Nowadays, it's no longer enough to offer regular online content to attract the interest of your prospects. Here's why it's so important to tap into the aura of influencers if you want to improve and, above all, perpetuate your natural search engine optimization (SEO).
Leveraging influencers on social networks
The inescapable power of content creators
They are followed by their respective communities, and can be a real asset to companies seeking visibility - we're talking about influencers here. If you've freed yourself from soliciting them and are already thriving in your field, there's a good chance you could significantly boost your sales by forging partnerships with these people, whose impact relies in part on the virality of social platforms.
Doubtful? For your information, nearly 6 out of 10 people say they are inclined to buy products recommended by these content creators according to a Nielsen study. But it goes without saying that it's pointless (and even counter-productive for your marketing investments) to rush headlong into calling on the first influential people you identify on the web.
Influencer sourcing: a job in its own right
Selecting profiles that operate in your industry is necessary (or at the very least, whose target audience is similar to yours), but not sufficient. In fact, you should give priority to those whose engagement rate is high, in other words, whose followers are genuinely interested in their publications and tend to react positively to them. Determining the right influencers (sourcing) and platforms is crucial in this respect. It's a task that holds almost no secrets for the influencer marketing experts at 18h08.
Combine hard links with social media posts
The power of conventional netlinking
While the respective audiences of these influential people on Tik Tok, Instagram or Youtube will ensure you substantial promotion, you also need to rely on the power of conventional hyperlinks, colloquially known as hard links.
The purchase of a web press release on a high-visibility medium (which generally enjoys good domain authority) or a sponsored article on an influencer's blog are two tried-and-tested techniques for obtaining them. The links inserted in these texts are considered as relevant recommendations by Google and its competitors, who then enhance the positioning in search results of the websites of the advertisers benefiting from these links.
The importance of supporting social signals
Don't get me wrong, links clicked on social networks are indeed of considerable importance. They just don't mechanically have the same impact in terms of positioning (from an algorithmic netlinking point of view). They do, however, generate qualified traffic that will be a source of positive signals for search engines. These users, enthusiastic about your offer discovered on a Tik Tok publication, will land on your site and, through their individual behavior (number of pages read, length of visit...) will represent reliable prospects and contribute to consolidating your organic visibility over time. There's also no doubt that your increased visibility on the networks will consolidate your brand awareness and identity (better CTR, more frequent searches for your company name, etc.).
Publishing quality content and tracking performance: two key elements for maximizing your natural referencing
Make sure your content is relevant
These are people whom your target audiences value and can recognize themselves in, who put themselves at your service and act as ambassadors for your company for the duration of the collaboration. To maximize the impact of their involvement, it's up to you to carefully craft their publications, whether they're destined for conventional web pages or social networks via Facebook or Instagram stories in particular. Think about the keywords that best define your offers, the ones most likely to convert your targets, whether you're selling on your own store or on a Market Place-type platform. And when you acquire a new hard link, check its anchor (the link text) and make sure it's aa Dofollow link.
When cleverly designed, these publications can even lead to the creation of natural inbound links. This is linkbaiting, the creation of high value-added content that encourages Internet users to share your offers on their own initiative.
Evaluate the impact of your campaigns
The effectiveness of your digital influence campaigns should, of course, be evaluated using tools such as G4A and SEMRush. In addition to traffic indicators, analyze other KPIs in line with your objectives, such as visibility indicators and engagement indicators (number of shares, number of comments...). Depending on the results, you'll be able to pursue your partnerships and decide whether to adjust your overall marketing strategy.
Influencer marketing certainly complements SEO, as search engines have taken into account the meteoric rise of social networks to present relevant organic search results. To take advantage of their synergy, however, you need expertise in influencer marketing and a mastery of the pillars of SEO - two professions in their own right.
