Search engine optimization (SEO) and email marketing are powerful tools that help home builder marketers reach their audience. Many marketers view these tools separately, but did you know an effective email marketing can increase brand visibility but also improve your search engine rankings? Here’s how you can make the most out of both.
Drive quality website traffic
A key benefit of email campaigns is their ability to drive highly-qualified traffic to your website. People who are genuinely interested in learning about your new homes will sign up to receive your newsletters. By creating effective call-to-actions, you’ll drive these qualified leads back to your website. These highly-qualified visitors will be less likely to leave after viewing one page, which will lower your bounce rate. The lower your bounce rate, the more likely Google and other search engines will rate your website as having quality content.
Personalization is one of the best ways to drive quality traffic to your website. Segmenting your mailing list allows you to send relevant information tailored to your audience’s interests, like communities of interest. This way, your email subscribers will receive only the information that’s specific to their needs and wants.
Improve on-site engagement
Highly-qualified visitors take more time exploring and viewing your website. This on-site engagement is a strong SEO signal. Search engines use that to determine if a website meets searchers’ expectations and if they should continue recommending it. On-site engagement like time on site and bounce rate can affect your ranking. Websites with higher time on site and lower bounce rates typically have higher rankings.
Repurpose emails into website content
Turn your high-performing email messages into blog posts and other content that can live on your website. Repurposing content has many benefits: it helps you to reach new audiences, reinforces your message, saves time, and boosts SEO.
You want to make sure the information you’re sharing with your audience can also be found on your website. This encourages people to use search engines to find your website instead of simply searching their inboxes since search engines do not crawl email.
Identify new SEO keywords
Your email marketing strategy can reveal a lot of information about your audience. Not only can you use email marketing to develop a more targeted content strategy, you can also use it to identify new SEO keywords. This can be done by A/B testing the subject lines to see which phrases resonate with your audience and perform best. Then you can add high-performing keywords to your SEO terms to help drive traffic to your website.
Your digital marketing channels aren’t independent silos. They’re interconnected and work towards the same goal of getting qualified leads and selling new homes. Smart marketers are creating an integrated strategy that takes advantage of each channel’s strengths to improve their marketing as a whole.
Email marketing is SEO’s unlikeliest partner. While it doesn’t directly influence your ranking, an effective email marketing program can improve several signals that are used to determine your search rankings.
If you need help developing a successful email marketing campaign or SEO strategy, give us a call.