How Influencer Marketing Campaigns Can Improve Your SEO
The importance of driving quality traffic to your website cannot be underestimated in the age of social media. According to BrightEdge more than 50% of all traffic across a number of industries comes from organic searches. In fact, according to the same study, over 40% of revenue is captured by organic traffic.
Google has made it a point to reward human interactions, and penalize those trying to game the SEO system with bots and tricks. There are companies who have since faded into obscurity thanks to the algorithm changes Google made in the past couple of years. (Trust us, nobody misses them.) We’re getting higher quality search results for sites that aren’t packed with redundant keywords; The top ranking pages are filled with compelling content created by talented individuals.
Boost Your Brand’s Visibility With Influencer Marketing
We’re not going to give you a lesson on SEO but if you feel like you need one we recommend visiting Moz, the search engine optimization experts.
Instead, we’re going to discuss the following:
- The relationship between influencers, SEO, and brands
- How influencers have more social authority than brands
- How brands are leveraging influencers to boost their own search rankings
- What you can do to see the results of influencer marketing
1. Influencers, SEO & Brands
As marketers we sometimes forget that humans are on the other side of ours ads, and they really don’t want to hear about how awesome “Company X” is when they’re trying to find a Thanksgiving turkey recipe.
What they do want to know, however, is what products they need to buy for their recipe. And that’s where influencers, SEO and brands come together to form a dream team.
When influencers with high authority blogs mention and linkback to your brand, they boost the credibility and authority of your brand on search engines like Google. That means if you recruit influencers to write interesting content about they can use your product in a real-life situation, you not only earn potential sales for your product, but also build keyword ranking for your brand.
2. How Influencers Have More Social Authority
First let’s start with the obvious question – How does Google know the difference between good content and sales content? Along with the usual SEO measurements (time on page, bounce rate, etc), Google is now measuring how content is being shared across the internet.
Links for example, that are being shared on social media and across sites, are being monitored by Google who measures the relevance of that content against the keywords being searched on their search engine.
So why do bloggers have more social authority than brand sites? Influencers do something that so many brands get wrong – they build a genuine relationship with their audience. Rather than concentrating on growing their sales, influencers think as individuals and create inspiring content that speaks to other people in their everyday lives. Their influencer-follower relationship is built on genuine engagement, and trust.
Google understands that people are looking for content that provides them with the right solution. Google rewards their relevant content with high site authority, which gives them a better chance at ranking first in a keyword search.
How Brands Are Leveraging Influencers To Boost Their SEO
So how exactly does an influencer’s content boost your brand’s SEO?
Influencer marketing benefits brands long after the end of a campaign. Social media sharing helps build their off-the-page SEO. Key influencers with large social followings can boost your brand to the top of search engine results.
The more influencers you have on your campaign, the more unique ideas are out there collecting keywords connected to your brand and product. This also keeps your brand looking fresh, and interesting, which draws a more diverse audience to your campaign.
When you work with the right influencers, whose audience are your target consumer, their content acts as the an impactful, and credible endorsement of your brand. People trust the opinions of people who are most like them – and influencers are like the neighbor next door who can’t stop raving about your latest product. When their audience clicks on their content it boosts it on the search results, which in effect boosts your influencer marketing campaign visibility.
This is not new for SEO, but if your the influencer’s content is shared enough via links it’s going to grow in potential impressions, and lead to a longer content lifespan (otherwise known as evergreen content). This kind of content keeps on giving back to your business, long after your influencer’s pay day.
How Your Brand Can Boost SEO With An Influencer Marketing Campaign
To yield long-term results from influencers your brand needs to recruit maximum impact influencers. Your network should your human assets, just like your employees, so that when it comes time for them to work on your brand they feel comfortable and happy going into the world as your advocate.
Recruiting influencers, managing a campaign, and measuring results is a full-time job for a department full of employees.
When brands work with influencer marketing agencies they don’t just get an affordable marketing solution, they actually save money on other (less effective) marketing strategies. The experience of a full-service agency, combined with a flourishing network of ROI-driven influencers, eases the burden from the brand without reducing the results.
If you’re interested in learning more about getting started with an influencer marketing campaign we suggest reading our blog post: 7 Questions To Ask An Influencer Marketing Agency Before Signing The Contract. It will provide you with answers to your most important questions.