Most of the time when we are talking about SEO, we have google in our mind. Because that is where 77% of searches happen.Thus, the question really here is how do we get google to trust our website for a particular information that it recommend us organically. Which is what we are going to discuss in detail from content creators point of view.
Many of SEO experts working for organizations engage bloggers for their own targets. However, working with bloggers just for SEO benefit is something like inviting Roger Federer to play in the backyard. The question is not whether Roger Federer will play in the backyard or not, but the question is, isn’t it a waste of resources? Nonetheless, sometimes there are certain situations where we have to invest heavily to get quality back links for the website.
Google has actually simplified things so much keeping the users in mind. And that is why, content creators need to focus on readers and users of their website first before forming a strategy of how to tackle google. Because that tackling part is no more required till the time you are helping readers with the right and detailed information.
It is all about Content! Content! Content!
With the help of Renie Ravin who is a very renowned name in the Indian blogosphere and also the owner of the largest blogger’s platform, we did this study and found out some key elements which is sure shot success when it comes to blogger engagements from the SEO point of view.
Also, these key points will not only help you protect from getting penalized but also build credibility among the readers and would help your website in the long run as well. They are also the best practices of ensuring successful blogger engagements.
More creative freedom: Usually, when we are working with bloggers, we want to control the environment by giving them strict brief/s and guiding them about the brand guidelines and what not in which the essence of blogging gets lost. The authenticity and their tone gets affected. Their followers easily identify such modified content and thus loose interest in the content and eventually in the blog.
Also, a blogger is well aware of what he is doing over internet and because of that only he has built followers online. Thus, telling him what to do or what not do is actually questioning his abilities. Bloggers are given freedom in terms of amplifying the reach for their content as well and not ask them for a set of deliverables. When we ask them for deliverables, the bloggers will make sure to only achieve the promised target. However, in the other case he’d actually want his content to reach out to as many people.
A transactional approach with bloggers will take you nowhere.
No anchor texts: It is alright to let bloggers know about call to action as to where does the brand want a particular reader to arrive at a certain destination. But also telling them which keyword or phrase or word need to be highlighted with that link will only cost your website. Simple reason, google is smart enough to identify these modifications. Especially, when same keyword and back link is given to multiple bloggers, it is sure a highway to hell for so called SEO experts.
From this front as well, bloggers need to be trusted for their knowledge and expertise and given freedom to choose which keyword they will use for the back link and let it be natural link building exercise.
Freshness of links: For link building exercises, it is also important that fresh content keeps churning out for the brand and new backlinks are generated periodically. Freshness of links also creates impact and thus engaging new bloggers and existing bloggers for this purpose can help generate new back links for the website.
Social sharing: Google have started identifying the conversations that are being generated about a specific topic, keyword, brand etc. Also, the rules of google for social channels are also different. How many conversations are being generated on various social mediums, what type of conversations are being generated, what is trending about a specific brand, all these forms and helps in the overall SEO
Content focused: All these technical terms and jargons would mean nothing if the content is not solving the queries of the reader. Reader friendly content is the first and prime step of successful SEO. Google’s bots identify the keyword being used in a particular content piece and is smart enough to identify how well researched and relevant it is for the reader to find all the relevant information at one place rather than increasing bounce rate of various websites.
Length of the content definitely has a significant role in SEO. The average length of a content piece is somewhere around 1400 words to give it an edge. But just because length is important that does not mean that you start posting rubbish things in between or increase the explanation unnecessary. However, there has been instances where very short content appears as the very first response to a certain query. Thus, before you could think about the length, back links, anchor texts etc. it is important we identify the message we are trying to impart via bloggers and how he is going to convey, we should leave it to the bloggers to decide.
I look forward to answering your queries on anything related bloggers/influencer marketing.