Blog Email Marketing and SMS

What is the relationship between email marketing and SEO?

Imagen What is the relationship between email marketing and

Social media and email marketing can be a good source of quality visitors to a corporate website, but by volume the main source for many businesses is still Google. That's why search engine optimisation is so important and carries so much weight when creating your marketing strategy. From this perspective, your newsletter can help you to generate indexable content and thus attract traffic to your online shop. However, it is important to consider how to mix the channels in such a way that they support each other and are not detrimental to all the goals you want to achieve.

How to decide if SEO is relevant for your email marketing

Search engine optimisation (SEO) encompasses a number of tactics to improve the indexing of your content so that Google ranks it higher on its results page. The algorithm that decides that ranking is complex and variable, although there are some factors that have been shown to contribute positively and can be used when preparing a newsletter.

However, if we consider that what we send by email to our subscribers arrives in their inbox and does not leave there, search engines do not affect email marketing at all. In this case, SEO is a useful exercise to find content in the email manager itself and not so much in Google.

It will influence a little more if the browser version of the mailings is hosted on the email provider's website. Then, what would appear on the search results page would not be our own website but theirs. But the inbound links a website receives is a factor in Google ranking so we can help our blog if the newsletter contains links to articles we have published there.

There is a clear relationship between SEO and email marketing to be used to our advantage when we use each send as an individual page and publish it on our website, instead of simply leaving it in the send history. To do this, simply copy the HTML code from the campaign you have sent and create the page in your web content management system such as WordPress.

The key question in this case is what we want the search engines to find because, if we have made a dynamic submission, we will have several options to choose from. Bear in mind that, as soon as Google indexes your newsletters, they will be able to reach people who are not subscribers. On the one hand, this implies greater care in the selection of messages to communicate, for example, not to say something that only customers should know and lose the exclusivity that email marketing provides.

On the other hand, the fact that a content is indexed allows it to be available for a longer period of time thanks to Google and not only to be valid for a few hours after it has been sent. Therefore, campaigns that include offers that expire may be less interesting for search results than others that link to blog articles or product cards.

Not all campaigns are interesting to publish on a website and have them indexed so that anyone can find them whenever they want. Perhaps in these cases it is not worth taking into account the SEO in the email marketing strategy. That is why it is important to be clear from the beginning what the objective of each mailing is in relation to other actions that are carried out and make decisions individually.

How to optimise a newsletter for search engines

Once you have chosen what content to publish, the template is the most important factor for SEO. The good news is that email marketing already works with simpler HTML code than a web page so it is easier for the design to be indexed correctly by search engines. Even so, before posting it on your website, you may want to remove the legal footer or personalisation tags to make the content look cleaner.
When writing the newsletter, the headlines are what most influence the positioning and it is there where the largest number of keywords tend to be concentrated. It is also advisable to use them in the subject line and in any relevant text, such as buttons or links. To choose the right keyword, you should pay attention to the personalisation that you are going to implement because it can be different, for example if you promote different product models according to the previous purchases of your customers.
There are also technical SEO factors to consider, such as message loading speed, image tagging and the quality of the links inserted in the content, both internal links with clear calls to action and links to trusted third party websites. The key for both Google and email marketing is to provide a good user experience with quality content.
Deciding which marketing strategy is better than another can be difficult. In fact, a mix of both is often the best way to approach a plan to achieve our goals: it is not necessary to choose between SEO and email marketing, but to combine them to achieve better results.

Do not miss anything from our blog and join our Telegram https://t.me/acrelianews