Posicionamiento en Google con Influencers

Influencer Marketing & Google Ranking

If you are a regular reader of the articles on this blog, you will know that we defend the effectiveness of Influencer Marketing, not only because it’s one of the fastest-growing digital marketing trends in recent years, but also because the data demonstrate its effectiveness in terms of Brand Awareness and conversion of quality leads.

But did you know that in addition, with the use of the right platforms, they can also help to the rank up your brand in search engines? And considering that 93% of digital experiences begin with a search engine (according to a study by Neil Patel), Google ranking is a factor to highlight in any digital marketing strategy.

As you know, Influencer Marketing is effective in 2 areas of action depending on the type of influencer you use in your campaign. If what you want is brand awareness for your brand or product to be known to the general public, then what you need is a macro-influencer or a celebrity. If what you want are conversion and sales, then what you need are micro-influencers, as they have a higher engagement rate, and their content is perceived as more authentic.

But search engine ranking has nothing to do with the number of followers of the influencer, nor with their engagement rate. The ranking has more to do with the platforms used to share the content, and if they are indexed in search engines like Google.

We often make the mistake of associating influencers with certain platforms like TikTok and Instagram and often leave out all the others.

The Platform, the Key to Google Ranking

Selecting the influencer who shares their content on platforms indexed in Google is the first thing you should look for to take into account to rank yourself. Platforms like Instagram or TikTok, although very fashionable, aren’t indexed platforms in search engines, so no search engine will be able to offer you content from them as a search result.

The indexed platforms by search engines, with Google being the main one, are Pinterest, YouTube (whose content is indexed natively by Google, as a member company), and a blog or website. In other words, the influencers you should target if you want to carry out influencer campaigns that rank your brand in browsers as well, should be Pinteresters, YouTubers, and Bloggers.

Influencer Marketing & SEO

The main feature of these platforms being indexed in search engines is that SEO strategies can be used for organic positioning in browsers, which we will agree is one of the best digital marketing strategies of the moment.

Keyword studies, audience retention strategies, and CTR modification,… all of them are strategies that allow you not to depend exclusively on the influencer’s followers, but in the long term, other users who do not know the content creator can discover it. and thus continue to generate ROI over time. Unlike platforms like Instagram whose content has a useful life of 48 hours. (and which loses 75% of its effectiveness 6 hours after its publication).

As a result of the Facebook blackout (that took with it the all Meta platforms), it forces all content creators to have their own platform, which they can control 100%, and thus not depend on the kindness of Mark Zuckerberg, and his servants. Because remember, if your business is exclusively on platforms that do not belong to you, then you are at the mercy of third parties (pray they don’t decide to block or delete your account). Any influencer or influencer-to-be who considers himself a professional, therefore, must have his own website.

Youtube & Google

If you ask us, and apart from having your website, which we hope has become clear that it’s a MUST, our favorite platform is YouTube, without any doubt. Its strategic and positioning benefits are many, since YouTube is not a social network like Facebook, nor is it an on-demand video platform like Netflix. YouTube is a search engine!

  • It’s the #2 most important information search engine in the world (after Google).
  • Your content is natively indexed by Google.
  • It allows the development of SEO strategies for Google ranking.
  • Increasingly, Google offers YouTube videos among the first search results.
  • If the content is good, and it is well-positioned, it can continue to generate a good ROI for years.
  • Linking to videos on your website can help increase audience retention (or reduce audience bouncing rate).

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