Guest Post: SEO & EMAIL - the new direction

David Quaid is the principal consultant at Primary Position, an SEO and Inbound Marketing Agency in Ireland, which he founded in 2004. This is a guest blogpost by David.


Google have recently slapped harsh new directives on SEOs who couldn't tell the difference between earned links, editorial links, natural and serendipitous links. It may have allowed a huge black and grey hat industry to grow and thrive but in a recent throw down, it was given a list of huge no-nos because too many SEOs couldn't tell what was white and what wasn't.

What does this mean?
It means that cheap and lazy SEO is pretty much dead. It's over. No more $250-a-month via some link sweatshop. No more free ranking. No more rubbish products, unscrupulous vendors, affiliates. It means those who work hard have a better chance of being rewarded.

Why is email more important now?
Search can only go so far. It relies on the user to know how to search and to know when to search. If you have a special offer, want to try a new product or have a new price list, then you need to let those signed up users know! And the best way, is through email.

The science is in and email is King
Email has a fantastic, double-digit conversion ratio, to which only optimised AdWords campaigns can compare. Email is also one of the only marketing platforms that is both inbound (permissions based) and outbound (can be sent to a customer)

What about PR?
A recent post by econsultancy asked if Google just killed the PR industry. The question arises from the directive that Google have given that paid PR is just a form of advertisement. It didn't kill PR at all. It killed off the idea of using PR for SEO in a paid, direct sense. Actually, Google just handed PR a level playing field, to stop letting companies use lazy and irrelevant Press Releases as SEO and/or PR.

What about the link clampdown?
Well this is just another great reason to trust and grow your email subscribers. With emails, you can put in any links you like and as many as you want!

Can email positively enhance my SEO?
Of course it can! Emails reinforce branded search - both main vendor brand and branded products and services offered. If you can create a "flat" or "clean" period in your analytics, i.e. a period void of other marketing noise or interference, and then run a newsletter, you should see a rise in branded and return search in your analytics afterwards. The scale, size and scope of this success is completely down to how you run your campaign, the size of it and how engaging it is.

David Quaid is the principal consultant at Primary Position, an SEO and Inbound Marketing Agency in Ireland, which he founded in 2004. This is a guest blogpost by David.


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