Why an Email List Can Be Better Than SEO Today

With recent changes at Google, some say SEO doesn't work anymore.

In the digital marketing world, few debates are as persistent as email marketing vs. SEO. SEO feels like the flashy, go-to strategy—always in the spotlight. But what if I told you that building an email list might just be the smarter play for your business in 2025? Surprising, right? Let’s break it down.

The SEO Illusion: It’s Not All Sunshine and Rankings

SEO is undeniably powerful. Ranking at the top of Google can bring a flood of traffic to your site, and let’s be real—who doesn’t love the idea of “free” clicks? But SEO success has changed.

Search engine algorithms evolve constantly, shifting the rules mid-game. You might invest months (or years!) crafting the perfect content and optimizing keywords, getting backlinks, only to watch your hard-earned rankings plummet overnight after an algorithm update. It’s like building a house on sand—steady for a while, until the tide comes in.

Oh, and the competition. Everyone and their dog is vying for the same keywords. Breaking through the noise is harder than ever, especially if you’re a smaller brand without a giant content budget.

Why Email Marketing Feels Like a Warm Hug

Email marketing, on the other hand, offers something SEO can’t: control. When someone subscribes to your email list, they’re handing you a direct line to their inbox—a space most people check daily (sometimes obsessively). It’s personal, consistent, and, most importantly, algorithm-proof.

Think about it: Google might decide to de-rank your website, but no one can take away your email subscribers. Undeplatformable. You’re building a loyal audience on your terms. And while SEO relies on people searching for your content, email lets you be proactive, reaching out to your audience instead of waiting for them to stumble upon your site.

Numbers Don’t Lie

Still not convinced? Here’s a little math.

• The average click-through rate for organic search results hovers around 2% to 3%.

• Email marketing, on the other hand, boasts an average open rate of 20% and a click-through rate of about 3.2%.

So, for every 1,000 people you email, 200 might open it, and around 30 might click through. Compare that to SEO, where getting even 20 clicks from the same audience size can feel like a small miracle, especially today.

Relationship > Reach

SEO often feels transactional. Sure, people find your site, but how often do they return? [This is why many websites are adding newsletters to their pages. To capture signups and grow an email list.] Email marketing is different. It’s about fostering relationships. When you land in someone’s inbox, you’re not just another search result; you’re a trusted voice.

You can think of it this way: SEO is like hosting a party and hoping the guests show up. Email is more like a personal invitation. Which one feels more meaningful to you?

Aren’t Emails Annoying?

Let’s address the elephant in the room: spam. Nobody likes it. But good email marketing isn’t about flooding people’s inboxes with pushy sales pitches. It’s about delivering value—sharing tips, resources, or stories that your audience actually wants to read.

When done right, email marketing becomes something people look forward to. It’s the friendly nudge they didn’t realize they needed. And if you’re worried about people unsubscribing, think of it as self-scrubbing. The people who stick around are the ones who genuinely care about what you offer.

But SEO Isn’t Dead

Now, I’m not saying you should abandon SEO altogether. It’s still a powerful tool, especially for discovery. The sweet spot lies in combining strategies: use SEO to attract new visitors, and email marketing to nurture and retain them.

Imagine someone finds your site through a blog post. They like what they see, sign up for your newsletter, and boom—you’ve turned a one-time visitor into a potential long-term customer.

Building Your Email List

If you’re ready to make email marketing a bigger part of your strategy, start by creating irresistible opt-ins (yes, I said it—“opt-ins” are acceptable!). Whether it’s a free guide, exclusive discount, or members-only content, give people a reason to hand over their email address.

Then, nurture those subscribers with consistent, valuable content. Don’t ghost them for weeks, only to pop up when you need something. Relationships take effort—both in real life and in marketing.

This is what Substack is all about!

In a world obsessed with search rankings, email marketing is the unsung hero. It’s reliable, direct, and built for connection. While SEO has its place, the unpredictable nature of algorithms makes email a safer bet for businesses looking to thrive long-term.

For many years SEO earned me a living. But it has changed in the last year. Google changed the rules, and possibly even the whole game. AI is now trying to capture some of the OG’s (old google’s) juice.

So, where should you focus your energy? Maybe it’s time to think beyond Google’s whims and start building something that’s truly yours. And become Undeplatformable.

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Wishing you all a Wonderful Holiday and a great 2025!