photo cred: Influencer Lizzie from our campaign with Trident.
Off-Page Influencer Marketing Can Lead to Better Site Ranking
Despite the approximately 500 to 600 Google algorithm updates each year, ranking on Google continues to rely on an underlying and enduring principle: E-A-T.
E-A-T, which stands for expertise, authority, and trustworthiness, is what Google’s algorithms are looking for when its robots are crawling, indexing, and ranking your website. If you publish high quality content that addresses user search intent, demonstrate that you’re an authority in your industry, and users see you as trustworthy, your site will reap the rewards by securing a prominent position in search engine results pages (SERPs).
But it’s not only your on-page E-A-T that contributes to search engine optimization. SEO is also impacted by your site’s internal link structure that uses optimized anchor text, social signals, and links pointing back to your site from high-authority domains.
If you’re using social media as part of your digital marketing strategy, you probably know that brand mentions, likes, retweets, shares, and links can all play a part in boosting your site’s ranking performance. External links pointing back to your site are essential for SEO, but it usually takes a lot of work to get them.
Now consider how using influencers can amplify your backlink and social media strategies to help with optimization. SEO can be significantly improved by influencers’ ability to create unique and engaging content, expand the reach of your audience, and link to your product pages.
Influencers are a Reliable Source of Engaging Content
Entertaining, meaningful, and relevant content is one of the most critical components of onpage SEO. Your site pages’ content must aim to deliver search results that answer the search queries people type into Google’s search bar. On-page SEO also requires proper use of title tags and meta descriptions.
But since boosting social signals is also one of the SEO strategies that can improve your ranking, you should strive to create social media content that increases engagement through likes, comments, and shares.
However, when it comes to comparing your brand’s creative to content generated by influencers, social media users prefer pieces of content that come from their favorite accounts on platforms like Instagram, YouTube, Facebook, and LinkedIn. Influencer-generated content is seen as authentic and relatable, and can deliver engagement rates that are 8 times that of brand-generated content.
Influencer-generated content is also less expensive to produce than brand-generated content, which will improve your ROI. Your brand can depend on influencers to supply a steady stream of high-quality, trustworthy, and engaging content that’s a fraction of the cost of what your business would pay to source professional photography or video.
Here are a couple more reasons why influencer-generated content outperforms brand-generated content:
- Influencer-generated content can be produced quickly, while brand-generated content often requires a long lead time due to production schedules and company sign-off requirements
- Influencers can often encourage their followers to create their own content, which can create an even stronger brand presence if their followers mention your brand’s name or use branded hashtags.
Influencers Can Deliver Quality Backlinks
A prominent position in SERPs depends on both on-page and off-page SEO. Off-page SEO refers to the backlinks that are directed to your website from high-authority domains.
Link building is often difficult and time-consuming. However, if you employ an influencer marketing strategy that includes influential bloggers, they can be a good source of links pointing to your site. If the bloggers are well-known promoters of products or services in your industry, their links can influence other high-authority domains to link to you as well.
You can also invite your influencer bloggers to guest post on your own site. It’s not a direct way to build links, but if you promote the influencer’s content on your brand’s social media feed, it could increase engagement on the post and potentially encourage other high-authority sites to link to yours.
Influencers who don’t have websites can encourage links to your site because they act as link-building advocates for your brand. Followers trust the content they see influencers sharing on social media, so they’re more likely to share your brand’s content than if you posted it on your brand’s social media profile.
Sharing then takes on a snowball effect as more and more people see the social media posts that include your content. As your content becomes more popular, it’s more likely to get picked up by high-authority domains that decide to link to you.
Influencers Can Increase Reach and Site Traffic
Site traffic is often a result of good SEO; it isn’t a ranking factor for it, however. But when many people visit your site and react favorably to your content, they’ll be more likely to use social media to share it or mention your brand’s name.
So, even though influencer-driven website traffic won’t directly affect your SEO, it will help to improve the social signals that do contribute to your ranking.
Influencers Can Promote Your Keywords
Your keyword research will alert you to the keywords you should be optimizing in your website content.
But you can also instruct influencers to use your keywords – particularly branded keywords – in their blog or social media posts. Influencers’ repeated mention of your branded keywords may ultimately increase your search traffic by increasing the odds that your brand name will show up in search results. Make sure your influencers are using your keywords in the alt text on images and video, and that bloggers are properly using title tags and meta descriptions.
Influencers Can Be One More Tool in Your SEO Arsenal
It’s long past the days of keyword stuffing and other black hat SEO techniques for improving your site’s position in SERPs. If you want your site to rank, you have to produce engaging content that’s optimized through keyword research. You must also campaign to encourage high-authority domains to link to your site.
Google’s Search Console is another tool that can aid your search engine optimization. SEO can improve when you use the Search Console to:
- analyze your web analytics
- fix technical SEO problems
- optimize for mobile devices
You don’t have to be a web development expert to gain insight from Google Search Console. Everyone on the team who’s tasked with content marketing responsibility can benefit by keeping close tabs on what Search Console reports.
But also consider using influencers to make your optimization job a little bit easier. Influencers essentially act as search engine optimizer assistants. Their strong connection with followers and ability to encourage sharing can help to position your site as one that offers the kind of relevant and meaningful E-A-T content that Google web crawlers love and leads to SEO success.