When you think about sponsored articles, it is possible to assume that they only benefit brand awareness. Sponsored articles undoubtedly do wonders for promoting any business, but they don’t just do this.

In addition to bringing the brand, products or services closer to new audiences, sponsored articles increase SEO positioning. But how can you use these articles to raise your ranking in the SERPs?

What exactly is a sponsored post?
Sponsored articles are often confused with different types of advertising formats, especially infomercials. However, they have unique characteristics as they are written by the publisher and not by the advertiser. The advantage of this is that the article fits in with the broader editorial content of the publisher’s website, thus increasing the confidence of readers in the content they read.

The advantages of sponsored articles for SEO
Let’s take a look at some of the top SEO benefits of sponsored articles:

Backlinks represent a vote of confidence
Sponsored articles provide direct external links to the advertiser’s website, demonstrating to Google that the content is worthy of attention. In fact: Backlinks are an important ranking factor in Google, as long as they are of quality and cannot be mistaken for spam. Therefore, the goal should be to use them as much as possible. Put another way: A link from a highly regarded website, such as the Washington Post, could be worth more than a link from any 50 blogs you’ve never heard of.

The choice of keywords increases the number of readers
Going further, you can scale positions by using target keywords in sponsored articles. When creating a brief for a sponsored article, it is advisable to include the keywords that will be included in the article (the SEO expert recommends 5).

It does not matter that keywords help to improve the ranking of the publisher’s website on a given topic, quite the contrary. The goal is a larger audience; The more people read the sponsored content, according to the law of averages, the more visitors the advertiser’s website will have, which will further strengthen the position of your content in Google.

Direct more people to a web page
If a sponsored post is successful in prompting readers to learn more about a product or service, more clicks are received on the advertiser’s website. This becomes a leading authority for Google’s ranking algorithm with each clickthrough, also known as PageRank (PR). Driving more people to the advertiser’s website has obvious SEO benefits.

If visits to this website increase, Google will consider it a higher authority, as mentioned above. And that is exactly what you are looking for from an SEO perspective, since it means that there is more chance of climbing to the first page of the SERPs. In addition to getting more traffic, another goal should be to keep visitors on the advertiser’s website for as long as possible.

The longer visitors stay on this website, the higher their level of engagement and the more likely they are to make a purchase. Having a lower bounce rate (that is, a lower percentage of users who leave a website after visiting just one of its pages) also helps Google recognize deserved authority. According to The Rocket Blog, a 26-40% bounce rate is great.

In summary
The value of sponsored articles is undoubted when it comes to SEO. But its usefulness is not restricted to this. First of all, they can be used to reinforce brand recognition. Many publishers can publish sponsored articles on behalf of a company or association, thereby encouraging their audience to discover more details about it and perhaps even converting them into buyer customers.

The good news is that sponsored posts are rarely an expensive form of advertising. If the marketing budget is not very high, publishers can be found that offer cheap rates without compromising on quality. The only potential obstacle to managing sponsored content is finding the sources online. If a Branded Content campaign has never been created, it can be difficult to know how to go about choosing the influential media to publish sponsored articles on behalf of the advertiser.

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