Home — Seo Tips Influencers in today’s SEO – Search Engine Watch

Influencers in today’s SEO – Search Engine Watch

by Mary Sewell

30-second summary:

  • With search getting more sophisticated, there will be a strong relation between user signals and influencers
  • Google’s Multitask Unified Model (MUM) and the AIDA (Attention, Interest, Desire, Action) models will impact search intent and influence a business’s search visibility.
  • Intellifluence’s CEO, Joe Sinkwitz, explains critical concepts surrounding the impact of influencers on website rankings in modern SEO

One new to SEO might assume that the only role influencers play when it comes to ranking is bloggers providing reviews and links via guest blogging. However, if we were to segment search into simplistic buckets of links, content, and the cumulative user signals associated with how a visitor interacts with links and content, the future role of influencers will skew far more towards the user signals bucket.

Peer personas

Historically, influencers have been viewed as a paid social channel add-on for B2C and D2C companies, only more recently taken seriously for their ability to influence B2B purchases. Their use cases are far more versatile than the initial assumptions and preconceived notions related to value, with expected compensation ranges to match that versatility based on audience sizes and channel selection. As an SEO, it is easy to understand how influencers that maintain blogs in your niche would be helpful when undergoing a PR-driven outreach campaign for link purposes. To understand how influencers can affect the outcome of a site’s rankings external to the links generated, it’s essential to understand a few key concepts.

Content created in partnership with Intellifluence.

Targeted peer personas

Within the realm of content marketing, a marketer would seek to develop out personas to properly structure content with the appropriate hooks and value propositions. For ease in understanding how to create a sample buyer persona, consider the following process:

  1. Provided you’re not operating on a brand new site, look into your previous 100 customers – if you have enough data, you can be more granular and select out your most ideal customers.
  2. Based on the buyer contact’s email, use a tool such as Clearbit to generate a list of their social media accounts. Keep in mind that where they maintain social accounts is just as important as their level of usage and subject matters.
  3. Who do these customers aspire to be? Are they constantly seeking out solutions? Whom do they follow to get these solutions? A quick hack is to sort their followers by audience size, as authoritative influencers have a more significant following than most of their industry peers.
  4. Digging further, who influences those subject matter experts? Which sources do they consume?
  5. Who are your ideal customer’s peers? On the one hand, you’ll likely have some of that data immediately when analyzing the audience data. If you do not, LinkedIn Sales Navigator makes segmentation relatively simple based on their filters and query refinements, allowing you to select highly similar individuals to your targets.
  6. Repeat the above process to generate a significant enough dataset that you can apply pivots on in a worksheet to determine buyer persona commonalities.

Once targeted personas are created based on those distinct commonalities, we can use them to positively impact those user signals. Here are a few oversimplified pieces for the sake of brevity.

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