Google Says Your Email Metrics Do not Matter (and Three Reasons Why They Do)

When it comes to getting a first page listing for your website, there are several different factors involved. Your keyword density, the quality of your content, your amount of backlinks – these factors all work together to help the search engines evaluate the importance of your website and where your pages should appear in the search engine results. The key is to find the right mix for your organization and select the keywords that your audience is looking for when they are searching for your type of solutions.

As with any complicated process, the factors that go into search engine rankings are often hotly debated. Recently, the question of email metrics and search engine rankings came to the forefront in the search engine marketing community. The wild theory posited on the LockerGnome blog stated that email marketing reputation is a factor in search engine rankings. The marketer claimed that their search engine listings were significantly improved after he cleaned out unresponsive list members from his list, which were hurting his open rates. His claim was that when his response rates increased his Google rankings improved.

Although the theory was definitely appealing for email marketers, it turns out it’s not true. Google’s Matt Cutts was quick to respond to the post and outline that email marketing metrics are *not* a factor in search engine rankings and that statistics from the Gmail email service do not effect Google’s algorithm.

Although the relationship between email marketing and search engine rankings does not exist, there are still several important reasons why you should monitor your email marketing metrics and ensure that your reputation is staying strong.

1. Email marketing metrics communicate the effectiveness of your marketing messages.

Everything from your open rate to your click through rate gives you valuable insight into how your email marketing campaigns are performing. These analytics are critical to the success of your future campaigns, regardless of their lack of impact on your search engine rankings. Although search engine rankings are beneficial, your email list members have obviously already found your website and are engaged in your marketing.

2. Email marketing metrics can give you specific insight into how to improve your results.

As well as telling you how your email marketing messages are performing, metrics can show you exactly what you need to change in order to improve those results. For example, if your open rates are strong but your click through rates are not in line you will know that you need to improve your call to action.

3. Effective email marketing can lead to increased social influence – which can translate to better search engine results.

While there is not a one to one correlation between great email marketing metrics and a boost in search engine placement, there is a possible boost using social media as a go between. Social media influence can help your company rank well for specific keyword terms. If you are integrating social media with your email marketing messages and getting a boost in your social media influence, you can expect to see better results in search engine rankings over time.

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