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7 Ways To Use Email To Boost Organic Traffic

It’s the bread and butter of your career, but possibly also the bane of your existence.

Calling to targets like a siren’s song, whether they’re in the office down the hall or on a beach vacation across the world, it’s nearly inescapable. And, the modern world couldn’t function without it.

Of course, we’re talking about email marketing.

Typically a softer sell than other types of marketing, it offers incredible ROI, returning on average $36 for every dollar spent.

But, what is it exactly?

Enligt Wikipedia, email marketing is “the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.”

Annons

For digital marketers, this means primarily one thing: directing recipients to a website, either for more information, to make a purchase, or to perform some other action.

In other words, traffic is the name of the game.

But, can you really use email marketing to boost your organic traffic? Of course!

A key part of search engine optimization (SEO) is off-page factors, including social media shares and bakåtlänkar.

High-quality traffic will also affect how your site is ranked by Google and other search engines.

And, one way to encourage all of these is through effective email marketing.

So, let’s look at the $10,000 question: HOW do you use email marketing to drive traffic?

Here are seven ways you can increase visits to your website:

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1. Target With Accuracy

Bounce rate – it’s a dirty word in online marketing.

And while there is such a thing as email bounce rate (that is, emails that were returned by the recipient’s server), what really matters to digital marketers is website bounce rate, i.e., the percentage of visitors who leave your site without taking action.

This is where email marketing can really shine. Whether you’ve bought your list or compiled it on your own, you should be equipped with some basic information about your audience, which will allow you to run highly targeted campaigns.

To improve traffic, your email campaign should go to people who are genuinely interested in your content, whether because they’ve expressed some interest in the past or your content can help solve a current pain point.

These types of visitors are likely to spend a longer time on your website, which signals to search engines that your website is a good resource. Google will recognize your site’s authority and increase your ranking accordingly.

2. Understand User Intent

Why are your email targets opening your messages? Because you’re offering them something of value and they see some relevancy in what you’ve sent them. (Or maybe you just write the world’s best subject lines.)

There are three main types of user intent and email marketing can be used for all of them:

  • Navigerande – in which a user is trying to get to a certain site, in which case, congratulations, job done.
  • Informationsinformation – where a user is looking for information.
  • Transaktionell – when a user is prepared to buy or take another online action.

If you’re also running your organization’s SEO, you’re probably familiar with this concept.

If not, get with whoever is and ask them for the long-tail keywords or descriptive searches that are driving people to your site.

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Then, use these to craft email messaging that will connect with your audience.

By providing content that addresses user needs, you’re weeding out low-quality visitors, enhancing your SEO via an improvement in quality visits.

3. Use Newsletters With Exclusive Content

Once you know what your target audience is looking for, you can create content to address it.

And, regular newsletters with exclusive content are a great way to keep your brand at the top of a consumer’s mind.

Show your audience your brand’s value and establish a reputation as a thought leader in the field by sending out a weekly or monthly email with relevant information.

If you have a company blog, this is a great source you can mine for content that your audience won’t get anywhere else. And by clicking on the “read more” in your newsletter, they’re doing exactly what you want – visiting your website.

4. Integrate Email And Social Media

On their own, both email and social media marketing are useful tools. But when combined, the effectiveness of both grow exponentially.

Use your social media presence to invite followers to subscribe to your email list and vice versa.

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This will not only build rapport, but will also let you develop more personalized communications.

Include “Share” tags in your emails so recipients can cross-promote content.

Incentive-based referrals are another effective marketing tool you can use to engage with customers, e.g., “Follow us on Facebook for 10% off” or “Send this link to a friend for an exclusive ebook.”

Sharing email content like this can drive both searches and traffic to your website.

5. Personalize Your Email Content

Which email message do you think is going to get a better response: One with a generic opening like “Dear customer,” or one that says “Jeff, we have a special deal just for you!” (Assuming your name is Jeff, otherwise that would just be weird).

As a marketer, you probably already know: that personalized emails have better open rates and click-throughs – and that’s just when they use the recipient’s name.

If you really want to maximize the impact of your emails and drive traffic, you need to be taking advantage of segmentation.

By dividing your list into smaller groups based on specific criteria, you can provide relevant content that is more likely to get clicks.

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For example, let’s pretend you’re running an email campaign for a computer store that sells both Macs and PCs.

By segmenting your list into those with Macs and those with PCs, you can ensure your content is pertinent to the recipient.

You could do a shotgun approach, but the amount of people interested in both is probably minimal, so you start to run the risk of becoming annoying and driving unsubscribes.

And even if your audience doesn’t open your email, your brand name will still be in the back of their mind, so the next time they do a web search, you’ll be familiar and more likely to receive a click.

6. Conduct A/B Testing With SEO Keywords

We touched on this briefly in number two, but it bears repeating; your email campaigns should be using A/B-testning, just like your landing pages and other content.

You should be trying out different versions of emails using SEO keywords to determine which get the best results.

Experiment with placing your brand’s most popular search terms in subject lines, preview text, and body copy.

What’s great about this is that it works in reverse too – finding you’re getting great results with a certain keyword in emails? Try adding it to your SEO terms and it will help drive traffic to your site.

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7. Ask For Reviews

Every brand will claim it’s the best in its field. But consumers know this and take it with a grain of salt.

Reviews, on the other hand, have a much larger influence on decisions because they give legitimacy to your marketing claims.

After all, 98% of consumers read reviews. People tend to trust online reviews as much as personal recommendations.

And smart marketers like you know email marketing is a great way to solicit them.

En av de mest effektiva tidpunkterna att skicka dem är efter köp när det nya i din lösning fortfarande är färskt i kundens minne.

Anpassa dina e-postmeddelanden och inkludera länkar till recensionswebbplatser för att göra det enkelt. Håll ditt e-postmeddelande kort så är det mycket mer sannolikt att du får svar.

Om du gör e-postmarknadsföring för ett lokalt företag, ber om recensioner är särskilt användbart. De kommer inte bara att påverka din rankning i lokala sökresultat, utan de låter också kunderna känna att de hjälper någon i deras samhälle.

E-postmarknadsföring och SEO går hand i hand

Din digital marknadsföring kanaler är alla delar av en mycket större kampanj.

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De är alla sammankopplade och genom att ha en helhetssyn kan du använda dem till din fördel och hjälpa var och en att prestera bättre.

Om du förbättrar kvaliteten på din e-postmarknadsföring kommer du att leda mer kvalificerad trafik till din webbplats.

Du kan också rikta mål till specifika sidor där de är mer benägna att ha längre besök och engagera sig i ditt innehåll. Detta ökar i sin tur deras sannolikhet att konvertera.

Sending your content via emails also earns more shares and attracts more visitors. It encourages other sites to bakåtlänk to your content, thereby boosting your credibility.

Och alla dessa som arbetar tillsammans hjälper till att göra din SEO effektivare insatser.

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Utvald bild: NicoElNino/Shutterstock

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Step-By-Step Guide To Earning Your Google Ads Certification

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Step-By-Step Guide To Earning Your Google Ads Certification

In a world where many people offer services like SEO och Google Ads management, it is important to stand out and be as educated as possible.

Seasoned veterans and new professionals alike can both benefit from Google Ads Certification.

As an industry standard with content tied directly to the Google Ads platform, it is the most trusted credential and source for training in the industry.

What Is Google Ads Certification?

Google Ads certification is a process by which Google recognizes marketers as experts in online reklam-.

After passing Ads certification exams, individuals get a personalized certificate and – if affiliated with a company – can contribute to the company’s Google Partner credentials.

Like many Google products, properties, and initiatives, the program has evolved over the years.

The certification program was standalone and had a cost attached to taking exams.

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That changed with the creation of the Google Partners program and has further evolved with the migration to the Google Academy for Ads in 2018 and, more recently, a rebrand to Skillshop.

Individual certification still works the same way it has for the past several years with training content and exams.

Over the years, the certification has become a minimum or expected requirement for entry-level search marketing roles for agencies and corporations.

Even when I hire someone who will go through our training program, I know that they are willing to invest time and see the importance of taking the step of getting certified is crucial.

Having that base level of subject matter exposure from Google is much more specific than what a school textbook can provide on how Google Ads works.

On top of that, there’s value in being able to affiliate with an individual who is already certified with my agency’s Google Partner account.

This step-by-step guide provides a walkthrough of how to get Ads certified, as it can be a confusing process when doing it for the first time or when coming back only annually or occasionally for recertification.

Step 1: Get Started In Skillshop

Navigate to the Google Ads Certification platform within Skillshop.

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In the top right corner, click “Log In.”

Now, we’re at a critical step right away. We want to ensure that the account you get certified through is the specific one you want to be certified.

If you work for an agency or a company, you’re likely to be required to use your work email address.

Regardless of agency, corporate, or whatever status, you likely want to link your certification to the address you manage Google Ads to keep things simple and clean.

If you haven’t managed Google Ads yet and don’t have an account, you can easily create a new account här to get started.

If you’re a returning user, be careful to find your Skillshop profile and ensure your Google account is still properly linked, so you don’t accidentally take exams in a new account versus recertifying your current account.

The account management piece can be confusing and frustrating as there are separate profiles yet linked accounts between this system and Google’s accounts and Ad management systems.

If you’re interested in your certification counting toward a Google Partners badge, be sure to use your company email address that you use for managing ads for your Google Partner company to link things properly.

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If you’re interested, I encourage you to learn more about the Google Partners program details, requirements, and logistics for getting set up.

Step 2: Select Your Exam

If needed, navigate back through Skillshop to the Google Ads Certifications again to arrive at the page with the list of exam topics.

Screenshot from skillshop.exceedlms.com, July 2022

Here you can find the specific certification you want to start with and click on it.

Within the specific certification, read the overview info.

When you’re ready to dive in, click the Get Started button.

Step 3: Prepare For Exams

Google provides both basic educational info and more extensive training content.

The specific Google Ads certifications include:

  • Sök.
  • Display.
  • Measurement.
  • Video.
  • Shopping Ads.
  • Apps.
  • Ads Creative.

If you’re brand new to Ads and the certification exams, I recommend starting with the Google Ads Search Certification first.

Search ads are typically the most common type of ads a company will run.

But if you are more focused on something like just shopping, then start there.

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Google Ads Search CertificationScreenshot from skillshop.exceedlms.com, July 2022

Training content is tied to each of these specific certifications.

When you click on any of them, you’ll be presented with options to get started, including a quick knowledge assessment and other resources.

You’ll need to plan on investing at least a few hours to go through the training content specialization.

If you’ve been managing Ads campaigns or have deeper exposure, it’s still a good idea to go through the modules – even if you do it faster.

The sample questions are quite helpful; they are written in the same format as they appear on the actual exams.

Unless you have previously been certified and/or have a moderate level of Ads experience, don’t skip the training content!

Step 4: Pass The Assessment

To become certified, you are required to pass the assessment in any of the respective certification specialties.

Your certification will then be awarded for that specific product focus area.

You can stop with one specialization or continue by going through additional specializations until you have mastered and achieved all of those relevant to your desired credentials.

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If you’re an overachiever or love standardized tests, there’s nothing that says you can’t take them all.

Note that if you fail to pass an exam, there’s a waiting period before you can retry. That’s the only real penalty for not passing.

When you have passed one or more assessments, I recommend downloading the digital certificate(s) and saving those, so you have proof of your certification.

Additionally, you can create a public profile page that showcases your mastery.

You can turn the public profile on (if you haven’t already) by clicking in the top right corner of the page and then on “My Account.” You’ll find a toggle switch for “Public” to turn on if you choose by following the prompts.

Slutsats

Google Ads Certification provides a base-level credential for new professionals managing ads.

It also provides an ongoing opportunity for industry veterans to maintain their status and show longevity by keeping certified and staying on top of the platform and best practices changes over time.

Whether seeking your first job in the industry out of school or leveraging the certification for a Google Partners designation, I recommend the program for learning and maintaining education and standard credentials.

Annons

There are other excellent training and education programs available from third parties.

However, the Google Ads Certification still holds weight in the industry and is a common expectation for paid search practitioners to have.

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Utvald bild: Krakenimages.com/Shutterstock

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