E-mail marketing

As you know, the two pillars of successful SEO are killer content and quality backlinks. The ultimate point of SEO is goal conversion. How can email marketing help?

Content: Creating content is hard work. As it is created, we want to get the most mileage out of it. Newbies at web marketing often make the mistake of reusing the same content on the Web, for example, by putting the very same article on their primary website and then also on blogs and in article directories, for the benefit of backlinks. But in the eyes of search engines such reprints merely create duplicate content, and this tends to hurt your site SEO and also reduces the value of those backlinks. However, although this may change in the future, at present search engines dont read or index email messages. If you have a mailing list, you can create a newsletter and circulate it to your subscribers by email and also publish it on your site without any worries about content duplication. Thats double mileage out of the same content.

Backlinks: These are the backbone of SEO. One of the challenges in link building is getting potential readers to know that you have got fresh fantastic content up there. Marketers are increasingly aware that social network promotion can be helpful in this department, but they sometimes forget that good old email works just as well! Use your email newsletter to let your subscribers know you have updated your site; include links to the new pages with brief descriptions. This will drive interested traffic to those pages, hopefully winning you backlinks if people see value in your content. Linking miracles can happen if your email newsletter goes viral via forwarding.

Goal conversion: Especially if your product or service has a long, complex sales cycle, you should not rely on SEO alone to retain your prospects. Sometimes potential customers spend whole months doing due diligence before they commit to buying this or that solution. They often start with informational, not commerce-oriented search queries. People may first find your site through such a query, but then they may easily forget the query they used and the fact that they bookmarked your URL. However, if you get them to subscribe to your newsletter, you can keep building trust and branding through the entire length of the sales cycle. In this scenario email marketing does not necessarily improve your SEO as such, but it helps it achieve its goal.

Of course, there is a lot more to email marketing, but these are the basics that you need to know.

For more information, email us at info@webseoprofessionals.com

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