Email marketing and SEO. At first glance they may seem like very disparate mediums with little to no overlap. But they’re more connected than you may think.
In fact, your law firm’s email marketing campaign can have a considerable impact on your SEO. Here’s why.
More Quality Traffic Sent to Your Site
Sending an email isn’t usually your end goal. What you really want is to pique the interest of subscribers so that they perform a call-to-action like clicking on a particular link to your legal site. This allows you to better educate them on the legal process and gives you the chance to promote your services.
When you’re successful at email marketing, you can pretty much guarantee that there will be more quality traffic coming to your site. So what exactly constitutes as “quality” traffic?
A high percentage of visitors who spend time fully exploring your site and a low bounce rate. This is important because these are two factors that Google looks at when determining where to rank pages. So in a roundabout way, email marketing can help your law firm’s site rank higher as a whole.
More Backlinks and Social Shares
Here’s the scenario. You create a series of emails promoting key content from your legal site (e.g. landing pages, guides or an eBook). Sending it to your subscribers inevitably sends more clicks to those pieces of content. There are more eyeballs on them, which increases the amount of exposure they receive.
In turn, it’s reasonable to expect a spike in the number of backlinks and social shares for that content. This is big because backlinks are still one of the primary forms of currency that search engines use when ranking content.
While there’s some debate as to just how big of a role social shares play, they certainly don’t hurt. And most SEO experts agree that having a large number of people share your content is beneficial to your search rankings.
Aids in Content Creation
Another benefit of email marketing is that you can use it to guide your future content creation efforts. Most email platforms have robust analytics that will provide you with a wealth of data so you’ll know how well each particular email performs. This makes it fairly easy to figure out which topics are winners and the ones your audience is most receptive to.
Say that an email about negotiating a settlement agreement was well received. This would likely be something that you would want to publish in an in-depth blog post or video. And if it performed well in email, the odds are good that it would perform well as a fully fleshed out piece of content, helping your long-term SEO efforts.
The correlation between email marketing and SEO may be subtle, but it’s certainly there. So you’ll definitely want to get serious about improving and fine-tuning your email marketing campaign. Doing so not only allows you to get the most out of your subscribers, it can potentially give you a boost in your organic search rankings as well.
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