AI Search
Influencers are altering search behavior and the way users discover content online. This trend is becoming increasingly apparent as a new generation of searchers utilizes social platforms like Instagram and TikTok as their primary search engines. Even so, influencers can still influence your organic search performance on traditional search engines like Google.
Case in point, Google has a history of showing social media posts in search results. It started with Twitter (now called X) and Real-Time search in 2009, and has ebbed and flowed since then to include publicly facing content from LinkedIn, Instagram, TikTok, and other social networks. Some networks are only represented by profiles for individuals and companies, and others, like Instagram, enable feeds of posts to appear directly in search results. The social post can even appear above your website link in the search results. The more real estate you can occupy in the search engine results pages (SERPs), the better for increasing your brand’s visibility.
An influencer marketing strategy is when a business collaborates with an online influencer to market its products or services. These influencers typically have hundreds, thousands, or even millions of followers on their social platforms. The influencer creates content that resonates with their followers on their social media channels, promoting a brand’s product or service, and this content reaches their followers. Like word-of-mouth advertising, influencer campaigns tend to work well, as they build brand awareness and foster credibility and trust, leading to customer loyalty.
Although Google claims that social media is not a direct ranking factor, a strong social media presence can indirectly increase your chance of being discovered in the search results and increase your organic search performance. When companies combine influencer campaigns and search engine optimization (SEO), a powerful synergy boosts visibility in the SERPs, signals brand authority, and can even increase conversions. An influencer marketing strategy can directly and indirectly impact your SEO efforts. Here are seven reasons why investing in an influencer marketing campaign is beneficial to your SEO strategy.
Make sure you choose to work with an influencer who understands how to create captivating content that is indexable in search engines, for added brand visibility. Follow these five tips:
If you perform a search for the query “clean makeup,” you will see all of the usual SERP links and features you’d expect — people also ask, shopping, Reddit links, and more — but also a section titled “What people are saying.” It’s a featured section with a carousel of social posts from, in this case, Instagram, YouTube, and TikTok. The example below has been excerpted from the middle of a Google incognito SERP to illustrate the point.
This content is typical of influencer marketing. Many makeup brands will partner with popular beauty influencers to create product review videos on Instagram, TikTok, or YouTube. The influencer mentions the brand in the video, highlights the featured product, and potentially links to the website in the video’s description or their bio. The result is visually engaging content that is appealing to their followers and hopefully drives brand awareness, traffic, and sales for the sponsoring brands.
Influencer marketing and SEO strategies complement each other by working together to amplify their brand exposure with high-quality backlinks, brand mentions, social engagement, an influx of traffic to your website, and trust signals – all of which have the potential to boost your organic rankings.
Influencers have a way of promoting your content authentically, through storytelling and personal content that consumers trust. When these two strategies are implemented properly, they work together to help your brand build lasting authority that is reflected in the search results.
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