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  • Writer's picturepradeep rana

The impact of email marketing on organic rankings and SEO

Earned, organic, paid, and SEO marketing have always been hot topics in the web industry. No website, eMagazine, or blog can perform well in search engines if they are not developed on smart, structured rules and SEO-optimized focus. As a result, many websites, marketers, advertising agencies, and even local businesses have started to realize the importance of search engine optimization.


What is search engine optimization (SEO)?


Search Engine

Search Engine Optimization
Search Engine Optimization

Optimization (SEO) is a set of basic rules, tools, and techniques that make a website attractive to various search engines like Google, Bing, and Yahoo. When people search for something on Google, they normally go to the first page, or to be more precise, the first three results. Therefore, every website aims and strives for top ranking in searches.


However, SEO techniques are vague and broad. While marketers are well aware of what it takes to rank # 1 in search engines, there are still some unknown keys and shortcomings that they are aware of. One of those little gaps to improve or worsen your search engine ranking is Email Advertising.


What is email marketing?


Email marketing is when businesses, websites, blogs, and magazines use the help of email newsletters and reminders to constantly stay in touch with their customers. However, while the intention behind email marketing is to engage more audiences, the results can be a bit complex.


How can email marketing impact SEO & organic rankings?


This information became public about 2-3 years ago when Google obtained a patent. Theoretically, this patent would allow Google to take measurements of its Gmail service and use the information gathered to improve its web results. Specifically, the patent includes collecting data from spam emails and using that data to improve or downgrade the rankings of specific vendors.


Google applied for this patent in 2012, and it was approved in 2015. We know that patents are just a way to protect an idea, so we can't say for sure if Google used this technique between 2012 and 2015 or not. However, we are now convinced that email marketing clearly has significant impacts on organic rankings.


Email Marketing - How Exactly Does It Work?



E-Mail Marketing
Email Marketing

As of now, we've been clear on the idea of ​​SEO, email marketing, and organic rankings. Let's take a look at how Google uses the information to filter web searches. Gmail has a feature that allows its users to mark a particular email as spam. Therefore, when providers continually send unattractive emails to their website traffic, users mark them as spam. This is where Google comes in and begins to observe the metrics of these providers.


They study their vendors, their web structures, models, SEO, and more, and rank them based on their performance. In short, websites that regularly and continuously send emails to their customers and are therefore marked as spam - will see their rankings drop in Google searches. However, the intensity of the long, healthy, or short effect depends on various unknown factors.


Therefore, the patent was an essential and significant sign that marketers should observe the quality and quantity of their products. Also, marketers should keep an eye on the response rate to these emails - to get an idea of whether users are spamming them or not. Email marketing has long had an impact on changes in website traffic. However, with the patent from Google, email marketing now has a direct effect on organic rankings.


Google Email Metrics Patent - How To Get The Most Out Of It?


Now that you are aware of the impact that spam emails can have on a website's organic ranking. The last thing you want is a lot of users marking your email as spam. Moreover, they can also mark the message as unsolicited because they don't recognize that it is from you. Therefore, you need to be vigilant not only for the quantity, response, and quality of your emails but also for the unique name of your service.


Many search engines also use similar ideas. And whether or not Google uses its patent, it's never a bad time to assess your SEO rankings, email marketing, and website structure. Also, now that you know it, this should be a good time to evaluate your email marketing efforts - make sure they are okay with your SEO efforts. Also, make sure that you have a unique sender ID so that Google and users recognize you.


The patent operates on relativity


Even the most successful and legitimate traders would occasionally be flagged as spam. Therefore, genuine, legal, and severe marketers do not have a significant negative impact on this type of marketing. Therefore, this system seems to rank results by comparing suppliers to suppliers and not based on an absolute ranking.


However, it is also an additional red flag for marketers who aim only to slander other competitors by demoting campaigns.

A bonus - use email marketing to your advantage


A bonus tip for using email marketing to your advantage is to turn top-performing emails into high-quality content for your website. Many websites and magazines send out attractive newsletters as part of their marketing email. Marketers can observe the metrics of these emails and expand the successful ones into better articles.


Moreover, increased visibility on social media can also help you have a better response to marketed emails. Consumers choose to buy from brands they trust. Increased social media visibility can help businesses and marketers in the following ways:

  • Increasing positive brand mentions on social media helps improve SEO.

  • It helps maintain a relationship of trust with consumers.

  • It helps to find more related opportunities with better awareness.

Conclusion


An ideal way to improve search engine presence is to use each responsible channel separately. The second step is to implement the synergy of the channels of each channel to amplify the effects of marketing. While email and SEO aren't on the surface related, Google's patent in 2012 makes them very useful.

With a well-structured SEO approach and strategic email marketing, you can use your campaigns to improve your search rankings and visibility.

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