How to Build an Influencer Program and Improve your SEO
Have you ever wondered if an influencer program helps your website’s SEO? At Grin, we get this question a lot, and we are happy to report that it does.
Influencer marketing happens to be one of the most potent, organic methods for increasing your website’s search engine optimization. Here’s a quick explanation for how this works.
What is Influencer Marketing?
Influencer marketing leverages the voice of an influencer to promote a brand or sell a product.
An influencer is an individual with a unique talent for nurturing online communities around a certain kind of lifestyle. Professional influencers engage their audience with product/service reviews, recommendations, and shout-outs.
Brands (influencer marketers) that partner with influencers seek to tap into that influencer’s community for greater brand awareness, lead generation, and sales.
One of the rewards that influencer marketers reap is a notable boost in their website’s search engine optimization.
What is Search Engine Optimization (SEO)?
An organization’s online presence – namely its website – is an integral piece in that organization’s branding. And as search engines manage more and more quality content, search engine optimization is a critical task to establishing a brand’s web presence.
Worthwhile SEO tactics focus on excellent content from multiple directions, all finding their home base in a single online presence: your website.
What Kind of User-Generated Content Do You Get with an Influencer Program?
The great advantage of influencer marketing is that you gain an external voice initiating positive engagement for your brand. As a result, your influencer marketing program will produce content across many channels, all of which contribute to your website’s SEO.
These channels include:
- Social Content/Images
- Trending Content
Which User-Generated Content Affects SEO the Most & Why?
Informational blog content uniquely boosts your website’s SEO and domain authority, provided that your content is helpful, relevant, and engaging. In an influencer marketing program, one of the easiest ways to boost your web traffic is to have your influencer share links to existing content on your site.
Also, you can ask your influencers to blog about an experience with your brand or to include your brand in a “Top XX Best…” list report. Some influencers can also guest post for major online publications and mention your brand and link back to your website.
Lastly, influencers may be able to produce a full product review on your behalf. This kind of long-form content generates significant brand awareness, along with a wealth of quality backlinks to your site.
It is important to note that some links are “follow links” (that is, provide direct, instantaneous boosts to your site’s SEO), while others are “no-follow links.”
Because “no-follow links” – usually links from social media posts and comments – don’t count as a solid backlink, they do not directly benefit your site’s SEO. However, “no-follow links” still drive web traffic, which in turn boosts your site’s SEO.
YouTube has become a thriving hub from which prospects engage your brand with the help of influencers. Additionally, YouTube allows you to optimize your SEO by using keywords in the video title and description.
Some influencers are prolific vloggers (the video version of blogging). When vloggers mention your brand and share that video content across several social media channels, it inevitably drives traffic to your website.
For some products, it makes more sense to ask your influencer to produce video reviews over blog content.
Most influencers are most active over social media channels like Facebook, Instagram, and Twitter. Careful use of brand mentions, links, tags, images, and hashtags raises awareness for your brand and drives traffic to your website.
Particularly in the realm of social media, influencers initiate engagement that trends across many online channels. Also, your influencers will trigger vast amounts of user-generated content with clickable links and hashtags.
This trending content results in increased brand sentiment, traffic, and domain authority to your site.
How to Set Up an Influencer Campaign Brief to Get the Content You Want for SEO
Content briefs help you be on the same page as your influencer when it comes to your SEO objectives. These briefs should include:
- A campaign summary
- A full description of the type of content to be created and shared
- For blogs, try to build a network of influencer bloggers within your industry that can establish backlinks from high-domain websites to your site.
- For videos/Youtube reviews, provide your influencer with a set of target keywords along with links to any pages to which you want to direct your audience.
- For social media content, establish the message, voice, and goal you want to convey. Provide a link to the appropriate campaign landing page and any additional hashtags that might be appropriate.
- An understanding of the substance of any content your influencer agreed to produce
- A timeline for content publication
When stating your objectives and briefing your influencers, there is a fine line between great prep and micromanaging. Do your best to communicate your expectations. Then allow your influencer to exercise their creativity on behalf of your brand.
Trusting your influencers will ensure that all campaign content will be authentic and compelling, and your website SEO will grow stronger as a result.