How to Make Sure Influencers Help Your SEO Campaigns

If you are looking to make an impact in your business with your search engine optimization (SEO) strategy, influencer marketing is one of the most effective methods of increasing reach, engagement, and impact on traffic and conversions.

The Hype Auditor’s State of Influencer Marketing 2022 report states that “the global influencer marketing market on Instagram could reach $15.2 billion in 2022 and by 2025 this number could reach $22.2 billion.”

While working with influencers is becoming increasingly popular, this tactic comes with some challenges. With so many questions and myths around this activity, how can SEOs and companies ensure that influencers have the desired impact on their SEO campaigns?

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Before the term “influencer” was very popular, companies and SEO agencies relied on working with influencers for various reasons. For SEO, the most important thing is links.

So is working with influencers still a good technique? Short answer: Yes. this is the reason:

A study by Kantar found that 58% of people born between 1995 and 2010 are influenced by reviews when making a purchase decision.

This generation is a digital citizen: grown up on the internet, social media, and mobile devices. This has led to the emergence of a hyper-cognitive generation that is accustomed to collecting and consuming a wide range of information sources. They take into account virtual and offline experiences.

And reviews, in a way, are a source of experience.

What about search engine optimization? Suppose there is a link within a piece of coverage or review that is relevant to your audience and supports the influencer’s work. In this case, the direct benefits will be on traffic and revenue, apart from other benefits such as brand awareness.

However, as link building evolves, it also becomes how we work with influencers. While there are few questions about whether influencers may have a beneficial effect on traffic and SEO, demonstrating the ROI for influencers remains a challenge.

3 Challenges to Working with Influencers (and Solutions)

Challenge 1: Using the wrong metrics to select influencers

One of the most common issues for companies when choosing an influencer is to use metrics that don’t reveal anything about the influencer and their work.

One such metric is the Domain Authority (DA) of a website (if you are looking for an influencer who has a website, apart from their social media channels).

Domain authority is an unhelpful metric for evaluating an influencer’s position. DA is a metric invented by SEO tools provider, and Google doesn’t use it For indexing, crawling, or ranking.

Choosing an influencer based on the number of followers is not a huge metric where followers can be bought.

Solution: Clear the KPI definition

The KPIs behind every campaign with an influencer should be unique.

Several years ago, one of the common KPIs when working with influencers was getting a link on their blogs. In 2022, business goals when working with an influencer can be one of the following (or all in some cases):

  • traffic movement.
  • exposure.
  • courtship.
  • High quality content.
  • sales.

Working with influencers is exciting. However, there are also some things to keep in mind to make sure your collaboration reaches real people and not fake followers.

When reviewing influencers, it is worth considering:

  • Post rate: Percentage of people who see the influencer’s content and the people who interact with it. Grin can help you calculate this.
  • number of followers.
  • monthly impressions

This is not a metric but it is always a good idea to ask the influencer about Collaboration portfolio. This is when the influencer makes a collaborative presentation of your business, you can request it to get an idea of ​​how they work with other brands.

Useful influencer analysis. Two great tools to help you learn more ideas about influencers and their followers:

  • noise checker
  • Sparktoro . Fake Followers Check

Remember, the metrics we look to influence by working with influencers are traffic, conversions, and revenue.

The second challenge: a result that brings no value to anyone

Collaboration that ends with mention and no link will not lead to any SEO value for your business or brand.

You have a temporary story missing at the end among all the other stories (on Instagram, Snapchat, or anywhere else) or posts that won’t get you any traffic or engagement.

The solution: clear goals and communicate from the start

Setting your goals allows you to choose the type of influencers you work with, types of content, distribution platforms, etc.

However, your broad marketing and business goals are not a good fit for your influencer campaign.

When working with influencers, make sure your goals are campaign specific so you don’t mistakenly reduce the effectiveness of your campaigns.

Challenge 3: Irrelevance

Irrelevant content occurs when an influencer’s audience does not find the topic of your collaboration interesting, relevant, or useful. Most likely, their followers will probably not click on it.

Even if your team secures a collaboration with a high-profile influencer, you may get a temporary boost in traffic. However, any traffic driven by cooperation will likely bounce back quickly and are unlikely to be diverted.

The solution: choose the right influencer for your audience

Consumer opinions about influencer content are crucial. The influencers most relevant to your campaigns and audience are more valuable than the number of followers they might have.

Whether an influencer’s work is aligned with brand values, the impact of their work should be evaluated based on quality by analyzing their community’s interaction with influencer content to determine if their work contributes to shaping customer opinions about a product or company.

Tips to get the most out of collaborating with an influencer

best practices

When working with influencers, it is important to adhere to best practices. This means that the content of your work and collaboration with influencers should include labels such as:

  • #AD (ad)
  • # gift (gifted)
  • # spoon (sponsored)

In the UK, for example, the Advertising Standards Authority (ASA) states in its rules and regulations the importance of influencers to fully disclose the nature of their posts to their followers.

If you work with influencers, you create content on their websites or blogs, they should rank as well, especially if the influencer has added a link to your work in their content. Failure to do so correctly may result in a violation of Google’s quality guidelines (linkage systems).

The number of followers does not matter

Impact isn’t just a numbers game. When it comes to influencer marketing, size isn’t everything.

Given their knowledge of the audience and common interests, influencers with smaller audiences are more likely to achieve more engagement.

More brands are working with influencers than ever before. Gone are the days of chasing only influencers based on follower count without any other metric.

Engagement rate and micro influencer rise give companies and brands a plethora of options.

The opinions expressed in this article are those of the guest author and not necessarily those of the search engine. Staff authors are listed here.

New in search engine land

About the author

Maria Amelie White works as Head of SEO at Kurt Geiger, a British luxury retailer with franchises in luxury department stores such as Harrods and Selfridges in the UK. Maria holds a Master’s degree in Psychological Research from Oxford University and has worked in SEO for over 12 years, specializing in Technical SEO, International SEO, Local SEO, and Digital PR.

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