If you run a website or write a blog then you probably know that Search Engine Optimization (SEO) is essential to help you gain traffic to your site. But did you know that influencer marketing is good for your SEO? Well targeted and constructed influencer marketing can build up high levels of engagement, and that can flow through to improved SEO for your site.
Summary: Quick Jump Menu
Why Worry About SEO?
实际上，每个经营网站的业务都这样做是因为他们希望以某种方式转换。也许他们想在线出售更多产品。也许他们只是希望更多的人看到他们的网站，鼓励在店内购买一些产品。他们可能正在尝试建立一个在线社区，并希望更多的人加入他们的小组。无论企业选择拥有一个网站的原因，事实都是他们希望尽可能多的人参观它。
The problem is that people won’t immediately flock to your site the moment you make it live. You won’t suddenly find yourself grabbing the Number 1 in Google. You need to do a combination of marketing your site and structuring it in such a way that you can compete with the millions of other websites attempting to rank on the front page of Google.
Search engine optimization consists of the process of correctly structuring your site, along with some of your website marketing activities, including building up quality links to your site.
SEO can, at times, be a cutthroat business. Your competitors will also be rapidly trying to win over Google’s favor. However, if you do it properly, following relatively straightforward processes, you have a good chance of outflanking the opposition. And influencer marketing can certainly help you with this process.
影响者营销的主要优势在于，它具有高度影响力金博宝188备用网址的人，将潜在客户引向您的网站。Google认识到了这一点，反过来又回报了您在眼中“更重要的”。
Influencer Marketing is All About Building Relationships
如果您操作一个网站，重要的是要与利基市场的影响者建立关系。这通常是一个缓慢的渐进过程。
You might begin by simply commenting on their posts and mentioning them in your comments. You might then develop into asking them questions, and where relevant, providing suggestions to them and their readers.
If you provide valuable assistance it is likely that the influencer will eventually take notice of you. At this point, you may find that they begin to share your material via their social media accounts.
在这种情况下，他们正在朝您的方向派人，而没有建立任何正式的关系。他们只是为您的宝贵建议认识您，并向他们的追随者介绍您的专业知识。
从长远来看，请继续与影响者建立关系。搜索引擎将认识到这一点并奖励这些联系。
要付款或不付款，这就是问题！
拥有博客的品牌与没有真正在线业务的品牌进行了比较的一个优点是，在线公司有更多的选择来建立影响者关系。任何人都可以向有影响力的人付款来谈论他们的产品，但是如果您愿意花时间和精力来建立在线关系，那么您可能可以免费提供影响者。
To be of value to you, any influencer you work with needs to have an audience who are likely to have a genuine interest in your product. Google is not silly either, they will know if you are using a wrongly-targeted influencer, simply because you’ve gone for somebody who will work with you for a few dollars and who you haven’t developed a genuine relationship with.
Problems With Chasing Backlinks
曾经有一段时间，博客作者和网站所有者过分地追逐反向链接。人们认为，追逐反向链接是SEO中最重要的部分，他们会将其带到任何地方。人们会很乐意在狡猾的网站上支付反向链接的费用，而这种反向链接仅出于共享链接而存在 - 关于任何可以想象的主题。
It didn’t take Goole long to spot this process and adjust their algorithms to penalize such unethical behavior. Blogging superstar, Jon Morrow, covered this in6 SEO Mistakes That’ll Make Google Hate You Forever. While his title might be slightly alarming - forever is, of course, a very long time - you certainly wouldn’t want to upset Google by trying these tactics. As he says, “With Google though, ignorance is no excuse. You break the rules, you pay the consequences. End of story.”
Jon’s list of SEO blunders are:
- Buying links- this is the biggest no-no. If you see an ad offering to sell you links, run like the wind! Influencer marketing can generate you far better links than any bought links would - with no worry about incurring Google's wrath.
- Joining the wrong link directories- directories are not bad in themselves, but too many of them have spammy low-value links. Google will not only penalize those spammy sites but also other sites that are listed in those directories – including yours if you are there.
- Article marketing- note that this is not the same thing as content marketing, guest blogging. or indeed sharing articles using your influencers. Article marketing is where you write an article and then “spin” multiple versions of that same article across many different websites, gaining links from every place that publishes one of your “spins”. These sites tend to take articles on virtually any topic. Guest blogging, using a custom written blog post on a genuine site is perfectly legitimate, however.
- 关键字填充- you should include some keywords in your posts and web pages, but you need to be careful you don’t overdo it. Using a keyword a few times in your article helps your readers understand the page better. It also signals to Google what you are writing about. If you use the terms too many times, though, your post reads unnaturally, annoying your human readers. Google is smart enough to realize you are trying to game the system and penalizes you accordingly.
- 不自然的锚文字- “锚文本”一词是指您在链接中阅读的单词，例如我使用了乔恩（Jon）文章的标题 - “ 6个SEO错误会使Google永远讨厌您”，这是我上面与他的网站的链接。在这种情况下，这是合乎逻辑的 - 它会告诉您他写的是什么，如果您有兴趣，您可以按照链接来阅读更多他所写的内容（当然，首先阅读了本文之后）。您的影响者应该足够精明地在互联网上写作，以确保他们在链接回您的网站时使用明智的锚文本。但是，有些人将不自然或无用的短语用作锚文本，这会影响Google对链接的信誉。简单地说“去这里”的链接并不能帮助用户了解该链接的内容。
- Broken links- Google wants its users to have a good user experience. This means that if a page has broken links that don't link to where they are supposed to, Google considers it to be of less value than if it linked correctly. Google, therefore, penalizes pages with bad links, even if there was no attempt to game the system. In this case, they penalize you for not keeping up-to-date with your website maintenance.
反向链接仍然很重要
反向链接仍然是Google SEO算法的重要组成部分。Google的系统现在已经足够聪明，可以判断反向链接何时是真实的。只有Google认为将为用户提供价值的那些反向链接才能得到奖励。
One key way that brands (with websites) can build up backlinks is to write guest posts on relevant, genuine blogs belonging to influencers in your niche.
当您在影响者网站上的来宾帖子时，有影响力的人通常会让您提供有关自己的小型简历，包括回到您自己的网站的链接。这些来宾帖子可以带来许多流程的好处。
- The influencer obviously has more readers than you do. If your article is interesting and helpful to them, not just a puff story promoting your business, a percentage of the influencer’s fan base are likely to follow the link in your bio to take a look at your site.
- The more traffic you gain from this source, the more favorably Google looks at the page that the influencer links to
- With your Google ranking improving, more people will see you in the search rankings and your organic search visitors will increase
As you can see, a simple guest posting process with an influencer can gradually improve your own rankings.
基石内容
You might want to think carefully about exactly where you choose to direct your incoming links. Yoast (who produce the Yoast SEO plugin for the WordPress platform) makes a real point of educating their users about the importance of cornerstone content. Thecornerstone content在你的网站上是你最重要的内容。
这是最好的四到五页，最好告诉您的访问者您的网站的意义。它们是与帖子不同的页面，因为它们没有约会，并且随着时间的流逝而保持最新。它们通常是您访问量最多的页面。
Therefore it makes sense that any guest post you write (or indeed any links that you try and obtain from influencers) should direct towards your cornerstone content.
One mistake that many websites make is that they link to their Home page. The problem is that the Home Page can be a “Jack of All Trades” page. It is far better to use specialist cornerstone content pages for your important content.
有限公司rnerstone content is very important for your SEO. Over time, particularly if you only sell a relatively narrow range of products or services, you are going to have a lot of content on similar themes. There is a danger that your main SEO competitor is yourself. Continually reusing keyword terms is called keyword cannibalization. By having clear cornerstone content (which can often be about relatively high-level keyword terms) and then linking all of your posts about similar topics, which chase longer-tail keyword terms, you make your structure very clear to Google.
You can then tie things together by ensuring that when you guest post or use other material with influencers, the link you share comes back to the most suitable item of cornerstone content
For instance, suppose you operate a website about sci-fi and fantasy. You might have cornerstone content pages for each of Star Wars, Star Trek, Game of Thrones and Doctor Who. Over time you might create another 100 posts about various aspects of those four shows, but if each post links back to the relevant cornerstone content page you won’t have any problems. Perhaps you manage to gain a guest post onSci-Fi Bloggers，您安排为他们撰写与医生有关的文章。在这种情况下，您应该在生物中将链接与您的Doctor Who Cornerstone内容页面中包含。任何对您的文章感兴趣并想了解更多的科幻博客作者的追随者都将直接带到您的Doctor Who Who Cornerstone内容页面上。
Crowdsource Content
很难不断想出fresh, entertaining, usable content. Some brands have got around this problem by effectively crowdsourcing their content. This is particularly useful on platforms such as Instagram and YouTube - you don’t have to be a great writer to take a photo or record a video of an interesting event.
Red Bull, for instance, has been involved with many crowdsourced campaigns over the years. This includes inviting skaters and surfers around the world to post videos of their skills on Twitter, Facebook, Pinterest, and YouTube, asking others to rate them.
由于多年的众包，红牛现在可以访问成千上万的引人入胜的故事，照片和视频。数以百万计的人在互联网上共享了此内容（包括指向红牛的链接）。
Google looks favorably at all of these shares and boosts their visibility.
Overall, influencer marketing can be an excellent way to improve your site’s overall SEO. Just don’t rush in trying to build relationships overnight. It takes time to build up relationships, just as it takes time to improve your Google rankings. SEO, guest blogging, and influencer marketing are all activities you need to be involved in for the long-term, where you can’t afford to become discouraged by a lack of instantly visible results.
