3 Ways a Newsletter Supports your SEO

Done right, a newsletter can be one of the best (and cheapest!) marketing strategies out there. More specifically, it can help optimise your website for search by engaging interested customers, building brand loyalty, and encouraging people to visit your site. Let’s take a look at some of the best ways that a newsletter can support your SEO efforts.

Send people to Your Website

The most obvious benefit of a newsletter is that it gives you the opportunity to send people to your website. Even better, because those people have subscribed to your newsletter, they’ve already shown that they’re interested in your business. That means they’re more likely to click a link in your newsletter and see what’s available on your site.

People visiting your website is called traffic. And the more traffic you get (as long as they engage and don’t immediately leave), the more likely it is that search engines such as Google will improve your website’s ranking in search. So if you’re newsletter is interesting enough to get the attention of your mailing list, and encourage them to click through to your website, then there’s an SEO benefit right there.

Build Brand Loyalty

When people have subscribed to your newsletter, it’s because they’re already interested in your business. Maybe they downloaded a freebie from you, maybe they’ve already bought something, or maybe they think they’ll want to buy something from you in the future. Even if they’re just there for the free stuff, there’s a lot of SEO value to having them on your mailing list.

Because newsletter subscribers are already interested in your business, one way or another, you’ve done a hard thing: caught their attention in a world where everyone is vying for attention. From now on, you can nurture that interest, demonstrate your value to them, and encourage brand loyalty through engaging content, exclusive subscriber offers, and an excellent user experience.

Brand loyalty can sometimes seem like an intangible thing, and the effect is not always easy to track with regards to SEO. However, brand loyalty leads to all sorts of actions and behaviours that do directly affect SEO. It helps spread the word about your business so you get more traffic, users are more likely to share their positive experiences and testimonials, and customers are likely to buy from your repeatedly. All these are clear indicators to search engines that your website is worthy of ranking well in search.

A More Personal Experience

More and more, SEO is becoming about the personal experience and micro-targeting, where users are given an experience based on their own interests, requirements, and likes. For small businesses, this can seem incredibly daunting, but a newsletter can help you do this without too much effort.

Segmentation is the process of dividing up a mailing list based on certain attributes of your subscribers. For example, you could have a segment of people who have bought something from you before, or divide into groups based on attributes such as age or even how they subscribed. You can then adapt the newsletters you are sending to each segment so the content appeals more closely to these smaller groups.

Appealing to smaller niches rather than large groups means the content feels more relevant, encouraging subscribers to visit your website and convert. All this can contribute to a nice user experience and positive signals for your SEO.

Segmentation usually works better on larger mailing lists, but if you’ve got a very small list you have another type of advantage. Someone with a list of thousands of people can’t easily respond to people individually. However, if you’ve only got a dozen or so subscribers, you have the option to reach out to them on a very personal level: one-to-one. Whatever the size of your mailing list, there’s a way of creating a more personalised – and therefore more SEO-beneficial – experience.