In today’s digital times, we sometimes focus too much on SEO and PageRank. While they’re incredibly important to a site’s success, they’re also not the only driving force that’s in play. After all, if your sole aspiration is SEO and not your conversion rate, you’re missing out on what you originally set out to do.

An important part of owning a web page is deciding what you want to get from it. Whether you’re looking for readers or buyers, the important step is usually getting readers to your page and keeping them there.

Using email marketing for a captive audience

Email marketing fits seamlessly with a solid SEO strategy. In fact, it’s more important to your conversion rate than social media, for a variety of reasons. When a consumer receives an email, you have their undivided attention for the second they take to look at the subject line. If they open it, you have even more of a chance to keep their attention and achieve conversion.

If you’re going to get to that point, though, you have to have interesting content in your emails. Whether it’s a newsletter or a roundup of the week’s best posts, the email should have something directly to do with your audience’s interests. The best way to figure out what they want is to ask them to do a short questionnaire when they first sign up.

The key to keeping your subscribers happy is to send an email maybe once or twice a week. You shouldn’t oversaturate them with content, but you don’t want them to forget about you, either. Remember to only send them when you have something of value to share, and they’ll welcome seeing you in their inbox.

Providing the right content at the right time

Beyond just the matter of timing, there’s also timeliness to consider. Some companies have a bevy of emails on hand, ready for a snowstorm or any event they can take advantage of with a quick sale or article about weathering the storm.

Aside from being interesting to readers, sending newsletters is also a great way to improve the amount of keywords on your site. Send out useful articles filled with information gleaned from your professional expertise, and then load them in text form to your site under an archives section. Other than having a blog attached to your main URL, it’s one of the best ways to get fresh, relevant content onto your site.

Sprucing up your home page

If you’re able to get people to click through to your website, don’t forget about the landing page. It’s a treasure chest of SEO opportunities. Sprinkle it with time-sensitive keywords, and the amount of people visiting the page should increase your site’s overall PageRank in time.

Whatever your conversion goals may be, a well-planned email marketing strategy will benefit not only your conversion rate, but also the SEO value and PageRank of your site.