Optimize B2B Email for Search, Pt. II
Last week, we offered Galen de Young's tips for optimizing B2B email content for search engines, just as you would optimize website copy. This week, we offer tips from his B2B Marketing Blog for optimizing internal site links to and from posted email content. Among his tips:
Link email marketing content to other B2B site content. "Many content marketers make the mistake of treating clickthrough to the article as the goal," de Young says. "[Y]ou should [also] be thinking about easy ways to let the reader jump deeper into related content on your site."
Link from other site areas to your posted B2B email content. "If you don't link to [posted email] content from elsewhere on your site, site visitors and search engines aren't going to find it," he reminds us.
Consider using NoFollow. If you provide an alternative link to view a text-only email's content as a Web page, "you may want to NoFollow certain links within the HTML version" that resides on your site. Doing so instructs search engines that linked-to pages—such as privacy-policy, contact-information, and subscriber-management pages—should not derive ranking-related benefit from those links.
All B2B email content needs to be written "with a page-specific optimization strategy in mind," de Young concludes. "That goes for article titles, headings and body copy (and anchor text of any intra-site links within the article)."
→ end article preview
Read the Full Article
Comments
This information is a little dated now, at the SMX Advanced conference in June a google rep was discussing sculpting page rank with no follow as per the description above (for privacy policy etc) and announced that it was no longer an effective method.
While pages that are linked to with the nofollow attribute will not "derive ranking-related benefit from those links" the other pages linked out to from the page containing the links will no longer carry the added weight and the overall number of outbound links will not be reduced by 1 for the nofollowed link as previously.
There are a few ways we can still sculpt page rank but no longer with the nofollow tag