Marketers often look at SEO and influencer marketing as two completely different strategies to gain more online visibility. But if you look at the two concepts closely, they are closely intertwined. In fact, your influencer marketing strategy can take your SEO game to the next level.
For Google’s algorithm, the most important ranking factors include quality backlinks, higher engagement, better reach, social media presence and increased site traffic. If you can read between the lines, you’ll be able to see how influencer marketing can boost your SEO efforts.
Why Influencer Marketing Can Be Great For Your SEO Strategy?
In this section, let’s take a look at how exactly influencer collaborations can impact your SEO strategy. We’ll also look at some examples so that you can get ideas to leverage influencer marketing for SEO.
1. Earn High-Quality Backlinks
Guest posting is a popular strategy to earn high-quality backlinks. A rich link profile tells Google that others find your content useful and credible.
If you want to boost your rankings, you need to work to get links from high-authority sources. At the same time, relevance is also a key factor for Google while determining the quality of your backlinks.
With influencer marketing, you can tick off both of these boxes. Many high-tier influencers have websites that have a high Domain Authority. If you can find such an influencer in your niche, you can collaborate with them to earn organic and high-quality links.
Take a leaf from plant-based brand, So Delicious Dairy Free. They collaborated with vegan influencer Barb who runs a food blog called “That Was Vegan.” She added a link to So Delicious’ home page and product pages in one of her recipe articles.
Image via Thatwasvegan
Note that both the brand and the influencer in this example have similar values. So the collaboration doesn’t come across as promotional.
Pro Tip: Before you approach an influencer for a linking collaboration, make sure you do your research. You can use advanced tools for SEO to check their Domain Authority and Page Authority. Here you also need to follow Google link scheme guidelines carefully as earning links and generating backlinks both are very different things.
2. Boost Your Site Traffic
According to SEMrush’s Ranking Factors study, the total number of backlinks, referring domains, and referring IPs are important for your rankings. These factors are all linked to your referral traffic.
But what does it have to do with influencer marketing?
When a user clicks on your link that they find on an influencer’s blog, they are redirected to your website. This kind of referral traffic can get you more site visitors.
If you can find influencers who have the same target audience as yours, you can even attract high-quality leads.
The more diverse and rich your link profile is, the more visitors you can expect on your website. To get the most visibility and reach, it’s a good idea to collaborate with multiple influencers to get more backlinks. This, in turn, can boost your website traffic and give a boost to your SEO efforts.
Pro Tip: To track your site traffic, leverage tools for web analytics.
3. Create Good Quality Content
Producing new and quality content every day can be a herculean task. No matter how great you are at ideation, there are days when you face a creative block. That’s where influencers can help you out. They create shareworthy content on a daily basis.
That’s why they know what their target audience likes and wants to see. You can trust them to provide content that is engaging and shareworthy.
When you create good content, other authoritative sites may want to provide links to your site. Similarly, you could get more shares and engagement. After all, high-quality content can get you more eyeballs.
What’s more, you can re-purpose influencer content and use it even after your campaign is over. By increasing its shelf life, you can improve your SEO efforts. If the influencer shares your posts when you re-publish it, you can also get more links.
Not sure how to repurpose your content?
For instance, you can convert an article into a social media poster. Alternatively, you can also convert influencer interviews into bite-sized, easy-to-consume social media videos. If you want to explore the podcast space, that’s also an option.
To amplify your content, you can interlink these pieces of repurposed content.
Diversifying and repurposing your content can ensure that you can gain visibility on multiple platforms. It’s a great way to leverage your influencer collaboration.
Take a leaf from Moz’s repurposing strategy.
They create YouTube videos based on the articles they publish as a part of the series, “Whiteboard Friday.” By presenting the information in the form of an article as well as a video, they can reach out to different audiences.
At the same time, it can boost their SEO game as well.
4. Boost Your Reach and Engagement
Sure, the quality of the content that you create is a major factor that can influence your rankings. But how does a search engine figure out what kind of content qualifies as “good-quality?”
Here is the answer:
They gauge audience reaction.
If a specific blog post receives a lot of shares on social media, you get more engagement. While gaining traction on social media is not a factor that directly impacts your SEO, it may influence your site traffic.
And as we discussed earlier, site traffic is important for your SEO strategy. Additionally, if your content goes viral, Google is likely to prioritize your content as well.
Not sure how to create content that gets a lot of social media shares?
When it comes to content creation, influencers know what resonates with their target audiences. They may be able to create content for you that improves your visibility, engagement, and site traffic.
Plus, they will share their content on all their social media channels. This can ensure that your branded content reaches a massive audience.
In a blog post, Benjamin Elias, Director of Content Marketing, revealed how his post became viral. While analyzing the massive response, he mentioned that one of the things that worked in his favor was that influencers shared his content.
5. Leverage Video Content
Have you ever Googled a keyword to find that the first result is a featured snippet with videos? Videos are increasingly making it to the top of the SERPs. Google featured snippets appear at “position zero” which is above the first link you’d see on the results page.
Since they are prominently placed, there is a higher chance that users will click those links. Google fetches these results from YouTube.
This opens up a solid opportunity for you to collaborate with influencers to create videos. Since they are well-known in the niche, their followers may recognize them. They may want to check out what they have to say.
More clicks equals more engagement. This, in turn, tells Google that your content is helpful for the audience. If you are lucky, you can make it to the first result of the SERPs.
For instance, check out the results for the keyword, “dumbbell workout.” A YouTube video by fitness influencer, Andy Speer, makes it to the top position.
Image via Google
For this strategy to succeed, you need to check Google SERP trends frequently to know if you are going in the right direction.
If you want to ace your SEO game, you need to leverage influencer marketing. By partnering with influencers, you can create high-quality content. Additionally, you can boost your reach and engagement. Influencer content can also open up a network of linking opportunities.
All of these factors play a crucial role in determining your SERP rankings. To create a winning SEO strategy, make sure you align it with your influencer marketing efforts.
Do you have any questions about leveraging influencer collaborations to boost your SEO strategy? Please leave them in the comments section below.