Influencer Marketing & SEO
Influencer marketing can do more than generate buzz – it can significantly impact your SEO performance when done right. That means your influencer campaigns can deliver more than just visibility; they can directly contribute to your organic search success.
In this article, Christian Rudolf from the SEO agency Topdog explains how to:
Drive more branded searches on Google using influencer partnerships
Acquire high‑quality backlinks that enhance organic visibility
Leverage influencer content to meet Google’s E‑E‑A‑T standards
Seamlessly integrate influencer marketing into your existing SEO strategy
69% of consumers trust influencer recommendations more than brand messages (QRCode‑Tiger, 2024)
57% of marketers say influencer marketing has improved their SEO performance (Ranktracker, 2023)
Influencer blog posts receive 97% more backlinks than standard marketing content (HubSpot, 2023)
In short: combining SEO with influencer marketing isn’t just possible – it’s a smart, strategic move.
Influencers shape behavior. They introduce audiences to new brands, spark conversations, and trigger online searches. From an SEO perspective, that’s incredibly valuable. When people Google your brand, visit your site, and stay engaged, it signals to Google that your content is relevant and trustworthy.
Influencers affect how people search
Imagine a traveler sees their favorite content creator recommend a hotel on Instagram. They immediately Google the hotel – just like thousands of others. The more people search for your brand (known as branded searches), the more authoritative you appear to Google. It shows real interest in your brand.
Example is from an influencer campaign from Eufy Robovacs. As you can see from this screenshot from Google Trends, there is search demand increase during the stated time of the campaign.
Influencers Can Provide Valuable Backlinks
Does the influencer have a blog or YouTube channel? That’s an opportunity to gain external links – still a key ranking factor in Google’s algorithm. A strategically placed backlink from a trusted site can give your own site a significant SEO lift.
Influencer Content Can Boost Your Site’s Authority
When you feature an influencer’s review, story, or tips on your website, you’re publishing unique, experience‑based content. That’s exactly what Google’s E‑E‑A‑T model values – content based on:
Experience
Expertise
Authoritativeness
Trustworthiness
It’s the kind of authentic content users trust and Google rewards.
Working with influencers to support your SEO doesn’t have to be complicated – but it does require coordination. Here’s how to get the most out of your efforts:
Co-Create Content That Google Loves
Don’t limit influencers to their own platforms. Invite them to contribute to your website. A co‑authored guide, an interview, or a guest blog post can perform very well – especially when:
It’s based on the influencer’s real‑life experience
It includes natural keyword usage
It follows proper formatting with headers and internal links
Be Strategic About Backlinks
If your collaboration includes a backlink, make sure it points to a relevant, high‑converting page – don’t waste the opportunity on just the homepage.
Google requires sponsored links to be tagged with rel="sponsored" or rel="nofollow". This prevents manipulation of search rankings. However, these tagged links pass less SEO value.
Ask the influencer to disclose the sponsorship with a visible label or image at the beginning of their article (as per Swedish advertising law). This method keeps you compliant and retains SEO value from the article and backlinks.
Reuse High‑Performing Content
You don’t always need fresh content. If an influencer has already made a review or video, ask to embed it on your site. Then, add SEO‑optimized text and internal links to key pages.
Also, having a recognizable influencer contribute directly to your site may improve engagement. Visitors from Google may stay longer and be more likely to convert.
Use Internal Links with Purpose
If a blog post or landing page has gained traction thanks to an influencer, use it to internally link to other high‑priority pages. This can help those commercial pages rank better in search results.
Topdog offers a comprehensive SEO guide filled with videos, images, and in‑depth explanations.
Influencer marketing is powerful, but transparency is essential:
Ad disclosure is required. Under Swedish law and Google’s guidelines, partnerships must be clearly labeled.
Sponsored links must be tagged. Ask influencers to add rel="sponsored"; to comply with Google.
Keep your link profile natural. Combine influencer links with backlinks from partners, suppliers, and editorial sources for long‑term success.
Influencers bring trust, attention, and engagement. SEO turns that attention into lasting visibility. Together, they form a strategy that’s more impactful than either approach alone.
So next time you launch a campaign, don’t just ask who you’re partnering with – ask how you can make that partnership boost your visibility on Google.
Christian helps both Swedish and international organizations develop actionable SEO strategies that deliver real business value through his agency, Topdog. His focus on execution, growth, and clarity makes SEO approachable and effective.
