Jessica Cannon

Jul 05, 20173m read

How Key Influencers Can Positively Impact Your Website


As more digital content becomes available for consumption every day, taking measures to set your website apart and stand out to visitors becomes increasingly crucial. While there are a number of different ways to improve your website overall, one of the most effective tools at your disposal actually lies untapped within your audience. The most active users on your website have incredible power to influence the rest of your audience and can drive engagement in a huge way. After all, they’re called “influencers” for a reason.

Here are a few ways influencers can have a positive effect on your website:

  • Influencers Increase Traffic and Retention — The content you’re publishing certainly matters, but your audience is, arguably, just as important—if not more. The conversations users are having with each other about your content is what keeps them coming back, so it’s critical that you have influencers who aren’t afraid to get the ball rolling and engage with other people. One of the key benefits of establishing a community on your site is that a group of people who are all interested in the same topic and eager to discuss it are right at your fingertips.  Audiences get more value if they consume content on a website where they feel like they are part of something bigger and are doing it with like-minded individuals.  The more engaged your community is, the more traffic your website will retain and more traffic translates into more revenue earned from advertising on your site. All it takes is one leader to influence the rest of your audience and keep users coming back for more.
  • Influencers Increase Time On Site — If influencers on your site begin to interact with other users and leave comments, the average time users spend on the site inherently increases. Having established influencers who actively engage your audience by commenting and fostering conversations about your content will not only attract more people to the site, but also keep the users who are already there busy and interested, thereby decreasing bounce rates. Social Media Today explains that as influencers begin to gain recognition amongst your audience, their presence on your site stands out and catches the attention of other users more quickly because they have developed a certain rapport with your readers. The more interactive your community is, the more captivating your website will be. Plain and simple.
  • Influencers Keep Your Content Fresh — User-generated content (UGC) can make a static, old piece of content popular and exciting again. Influencers can provide unique viewpoints about topics, ask questions, motivate other users to respond, and even spark ideas for follow-up content that you may not have previously considered. UGC is a particularly compelling tactic if your site offers e-commerce or product reviews of any kind because it serves as ‘social proof.’ According to TurnTo’s latest report, ‘Hearing the Voice of the Consumer,’ which surveyed over a thousand U.S. consumers who made a purchase online in the last 12 months, 90 percent said that user-generated content such as ratings, reviews, photos, and influenced some of their purchases.
  • Influencers Boost Search Engine Optimization (SEO) — If you know anything about SEO, then you know that it is quintessentially organic—and having influencers improve your SEO just by virtue of them engaging on your site is certainly more organic than trying to find ways to slide in SEO keywords every couple of sentences or utilizing other more intentional tactics. Influencers that are actively contributing to your site in any way are more likely to share a link which could increase natural backlinks and improve your site’s search ranking in SERPs, or search engine results pages.

If you’re ready to reap the benefits of an engaged community, drop us a line at love@Spot.IM.

Jessica Cannon

Jessica Cannon is a freelance writer and editor specializing in marketing and social media. She earned her Bachelor's of Science degree in Media, Culture, and Communication from New York University.

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