No matter how large your email subscriber base, search engines can’t index it. Yet, newsletters generate traffic for you. When applied correctly, email can massively increase the ROI from your SEO efforts.

Email is an astounding tool for driving website traffic. A properly executed campaign increases the number of qualified visitors you get. Sending emails that link back to relevant content on your site is also a great way to reduce bounce rates; and we all know Google is looking at bounce rates these days.


Why combine SEO and email?

Increase traffic

The combination of email marketing and SEO is based on transferring content from your site to email and vice versa. Email delivers 4x more ROI than social media marketing. Email marketing generates $38 in revenue per dollar spent.

Traffic increases and your subscriber base is growing. You share an interesting link in your newsletter and they click on it. It’s a good way to increase your site’s authority and encourage users to link to your posts.

According to Neil Patel, visitors from email engage more with content. On his website, email visitors contribute 14% of his total traffic but they write 41% of the comments on his blog.


Content promotion

There’s also the benefit of content promotion.  Email is easy to setup and it’s cost-effective. You can push content with ease. It’s a great way to promote upcoming events, new promotional deals and special offers.

It is important that you tailor your content according to your subscriber’s needs. The more engagement and promotion, the higher your subscriber base.


6 tips to combine email and SEO effectively

Send targeted offers

Avoid sending all your offers to the same people.  A study revealed that 77% of business professionals enjoy personalised content.

To drive qualified traffic, send targeted offers based on the subscriber data you collected at signup. For instance, if you sell both male and female sportswear, send menswear to your male subscribers and womenswear to your female subscribers. Remember, relevance is the pillar of SEO.


Repurpose content from your newsletters on your blog

Interesting information shouldn’t die in your reader’s inbox. Google loves great content. Get the best of both worlds by publishing information from your email to your blog. This enables Google to index your email content.

An ideal way to implement this strategy is to post a summary of the content in your newsletter and ask your subscriber to finish reading the piece on your website. Alternatively, send a series of information-rich emails to your subscribers and insert a link to the full post on your blog.


Align your keywords and phrases

The readability of your online content alongside keywords play a huge role in determining SEO success. Ensure you incorporate keywords in a natural way that caters to both the reader and search engines. Use this strategy for emails too. Include relevant keywords in the body of the email and use a readable layout.


Think long-tail keywords

Never underestimate the power of long-tail keywords to drive organic traffic. They deliver a more targeted and concise level of traffic that shorter keywords can’t.

For instance, someone searching for “cheap running shoes” is at the start of the conversion journey. While someone searching for “cheap running shoes in Wellington” is further down the buying funnel.

Align your content calendars for onsite content and email marketing. They should cater to consumers who are researching similar products or services you offer and are at the start of their conversion journey. Google posits that the average shopper reads 10 pieces of content before an online purchase.


Encourage subscribers to share your newsletters on social media

Research shows that 92% of consumers look to their peers for recommendations before making a purchase. Some of your subscribers could be vocal supports and loyal customers. They won’t mind sharing your content on social media. Include social share buttons in your email. Place it in a visible location that encourages the subscriber to click the share button.


Create memorable content

Words like “great”, “epic” and “evergreen” are thrown around in the SEO world. Some readers just roll their eyes when they see these words in a copy. Awareness levels are higher than it was 10 years ago. Readers and marketers alike recognise epic content when they see it.

Quality content keeps your visitors glued to their devices, increasing dwell time. Take time to craft an enticing headline. The topic should match the content. Include attractive images and link internally to relevant content.

Identify topics that attract links, create content on those areas and link to them from existing content. Email shines a brighter spotlight on this content and gets it in front of a wider audience.

Also, remember to get good email hosting from a top New Zealand provider. They ensure visitors and subscribers alike enjoy a seamless experience across email and website. Recommended options include, open host and net24.


Create digests

Drive more traffic to your blog with digests. This strategy only works if the articles are catchy and interesting. Mike Moran is the perfect example.

Notice how he includes the social share buttons and links out to content on his website. A catch email subject line is the first step. Only add valuable posts or users won’t open the email if it links to product pages or promotional content exclusively. Email digest is a good way to re-engage inactive subscribers.

Create a list of thought leaders and content marketers who will be interested in your articles. Send newsletters with insightful content to them. They will share the blog if they find it useful.


Ask your subscribers for reviews

Reviews help businesses rank on Google. A study showed that reviews on Google My Business page positively affects rankings even for businesses without high-quality backlinks. Moz supports this argument with a study that shows review signals account for 13% of local search ranking factors.



Without email, social media would be less effective. Email helps you create a stronger link profile to benefit your overall SEO standing. There is great value in both SEO and email as part of your content strategy. These tips should help you integrate both seamlessly for online success.