The relatively new discipline of influencer marketing is primarily associated with the brand and social media marketing. After all, the collaborations usually take place on social networks and primarily serve to promote brand awareness. A third area should not be overlooked: Search engine optimization (SEO) is also an essential factor in influencer marketing.
Because SEO and successful influencer marketing are mutually dependent: Due to the advantageous SEO position of the influencer, a corresponding campaign is a complete success, which in turn also makes a contribution to improving your own rankings. We’ll give you eight reasons why influencer marketing can benefit your SEO.
Eight reasons why influencer marketing and SEO belong together
1. Relevant content
Google rewards good, relevant content by taking into account quality, keyword usage, readability, and user interactions such as likes and shares. In a 2015 study, SEO expert MOZ found out that content quality falls into third place among the most important ranking factors. The challenge: It is not always easy for every company to think up, conceptualize and produce high-quality content. At the latest when it comes to the continuous publication of various content elements, many companies get into a mess.
Influencers are a possible alternative at this point: After all, they are professionals at creating content that their communities love – that’s what made them influencers in the first place. A good example of how well such cooperation can work is offered by the air conditioning manufacturer Welter Heating from Minneapolis. He published a blog post with contributions from local influencers who also promoted the article via social media. In just two weeks, the company’s traffic was up 609 percent.
An alternative for generating new content is so-called crowdsourcing, in which the community is encouraged to contribute content themselves, for example in the form of photos or videos. Red Bull has been using this approach for years with skaters and surfers around the world. Such initiatives are of course all the easier and more attractive when influencers encourage their followers to participate.
2. Better visibility
Visibility or visibility usually combines the number of keywords, click rates and search volume as a key figure (depending on the index used) and describes how to present a URL is in the search results. It is often difficult for companies to build up satisfactory visibility because it requires a sophisticated SEO and content strategy.
The visibility of influencers, on the other hand, is often much better, as their success depends to a large extent on SEO factors of this kind. Through appropriate cooperation, brands can benefit directly from the visibility / SEO advantage of influencers. The brand/product / URL becomes visible as it is the influencer who mentions it.
Influencers are, by definition, characterized by their large reach. It is not only the number of consumers reached that is decisive, but above all the easy fit to the target group of the respective company. This makes it particularly likely that a correspondingly large number of followers of a corresponding influencer will feel addressed and then search for the campaign keywords, which in turn improves the ranking of the corresponding domain (s).
4. Authority and Trust
Influencers enjoy the trust of their followers, so their purchase recommendations weigh heavily. For this reason, they enjoy a particularly high level of authority from an SEO point of view, so they form an important reference for a certain topic and are therefore favored by Google. Through cooperation, the authority of a company can also be built up and underlined.
Google rewards topicality with noticeably better rankings. This puts marketers under pressure to publish new content on a regular basis. However, this is often – as already described under point 1 – difficult to implement for a wide variety of reasons. Here, too, influencer marketing can support one’s own efforts and relieve teams: campaigns of this type usually consist of several contributions over a certain period of time and on different channels that repeatedly refer to a specific domain.
This ensures that new and up-to-date content is published regularly for the duration of the campaign. By the way, existing content can also be promoted and “renewed” in this way.
6. User engagement and interactions
Influencers have highly interactive communities. Due to the high potential for identification and the apparent closeness, fans lively comment and like the contributions of their role models. Ideally, this interaction behavior is then also transferred to the company pages of the product or brand that the influencers are presenting.
Such likes, shares, and comments are rated as positive ranking factors by Google, as they prove the relevance of the respective page.
It has long been known that backlinks (i.e. links on other websites that refer to your own page) are good for your own Google positioning. Correspondingly, companies have often bought backlinks in the past few years instead of actually earning them. However, this is now recognized and penalized by Google. It is therefore all the more important that backlinks appear on a page with a high level of authority and are authentically integrated there. This is also confirmed by the MOZ study cited above: the quality and authority of the linking page are also among the top 10 ranking factors listed here.
In influencer marketing, this principle can be implemented, for example, through a guest post on an influencer’s blog including your own URL, but also as a source in the infobox for a YouTube video. If many users follow this link, it generates good traffic, which Google recognizes accordingly. This improves the Google ranking, the visibility of the brand or product, and the traffic from organic search results.
Ideally, backlinks should not just lead to the homepage, but rather to so-called “cornerstone content”: a timeless, informative page that picks up on a specific focus of the company.
8. Reputation Management
Negative product reviews are often of particular interest to consumers and are therefore often clicked on and thus often receive a good SEO ranking. So it can happen that a corresponding post appears on the first Google page even years later when interested parties are looking for a product name or a brand.
Due to the points explained here, contributions by influencers are usually ranking guarantees. They have the potential to suppress unwanted contributions and replace them with a positive product review.