How SEO and email can combine efforts to maximise your results 

when SEO meets Email

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Feb 27, 2024

At first glance, SEO (search engine optimisation) and email marketing might not have a lot obviously in common.

After all, SEO is about creating online content that makes a website easier to find on SERPs (search engine results pages). Meanwhile, with email marketing, you would be directly sending content to people who have signed up to a mailing list.

You might already be leveraging SEO and email marketing as two separate techniques, with no concerted attempt to combine them. That might seem fair enough as an approach, given that it’s not as if people use Google to peruse the text of email messages (other than when they use the search functionality for their own Gmail inbox, of course). 

Perhaps surprisingly, however, it is actually possible to use SEO and email marketing in ways that help these two distinct digital marketing approaches bring the best out of each other.

Here are just a few examples of what you could do to elevate your company’s profile…

Create website content geared to attract email subscribers

Even if your company already has an email list, it might not necessarily have many addresses on it right now – and you may be eager to attract more subscribers to fuel your business’s reach, sales, and growth. 

The good news is that you can tempt more people into subscribing to your email newsletter if, quite simply, you produce engrossing webpages for them to read. This tactic would provide you with great opportunities to point out that “there’s more where that came from”, followed by pointing them in the direction of your website’s email newsletter signup box. 

One word of warning, however: remember not to leave the “join our email list” call-to-action (CTA) after a long series of paragraphs. Instead, place it (and the email signup form) near the top of the page. That way, it will be easier for people to notice the CTA and act on it.

Use emails to advertise your blog posts

Blogging is a thoroughly tried-and-tested SEO technique. Whether you post articles to your own website or someone else’s (“guest blogging”), doing so can help position your brand as a trustworthy authority in its industry. This, in turn, can help draw more attention to your corporate website.

Nonetheless, blog articles are not always posted and circulated at times when readers would especially benefit from them. For this reason, once a few weeks or months have passed since you posted particular articles, you could do with mentioning them again in email newsletters.

Let’s imagine that you run a tech news website and, back when the iPhone 15 smartphones were first released in September, published a series of articles on how to get to grips with these devices. 

In your next email newsletter, you could include a roundup of links to those articles while introducing them with: “In case you got an iPhone 15 for Christmas or in the January sales…”

Refashion emails as blog posts 

In order to lure people into becoming email subscribers, you might have pledged “exclusive” content for them. However, if some of this content came out better than you expected, it may seem a tragic waste for you to not incorporate it into your public company blog at some point. 

Using an email analytics tool, you would be able to see which of your marketing emails garnered the highest click-through rates (CTRs). The higher the CTR, the more tempting the email’s headline is likely to have been to readers, which might suggest it would be a good idea to extend the email’s content into a much longer piece.

It’s not necessarily the case that you would have to do that extra writing yourself, however. Consider, for example, how travel agency SEO services can include content marketing solutions enabling companies in the tourism sector to create and publish long-form articles advising how to pack for getaways.

Create mobile-friendly content 

Are you at the helm of a business that relies especially heavily on custom from the local area? Think with Google notes: “76% of people who conduct a local search on their smartphone visit a physical place within 24 hours and 28% of those searches result in a purchase.” 

Given this revelation, you may understandably be seeking tips to improve your local SEO strategy. Keep in mind that Google ranks websites largely on account of how easy they are to use on mobile devices.

It would therefore bode well for you to build mobile-friendly web content inviting visitors to subscribe to your email list.

A digital marketing company in your local area – and that therefore knows this locality well – could help enhance your site’s appeal to local searchers. For example, you could reach out to a reputable SEO agency in Essex if your customer-facing business has its premises in this East of England county.

Related Post: Unlocking the Potential: Email Marketing Strategies for Lead Generation

Michael Ryan

Michael Ryan

Michael Ryan is the Founder and Managing Director of fast-growing digital marketing agency, Ink Digital, which specialises in delivering impactful and results-driven strategies for brands operating in the travel, fashion, and wider eCommerce sectors.

Having commenced his digital marketing career in 2012, Michael has established a proven and credible track record in helping many household brands improve rankings, increase target audience engagement, and accelerate revenue within both UK and international markets.

Where his expert knowledge and insight into the travel sector has enabled him to work with and drive growth for household brands like Easyjet, Holiday Hypermarket and Ocean Holidays to name a few, his genuine passion for the industry inspired him to set up his own independent consultancy, ‘Mr SEO’, in 2020, to help guide travel brands through the destruction and devastation caused by the COVID-19 pandemic.

Now on a mission to scale the agency into one of the UK’s leading digital marketing agencies, synonymous with delivering transparent and ROI driven campaigns, Michael made a strategic decision to invest in the brand and relaunched from ‘Mr SEO’ as Ink Digital in late 2023 – representing its permanence and dedication to achieving long-lasting impact and results for its growing client base.

In turn, Michael has developed a holistic approach to digital marketing to meet client needs, while scaling revenue by 58% within the last 12 months alone – firmly positioning it as a growing player in the digital marketing sector with specialist experience in the travel industry.

About Ink Digital

Headquartered in London, Ink Digital is a fast-growing digital marketing agency which has established an exciting client portfolio across the travel, fashion, and e-Commerce sectors, with brands including Ocean Holidays, IMO Car Wash and Arctic Direct.

With a holistic and results-driven approach to digital marketing, Ink Digital delivers SEO, PPC, Paid Social and Website Development.


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