I used to know a thing or two about search engine optimization. Back when I first started The Write Exposure and did *everything* myself, I knew a bit about meta tags and keyword phrases. Just enough to get myself into trouble , but I did manage to get the site up to the first page of the search rankings on the major engines.

Eventually, I handed off the website and figured I could just forget about SEO altogether.

And that was a big mistake.

Not because the person I worked with was untrustworthy, or bad at the job (in fact, nothing could be further from the truth). But because SEO and newsletters are a powerful combination. One I overlooked for far too long.

I’ve just started GNC Web Creation’s ethical SEO course and realized how much I’ve been doing wrong when it comes to newsletters and SEO.

Sure, I knew it was a good idea. If you archive your newsletter at your site, why wouldn’t you take some extra time to focus on your keyword phrases?

But I didn’t realize how easy it was.

In fact, it’s so easy, you might just be ignoring them when it comes to your newsletter. So, rather than reading this list to see if I have any new advice to offer, I’d like you to consider it a checklist for each newsletter issue you write. Putting each of these into action is the key to making big improvements in your search engine rankings.

1. Pick one keyword phrase for each issue. Before you start a new issue, do some research on popular keyword phrases that you’d like to attract. Pick one and focus on it throughout your issue. Make sure to use it in your title tag (which doesn’t matter when you email the newsletter, but does when you post it to your website), and throughout the copy.
2. Use your newsletter to get the small bits of visitors. In researching keyword phrases, I found terms that really aren’t worth focusing on within the website. They may only get 100 or so searches a month, and for me, that doesn’t seem worth the time. BUT, if I can get 50 extra eyeballs to look at one issue of NIF, that *is* worth it–95% of people who find our website through the newsletter archives subscribe to NIF.
3. Post your archives immediately. Search engines like the fresh content, and if you don’t do it right away, you’re more likely to forget. Plus, it takes a bit of time for a new page to be indexed, so if you want to start getting that increase in visitors sooner, not later, you’ll need to post the page sooner, not later.
4. Don’t use special coding for your links. Lots of times, we “popup” back issues of our newsletter because it gives us more control over the window’s appearance. Unfortunately, those fancy techniques often block search engines from being able to archive the issue. So, go for the tried and true, standard HTML link instead.
5. Join the SEO Class. Like I said, I’m still learning. Joining up a group like this is a great idea both because you’ll learn a lot, and because you’ll have a set time table for taking action. The class’s fast pace keeps you motivated, and Cricket (the instructor) has a very easy-to-follow approach that you’re likely to enjoy once you’ve gotten the hang of the class. (Visit http://www.gnc-web-creations.com/seo-optimization.htm for all the details.)

By optimizing your newsletter archives for the search engines, you’ll get more website visitors. When you set up your pages properly, it’s easy to convert those new visitors into newsletter subscribers.