New year resolutions are often forgotten, but if there is one that should be followed closely, it is to make a real qualitative leap forward for your SEO influencer campaigns. We explain why and how.
Google increasingly favours quality
Search engines haven’t always been smart. At the beginning of the web, they contented themselves with finding a match between a search and the presence of the same keywords in a page, making them easy to manipulate, especially with tag clouds. Of course that didn’t last long. For the last 15 years, the major trend has been for an increasingly qualitative trends with the search algorithms.
Google’s crawlers are therefore trained to:
- Spot high value-added content, with as much of a human eye as possible (Google is investing billions in artificial intelligence) and prioritize them in search results,
- Take into account social signals, i.e. the most shared content (again, with the exception of snack content, it’s often rich content, and in the case of editorials, for texts of more than 1000 characters),
- Evaluate the reputation of the sender site and prioritize according to the content, by counting the number of links (backlink) redirecting to that site (PageRank).
Google is constantly improving its algorithms to focus more and more on content that meets the expectations of the user in the search results. The trend will continue to grow in 2019. Systematically, quality will prevail over mediocrity, and superior quality will prevail over one that’s just acceptable. That’s good news, as long as you play the game!
How to aim for qualitative content?
Quality content therefore benefits from a virtuous circle through which its visibility is boosted on social networks and Google search results. Similarly, Google will naturally give more weight to a backlink published on a site with strong domain authority.
In short, it’s better to have a backlink, seamlessly integrated into the rest of the content, on an influential site, rather than a link artificially placed on a random site, or even a dozen of them. The race for quantity could even turn against you, Google penalizes cheating or links coming from dodgy sites! Don’t play with fire.
Fine, so how can you proceed concretely? A good way to take into account this virtuous circle and in particular Google’s modus operandi is to obtain quality articles on sites with strong domain authority. There are several techniques for that:
- Press Relations, a long-term investment, but the results are never guaranteed. Similarly, the publisher will often refuse to include a link to your domain,
- The guest post thanks to which you write an article yourself and publish it on a third site. So you have to negotiate this free visibility on a case by case basis,
- A sponsored article, the subject of the next part of this article!
Focus on sponsored articles
Sponsored articles are a form of native advertising par excellence. By letting the author of the specialized site or the blogger write an article about your brand, you make sure that the content so created is qualitative (it’s their job!), as well as being respectful of the editorial line of the mdeia on which it is published.
By using a dedicated platform to connect advertiser and influential blogger, you’re making a safe bet. On getfluence.com, the 3,000 referenced publishers’ audience and influence have been certified which ensures that any backlink from these domains will benefit your own domain.
Beyond the purely SEO benefit of the backlink, the sponsored article mechanically generates qualified traffic to your site, and an increase in your brand awareness. A nice influence boost, in short!
The race for quality is a long-term investment when it comes to your content. To speed up the process, outsource the creation of some of your content to certified publishers and benefit from their notoriety (influence) and authority (SEO). It’s as simple as that !