Any SEO enthusiast knows that there are a hundred different little considerations when targeting select SERPs, building links, optimizing on-page content, and ultimately achieving prime visibility. Without an interconnected strategy that incorporates a plethora of content, marketing, and link building strategies, SEO efforts are generally destined to fail.
While it may not immediately seem obvious, even marketing tactics not directly tied to SEO can have a huge impact on performance. Take email marketing as one example: how can this possibly have any impact on or benefit for your broader SEO efforts?
Let’s take a quick look at email marketing integration – and more importantly, why it matters to SEO.
Integration Uncovers Your True Audience
Without a comprehensive understanding of who fuels your brand’s success, no strategy – whether it be SEO or email marketing – will deliver tangible results. A major problem with SEO is that it can be difficult organically to discern what exactly drives your audiences beyond their specific interests related to one or more SERPs.
With email marketing integration, you can not only collect a plethora of data but also sync it across your entire digital marketing campaign. This will allow for a greater understanding of your target audiences, making it possible to tweak content and SEO efforts to further appeal to their needs.
Integration is essential: take PieSync as one notable example. Offering integration of email marketing data for platforms such as HubSpot, Zoho, Zendesk, and Quickbook, Piesync shows that it’s easy to integrate email marketing data with hundreds of other popular brand apps and suites.
Integration Creates More Refined Content Strategies
People who have subscribed to your mailing list have taken a crucial step that most never will. By subscribing, they have demonstrated a true interest in your brand, whether it be due to prior purchases or proactively signing up for updates. These individuals in the aggregate often represent a broader cross-section of your brand’s most loyal and relevant audiences (as alluded to above).
Email marketing integration allows for the collection of data on these individuals, including (but not limited to) their preferences for content. Through trial and error, various email campaigns will unveil which types of content your subscribers find most appealing by measurement of CTRs. Open rates will also highlight what subject lines and preview text are most effective at driving clicks.
Ultimately, these findings can help further refine your headlines, titles, and specific content preferences of audiences and niches. This, in turn, can help refine your content offerings and improve your targeting of key SERPs.
Integration Can Increase On-Site Engagement
Since email marketing integration allows you to absorb a variety of datasets and integrate them successfully across all platforms and endeavors, there’s a notable improvement in on-site engagement when done properly.
Email marketing campaigns can refine their efforts to produce more relevant results, which increases the average on-page time and reduces exit rates as well. On the flip side, this integration also allows for improved optimization of content in organic search results. By improving those same metrics among visitors coming directly from search engines, additional SEO gains become possible.
Ultimately, email marketing integration is beneficial for a variety of reasons. Not only can your email marketing data help improve other marketing efforts, but those efforts can also be incorporated into email marketing campaigns to improve them as well.
Combined, these efforts can have notable effects on SEO outcomes and make it possible to maximize performance.