Constant changes and upgrades in Google’s algorithm ensure better ranking of content that uses white hat SEO techniques. A site gets penalized and delisted if it follows manipulative processes like keyword stuffing, paid links, spam comments, or invisible text. One of the cleanest methods to boost your ranking organically is through creator and influencer marketing. Let’s look at how you can benefit from this method and boost your ranking through organic search.
What is organic search?
Organic search refers to unpaid search results that are listed on a search engine results page (SERP). It is also known as natural search.
Organic search results are results that appear when someone uses factors such as relevant search terms and proper SEO and SEM efforts rather than manipulation or trickery.
Importance of SEO & SEM.
Search engine optimization (SEO) is the process of taking steps to help a website or piece of content rank higher on Google. It means using your website’s content qualities to help the right audience find you. (Neil Patel)
When it comes to attracting new consumers to your startup, search engine marketing (SEM) is an effective and crucial marketing lever. SEM efficiently directs traffic to your website or content. Organic search traffic is incredibly valuable – 28% of organic searches convert to a purchase. (SEM Rush)
Some of the benefits of SEO & SEM include:
- High conversion rate
- Quality traffic and leads
- Enhanced trust and credibility
- Improves PPC Advertising results
- SEO never turns off (like paid media)
Myths about SEO & SEM.
Most startups focus on optimizing their website for search and then move on. But website optimization is just the tip of the spear. There are so many other valuable methods to increase the effectiveness of your organic search strategy.
How creator & influencer marketing can impact SEO.
Search is one of the most effective marketing strategies for businesses of all sizes. But Influencer marketing is a newer form of digital marketing, and I bet you didn’t know that it can be very impactful for your SEO strategy.
According to Convince & Convert, three problems converge in SEO that influencer marketing campaigns can help solve. These challenges include:
- The amount of content out there is exhaustive, to say the least. There has been a steady decline in organic reach on social media platforms like Instagram, making it harder to reach potential customers.
- Ad blockers make content amplification through display ads less appealing.
- Consumers don’t trust brands as much as they trust people.
But how does creator and influencer marketing solve these problems? Well, creators and influencers are experts at content marketing through content creation and promotion. Creators’ and influencers’ content can produce backlinks. As a reminder, a backlink is just a link from one place on the web to another. But search engines like Google use backlinks as a signal for ranking. Influencers have also proven to be a boon for your SEO efforts.
Impacts of influencer & creator marketing on SEO.
Boosting your search engine ranking through influencer and creator marketing is organic and effective, making it one of the best options for building awareness, enhancing trust and driving conversion. Here are three significant impacts influencer and creator marketing has on SEO:
1. Creators & Influencers content exudes expertise and authority.
Google has made it clear that expertise, authority & trustworthiness (EAT) are the best way to get an organic ranking. Google published this acronym in its own Search Quality Rater guidelines.
Data from MuseFind suggests that “92% of consumers trust an influencer more than an advertisement.” This is an essential element of ranking.
There is not a straightforward answer to how google determines authority. However, popular opinion contends that it is a function of the number of links and the quality of links. The quality of links connects to the length of time the website has been around. If you are a startup with a new website trying to get ranked organically with search, working with influencers whose platforms have been around longer is a great way to hack the authority metric for SEO growth.
Expertise is determined by a category of content referred to as “Your Money, Your Life .” Basically, is this a hobby, or is this a career? Specialty influencers in fitness, nutrition, finance, and fashion are all great examples of experts in Google’s eyes. Partnering with influencers and creators who have substantiated their expertise on their websites, social media channels, or blogs is a great way to optimize for the E in EAT.
2. Influencers help build a diverse and strong link profile.
According to a study, the quality and authority of sites you link are among the top search engine ranking factors. Thus, your link profile should include both relevant backlinks and internal links. However, earning links from high-authority domains is not always straightforward. This is where influencers can help.
When you collaborate with influencers, you raise the chances of generating natural backlinks for your website and improving your search engine ranking. When influencers create content and link to you, this generates a high-quality backlink for your site. It’s a good idea for the influencer to use some of the valuable keywords for your product or service.
Also, influencers have their own engaged audience, so when an influencer shares content with your link, it increases the chance of their audience clicking or sharing the link. Along with looking at content quality, keyword usage, and content readability, Google also looks at the quantity and quality of social shares. Engaging influencers help you grow your search engine ranking.
Not sure how to get influencers to include keywords and links? Email us to set up a call!
3. Video is an important SEO tool.
And influencers and creators are excellent video marketers. For a video to be an effective SEO & SEM tool, it needs to be optimized the right way. This includes everything from titles and tagging to keywords and transcripts. And don’t forget about those backlinks! They are still relevant here as well.
Overwhelmed by optimizing your influencer marketing campaigns for videos that will support SEO? Email us to set up a call!
Before you get started on Influencer Marketing for SEO…
It is important to make some basic decisions about your SEO strategy before integrating influencers and creators.
- Know the search terms and search queries you want to optimize for
- Identify relevant keywords
- Define your target audience
- Determine benchmarks of success
Using creator and influencer marketing strategies to enhance your SEO will grow your organic search ranking faster and improve your conversion rate. To recap, influencer marketing impacts your SEO by reinforcing EAT (expertise, authority & trustworthiness), building a strong and diverse link profile, and incorporating video content.
Don’t leave opportunities on the table. Make sure you are thinking outside the box with influencer marketing for SEO and SEM.
To know more about influencer and creator marketing, stop by our website.