In #SEOchat we’ll be discussing how influencers impact SEO and how to measure the success of this relationship.
Why should marketers care about building relationships with them?
@AndreeaC_T Trust. People trust their peers/friends…more likely to convert. Cost. Build good relationships with influencers and it’s *Almost* free marketing.
@kg7maj Influencers are advocates for your brand. They also magnify your brand & like you to know they’re doing so.
@AndreeaC_T Also depends on if its b2b or b2c.
@AndreaMLehr In a saturated industry, relationships with key influencers help set you apart–they’re essential to long-term brand awareness.
@MatthewAYoung They are the people who could be your cheerleaders. Reaching them is key if you want to amplify your message. And besides, the internet is always better with friends.
@jonathanbentz Influencers can instantly provide validity to your product, service, or piece of content. Like word of mouth, but at big scale.
@CaitlinBoroden It makes your brand look more human! Sometimes I want to learn from others and not a brand.
@matthewdiehl Converting influencers into advocates adds incredible value to the brand; oh yeah, and links.
@bravomedia1 I care about quality relationships with Influencers I know are experts in their respective fields – learn from the best.
@ExpWriters Influencers are well respected industry professionals always being one step ahead. Marketers can learn a lot just by listening.
@SarahAThornburg Knowing who the influencers are is just as important as having a relationship with them!
What criteria do they have to meet to be “high-impact?
@KristiKellogg High-impact influencers have engaged followers that listen & act when they share or publish.
@BruceClayInc Agreed. It’s about the quality of the followers, not just the quantity.
@kg7maj A combination of followers, how much they genre with the followers & how much they talk about your brand. Not just one metric.
@AndreeaC_T Followers too. Agree with @kg7maj, but quality of posts too. Keep in mind that sometimes influencers are busy in their “work” lives & aren’t always active. But when they are, it’s impactful.
@AndreeaC_T Authority. Influencers must be “experts” and authoritative sources of knowledge in their perspective areas.
@AndreaMLehr The size of their built-in audience is a big factor, but you must also consider engagement–large and unengaged has little value.
@MatthewAYoung I always ask if they have an engaged audience in their space, and how does that audience build on that messaging.
@CaitlinBoroden Absolutely! I’ve seen a big name send a quarter of the traffic that a small (but very enagaged) name did.
@CaitlinBoroden They need to have an outlet to spread there message. Maybe it’s a blog, maybe it’s social. Either way, it’s got to be something.
@bravomedia1 High Impact Identify Influencers, Be Visible before asking them to participate, Tailor your outreach based on their receptivity.
@MatthewAYoung It’s a 2 way street here. Have something to offer to influencers by way of your own engagement in the space.
@SarahAThornburg Engagement! Are they just putting out content or are they asking questions, reposting content, engag with others about expertise.
@emily_C27 Do they have a following on their blog? Social media? What is their page rank? Are they getting hits?
@jonathanbentz High social following of engaged people. Known leader in an industry or group. ++ if they write for a big pub or lead an assoc.
@KoMarketing Influencers w/ a large, trusting audience are important!
what tools do you use to find key influencers?
@KristiKellogg Klout & Kred are what we’ll all say, but moreover, target and ENGAGE with journalists so they’re listening when you need them.
@AndreeaC_T Don’t be afraid to ID influencers using your CRM tools. If someone engaged on your site and they keep coming back, engage them!
@emily_C27 I’ve found @twitter @BuzzSumo and @buzzstream to be good places to start.
@kg7maj Start with the basics, social media engagement, then go to a Twitter search. That’s without software & other tools. Klout & BuzzSumo are two good affordable tools to find influencers.
@AndreaMLehr I love @BuzzSumo–you can look up influencers’ @Twitter handles and get their follower count, retweet ratio, and reply ratio. Also simply being social: see who your target audience is following on social media and update your targets accordingly.
@SarahAThornburg Many tools and ways to find influencers. My fav is troll comments/blog articles but also you can use apps like @buzzsumo.
@jonathanbentz @followerwonk. All Top. Top blogs lists or best of listicles from other leading pubs, bloggers, thought leaders.
@MatthewAYoung I usually use a combo if @BuzzSumo and @followerwonk. Great tools. @Klout is a great way to quantify influence too.
@KoMarketing @keyholeco is a good one too!
@JuliaEMcCoy I use @BuzzSumo to find “top influencers”.. a button away. Almost 100% accurate. Also use @commun_it insights.
@bravomedia1 Love #Linkedin to start.
@ExpWriters For finding influencers @BuzzSumo all the way!
When you start looking for influencers, you’ll find a ton–how do you scale outreach without losing a personal touch?
@KristiKellogg Narrow your focus. This is another matter of quality over quantity.
@matthewdiehl Look at the speaker lists for your industry conferences.
@AndreeaC_T Influencers should already engage on your site so use that data to start creating messages based on their behavior. Use @kissmetrics and other tools to spot behaviors then your crm ( I use @pardot) for drip campaigns.
@kg7maj Look for where you can get the most magnification & zero in on that. Stop where you see effort isn’t worth it.
@AndreaMLehr Tools like @Buzzstream are very useful–maintain lists, keep track of previous contact, and easily personalize templated emails
@bravomedia1 Hang out where they are! For me it’s always a pleasure to hear @BruceClayInc talk #SEO! yay for #seochat
@MatthewAYoung I like to target journos in a particular space. There’s a mutual need to get content out there.
@SarahAThornburg Got to make it personable! Segment the list and target influencers where they have the most engagement.
@ExpWriters You can use various tools to help you out but make sure to keep the engagement real! No matter how big you get, stay personal.
@JuliaEMcCoy Always be personal. But you can automate foundations. Email skeletons for diff categories (bloggers, authors, speakers). My fave is directly tweeting them. Saying “hey what’s your email? I have an opportunity to discuss” seems to work well.
@kg7maj Most of the time, they will reply & off-social engagement/conversation starts.
@matthewdiehl Cross the influencers list with recent topical discussions, or #hashtags, to create targeted sub-groups.
How would you describe an influencer’s impact on SEO? Why is one essential to the other?
@AndreeaC_T First, link building opps and higher conversions. Your keywords should also be pretty natural for influencers to use in their messaging…so boosting rank potential.
@AndreaMLehr SEO works through links, and you earn those links by producing high-quality content that influencers will want to share.
@kg7maj Higher influence, especially if website or blog is industry/product centric, it’s a gold mine. Links help big time, especially if high traffic & high in influence.
@SarahAThornburg Influencer links can be very helpful to search rankings.
@jacquesbouchard Influencers set the trends and best practices. As things reach “critical mass” they increase in relevance, and Google responds. When marketing, an influencer has access to a unique and loyal audience who trusts and respects them, driving quality traffic.
@bravomedia1 In a perfect world. It’s G who sets the standards then ppl run to it. mobile, security, etc.
@jacquesbouchard Maybe, but I think it’s a two-way street. Google has to work with what’s out there, so one piece is reactive.
@bravomedia1 Nothing is a two way street with G. Maybe I’d agree on EU but certainly not in US.
@jacquesbouchard Really? So Google did not react to the rise of social media sites like Facebook and Twitter? They set the standards?
@bravomedia1 Great point, hence G+ was born.
@BerkleyBikes Whatever secret science is keeping G+ alive, we need to harness that power for the greater good.
@matthewdiehl Don’t just target to have influencers share your stuff; create it with them!
@JuliaEMcCoy More of a “social media”/ human impact if they just reshare, which can be massive exposure. Translates to SEO only if they link.
@BerkleyBikes Referral traffic that converts, for example.
What are some ways to earn links through these relationships?
@AndreeaC_T Ask your influencers to share experience and thoughts…through blog or article. Asking influencers for links is diff then mass emailing for links. Ask if it comes up naturally. Let them also offer it. Find projects look for partnership opps. They should get something out of it too.
@jacquesbouchard Or just ask them for their opinions and let them shape your content. Think: HARO.
@AndreaMLehr I like to offer opportunities for collaboration in upcoming projects. Quality over quantity–a link in front of a highly-engaged audience will help you earn more links through natural syndication. And quality should be considered when creating your content–you earn links through data-driven content people want to share.
@BerkleyBikes Depends on the influencer. A blog placement, perhaps? And as for how you’d get that – send over some product, a free membership, invitation to an event, etc.
@JuliaEMcCoy Establish that they like your content – ask for their thoughts. B) Ask them for a link! (This process worked on me before).
@ExpWriters If you really have great content, some influencers might even quote you. Now that would get your link count trough the roof!
@jacquesbouchard Egobait: talk about the influencers. Trailblazing: create the news they talk about. Controversey: Share opinions/predictions.
@SarahAThornburg Sell the benefits! “earn” is the key. something really cool, something that will really impact their following.
What are some metrics you use to prove the value of these relationships and how they impact your SEO efforts
@kg7maj Traffic & if possible conversions.
@AndreeaC_T Revenue. Find ways to tie it back to that. Use CRM to do that. Website conversions too.
@SarahAThornburg Referral traffic, conversions, revenue!
@bravomedia1 You’ve engaged these influencers if they talk w/ you.
@jacquesbouchard Referral traffic to the pages w/the links, engagements in posts, engagement in retweeted materials, and external brand mentions.
@AndreaMLehr Your content placed with a targeted influencer proves you’ve reached your existing audience; social shares proves their reach. Also if you find influencers coming to YOU for more content–there’s a whole lot of value in that.
@BerkleyBikes I’ll be the lone SEO to say brand awareness. If they don’t convert immediately, do they convert via another channel later?
@matthewdiehl On the softer, less SEO side – brand mentions, growth in your community and engagement.
@tonyxrandall Am I the only one that thinks you should be writing less to impress “influencers” and more to impress your customers?
@ExpWriters # of clicks, likes, shares, etc… all analytics, but the TRUE value is in the engagement that sparked from that relationship.
@JuliaEMcCoy Heightened exposure, publicity, followers, real engagements, higher site traffic, but in the end, ROI.