Email Newsletter Marketing Helps Your SEO

Written by Nick Stamoulis

When it comes to search engine marketing, there are two items at play, and both factors need to be considered when developing an SEO strategy. The first is that there are direct factor that impact rankings. Although Google hasn’t publicly released statements about what these ranking factors are, the common consensus is that they involve things like excellent content, technical elements such as site speed, and backlinks. The second are indirect factors, such as social signals, overall user experience while visiting the website, title tags, and meta descriptions.

Sending out an email newsletter is one of those indirect marketing tactics that could help your SEO and it is a strategy that shouldn’t be overlooked. Here’s some practical information that will not only help you understand why this is the case, but will give you some practical tips for getting the most out of this strategy:

Make Sure Your Newsletter Links Back to the Website

There are different schools of thought that involve creating an email newsletter. Some newsletters are designed to do some hard selling. Others provide informational content. Still others are simply built to draw attention to new articles or other pieces o content on the website. At the end of the day, each business, market, or niche will need to come up with an email marketing strategy customized for their businesses.

No matter what the strategy is, however, it should contain plenty of opportunities for people to click out of the newsletter and arrive back to the website, which is the main reason why it’s helpful for SEO. In our experience, newsletters that are designed to get clicks back to the website have the greatest impact, but if your newsletter is designed for another purpose, it is at least helpful to make sure that the newsletter does still link back to the site.

Reasons Why a Newsletter Helps Your SEO

When people opt in to your newsletter, they did so voluntarily because they enjoyed your content and made a conscious choice to engage with your brand. This is the crux of why the newsletter can enhance your SEO. Here’s some details as to why this is the case:

  • Low bounce rate. Keeping in mind that people wanted to sign up to your newsletter in the first place, once they make a choice to click a link and visit your website, these people are less likely to bounce off your site after only a few seconds. Having a low bounce rate absolutely helps your SEO.
  • Increases time on site. Not only is the bounce rate lower, but the traffic that comes over to your site from the newsletter is of an extremely high quality. These individuals are more likely to spend a lot of time on the website. The longer people are on the site, the better you’ll do from an SEO perspective.

As you can see, you are missing an opportunity if you don’t have an email newsletter. There are many benefits, but one of the biggest is that it can have a positive impact on your SEO.

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