Way too often, in-page SEO becomes a sterile exercise in tweaking a page in the vain effort to gain one or two positions in Google rankings. Content often suffers and becomes every day more stiff while you try to navigate around the ever-demanding algorithm’s new requirements. At some point almost every SEO expert ends up forgetting the most important thing. That a better ranking has just one purpose: to increase the website’s traffic. And what if there are still ways that may help you get better traffic and improve your SEO at the same time?
Although it may sound odd, the answer is just under your nose: emails. In terms of ROI, Email Marketing is, still today, the most cost effective channel any company can use to reach and engage new customers. So let’s see how SEO and Email Marketing can work together to improve your website conversions.
SEO rankings are affected by traffic
A very well-known fact is that traffic affects Google rankings, so the more people get inside your website, the higher your position will be. Many businesses learned that lesson quickly, and started investing on social media to boost their marketing efforts by reaching as many users as possible. However, social media traffic can be extremely expensive and, in terms of ROI, isn’t always efficient. Email marketing can be a much more difficult feat, as many people will simply trash your mails without even opening them. But since they’re so much cheaper, even if a minor percentage of users will read your newsletters, you still achieved your goal – which is to drive them to your website, of course.
Also, every time a user subscribes to your newsletter, he or she will receive a monthly (or weekly) reminder that something is new inside your website and maybe get enticed into lurking inside it again. You will increase your returning visitor percentage and get a boost in your monthly page view that no other channel can grant you, which is a big long-term bonus!
Increase user engagement
According to Moz, a higher bounce rate may negatively affect your Google rankings. If users are not engaged enough when they reach your website they will leave it too quickly, causing you more harm than good. Emails can substantially increase your engagement scores however. By cleverly using the same tactics and SEO best practices you used in your pages, you can easily tweak your emails to entice people into reading through your content.
Just give them a sneak peek of what they will get inside: a single email may include several buttons and CTAs to drive them toward different pages. This way the user may choose exactly what kind of content he’s interested into before reaching your website, thus increasing the time they will spend on that page. Multiple spotlights can also steer them towards seeking more info on several pages instead of just one, generating a more fluid flow through the various pages.
Improve your conversion rate
Emails can be segmented to reach only that audience that you know is going to be interested to that page or content. Say your website is a homeopathic medicines ecommerce, and you wrote an engaging article about vegan food in your blog section. If you segment your email properly, you may grab a lot of views among vegan people and then let them lurk the rest of the website after they read that article.
Following the above example, you can use emails to drive traffic to specific offers you just made inside your ecommerce that the average user has no patience to search for. You can even do some AB testing to check what version of the same page leads to better conversions, and tailor your next week’s offer accordingly. Having a better overview of what your consumers like and what they don’t, will help you tweak your page’s content and design accordingly. And sometimes just a single button placed in the right spot may increase your conversions a lot!
SEO and Email marketing are probably the oldest techniques to increase a website traffic and its conversion rates. However, they’re still modern and actual, and can go a long way towards improving your overall customer experience!