SEO and Tagging in Email Marketing

Search engine optimization, or SEO, and tagging…meta tags, including  title tag, description tag, keyword tag, robot tag… are all terms that are related to making sure you’re easily discovered by others.  Easy discovery lets you make the most of your website and your email campaign.

SEO consists of a variety of techniques that are used to raise your website ranking on the Internet by using keywords that are relevant and appropriate to your product or service. 

 Why is this important?  Because the higher you’re ranked, the quicker someone looking for your type of product or service can find you. 

There are those who say SEO is dead…that you don’t need it because there are so many other ways to capture traffic…uh…like pay-per-click ads. 

If you have a big advertising budget…with  a marketing team that’s out there figuring out what to put on your pay-per-click ad… that might be OK, but for the rest of us…

SEO, being alive, well, and very necessary… is a good thing.  Consumers… prospects looking for you…who can search for you on a search engine, like Google…can find you. For free.

Search engine optimization won’t get you immediate visibility in search engines, while pay-per-click will.  SEO requires significant time and patience to obtain high rankings in the search engines…one of the reasons certain entities would like to proclaim its demise.   And, of course, why there are so many companies that specialize in providing SEO services. SEO  should not be ignored by a smart marketer…nor should not be considered a complete online marketing plan.

If you’re a smart marketer, and you want to ensure you are getting the most out of your SEO, you need to:

  • Choose the right keywords for your website and email campaign material included in your website
  • Write keyword rich content
  • Use properly formatted meta tags
  • Design your website correctly for optimal SEO
  • Test everything…often… and make changes quickly

Let’s talk a little about meta tags.  Meta tags comprise formatted information that you insert into the head section of each of your website pages.  They’re inserted between the opening and closing head tags of each page…in the HTML format.  The text you include in your title tag and your description tag …are both part of the head section…and they both typically appear in the search results page if someone does a keyword search in their Web browser.    Not all search engines are alike, but the importance of making sure your tags are appropriate and illuminating is obvious.

Well… maybe it’s not so obvious.  Let’s see if I can provide an example here that helps.  Let’s say you’re out on a large lake in a small boat at night, and you’re caught by an unexpected storm.   A lighting strike allows you to see another, larger boat with GPS close by.  They can help you get to shore safely.  Would you rather have a flashlight to guide them to you to…or a large spotlight?

Your meta description tag should be an accurate description of your website business so that anyone browsing the Internet can find you quickly.  Your tag should be a spotlight…a powerful description… to direct them to your website. 

Your email marketing campaign is tied to your website…who you are and what you do.  Make sure the path between the two is well-lit.  Double check to make sure there’s no cloaking, hidden text, obvious repeated keywords, mirror pages, or other spamming offenses in your email campaign.  Keep your website and your email campaign free from debris that could block your spotlight.

Just as important, once you’ve got the SEO aspects working well…be prepared to change.   Earlier I said SEO shouldn’t be considered a complete marketing plan.  What hits the top of the search engines today, may not tomorrow. 

Be prepared to change  the look, feel and design of your web pages…along with your email campaign; updating as necessary to make sure you have the best search engine optimization techniques.

There are a lot of great companies who can help you with SEO.  Many of them will provide you with information in case you want to go it on your own.  Put SEO into any search engine and you’ll get thousands of results. 

How do you think those at the top got there? 

There you go…tag…you’re it.

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