SEO is a cornerstone of modern digital marketing. Organic traffic is key to any online project’s success. A steadily growing digital marketing trend is influencer marketing. We’ll get into the definition soon, but did you know that influencer marketing can improve your SEO? Keep reading to learn how!
What is Influencer Marketing?
Influencer marketing is a concept where a company promotes its campaigns and products through influencer endorsement. However, the endorsement focuses on content that would touch the consumers’ emotions, raising brand awareness and reach.
Microsoft’s “Make What’s Next” is a perfect example of influencer marketing. Microsoft teamed up with National Geographic to take pictures of female public figures working in STEM (science, technology, engineering, and mathematics). The result? National Geographic’s pictures are liked at least 3.5 million times by Instagram users while promoting Microsoft.
The impact of influencer marketing is massive. In 2017, at least 86% of marketers used influencer marketing strategies, and 92% of them found the strategy effective. And the trend only seems to be going up.
Impacts on SEO
Influencer marketing affects not only the brand’s campaign and products but also SEO.
Another factor that contributes to SEO is content. Since influencer marketing is content-driven, companies will strive to create content that is as unique as possible as it will help your brand stand out, upping the chance of engaging users and ranking higher on the SERP.
Moreover, if you use social media, you can gain more followers and subscribers through the influencer by sharing the content there.
With the benefits influencer marketing offers, it’s time for you to consider it as a way to boost both awareness and SEO.
How to Pick the Right Influencer?
Now that you know the benefits of using this practice to improve SEO, time to figure out what influencer is best for your brand. Here are some ways to filter out the options:
1. Domain Authority
Domain authority is a way to rank the credibility of the site.
Among the many factors that influence domain authority, the name is one of them. It is important to have a domain name related to your niche. If you’re an influencer, Hostinger’s post on top 20 domain name generators should help you generate a domain name that will last.
Another factor that affects domain authority is the content. It should be in-line with the niche. The more specialized an influencer is, the higher his domain authority rank will be.
The higher the influencer’s domain authority score and SERP rank are, the better the chance that he’ll affect your SEO.
Finding an influencer that can promote your content while having the same niche as you is a big plus for your marketing strategy.
First, it helps determine the domain authority score as explained in the previous section.
Second, it helps find the influencer you need for marketing. It would not make sense for Microsoft to have a partnership with Michelle Phan (a beauty influencer), as the two have different niches.
The same goes for marketing content. If you already have a concept for the content, the influencer should be able to execute it properly.
When you have found your influencer, it’s time to look at the influencer’s audience.
Your targeted audience is the one who is supposed to buy/follow your product/brand. Moreover, your products are supposed to cater to the targeted audience’s needs.
If your influencer’s audience does not align with your own, there is a big possibility the influencer’s audience won’t find your brand/product appealing.
Seeing the importance of your target demographic, you should research as much as possible, and ask the influencer for data. Some of the elements of the audience you should consider are gender, age, spending habits, interests, and anything else that might correspond to your brand.
4. Content Distribution
Having multiple content distribution channels never hurts. Each social media platform has its own pros: Twitter with its retweets, Instagram with hashtags and the ability to add products to posts.
Besides multiple platforms, you need to consider things like publication time and category.
The publication time of your content should be on prime time – the period when the audience you’re seeking is most active. This can be influenced by time zones and viewer habits.
As for the category, you should pick categories outside your main niche for your content to reach a wider audience. Just make sure that they are at least potentially interested in what you’re offering.
So if there’s an influencer with multiple distribution platforms, don’t be afraid to work with him! In fact, you should discuss with him how to maximize his distribution platforms.
Influencer marketing will definitely be used more often in the future due to its massive benefits, marketing-wise, and SEO-wise. So don’t be afraid to reach out to an influencer for a partnership!
Of course, you still need to research who you’ll be working with. Analyze his domain authority, niche, audience, and content distribution. If you are certain that they are the right influencer for your brand/product, reach out! Trust me, you won’t regret it!
Author: Luke Pitman