Search engine optimization (SEO) has two primary parts: on-site and off-site optimization. In the case of the former, brands augment their online platform’s performance and layout, building content of high quality and implementing effective keywords that relate to the business as well as the audience. Off-site optimization, on the other hand, comprises all content posted on external publication which includes inbound links that direct consumers to the brand’s website. With a formula like that, it’s hard to see where things like social media or email marketing fit into the larger picture of boosting SEO, but the fact remains that brands can use the potential in email marketing to back and augment their campaigns. Here are 5 ways that brands can spike their SEO by using email marketing.

Inbound Links

Amassing legitimate inbound links is an important part of improving your SEO. “You can use your email marketing campaign to specifically encourage other users to link to your latest posts, or specific pages of your site,” writes Forbes contributor Jayson Demers. “For example, let’s say you’ve recently published a whitepaper with a truckload of important statistics you’ve gained from conducting original research. Getting this information in the hands of other users will make them more likely to link to it in the future.”

On-site Engagement

Want to acquire and maintain an involved overall audience? Direct some focus to your email audience, and give them incentives to return to your site through valuable offers that they can’t resist. According to Demers: “Google uses a plethora of individual traffic and engagement metrics to determine the relative ‘value’ of a given webpage. Though the exact significance and influence of these metrics is often debated, it’s clear that having more active, engaged users (with lower bounce rates, higher time spent on page, etc.) is better for your search rankings.”

Content Promotion

It’s additionally advised that you take advantage of your email marketing campaign and use it to augment the reach and effect of your general content. “For example, you can send a weekly or monthly newsletter that recaps some of your blog’s most popular posts,” offers Demers. “This increases both the visibility of these posts (potentially leading to more inbound links) as well as general traffic to your site.”

Social Media Engagement

According to Demers: “Social media activity doesn’t have much—if any—direct impact on your SEO campaign. Simply having more followers, likes, or shares won’t increase your rankings. However, having a bigger, more engaged following has secondary advantages for SEO; it means when you distribute content and make posts, your brand can reach further, increasing the visibility of your content, and thereby, its potential to attract inbound links.” Pay mind to your social media and include clear share options as well as links to your various profiles. Additionally, linking your audience to some of your recent posts might help in keeping them in the know and engaged.

Building Reputation

When it comes to keeping existing customers close and forming brand recognition, email marketing is key. Though the value of these are independent of SEO, they are key factors in your brand’s general reputation. Demers says: “The better reputation your brand has, the easier it will be for you to get featured on high-profile publishers and engage with popular influencers, giving you a major leg up in the SEO game.”

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