Influencer Marketing for SEO: How to work with influencers for better content and higher search rankings

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It’s big and growing fast. Influencer marketing is a mega-trend and it’s no surprise. Driving traffic from search and social isn’t getting easier. Clickthrough rates from SEO are falling. Social and email are more crowded and competitive than ever.

But there’s hope. A faster, less expensive way to reach your audience: influencer marketing.

Organic influencer marketing is about connecting and collaborating with people who have already built the audience you want to reach.

It’s a shortcut.

This explains the rise in its popularity. Compare the interest in “influencer marketing” and “search engine optimization” over the last five years, according to Google Trends.

But it’s widely misunderstood. Lots of marketers are still looking for social media benefits, when the real upside (and fun) is in combining influencer marketing with SEO.

Influencer marketing for social media vs. search

There’s a cognitive bias built into all of us that makes us overvalue the things we can easily see. It’s called the availability heuristic. And when it comes to marketing metrics, there is nothing more visible than social media stats.

Everywhere in digital we see the number of followers, likes and shares, it’s no wonder we pay so much attention to them. That person has a big following. If they would share my content…

But what if a big account did share your stuff?

We recently shared the story of a social media account with 1M followers that shared an article of ours. It was a small thrill, I’ll admit.

Please don’t get me wrong, I’m honored to get any love or attention from this influential brand. But there wasn’t really a big marketing outcome from this social media post. It was around 150 visits.

Yet this is exactly the kind of thing that social media marketers and influencer relationship managers are hoping for. Some are even paying for this kind of outcome, hiring influencers to create social posts just like this one, hoping for brand awareness.

So let’s find a more effective way to combine influencer marketing with other digital channels.

Check out out the full blog post to see how influencer collaboration affects SEO!