In March 2019 Google implemented an algorithm update that could negatively affect search engine optimization (SEO) rankings for many websites. Not surprisingly, email marketing strategies can turn the deficit into a gain.
(Los Angeles, CA) May 6, 2019. The full ramifications of Google’s March 2019 algorithm update are not yet known. A survey of 500 users found that 58 percent of respondents were negatively impacted via a drop in their SEO ranking.1 The purpose of the Google update was to refine user search queries to provide more accurate results for those queries, yet many websites suffered a drop in ranking. Sky Cassidy, CEO of MountainTop Data, a leader in data intelligence and data services, points out that “The Google update can result in a positive ranking for one’s website through implementation of email marketing strategies.”
A major key to improving SEO ranking is to discover what a person is thinking when they search a word or phrase. What are the peripheral words and subjects that relate to a given search term that will benefit the searcher? Digital newsletters infused with strategic keywords and emailed to a distribution list can help identify what a searcher is thinking.(1)
At one time search engines could only determine the quantity of website content – the number of links or keywords on a page. This is no longer the case.(2) In 2018 Google made an important algorithm update by shifting the search engine’s intelligence toward content quality. This trend was strengthened even more with the 2019 update. Email marketing doesn’t have a direct influence on Google or other search engines yet using emails correctly can vastly improve SEO. “The quality of the data in your distribution base is going to target your campaign’s product and how that product links your market to your website is going to drive your success” notes Cassidy. He prescribes the following points in an email campaign for maximum exposure:
- Social Media. Send an email newsletter encouraging the recipients to like or follow you in social media such as Facebook, Twitter, Instagram and others.(3)
- Website blogs and articles. In your email newsletter refer to blogs, articles, e-books, podcasts or any other interesting content on your website and include links so recipients can link back to your site. Encourage sharing the newsletter with friends and colleagues.(3)
- User-Generated Content. Invite your email newsletter recipients to create and share their own content on your site including comments, testimonials, pictures and Search engines regard this favorably.(3)
- Archiving. As your email newsletters contain quality information be sure to put them to use by archiving them on your website. Either post the articles as standalone pieces or convert the newsletters to PDF files and host them on your site.(4)
- Survey. Survey your customers in your email marketing Ask them pointed questions about a given subject on your site. Tabulate their answers and use the highest percentage of words and phrases relating to that subject that they dish back as content on your site. These specific terms will get noticed by Google and other search engines.
Cassidy emphasizes that at MountainTop Data a critical step to improving clients’ SEO through email marketing is to eliminate bad names and addresses from their distribution email list — otherwise known as ‘dirty data’. “Data cleaning a distribution list has a greater impact of delivered and engaged with emails. That translates into enhanced SEO that can greatly impact sales.”
About Mountain Top Data
MountainTop Data, headquartered in Los Angeles, CA, has been providing data services for B2B marketing for almost two decades. With an unrelenting commitment to quality they were the first company to guarantee the accuracy of their licensed data and business emails. They provide marketing lists, data cleaning, data appending, data maintenance and email campaign management services. Their data services have been used by some of the world’s biggest brands across a multitude of various industries from multi-national telecommunication companies to office technology, to PR firms and more. For more information visit: https://www.mountaintopdata.com
Karla Jo Helms
- Hughes, Brian. “What Entrepreneurs Need to Know about the Google March 2019 Core Update.” Entrepreneur, 23 Apr. 2019.
- Hazelgrove, Brooke. “Quantity vs Quality: Which Really Impacts Your SEO?” Advanced Web Development.
- “5 Ways an Email Newsletter Can Boost Your SEO.” Be Locally SEO, 1 Mar. 2019.
- “Use Email Marketing to Improve SEO.” The Rainmaker Institute, 12 Mar. 2019.