How Brands are Improving SEO Without Creating Their Own Content
Fri Mar 30 2018
For more information on this topic, check out our ebook, Influencer Blogs 101: Getting Started
We all know that content creators have the ability to spread brand awareness through Instagram posts, drive traffic to your website through Instagram stories, and create high-performing content for paid ads. But could you be forgetting about another way that influencer marketing can boost your marketing initiatives?
One of the most underutilized influencer marketing strategies is prioritizing content creators’ blogs to increase your search engine optimization (SEO). Bloggers have the unique ability to generate authoritative links to your site and increase website traffic, which isn’t easy to duplicate on other social media platforms, like Instagram.
Using creator blogs to increase your SEO is very similar to your own SEO strategies, with a few distinctions. But don’t worry, we’ve got you covered with a few best practices brands should consider when working with bloggers in order to optimize each creator’s blog post and get the best SEO results.
Get your brand or product name in the post’s title!
Checking the title of a blog post is every search engine’s first step in determining the content’s relevance. When partnering with a blogger, make sure your brand or product name is included in the first 65 characters of the title. I know that seems oddly specific, but Google cuts off search engine optimization results after a couple of sentences.
For example, blogger Amber Fillerup Clarke, known by her monthly readers as Barefoot Blonde, shouts out her brand partners in the titles of two recent sponsored blog posts titled At Home With Blue Apron and Palm Beach With Lilly Pulitzer. This tactic draws attention to the post, and it increases SEO dramatically when compared to generic titles like “My Favorite Meal Delivery Service” or “The Best Vacation Swimsuits.” In these cases, Google would have a difficult time associating the post with your brand and would deprioritize the post in searches.
Search engines use the blog post’s URL to determine what the content is about. If you have carefully crafted a URL that the search engine finds relevant, it will be shown higher in search results. If a blog or blog post is ranked highly by Google, the post will be shown higher on the list when an Internet user searches for your brand or product.
In the example below, lifestyle blogger Cara Loren blogs about skincare product Paula’s Choice and carefully chooses her URLs. Instead of ending the URL with something non-specific like “skin-care-travel-prep,” Cara includes the brand name in the URL:
Because the brand named is included in the URL, it will be ranked higher on a search page when an Internet user searches for the brand name.
Speak your customers’ language
Keywords are an important element of SEO and should be determined carefully. A blog post that is optimized for search engines speaks the same language as your brand’s potential customer base. Think through the words that a potential customer might search for to find a piece of your content, and ask the creator to include those words in the post. For example, if your product is an anti-aging face wash, you might include keywords such as “wrinkles” or “frown lines.” Remember, you want to include keywords that your potential consumers are thinking about when searching for products to purchase.
However, like your own website, incorporating too many keywords into a post can actually hurt your brand’s SEO because search engines will read it as “keyword stuffing” according to Hubspot, and rank the site lower in search results. Make sure you’re not overdoing it by including your brand or product name too many times.