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) model will impact search intent and influence a business’ search visibility
- Intellifluence’s CEO, Joe Sinkwitz explains key 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 in the form of bloggers providing reviews[1] 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 is going to skew far more towards the user signals bucket.
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[2]. Their use cases are far more versatile than the initial assumptions and preconceived notions related to value, with expected compensation ranges[3] 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 useful when undergoing a PR-driven outreach campaign[4] for link purposes. To understand how influencers can affect the outcome of a site’s rankings external to the links generated, it’s important first 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[5] in order to properly structure content with the appropriate hooks and value