Are You Optimizing Your Email Marketing for Search?

Galen De Young ( @GalenDY ) | B2B Search Marketing | May 6th, 2009

I know at first that may sound strange. What does email marketing have to do with search engine optimization? Fact is, the most prevalent type of B2B email marketing is content marketing, most often in the form of an email newsletter containing several articles. Most email newsletters carry abstracts or snippets of the stories. Readers then click through to a website to continue reading—and that’s the crux of the matter.

I get a fairly large number of content marketing emails each week. I’m surprised how many of them come from companies who do a pretty good job of SEO on their sites, but don’t apply the same practices to the email marketing content hosted on their site.

It’s probably the result of organizational silos—those who create email marketing, those charged with content creation, those responsible for maintaining the site, and those responsible for SEO aren’t working effectively together to leverage each other’s contributions.

If you’ve got good email marketing content you’re going to post on a public part of your site—content for which you’d like to get found via organic search—here are some things to keep in mind. (more…)

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