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How Marketing Automation Impacts SEO

There are a lot of digital marketers who talk about how you can leverage automated marketing tools for search engine optimization (SEO), but nobody seems to be talking about how automated marketing can impact your SEO. To clarify, marketing automation creates more opportunities for users to click on and interact with your website, potentially improving your SEO.

How Marketing Automation Impacts SEO

The Relationship Between Marketing Automation and SEO

To fully understand how marketing automation impacts SEO, we must first understand what marketing automation is. Then we will discuss the key SEO factors impacted by marketing automation.

Understanding Marketing Automation

Marketing automation ultimately creates more frequent touchpoints with the end user. Examples of marketing automation include:

  • Welcome Email
    When a user signs up to one of your email lists, they receive a welcome message confirming that they’ve joined.
  • Reminder Email or SMS
    Whether it’s a scheduled appointment or a reminder for an upcoming sale, a friendly reminder message helps ensure the customer doesn’t forget to engage in the activity you’re attempting to get them to complete.
  • Survey or Feedback Email or SMS
    Requesting feedback in a strategic way can help you build positive reviews, and even prevent negative reviews from making it to public-facing platforms like your Google business listing. This allows you the opportunity to resolve customer service issues before you find out too late and their 1-star review is already posted.
  • Recurring Email Newsletter
    The perfect automation for websites with frequent blog updates, users receive a templated email at regular intervals highlighting your most recent or featured blog content.

There are more marketing automation techniques, but these get the point across. Marketing automation creates more opportunities for users to interact with your website. It also creates a generally more enjoyable and intuitive experience for users. In today’s day and age, users almost expect certain automated interactions depending on how they’re interacting with your website.

Search Engine Optimization Factors Impacted by Marketing Automation

Search engines are always changing, but one thing is always constant as time passes by. Search engines are always working to present user’s with the most complete, accurate, and trustworthy results for the user’s search. With that in mind, there are a few SEO factors that are directly impacted by marketing automation.

  • Direct Traffic
    Believe it or not, if your website has no visitors it’s not likely to rank for anything on a search engine. Websites that are able to drive traffic carry some level of authority with search engines. While the users may not have found your website on search, direct traffic to your website is still tracked by search engines if you have your Technical SEO set up properly.
  • Time Spent on Site
    When a user spends more time on a website, it means that the website is engaging the user. Search engines track this metric as it is a good indicator that a user has found a good search result for their search query. Imagine you conduct a search for “chamber of commerce software” on Google. You click through 4 websites before you find the 5th website that you think provides the best solution for what you’re searching for. You spend maybe 10 seconds on the first 4 websites, but you spend 10 minutes on the 5th.
  • Click-Through Rate (CTR)
    The percentage of users that click on a target action is the Click-Through Rate (CTR). Yet another metric to measure engagement, the higher the CTR the more engaging the content. Similar to how social media platforms reward content that’s highly engaging, search engines reward websites that are highly engaging.

There is a lot to consider when it comes to SEO, we recommend you learn white-hat SEO techniques if you want to take things a step further.

How Marketing Automation Impacts SEO

With a better understanding of both marketing automation and SEO, it’s clear that marketing automation can improve specific metrics that are important for SEO. Marketing automation creates significantly more opportunities for users to visit and interact with your website, potentially improving search engine optimization performance.

Theoretically, the more marketing automation a website deploys the more engaging the users might be with the site. However, we know from experience that marketing automation is a balancing act between what improves the bottom line, and what’s “simply too much” or overwhelming to the user.

It’s important to note that marketing automation will only benefit your SEO if your automation includes links to your website and actually drives traffic through those links. This is where conversion optimization comes into play, but that’s an entirely different topic.

Conclusion

There is generally a positive relationship between marketing automation and SEO, so long as you don’t abuse marketing automation. If you are considering marketing automation as a means to improve the SEO of your website, you’d be justified. We encourage every website to utilize marketing automation techniques where they intuitively make sense for the user’s experience. The examples we’ve provided are great starting points for anyone looking to try marketing automation on their website.

If you ever need help with your SEO strategy or implementation, schedule a call with an SEO expert to learn how we can help.

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