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How can my email marketing content rank well in search engines?
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6 Answers
Jessica, If I understand your question correctly, I assume you mean after posting the content of your email message on your Web site.
For B2B companies using newsletters, this is a very common and straight forward approach. I suggest a couple of approaches:
1) When creating your full email message, create a "Web version" of the email and then post that in a "Resources" section of your Web site under Newsletter Archives/Back Issues or similar section. Organize by month, date, etc. Then optimize that page as you would any Web site page - using a real world title, e.g.: "7 Tips for Better SEO - Company X."
2) Where the real SEO benefit comes is by posting each of the articles or sections of the message/newsletter on your Web site as separate pages. Again, then optimize each of those pages targeting longtail keywords. Then make sure you cross link from the full Web version to the indivisual articles; and also go back and link from past newsletters and articles that have related content each time you post new ones. This will give you decent internal link juice.
3) Many companies now post their newsletter articles on their blogs, but send out their newsletters with short squibs that link to the full post. Blogs tend to be very SEO friendly, so make sure you take advantage and use targeted keywords in your Title tags, URL structure, etc. Tweet the links to your articles, post links on your Facebook and LinkedIn pages; and without being spammy, include links when appropriate in comments on other blog posts and sites. Bascially encourage external links to your article/post so that you have good eternal link juice to your page, increasing the SERP ranking.
Can you clarify your question, Jessica?
You can put it on your website and blog.
Post it on your social networking sites.
Post it to pertinent article banks.
Turn it into an ebook.
Maria
http://www.ElevatingYourBusiness.com
If your content is engaging and new, then it should score well with search engines when you do post it online... however, I think this is more about SEO than email, as email was simply the delivery mechanism for the content.
Whatever you do, be sure what you post is the actual content, including the default values (such as 'dear customer') because you won't want the personalization placeholders to be visible to those who visit the web-hosted version of your content (which, has definitely happened in the past).
A lot of e-mail marketing programs such as MailChimp and Constant Contact are linking with Social Media sites (Twitter/Facebook) whenever you send a message. Using Social Media as a way to follow-up with your newsletter subscribers is a good way to keep the conversation going, and in turn keep your newsletter in the spotlight.
With Google and Bing paying more and more attention to Social Media buzz as a criteria for Search Engine Rank, it might be a good idea to utilize these tools as a way to keep your content from going stale in the Search Engines.
Ryan
http://LDPWebSolutions.com
The click through to your site from the email will not give you 'google juice' directly because it's not coming from a search indexed source.
As Loren said, most newsletters are a collection or digest in the form of teasers to get people to click through to the full store on your site, from there they can like and share the entire article.
I've seen a few people suggesting that you host the web version on your site. Absolutely have an archive but don't direct people to it from the email as you will lose tracking. Keep the browser view link as the tracked one from your ESP.
It has already been established that social media to good google and bing juice.
However, when you share an email socially, the link in the status tends to be the link to the external view of the email and not your web-site. So people who click through from facebook and twitter etc. will go to the email and then from the email to the site.
This is not helpful for rankings.
It is far more preferable for people to share pages from your site that are indexed by google and bing etc.
There are possible technical solutions to this:
- Make it so that the link posted on the social sites from the email is the link to the archived version on your web-site - this will loose you the individual link tracking you enjoy from your emails and might make it hard to track who is sharing your emails and who is the most influential.
- Use email software that will actually put Google analytics into the browser view of your emails and allow the pages to be indexed then 'mask' the emails with a sub-domain, this way you can get the rankings from the sub-domain traffic. Unfortunately I cannot think of an ESP that can do this.
You are better off focussing on sending traffic directly to your site from the email and encouraging the shares from pages on the site.
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