic comes from organic search.”
Likewise, the email marketing statistics posted on Backlinko.com suggest,
“Shoppers spend 138% more when marketed to through email, as compared to those who do not receive email offers.”
Your business can easily increase traffic to the website and persuade shoppers to spend more by combining SEO and email marketing seamlessly. The integration will help you to generate leads by implementing SEO techniques and increase website traffic through email marketing content. But you must remember that each of the two digital marketing strategies has its own pros and cons. You must consider and implement some ideas to make SEO and email marketing compatible with each other.
You can easily boost the performance of the combined SEO and email marketing strategy by choosing the most relevant keywords and including the keywords in the content naturally. While performing keyword research, you must focus on identifying the long-tail keywords and industry-relevant keywords that are descriptive, readable, and appealing. You can include the relevant keywords in the email marketing content to keep the recipients engaged by delivering the right information at the right time. Also, the keywords will get more traffic to the website by improving the content’s search engine visibility.
You can bridge the gap between SEO and email marketing by crafting powerful call-to-actions (CTAs) and placing the CTAs in the most effective way. While crafting the email marketing campaigns, you can use the compelling CTAs as a powerful tool to make the recipients improve your website’s SEO health by taking the desired action like sharing the content on social media or posting reviews. Also, you can include the CTAs in your blog posts to persuade the readers to share the content through emails.
Digital marketers these days send personalized content through email drive engagement and increase revenue. While combining SEO and email marketing, you can persuade the recipients or subscribers to take the desired action – visit the website or share the content – only by sending only relevant and personalized content. While subscribing to your newsletter, you must allow the subscribers to receive only relevant newsletters by letting them choose from a slew of options. You can divide the subscribers into multiple categories based on their preferences. The categorization will ensure that each subscriber receives the most relevant content.
According to Google,
“High-quality, positive reviews from your customers can improve your business visibility. They also increase the likelihood that a shopper will visit your location.”
Google recommends enhancing the visibility of local businesses by providing customers with options to post reviews. Also, owners should reply to the reviews posted by customers, on a regular basis. You can easily increase your website’s visibility on local search results pages by requesting email subscribers to post reviews. You must request subscribers to post reviews by sending emails regularly. However, it is also important to value the feedback of customers by replying to the reviews proactively.
High-quality and fresh content is one of the key aspects of new-age SEO strategies. Your SEO strategies must focus on inform, engage, support, and entertain the searchers using fresh content. While implementing SEO strategies, you must consider reusing email newsletters as blogs. Also, you should optimize the long newsletters for search engines by including the relevant keywords. The recycled newsletters will contribute hugely towards improving your website’s search performance in the form of blog posts. The blog posts will help you to convey the desired information to the customers and prospects that are yet to subscribe to your emails.
You cannot increase your website’s search engine performance by sending promotional and informational emails. But you can use the emails as a tool to increase traffic to your website. While creating email marketing, you must persuade the recipients to visit your website to get attractive offers, actionable information, or the latest industry news. You can include the appropriate CTA in the emails to persuade the recipients and subscribers to post comments on your blog or share the content on relevant social networking platforms.
As an off-page SEO strategy, social media sharing helps you to increase the search engine visibility of content by generating backlinks and increasing visibility. You can easily drive more search traffic to your website or blog by including social media sharing options in the emails. The social media links will make it easier for subscribers to encourage others to read the content by sharing it on social networks. But you must remember that the subscribers always share the content only when it is fresh and compelling. That is why; your combined SEO and email marketing strategy must focus on creating and distributing high-quality content.
Your business can easily achieve better results and higher ROI by combining SEO and email marketing seamlessly. But major search engines update their algorithms frequently and the trends in email marketing change from time to time. That is why; you need to monitor and finetune the combined SEO and email marketing strategy to accomplish better marketing results.