It never fails. You have some great SERP rankings for that new niche site you just launched and all of the sudden…BAM! Out of the blue Google launches a new update turning their entire index into a total “churn” for lack of a better term.
Its happened to me in the past and I am sure it will happen again sooner or later.
If you are a webmaster and you hang around long enough, odds are, it will happen to you too.
Such is the life of a webmaster these days. Of all of the things that can totally ruin your day is the inevitable SERP ranking volatility that goes along with trying to rank for high paying keywords.
Why Is Email Marketing Important?
Actually, there are several reasons why email marketing is EXTREMELY important.
- First, email marketing takes your content out of the search engine index and places it in peoples inbox. Sure, they get spam in their inbox, we all do, but an email inbox is in many ways similar to organic search results. And in many cases, an individual who opens their inbox usually will scan all of the subject lines and open the ones that seem interesting.
- Second, email marketing doesn’t require unique content. Google demands unique content even where people don’t. That’s the beauty of it. You can take a block of text that was published 10 years ago, clean it up and email it to your list as a new piece of information. If its helpful and profitable for them to use it then why not? If that’s the case then who the heck cares about uniqueness?
- Third, you can pitch anything and everything this way. You can add affiliate link to your emails. Google doesn’t care in this case (if you’re using Gmail for example) because they’re not serving it to people in search results.
- Fourth, you can email them every single day. Basically, you just stand in front of them from now on. This is exactly what the biggest email marketers I know do. Now keep in mind, these guys don’t just fill inboxes with ads every day, they post to their newsletter content that actually adds value to the lives of its readers. They give them information that really works and that they can copy.
- Fifth, email was and still is the original social networking platform. That’s right, long before Twitter and Facebook, people were forwarding and sharing emails with their friends, family, and co-workers and guess what…they still do! nothing has changed!
So What Do You Need To Do?
Well. First and foremost, you need to diversify your traffic sources as much as possible to outrank other websites. If you focus heavily on SEO, then make the best possible use of that avenue to capture leads, namely, email addresses.
Then, after you’ve got that email address, make good use of it. Send great information to it. Write great articles and send them to your subscribers.
Just don’t treat them like an ATM machine. And don’t write for them like they are a search engine spider because they’re not. But that’s a good thing. Search engine spider don’t buy products…people do and they’ll buy yours if you take care of them.
All you need to do it start a blog, add a lead capture popup to it (these work by the way) capture their email addresses send them great information and add affiliate links to your content or sell them your own great products.
And finally, enjoy the fact that you are doing all of this outside of the Google index, and that’s a great position to be in, especially whenever that next update rolls around, whatever animal its names after.