This session on influencer marketing and SEO is the first up for me on day one of Pubcon Florida, which has grown from a one day to a two day event. It’s easy to see why: The speaker line up is chock full of current smart search marketing advice from a great collection of expert practitioners.
With moderation duties handled by Susan Wenograd @SusanEDub the speakers for this session included the dynamic duo of:
Marcela De Vivo @marceladevivo from SEMRush
Dixon Jones @Dixon_Jones from Majestic
First up is birthday woman Marcela De Vivo. Happy Birthday Marcela!
Influencer Marketing is hot right now for a variety of reasons: consumers increased use of ad blocking, increased competition and working with the right influencers can make your marketing more effective, especially with SEO.
But working with influencers and getting them to pay attention to your brand can be hard.
There are many examples of big brands leveraging influencer marketing including Pedigree, Hulu and Bob’s Red Mill. But there are also small brands like YogaClub that have had great results too. “Working with influencers revolutionized our brand.”
Impressions are nice, but how do you get influencers to truly impact your ROI?
One of the best ways to get ROI out of influencer marketing is to bring it into your SEO strategy.
To do that, understanding the top SEO ranking factors will help you understand opportunities to incorporate influence with SEO.
- Site traffic – Number of direct visits for high volume keywords. Influencers can be a great source for direct traffic. Influencers can generate demand for your brand which also creates visits to your site.
- User engagement signals – Visitors coming to your website from search – pages viewed per session and bounce rate. Influencers that have a trusted niche of followers that trust them to recommend sites to visit. That trust should result in an audience that delivers stronger user engagement signals.
- Links – Total backlinks to a domain, referring IPs, and total follow backlinks. With influencers you get links they share to your site but ideally, their followers may also link to you. One way to work with influencers this way is through giveaways where content is part of the contest.
- Natural organic content – Longer content tends to perform better than shorter content. Things like keywords in the title and H1 tags. Influencers can contribute content to your site that your brand owns. Then you can encourage influencers to share that content that they created hosted on your site. You can also use Facebook ads to promote that content. Alternatively, you can sponsor the influencer to create content on their own site and encourage them to promote.
Steps to build an effective influencer marketing campaign:
- Start by picking the…