Repurposing Emails as SEO-Friendly Blogs w/ Eman Ismail
The best way to come back from a blogging break—repurpose & optimize those emails you’ve been sending!
Eman Ismail is well-known for her work as email conversion strategist and copywriter. And this conversation demonstrates that! But… the main objective was to explore something she doesn’t feel strong in—SEO & blogging.
I can’t thank Eman enough for joining me for this Hot Seat / Q+A style conversation! Her transparency opened up a great dialogue about exactly how we can come back to blogging after a bit of a hiatus, what steps to take to repurpose an email as a blog (or vice versa), & even explore SEO terms like “domain authority” & “backlinks.” Grab a notebook & let’s get into it!
Topics covered in this podcast episode:
The most ideal time to focus on SEO
The best way to get back into blogging after a break
What the true purpose of a blog is for a business owner
How to optimize emails as SEO-friendly blog posts
What to do with the blog posts that are performing well
Mindset shifts & reframes to embrace with SEO blogging
Why it’s so important to know what you want your blog to do for your business
Review of SEO metrics like Domain Authority, Backlinks, Traffic, etc.
Bit of SEO advice for anyone relaunching/rebranding a website
The easiest way to optimize a URL slug for SEO
How to get more podcast downloads via blog posts
Advice for podcasters who want to blog more
Specific steps to take to optimize an existing blog for SEO
How often business owners should be blogging
Ideal length for each blog post
Best tools for keyword research + best practices
Meet: Eman Ismail
Eman Ismail is the person to call when you want to make money from your emails.
As an email conversion strategist and copywriter at emancopyco.com, she helps 6 and 7+ figure online business owners, creators, and personal brands fire up their conversions, evergreen their sales and turn fans into Superfans. Collectively, her strategy and copy has helped generate millions of dollars for her clients. She’s also an official ConvertKit paid partner.
When Eman’s not working on email, she’s hosting her multi-award-winning podcast Mistakes That Made Me – a Hubspot podcast that asks extraordinary business owners to share their biggest business mistake, so you know what NOT to do on your road to success.
Mentioned Resources:
Related Episodes:
Benefits of SEO Optimization Q+A w/ Laura Litwiller
Questions About SEO w/ Brittany Wong
Connect w/ Eman:
Connect w/ Brittany:
This episode of The Basic B podcast is brought to you in partnership w/ Leah Bryant Co.! Help me reach more service providers like you by following the show & leaving a rating or review on Apple & Spotify!
The unedited podcast transcript for this episode of The Basic B podcast follows
Welcome back to the Basic Bee podcast. I'm so happy to have you here and I'm also super duper happy to have my guest here. I'm talking to Eman Ismail. We're going to be talking about email, blogs, SEO, and it's going to be one of those more Q and A style episodes. So I'm really excited. You all seem to love them. So here we go. I'm going to introduce you to Eman and then we will kick off the episode. Eman is the person to call when you want to make money from your emails. As an email conversion strategist and copywriter@Emancopyco.com, she helps six and seven figure online business owners, creators and personal brands fire up their conversions, evergreen their sales, and turn fans into super fans. Collectively, her strategy and copy has helped generate millions of dollars for her clients. She's also an official ConvertKit paid partner. When Eman's not working on email, she's hosting her multi award winning podcast, Mistakes that Made Me. A HubSpot podcast that asks extraordinary business owners to share their biggest business mistakes. So you know what not to do on your road to success. Eman, Hi. Hi.
Eman Ismail: Thank you so much for having me. I'm super excited to be here.
Brittany Herzberg: Of course I'm thrilled to have you here. And since you're a listener of the podcast, you know the first question that's going to come your way. And just as a reminder, there are no wrong answers. So what do you believe is the most important for sales? SEO, Storytelling or social proof?
Eman Ismail: Oh. Oh God. That's such a hard one. I know, because my immediate thing to go to is like, storytelling. But you know what? I'm really, really, really, really passionate about social proof. Like, I just relaunched my website and quite a few people said to me, oh my gosh, the social proof. I just, it's so important and it's so powerful. Okay. This is so hard for me, especially as an email copywriter who loves storytelling, but I'm gonna say I don't know if the stories will sell without social proof, but social proof can sell without story, so I'm gonna go with social proof. Oh, I like it.
Brittany Herzberg: I don't know how many people have said just social proof. I'm actually side note to everyone listening, I have a task for myself to go back and figure out like what the breakdown is for who said SEO or storytelling or social proof or all three, because I'm just so curious what we all think.
Eman Ismail: Okay. But I feel like I didn't know all three was an option, but I feel like that's cheating. Is that not cheating? Say all three. Like you have to choose one.
Brittany Herzberg: No, there's no wrong answer.
Eman Ismail: Oh, damn.
Brittany Herzberg: Do you want to revise your answer? Because you totally can.
Eman Ismail: Okay. I want to say storytelling with social proof is the ultimate powerhouse. Social proof plus storytelling. But I thought I could only choose one. So if I could only choose one, I'd go with social proof.
Brittany Herzberg: Okay. But the combo.
Eman Ismail: But the combo is like, for the real Lynn.
Brittany Herzberg: Yeah, I like it. This is a beautiful segue. This is interesting to me because when I was checking out your blog, we're going to be talking about, you know, I'll let you share the topic in just a second and what's going on in your head. But with hearing what you said as, like, you know, quote unquote problem that you wanted to talk out, as well as me going and looking at your blog, I didn't see any, like, case study type of things where you were showcasing your work. And I say that. And the finger, don't worry, is also pointed at myself because I've done podcast episodes, but I haven't spun them off into blogs.
Eman Ismail: Okay.
Brittany Herzberg: So I find that really interesting.
Eman Ismail: I can tell you why straight away.
Brittany Herzberg: Okay.
Eman Ismail: But I have a separate results page with all my case studies. If you go to results at the top of my website, I have my case studies there, but I don't think you're going to like how it's laid out because you click on the thing and it takes you to a PDF rather than it being on the website. So I don't think it does anything for SEO.
Brittany Herzberg: Not really.
Eman Ismail: But all my case studies are there and they're very like, storytelling, fashion. Um, I have to say, I didn't write those. My brilliant case study copywriter wrote those.
Brittany Herzberg: I love that. No, I see them. They're on your website. I thought it was just going to be a PDF, but that is a webpage. So, yeah, it's definitely doing something for your SEO.
Eman Ismail: Okay.
Brittany Herzberg: I love it. Okay, so tell us more about why we are here. Okay.
Eman Ismail: My issue is that I am just really now, six years into my business, diving into, like, the world of SEO. I've just had my entire website redone and SEO was a top priority for it. So I'm hoping over the coming months that the SEO juice starts working and I start getting leads from Google. I can tell you that I've had probably in my six years, just a handful of leads coming from Google. And I'm always shocked when they say Google. Oh, my gosh. Someone actually from Dragon's Den, which is basically our equivalent of Shark Tank, who I watched on tv, actually got in touch with me.
Brittany Herzberg: And she.
Eman Ismail: And I was like, how the heck did you find out about me? She's like, oh, Google. Google. What the hell did you Google?
Brittany Herzberg: Yeah, really? Did you ask her that?
Eman Ismail: I didn't ask when I should have, but I figured, like, it was just such fluke. I was like, it's no. I don't know if it's ever gonna happen again. Redid the website. SEO is a top priority. Like, we've tried really hard with it and so hopefully it'll work. But now, like, I wanna get back into blog writing. I used to publish a blog every single week right at the beginning of my business six years ago. And I really enjoyed it. But now I just want to be super strategic. I know exactly who my audience is. I know exactly, like, what they want to read, what they want to find out, what they need. And I want a blog that brings in high quality leads. Now, I do think that my audience isn't necessarily going to sit there and read all my blog posts, but I feel like the purpose of the blog post is to bring them in. And then it's almost just like proof that I know what I'm talking about. Rather than them sitting there and actually, like, reading through it all. They're like, oh, this person knows what she's talking about. Okay, let me get on a sales call with her type of thing. So that's the goal. But the problem is that I have a newsletter as an email strategist that is really important that I am putting a lot of effort into because I can showcase what I can do for clients through my own newsletter. And a lot of my clients will join my newsletter and then get in touch with me and say, I want you to do for me what you do for yourself.
Brittany Herzberg: Yeah.
Eman Ismail: So it works really well. It's very important to me. I put in a lot of effort. I usually send three emails a week. And so I feel like all my energy and all my best content goes there, and my best content should go there because that's the skill that I'm trying to show off, basically, and that I know really works. Email marketing works for me very well. But then that makes me feel like I don't know what's left for the blog. Do I repurpose content from my newsletter, like my best emails for the newsletter, for the blog, or do I just, like, create, I don't know what it's called. But like people talk about like foundational content.
Brittany Herzberg: Oh yeah, like pillar content. Foundational. Mm, exactly.
Eman Ismail: Pillar content. Foundational content. Is that what needs to go on my blog? Is there a relationship between the newsletter and the blog? I just, I don't know what I'm doing when it comes to this blog.
Brittany Herzberg: You know, your zone of genius. So, I mean, that's precisely why we're here, is to see if we can build on this and have it help your website.
Eman Ismail: Yes. Can I just say one more thing? Just I want to say one piece of content that was really popular that I did publish on my blog that worked really well was the email teardowns I was doing. I was basically signing up for the email list of like, of a big brand and then analyzing that email. It was initially a video and then I wrote a blog post around it and then also like published the video on social media as well. Like, that is still one of my most popular kind of series. And there's one particular blog that analyzes Kylie Jenner Kylie cosmetics emails that is super popular. Honestly, I can't tell you how, like, well, it went down. And like, I don't know why I don't do more of that.
Brittany Herzberg: When did you publish that?
Eman Ismail: Like three years ago.
Brittany Herzberg: So was that pre kids?
Eman Ismail: No, My youngest was 2 when I started my business and then I had my second son three years later.
Brittany Herzberg: Okay, so it wasn't a time thing from that sentence. That's where my brain was going.
Eman Ismail: No, it wasn't a time. Although I did move country. So yeah, there was a lot happening in my head. I've always been like, I'm going to go back to the tear downs. I think also I've changed a little bit. Like, I don't even like the name teardown anymore. Like, I've changed. Yeah, it feels really rough and just not nice. And nothing about what I do is not not nice.
Brittany Herzberg: You know, Eman is a kind, caring, nice, knowledgeable human.
Eman Ismail: Thank you. But then also email tear down gets attention. People like it, you know.
Brittany Herzberg: Yeah, they want to see that, but they also want to be able to see your expertise really shine. Yeah, that would be where keyword research. We could do a little bit of that and see if email teardown as a phrase is something that people are looking for or could we potentially call it something else? You know, that. That may feel a little bit better. I could see that being, you know, just like a little bit of a roadblock. Yeah. From getting you back into doing that kind of stuff.
Eman Ismail: Yeah, it's definitely been a roadblock. Yeah.
Brittany Herzberg: So, I mean, we have so many places that we could go with everything you just shared. But I will definitely say I was poking around on your website earlier. I mean, your domain authority is great. And for anyone who doesn't know, that's like your SEO report card of sorts, basically. So your score is 20 out of a hundred. But don't let that freak you out, because I don't even think Google has a hundred. Okay, 20 is really good.
Eman Ismail: Are we sure?
Brittany Herzberg: Yes.
Eman Ismail: Like, the 20 doesn't sound great.
Brittany Herzberg: No. When I started paying attention to my SEO, it was like nine. Okay.
Eman Ismail: So, okay.
Brittany Herzberg: I believe I wouldn't tell you that just to be fake about it. Like, it's genuinely a good domain authority. So you've got that. You have a ton of backlinks. So when other websites are linking to you, you have over 800. You have 842 backlinks.
Eman Ismail: Websites linking back to me, to my website.
Brittany Herzberg: And what you may not know, which I've found out as a podcaster, is that when we produce our podcasts, we're not just sending one link back to ourselves or when we're a podcast guest, we're not getting just one link back to our websites. We're getting multiple, because it's going to Apple and Spotify and YouTube and this and that and the other ones I can't remember. So for every interview you're doing, be it on your show or as a guest, all those links are coming back to you, so long as your website is linked in there. So that could be adding to it.
Eman Ismail: Okay, that's great.
Brittany Herzberg: You are ranking for over a hundred organic keywords, which is really, really good. Take it with a grain of salt. Because I've seen some interesting numbers with the software, but it says You've got about 49 visitors to your website per month. Just organically.
Eman Ismail: Organically. Okay.
Brittany Herzberg: So again, take it with a grain of salt.
Eman Ismail: Okay. Because the thing that I use, I don't use Google Analytics. I use plausible. Plausible would say that I have a lot more than that. So I'm. I'm confused.
Brittany Herzberg: Grain of salt. We're just gonna, like, skip over that one. Okay. It does look like your traffic has gone down a tiny bit. So when did your website, like, relaunch?
Eman Ismail: That would have been around the beginning of September.
Brittany Herzberg: Okay, so that's where I'm seeing us starting to go down a little bit with. Which is normal. Takes a little bit of a dip, and then it starts going back up.
Eman Ismail: Okay.
Brittany Herzberg: Things you can do during this time to really help your SEO is stuff like blogging is stuff like, in my world, there are three pillars of SEO. So you want to create content like blogs, you want to find and fix any errors, any SEO issues, and then you also want to get backlinks. Well, you're going to continue doing all of those because not only do you have your podcast, you're also guesting. So that's going to give you backlinks. At the bare minimum, you are on this show. So we're talking about how you can create more content. So that will definitely be something you're doing. And then even when you were doing the website rebrand, you were taking care of SEO at the same time. So all of these things are going to definitely help you to come out stronger than before. Okay. You look so nervous. You're doing good. Don't even worry about it.
Eman Ismail: Okay, good. No, this is good.
Brittany Herzberg: So when it comes to specifically with emails and blogging, and how do the two tie together, I've seen one business owner, one entrepreneur. In my world, she's doing such a great job. She's an astrologer and she's been writing really, really good, detailed blog posts. And what she's been doing is taking the first third of it and using it as her email. Just copy paste using the first third and then having a button at the bottom encouraging people to go read the rest of it on her blog post. Okay, so that could be an idea. I mean, I know there would be potentially a little bit more strategy to it. Like, email is your baby. That's the thing you know the most about and where you feel really comfortable. So if you wanted to make it a little bit heavier lift, you could. Okay. But that would be a way to make it like a low lift way that you could repurpose it and do it that way. Okay. Or since we know that you're putting so much time and effort and care into the emails, I would actually say for you, what I would encourage you to do, number one, is to write the emails, share them, let them perform however they're going to perform. And like you were talking about earlier, maybe take the best performing ones and repurpose those as blog posts.
Eman Ismail: Yeah, I definitely think my emails could be blog posts. My only concern that is that I'm not doing any keyword research because obviously it was written for the intent of it just going out in kit. So, yeah, I worry, like, is that an issue?
Brittany Herzberg: I wouldn't worry about it. And I mean, if you wanted to take the time you could optimize it for SEO. If you needed to do, again, like a lighter lift, just repurpose it as it is. Make sure you've got one H1 headline, make sure you've got an SEO title and meta description, and make sure your URL is optimized. That's what I would say to like, definitely make sure of. Did I say any words that you're like, what?
Eman Ismail: No, that all makes sense. My question from that would be, what is your recommendation for optimizing the URL?
Brittany Herzberg: Like, you did a great job with the Kylie one. So your website. So Emancopyco.com blog email teardown Kylie. So that's great. I mean, you're definitely getting keywords in there. It's like, this is what it is. What we really want to think about with keywords is what might someone be literally typing into Google where it would make sense for your blog post to show up, where you could be there for them, answer their question, give them whatever information or encouragement that they're looking for. Okay. Yeah, you've done a great job. You just wanna make sure you have the little dashes, no periods, no spaces, no underscores. Just for anyone listening who doesn't know that, but you did a great job.
Eman Ismail: Okay, thank you.
Brittany Herzberg: Are you sure? Are you really sure?
Eman Ismail: I'm still stuck on 49 website visitors. Oh, my God.
Brittany Herzberg: Oh, no.
Eman Ismail: Yeah, no.
Brittany Herzberg: And we could always go in your website.
Eman Ismail: As soon as we're done, I'm going into my plausible, like, let me check these stats.
Brittany Herzberg: No, like I said, take it with a grain of salt. What I do for that is I check on my website itself. So I host on Squarespace and I go into my Squarespace analytics, and that's what gives me the most accurate information. Because if you go to Google, they're only pulling from Google. They're not also pulling in from Bing or other search engines. If I'm using this Chrome extension, it's only pulling in from whatever resource it's pulling in from. And I know for a fact it's been wrong about mine because recently it's been like, your website traffic is at zero. And I'm like, that's a lie.
Eman Ismail: Yeah, it's enough to give you a heart attack. Okay. I'm also on Squarespace as of recently. So, yeah, I can check that out as well.
Brittany Herzberg: Yeah, definitely check that out. I love Squarespace. Welcome to the crew.
Eman Ismail: Okay, just to clarify, Squarespace says In the last 30 days, I had 1,200 unique visits and 2,500 page views.
Brittany Herzberg: Ooh. So, yeah, that. The other was not accurate.
Eman Ismail: Oh, my God. You nearly gave me a heart attack with 43. Was it 43?
Brittany Herzberg: It said 49, but still, it was slower than that.
Eman Ismail: I was like, am I doing something wrong? Do I have to, like, burn my business to the ground and start again?
Brittany Herzberg: No, no, no, no, no, no, no, no. We are not making that dramatic of a thing. So I would wonder. This is a total side tangent, but if we were to go in and look at your Google Analytics or Google Search console, I wonder if that would be the number. And then we would know that this Chrome extension is pulling from only that one data source. You know what I mean?
Eman Ismail: Okay. Yeah, yeah.
Brittany Herzberg: But it's okay. It's all good. You have lots of people coming to your website.
Eman Ismail: Okay.
Brittany Herzberg: I love it. Okay, so those are the two ways getting back to the email and the blogs. That's kind of how I would think of it. Just from, like, a really basic strategy of either having the blog and if you're sharing it for the first time, including potentially the first, third, or however much of the blog as the email, and then sending people from your email to the new blog, or having that email that's performing really, really well, go out and become a blog on your website. I think that second one is probably going to be the best for your business.
Eman Ismail: Okay, that sounds good.
Brittany Herzberg: Because you could also think of, okay, from this email that turns into a blog post. Where else could I send people? Could I send them to book a service with me? Could I send them to buy a digital product? Could I send them to go listen to a certain podcast? That's also what I'm thinking of, which. You do that with email. It's like, okay, what's the next step? What's the ultimate goal here? Yeah, so that would very easily translate into the blog, too.
Eman Ismail: That sounds really great. I also think about my blog in terms of getting more podcast listeners, because the podcast listeners tend to be the people who would buy my digital products. And so I have some really great podcast episodes and interviews, but I don't know how to create blog posts around those either. Yeah, I just don't even know where to begin.
Brittany Herzberg: You're like, help. Is this possible? So that's the only kind of blog that I've been doing this year. I started this podcast in January, and that's the only thing I've done all of 2024 because I wanted to have blogs, but I didn't know really how to be the most efficient because right now it's Just me. I don't have an assistant. It's just me doing all of the things over here. So I'm like, how can I maximize my time and have this bigger, long form, longer lasting content actually continue to keep going out and working for me? So every time I publish a podcast, it becomes a blog post, either the same day or the very next day. And I keep it really, really simple. So I don't even have like pictures within the blog post itself. The only image that I have is just the thumbnail that you saw back on this main blog page. But if I'm looking at my blog post, this is the H1. I have this as the H2. Usually there's one to two sentences. When it fits, I have a button up here under that H2 that takes them to an offer a download, a relevant workshop or something like that. Then I always embed the podcast player because even if someone listens to it here, that counts as a podcast download, as a play for that episode. So it counts. To raise your numbers. Then I have some kind of like singular paragraph. And then I'll include bullet points for what we talked about in the episode. I always link to the specific episode on Apple, Spotify and YouTube. So if someone really wants to go out there or save it to a playlist or share the link over there, then they can. And then I. For any episode that has a guest, I include the guest bio. Then I include any resources that were mentioned. Maybe that's paid, maybe that's free. Maybe that's just a website I was talking about. I'll include any related episodes, which these links are going to go over to the other blog posts. I'm not going to take them to like Buzzsprout, I'm not going to take them to Apple. I'm taking them to my other blog post. Like, this is really helpful for SEO Juice when it comes to blogging. Okay. And then I'll include links to the guest, links to myself, links to my podcast producer because I love working with her, as well as to encourage people again to possibly follow rate, review the show. And the very, very last thing that I have is the transcript. And I always like to say that it's unedited. So that's how I do it. It takes me maybe like 15 to 20 minutes to put this up, but I'm repurposing a lot of the stuff that I've used to create the original show note for the podcast episode.
Eman Ismail: Okay, this is great. So I do a lot of this, but there are a Few key things that I've not done that would be, I think, really helpful for me to include. Eg, I don't have a H2. I'm not linking back to my own offers. Oh, sorry. I am, but it's not as, like, buy my offer. Like, go check this out. Getting people to really, like, look at it. I think it's just a bullet point in the maybe show notes and not including the bio of my guest. And I really like related episodes. Yeah, I really like related episodes.
Brittany Herzberg: And that'll be great because you have so many under your belt at this point. With anyone who's starting out, it can be a little tricky. So when I was first putting out episodes, I'm like, I have six, and they kind of don't really, like, make sense to link to each other. So I had to wait a little bit until I was like, oh, I can link this episode to this one and this was a related topic. Or this builds on what we talked about in this episode.
Eman Ismail: Okay, that's really helpful. Thank you.
Brittany Herzberg: Yeah. Anything else you want to chat about from here before I click away from it?
Eman Ismail: No, no, it's all good. It makes perfect sense. I'll have a look at it later and see how I can improve mine.
Brittany Herzberg: Okay. I care so deeply about podcast SEO and blog SEO that I actually made a download, which I'll make sure for anyone listening, it's linked in the show notes below or in the blog post, wherever you are. But it can be seamless. It can be really easy and efficient to create. And they have legs. They go out and continue marketing for you for as long as they're out there, for as long as you have a website, for as long as you know your podcast is out there. So highly, highly, highly recommend.
Eman Ismail: Okay, that's really good to know.
Brittany Herzberg: Yeah. Are there any other questions that are, like, floating around?
Eman Ismail: No, I think that's everything I like the idea of, actually. I like it both ways, honestly. I like the idea of writing the blog post and then sending the blog post as an email. And that's because the way that I write my emails and blog posts are very similar in style. So I think even if I write as a blog post first, it would be a good email and would sound very natural in that format.
Brittany Herzberg: Yeah.
Eman Ismail: And I like it the other way as well. Publishing the stuff that I've already published onto my blog, as in that I published via email onto my blog. And actually, I have so many that we could, like, start doing that asap. I could have my assistant help me to just start publishing them for sure.
Brittany Herzberg: Let's talk about cadence, because that's a question that people always have as well. So you could go absolutely gangbusters and do as many as possible if you wanted. That might look like two a week. That might look like three a week. You could go bonkers and do that if that feels sustainable and doable. Or that could be like a project for a month or two where you're like, we're just gonna blast out 12 and, you know, give ourselves a head start. The best cadence I've seen is I would say once a week is like the best, best cadence. But I've also got a client who publishes one blog once a month. He's done that for three something years, and he's got his traffic up to like 13 or 14,000 visitors per month. So, I mean, it's insane and it's really working. And it also shows that you don't have to do a ton of stuff, like one blog post a month. We can all do that. So even hearing that, what are you thinking? Just knowing the content you have.
Eman Ismail: Yeah, that sounds really good. I was thinking I could like, we could publish them, like slowly drip feed them. And that gives me time to work on creating new blog content. So I'm not under pressure to create new blog content. And also I like my blogs to be really meaty. So I like the idea of, I don't know if you said you was your client or friend, but doing one blog post a month. And I can imagine that that one would just be a really great blog post rather than like four mediocre ones.
Brittany Herzberg: Right. I mean, you've got so much content that if you find that you get in there and you're like, actually, we could definitely do two of these a month or something like that. Like, you definitely have the flexibility that you can change. No one's holding you to whatever cadence you choose. You can always ebb and flow with how frequently you post. I don't think you're gonna have a problem with this at all. Cause I'm on your email list and I absolutely love your emails. But I would say most people, like, just aim for no fewer than 500 words per blog post. You could definitely go more than that, but I would say no fewer than 500. Okay. Cause that would be a good benchmark.
Eman Ismail: Okay, great. Yeah. My issue is, like, writing too much. So not fewer than 500 I can do.
Brittany Herzberg: Yeah.
Eman Ismail: My last question is, what tools would you recommend for figuring out the keyword research?
Brittany Herzberg: So there's a new tool that I'm starting to play around with. It's called KeySearch co. And I believe I have potentially an affiliate link. I got to go check to see if they approve me, but I'm really having fun with it. It's one that I heard about on threads, and I've seen lots of other SEO pros talking about it and how much they love it. So I'm like, okay, cool, I'm going to go play around with that one. Up until now, I've been using mostly ubersuggest, the Chrome extension, which is free. And just like a couple of tips as you're going in and doing keyword research. The good volume is zero to a thousand, at least in my world. And the best volume is zero to a hundred. And what that means for anyone who's unfamiliar with search volume. It just means how many people per month on average are typing in that phrase into Google or some other search engine to get to their answer. So if you keep it at under a thousand, then you're going to end up being a bigger fish in a smaller pond, I. E. Easier to find. If you go over a thousand, you're going to be a little fish in a giant pond that's already full of other fish, so it's harder to find you. So zero to a hundred is great. Zero to a thousand is also good. But yeah, Those are the two tools I really love. KeySearch is paid. Ubersuggest, Chrome extension is free. I do have a couple other just like bullet points I can roll through for optimizing the blogs if you want to talk about that a little bit. Yeah, let's do it. So I was looking at the blog post that you did about Kylie Cosmetics. So a few ideas you want to make the most out of those headlines. So definitely the H1, but also the H2s and H3s. So you have the H1 is Kylie Cosmetics email tear down the good, the bad, and the mops. Which I love that because I was like, what in the world is mops? And then I got there and was missed opportunities, which is like beautiful. So I scrolled down even just to see what that said.
Eman Ismail: Okay, great.
Brittany Herzberg: Yeah. Okay, so you have that thumbnail image at the top with email teardown of Kylie Cosmetics, you would want to make sure that any images have an optimized image title, meaning that there's a keyword in there. So it's going to be similar to the URL slug that we talked about. Okay. Having those dashes and having the words you Know, obviously the email teardown or whatever, we decide to call it the product. So in this case, Kylie Cosmetics. And then if you wanted to, you could also potentially have your name in there if it were like Eman's email teardown of Kylie Cosmetics or something like that. But you want to optimize image titles. Going back to what I said about the headlines, you want to optimize those. So this first section says the good, which in this email. I understand what that means. It's like the good part of the email sequence, but maybe saying that in a few more words to have that H2 just be a little bit meatier. Okay, could be good. And then for example, with your H3, one of the H3s, you have says good attractive sign up offer. Again, in the context of reading this, it makes sense, but I think stat is something like 75 to 80% of people just read the headlines. So one thing I like to do is skim and see if it makes sense by just reading the headlines and none of actual like meat of the post.
Eman Ismail: That makes sense. And I, I know that from my other copy stuff. So yeah, yeah, that should be obviously the case for this as well.
Brittany Herzberg: But again, like I'm saying, it makes sense once I'm in the post. But if we just want to take it up another level, I'm just being like nitpicky here. So that's something that you could do. Another thing you could do is bold certain lines. So same thing. If it's bolded, people's eyes are gonna go there as well. If it's italicized, their eyes are gonna go there. So anything you really want to emphasize for certain email sequences or people, you know, there's stuff that you're looking at, just bring that to attention with bold or italics. Okay. Give the readers a cta. So I have a feeling based on what you said earlier about like, you'll share about your stuff, but it's not like a big call to action of like, go buy this thing. Go check out this download. You and I are very similar.
Eman Ismail: Yeah, exactly. And to be fair, I did used to have the cta, but it was like right at the bottom as well. So it wasn't even like well managed, but it was like, join my email list. And then back then I was with ActiveCampaign, like embedded opt in form. But then I left ActiveCampaign and then I just removed them all and then never added it back again. Yeah, so. And even just the fact that like the PS is right at the bottom that's like, oh, if you need some help, drop us a message at whatever.
Brittany Herzberg: Yeah. And it's not that it's bad placement there. I mean, especially the people who are gonna read everything and they're gonna go all the way down to the bottom of the page. They're invested. So it's still good to have something down there. Potentially you could have that as a button instead of a hyperlink. Potentially, you have a button that leads them to, I don't know, some paid product or takes them to a service that you offer. But you could also, like what you're saying, insert something higher up in the post or even a couple of times higher up in the post. Okay, so that would be something to consider.
Eman Ismail: Yeah, definitely. And you mentioned the H2. So the H2 is giving them context, basically, and just getting them excited to keep reading.
Brittany Herzberg: Yeah. As you and I know, all copywriting is just like, keep reading down the page and then go take an action. Like, the short version of it is. So the H1 is like, what is the overarching big topic for this thing? Be it a blog post, a podcast episode, but it's like, what is that big thing? The H2s. Break down that bigger point of the H1. Okay. And then the H3s for further break down that H2 point. Okay. So you've used them appropriately in this blog post with the Kylie cosmetics breakdown. But it's just like, if we're taking this to the next level, you could just add keywords in there a little more strategically.
Eman Ismail: Yes. Got it. That all makes perfect sense.
Brittany Herzberg: You're doing great. Like I said, these are just gonna, like, next level suggestions. Do you have any final questions as we wrap up?
Eman Ismail: No, that's everything. And honestly, this has been so helpful, so thank you. I think I turned it into just such a huge thing in my head. And also, I'm a perfectionist. So when I do something, I really want to do it really well. And so then, you know what happens next? Procrastination. And then it's just been, like, years of procrastination at this point. And so I think I just need to get started. And I think the plan that you came up with is helpful. Is just enough for me to just get started and get into a rhythm again.
Brittany Herzberg: Yeah, just dip your toes in. And then once you're in, it's easier to start making more moves. But, you know. Exactly. I can't quite remember the quote, but it's basically like that we need to take action to get ourselves unstuck that's exactly it.
Eman Ismail: Yeah.
Brittany Herzberg: Yeah. I'm excited to see where you go from here.
Eman Ismail: Oh, thank you. Me too.
Brittany Herzberg: You're welcome. Okay, so tell all the people, now that they've heard me tear your blog post to shreds, tell them where they can find you.
Eman Ismail: So you can go to my website, Emanco.com and just avoid the blog right now. Just give me. Give me a few months. You will find everything there. From. If you want to hire me and my small team to work on your. Your email marketing, that's what we do best. I also have my podcast, Mistakes that Made Me that asks extraordinary business owners to share their biggest business mistakes. So go have a listen and then also my courses and workshops are there too. But if you are someone who likes to be on social, then go check out my Instagram at ema and copy co and let's connect there. Tell me that you found me through this podcast. I'd love to know. And let me know what you thought of the episode.
Brittany Herzberg: I can't wait to hear the takeaways.
Eman Ismail: This is the first podcast I've ever been on. That's like, well, this is why it was so beneficial for me, because it's not like, oh, demonstrate your authority. It's just like, clearly demonstrate how much you don't know about this topic, but.
Brittany Herzberg: Also while showing at the same time that you know what you're talking about with email.
Eman Ismail: See, I do.
Brittany Herzberg: You do.
Eman Ismail: When it comes to email, I'm good.
Brittany Herzberg: No, you're amazing.
Eman Ismail: SEO. Not so much. Plug in, not so much.
Brittany Herzberg: I don't remember if you plugged your email list, but I'm on it. It's so good. So if you're not on Eman's email list, please go get on there. You'll have a blast.
Eman Ismail: Oh, thank you. You can get on there on the website. The footer, it's everywhere. You'll find it. It's everywhere.
Brittany Herzberg: There's no way you can't get on there. Well, thank you for joining me and having me, like, talk this out with you. I'm really, truly excited to see what action you end up taking and how it pays off for you.
Eman Ismail: Thank you. Me too. This has been great. Thanks so much.
Brittany Herzberg: Of course. All right, I'll catch you next time. Bye.
