108: How To Escape Content Mediocrity w/Henneke D

108: How To Escape Content Mediocrity w/Henneke D

This show is PACKED with writing tips that will improve your SEO and marketing… including:

  • What makes a great headline
  • How to write a strong opening
  • How to sell with copy
  • Editing tools
  • Attracting more customers to your blog

And lots more! My guest Henneke has written for Copyblogger, Kissmetrics and the author of two 5-star rated books about writing and blogging.

Listen Now!

Show Agenda and Timestamps

  • Episode Introduction and topic overview [0:22] 
  • Henneke’s Introduction [1:25]
    • Henneke’s background prior to copywriting [1:30]
    • How did Henneke land her spot on kissmetrics and copyblogger? [3:06]
    • Henneke’s profile slogan [4:59]
    • What are the services that Henneke offers? [7:52]
  • How the listeners can improve their own writing and create better content [8:49]
    • Part 3, 4, & 5 of Henneke’s article 29 Way to Improve Your Writing Skills and Escape Content Mediocrity- Starting with Part 3  [9:16]
      • What makes a great headline? [9:36]
        • Where is the line between click-bait and a good headline [13:47]
      • How to create a captivating opening [15:23]
      • When is a good time to use a story? [17:40]
      • Does Henneke use any tools to help with editing? [20:00]
      • How to write closing paragraphs [21:21]
        • Give a pep talk [23:09]
    • Part 4 The Basic Writing Skills Everyone Must Master [25:09]
      • What is Henneke’s process for coming up with a logical flow of content? [25:58]
      • For content that is an overview of a topic how to approach thinking through the structure/flow? [28:00]
      • Tips for creating better transitions in content [32:29]
    • Part 5 What is the zoom in, zoom out technique? [35:09]
      • Metaphors and how they can help your writing [39:16]
        • 3 elements that make great metaphors [41:14]
        • Metaphoric mistakes [42:41]
      • How to achieve a conversational tone [44:48]
        • Difference between write-like-you-talk and a conversational tone [47:58]
  • Business Blogging – Henneke’s Article – The “Secret” to Attracting More Clients to Your Blog [49:15]
    • What is the difference between copywriting and blogging?  [49:23]
    • How can thinking of your blog as being on a mission be helpful and how to do this? [51:01]
  • Sales Copy – Henneke’s Article – 5 Types of True Benefits: How to Connect with Your Customer’s Deepest Desires  [53:40]
    • Maslow Marketing Benefits- What is the difference between a Feature and a Benefit? How to turn your feature into a benefit  [53:49]
    • How does Maslow’s Hierarchy of Needs tie into benefits? [57:26]
      • Can this be applied to CRM software? [1:00:34]
      • How can you apply this to a “boring” product? [1:00:21]
      • Stylus by 53 what is the need they are addressing? [1:03:49]
  • Who is Henrietta? [1:05:29]
  • Where to find Henneke online [1:08:33] 


Tools Mentioned

Articles, Resources, and Links Mentioned

Find Henneke Duistermaat Online

The post 108: How To Escape Content Mediocrity w/Henneke D appeared first on Evolving SEO.

AMP Stories: A Technical Look Under the Hood

AMP Stories: A Technical Look Under the Hood

Reading Time: 7 minutes

Much has been said about AMP, the Accelerated Mobile Pages project spearheaded by Google, both glowingly for and bitterly against. Whatever your personal take is, though, Google is doubling down on pushing AMP in all of their properties, from AMP-powered Gmail that other providers will have no choice but to support, to a bevy of new SERP features aimed at making search results more than just a list of links.

Enter AMP Stories, a new AMP feature that Google gives search engine priority to, right out of the gate. Before we get into what AMP Stories are, I think it’s important to first revisit what AMP is supposed to be at its core.

The Premise and Promise of AMP

Accelerated Mobile Pages is a project that asserts it’s open-web and open-source independence, though to some controversy as it’s historically primarily backed by Google employees.

The premise is simple and commendable: create an easy way for all websites to make a super-fast mobile experience that mirrors their desktop experience. This is accomplished through a strictly-controlled minimal subset of HTML called AMP HTML, along with optimized javascript and a CDN.

You don’t need AMP to make a fast, mobile-friendly website. You can make your website every bit as fast as AMP with standard tech by following best practices and building for speed optimization. If you don’t have an easy way to do this and don’t want to completely rebuild your site from scratch, though, then AMP can make a lot of sense.

Where things get dicey is when Google prioritizes AMP content in search results to such a degree that publishers are de-facto forced into using it – regardless of whether there are actually any benefits to the site or users outside of priority positioning in Google. Or whether the AMP feature is even half-implemented with any thought or consideration to real-world users, and new features are just being pushed for the sake of being new.

Enter AMP Stories.

Let Me Tell You a Story

In my opinion, the only thing worse than pushing a new feature just for the sake of pushing something new is to do so with a feature that’s at best thoughtless, and at worst user-hostile. 

AMP Stories are intended to be a fast way for users to consume content in a magazine-like format, much like the “stories” features that several social media sites have had for some time. The main goal is to be a fast, intuitively “touch-first” way to consume content. Such content is then prioritized in the top of search results with nice big pictures.

In practice, AMP Stories are a glorified slideshow that’s poorly implemented, counter-intuitive to use, not accessible for everyone, and fails even Google’s own standards for speed.

Let’s talk about those failures, one by one, and then see if there’s any case for you to use AMP Stories despite them.

Intuitive Touch-first Navigation

Do me a favor – take out your phone, and open this link: http://bit.ly/test-amp. That’s a real AMP Story that’s live on the internet right now, prioritized in search results.

(If you’ve used AMP Stories in the past, please pretend that you’re new to it.)

AMP stories

When someone clicks this link from search results, the page they land on looks a lot like any normal article or blog post – there’s a header image, a headline, a sub-heading, and the author’s byline. If you’ve never seen an AMP Story before, you might be inclined to try and scroll down with your finger.

Nope. It doesn’t work, and it yells at you:

AMP Stories Fail

Instead of scrolling, this is actually a slideshow with a tap for next and previous slide.


While you’ve got that AMP Story open, maybe you want to rotate it? AMP Stories RotateNope. This is 2019: you hold your phone how Google tells you to hold your phone.

And no, it’s not just you – that text is extremely small and hard to read on mobile. So small, in fact, it fails Google’s own accessibility requirements for font size. Google requires that 70% of text be 14px or larger, but this page has 100% of text at just 8px. I’m honestly shocked at how little attention was spent making this page accessible for everyone. Shouldn’t this say “This page can only be viewed in portrait mode” instead of “best viewed”? This overlay does not allow any way to continue without rotating your phone back.

While we’re on the topic of things being too small, check out this tap target:

AMP Stories Inspect

Google requires that tap targets be at bare-minimum 48×48, as a pass/fail test. This main interface tap target fails at 46×48.

Worse, if you miss that tap target, you will accidentally navigate the entire page to the next page, as the entire rest of the page is the navigation tap targets. There is no buffer, and 0 falls quite a bit short of the 8px buffer area that Google looks for.

I was really surprised to see just how low Google’s own mobile testing tool, Lighthouse, graded an AMP story for accessibility:


Other items Google doesn’t like about itself include buttons not having accessible names, and images lacking alt text for screen readers.

Works on Devices Across Desktop and Mobile

So once you get the navigation of AMP Stories down, it does work as a standard slideshow on your mobile device. But what about it being a desktop experience as well?

AMP Stories Desktop

Forcing users to use portrait mode on their phones is one thing, but taking that constrained mobile experience and just floating it in the middle of a desktop browser is hardly a desktop experience.

Trying to resize your window to more closely match the small portrait-sized AMP Story content? Nice try.


In fact, it doesn’t seem like there’s much thought put into the desktop experience at all. If you resize your window wrong, the bottom navigation will overlap and obscure the text of the story.

AMP Stories text

Oh, and while we’re at it, don’t think that your back button will work as expected to go to the previous page of the story. Instead, it takes you out of the entire AMP Story experience and back to the last actual HTML page you visited.

Fortunately for at least this item, the AMP people are aware that the desktop experience is less than ideal, and are working on it. In fact, there are now options that can work around some of these desktop issues.


Usability was never really the core promise of AMP. Mobile speed is the sole focus. With that in mind, have a look at the following screenshot:


Yup, that’s the AMP Story run through Google’s own mobile testing tool, Lighthouse. Performance isn’t just bad – it’s dismal.

It seems like there’s no lazy loading at all here. Instead, the user has to wait for the entire slideshow to download and render in the background, despite only seeing one slide at a time. Lighthouse’s “defer offscreen images” flag would seem to concur, as it calls out each individual slide, only the first of which is visible to the user:

Lazy Loading

Google also finds Google’s use of the main thread for scripting and styling to fall below Google’s guidelines:

Lazy 2

A Fairy Tale Ending

So, should you use AMP Stories for your own content?

I wish I could say NO. But I’m going to say maybe.

The truth is, no matter how haphazard this feature is, and how rushed it was, Google is giving it heavy priority in search results. Really heavy:

Live Example

Additionally, it’s extremely easy to create AMP Stories with point-and-click editors:


In my opinion, if you know the (severe) limitations of this format, you can work around them to deliver something that could still have value to your users. And doing so can have extreme value to you, as you can get a coveted “position 0” in search results.

What I would do is this – make a simple, short AMP story that will load fast despite the poor optimization. Once you get people to your story, lead them into more reasonably-formatted content on your mobile site proper.

Cover photo by Geoff Dallimore

The post AMP Stories: A Technical Look Under the Hood appeared first on Greenlane.

Four cool keyword research tools you can use for free now

Four cool keyword research tools you can use for free now

Keyword research is one of the most important digital marketing tasks. Furthermore, it lies at the foundation of any business strategy or campaign you are planning.

Keyword research provides useful insight into organic ranking opportunities, persona building, competitive research, product development — you name it!

Another reason why I love keyword research is that it’s a highly creative process. There is never such a thing as “enough tools” when it comes to keyword research. Each data source and the way the data is presented brings something new to the table. Sometimes when I feel stuck, all I need is to play with a new keyword intelligence tool.

With that in mind, I decided to create a roundup of free (and freemium) keyword research tools, i.e. those tools you can run right now, without the need to pay first.

Some of those tools are freemium (meaning you can pay for the upgrade) but all of them are quite usable for free (which is what I recommend doing first before deciding if you need to upgrade). Finally, I am not going to include obvious tools like Google Ads Keyword Planner and Google Search Console as I am sure SEW readers are well aware of.

New tools inspire new tactics which is what I hope you’ll end up with.

1. Rank Tracker: Aggregated keyword suggestions from multiple sources


Rank Tracker free version gives you access to its keyword research feature that uses around 20 different keyword research sources, including Google Ads Keyword Planner, Google Suggest,Wordtracker, SEMRush and more.

Rank Tracker is a downloadable tool and you do have to provide your name and email to start downloading. Other than that, the installation takes seconds, and running it won’t kill your browser.

The free version includes keyword analysis feature helping you to discover most promising keywords to include into your content strategy. These metrics include:

  • Monthly search volume (according to Google)
  • PPC competition
  • Keyword difficulty that reflects the estimated level of organic competition of each query.

…keywords with the Keyword Difficulty score below 60 are the hardest to find but the easiest to rank for. When accompanied by a considerable and steady number of searches, they become perfect keywords to optimize your pages for. You may also have a look at KEI, visibility, and CPC parameters for a deeper analysis.

Rank Tracker keyword research tool you can use for free

You can export the whole list into an Excel file to play further.

The premium features include collaboration, cross-tool reporting, task scheduler, multiple projects, etc.

You can see the full list of features you’ll get free access to here.

2. Answer The Public: Google Suggest driven questions and more


Answer The Public is a completely free keyword research tool that requires no registration. It uses Google Suggest data to discover questions, comparison-based queries and keywords containing prepositions.

Answer The Public allows to view the data in two ways: Visualization (i.e. a mindmap) and Data:

Answer The Public keyword research tool you can use for free

You can also export all the results in a CSV file or save any visualization as a PNG file.

The recently launched premium version allows you to target keywords by location, compare data and add team members for collaboration.

You can see the version comparison here.

Tip: You can also use this tool to upload your Answer The Public spreadsheet to add Google search volume to each question. This will help you focus on those questions that are often being searched in Google.

3. Text Optimizer: Related concepts and terms


Text Optimizer is the semantic analysis tool helping you identify related concepts behind each topic or query. It uses Google’s search snippets to analyze the keyword context to come up with related concepts and entities that help Google understand and classify the topic.

Text Optimizer keyword research tool you can use for free

Text Optimizer is both content optimization and research tool helping you direct your whole content creation process.

Don’t get misled though: It’s not about stuffing your content with the suggested terms. Use the tool for deeper topic understanding and as a writing aid.

The premium version allows to use geo-targeting, build whole sentences to help you in writing and access your historic records.

You can see it in action here.

4. Kparser: Clustered keyword suggestions


Kparser is a freemium tool that runs the whole keyword analysis for free, without requiring registration. You won’t be able to export the keyword list unless you upgrade but you can use the keyword filters to the left to group and cluster your list by a common modifier.

Kparser combines multiple keyword sources including Google Trends, Ebay, Amazon, Google Trends, and YouTube.

Kparser keyword research tool you can use for free

It’s a somewhat basic approach to keyword clustering but it’s nonetheless nice to have completely for free as it helps to discover more queries to optimize for.

The premium features include unlimited searches, geo-targeting and more.

Read more about Kparser here.

Bonus: Analyze keyword performance

(Free trial)

Finteza is a nice affordable alternative to Google Analytics with huge focus on conversion optimization and monetization.

One of its highly useful feature is search analysis section showing you which keywords brought most clicks to your site. It’s a great way to identify more queries to focus on:

Finteza keyword performance analysis tool with free trial

If you select any of the queries and keep browsing the site, you’ll see data related to that keyword only, e.g. its conversion rate, associated conversion funnel analysis and user demographics. Finteza also recently added retargeting feature allowing you to serve specific content based on the initial referral or engagement.

You can read more on Finteza’s traffic analytics here.

Which keyword research tools do you know that are usable free of charge? Please share yours in the comments!

The post Four cool keyword research tools you can use for free now appeared first on Search Engine Watch.

Best Tweets from #SEMrushchat: How to Hire a Digital Marketing Superhero

Best Tweets from #SEMrushchat: How to Hire a Digital Marketing Superhero

Best Tweets from #SEMrushchat: How to Hire a Digital Marketing Superhero

We had a fantastic Twitter chat with John Doherty about hiring the right marketer for your company. Our community discussed the types of skills marketers need today to build their reputation, ways a business can vet remote workers and consultants, why a company would choose a consultant over an agency, determining which level of marketer to hire, and which questions you should ask when hiring.

Marketers Will Spend $1 Billion on Podcast Advertising by 2021 [REPORT] via @MattGSouthern

Marketers Will Spend $1 Billion on Podcast Advertising by 2021 [REPORT] via @MattGSouthern

New figures show that marketers spent $479 million on podcasts ads last year, and are projected to spend over $1 billion by 2021. These figures are from the Interactive Advertising Bureau (IAB), and PwC, and reported on by eMarketer. In an analysis of the US podcast advertising industry, it was found that self-reported podcast advertising revenues grew 34% in 2018. It’s predicted that revenue will grow 42% this year. Lauren Fisher, the principal analyst at eMarketer, speaks on the growth of podcasts and the value they provide to listeners: “Podcasts are one of the fastest-growing, if not the fastest-growing category […]

The post Marketers Will Spend $1 Billion on Podcast Advertising by 2021 [REPORT] via @MattGSouthern appeared first on Search Engine Journal.

How to add HowTo Schema to your how-to article

How to add HowTo Schema to your how-to article

You might know that structured data in the form of Schema.org can do wonders for your search results. It also forms the basis for an ever-increasing amount of new and exciting developments on the search engine front. Google has said many times that structured data is beneficial. Today, we’re going to look at a relatively new and exciting piece of structured data: the HowTo Schema. This is a how-to about a how-to on HowTo: HowToCeption!

Did you know Yoast SEO now comes with structured data content blocks for the WordPress block editor? You can automatically add HowTo and FAQ structured data to your content! »

What is structured data?

Structured data is a sort of translator for search engines — it adds context to code. Schema.org is a so-called vocabulary, in other words, a dictionary. By adding Schema.org search engines can instantly figure out what every piece of content means, semantically speaking. This gives search engines the power to do cool stuff with your content, like highlighted snippets in search results, the Knowledge Graph or the carousel. There’s structured data for books, articles, courses, events, jobs, local businesses, music, recipes, products, reviews et cetera. Structured data is getting more important by the day and we’ll see more types emerge in the coming years.

If you want to learn more about structured data and find out how to implement it yourself so you can win those coveted rich results, you can enroll in our Structured data training!

What is HowTo structured data?

According to Schema.org, a HowTo is “an instruction that explains how to achieve a result by performing a sequence of steps.” You can use HowTo structured data to mark up articles that come in a how-to form, but that are not recipes. If there is an element of consumption, it should be a recipe.

HowTo Schema.org was introduced in April 2017 and has now made its way to Google’s search engine. Google is always looking at structured data to do cool stuff with, so it’s easy to see why HowTo is an awesome addition to the roster. How about this, since your Google Home can now read your structured data powered recipes out loud, why shouldn’t it be able to read that how-to on how to fix a leaky faucet or change the busted lights in your kitchen cabinet? Google already has an action that works with smart displays. Google has confirmed that it supports new forms of search results snippets, like FAQs or frequently asked questions, Q&As and How-Tos.

That’s cool and all, but isn’t there a lot of code involved in building a how-to page with valid structured data? Yes, but Yoast SEO has an answer to that. Read on, my friend!

How to add HowTo structured data using the WordPress content block in Yoast SEO

Looking for an easy way to add it HowTo structured data to your WordPress site? Well, you’re in luck as we have one! In Yoast SEO, we’ve introduced the concept of structured data content blocks for WordPress’ new block editor. These blocks, including one for HowTo and FAQ structured data, automatically add the necessary code to the pieces of content that you add to this block. Of course, it validates perfectly in Google’s Structured Data Testing tool. Now adding structured data to your how-to article is as easy as filling in the fields!

Here’s how to add a how-to to your site:

  1. Open a post in the block editor or add a new one

    The HowTo content block only works in the WordPress block editor.

  2. Hit the + button and pick the Yoast SEO HowTo content block

    You can add your how-to anywhere you want.

  3. The HowTo content block appears on your screen

    In the block, you’ll find a way to add a total time it takes to do this how-to (optional), a description field, a first step and a step description. You can also add an image per step, delete it and move it up and down the list.

  4. Add the first step

    Give it a relevant, descriptive title and fill in more details for the step, if necessary. Determine if you can make the how-to step made more understandable by adding a relevant image. Sometimes, it might be better to add an image to every step.

  5. Add a second step, a third step and a fourth step

    Add as many steps as you need to get this how-to task done. Need to switch steps around? Use the little up and down arrows next to the Add image button. To delete one, simply hit the trashcan button.

  6. And the structured data? It’s added automatically!

    Really? Yup! You can test it in the Structured Data Testing Tool.

  7. Ready? Check and publish!

    Once you are done, re-read the how-to and publish when ready. Check it to see if everything is in order and easy to understand for your user. If not, make improvements.

  8. Test the how-to in Google’s Rich Results Testing Tool

    You can use Google’s Rich Results Testing Tool to see how your how-to might look in the search results. Here’s an example for our article on How to build an FAQ page.

Testing in the Structured Data Testing Tool

Here you see the result in Google’s Structured Data Testing Tool. Of course, this screenshot is truncated, as the HowTo part of the structured data is fully integrated in the graph Yoast SEO renders. This makes for a beautifully interconnected piece of code, but also very long:

A truncated screencap of the steps in the how-to

Adding structured data to your site with WordPress or Google Tag Manager

In general, adding structured data requires you to edit the code of your pages. For most people, that requires help of their developers. As you see, there is an easier way. Yoast SEO adds a lot of structured data by itself, but you can also add structured data via the dedicated Yoast SEO structured data content blocks for the block editor.

In addition, or if you don’t use WordPress, you can add structured data via the tags, triggers and variables available in Google Tag manager. What’s more, this way of adding your data gives you an extra amount of flexibility as you can save your variables and reuse them or even dynamically fill them. There are loads of options to explore. Annelieke wrote a post on how to add structured data to your site with Google Tag Manager.

Read our Yoast SEO Schema documentation to see how we work with structured data and how you can extend this.

It’s easy to build a how-to with valid structured data

This was cool, right? Well, you can use this for yourself, but keep in mind that it might take a while for search engines to pick this up. Even then, it’s hard to predict if search engines will do anything at all with your structured data. Using the various testing tools give you a good idea of validity of your structured data, but if it leads rich results is up to search engines!

Read more: Structured data: the ultimate guide »

The post How to add HowTo Schema to your how-to article appeared first on Yoast.

How to grab featured snippet rankings with zero link building effort

How to grab featured snippet rankings with zero link building effort

Featured snippets, also known as “position zero” placements on Google, have been receiving their fair share of glory and blame lately. 

While some big corporations like Forbes went ahead and questioned if Google is stealing traffic with the featured snippet, content creators like me have found it easy to get more traffic, thanks to being able to rank small sites on a featured snippet.

This post will give you a brief idea on how you can rank a page on Google’s featured snippet — without building any links to that page.

Understand the types

There are three major types of featured snippets that you can go for. As most of our clients are bloggers, we tend to go for either the paragraph snippets or the list snippets. Table snippet is another popular one that you can target.

Here’s a quick graph from Ahrefs about the snippet type and their percentages.

graph about the snippet type and their percentages

Targeting the right keywords

Once you finalize the type of snippet that you would want to go for, it is time to dig deep into your keyword research to find keywords that suit your blog and match the requirements for the type of snippet that you are going after.

If you are going for a paragraph snippet, you will have to find keywords that are primarily related to these types:

  • How to
  • Who/what/why

example of finding keywords on snippets

If you are trying to rank for a numeric list (numbered list or bullet points), the idea would be to structure your content in a way so that it offers step by step guides to someone. As per our experience, Google only shows a numeric list on featured snippet when the keyword tells Google that the searcher is looking for a list.

example of a listed featured snippet

For table snippets, the idea is to have structured schema data on your website that compares at least two sets of data on the page. You don’t really have to have a properly formatted column-based table to be able to rank for table snippets as long as the comparison and the schema is there.

example of a table structured snippet

Understanding the type and targeting the right keywords will do more than half of the job for you when it comes to ranking your website on the featured snippet with zero links.

However, you are not going to win the battle by out-throwing an already existing featured snippet. This will only work for keywords that don’t already have a featured snippet ranking on Google.

To grab featured snippets from the existing competition, you will need to go ahead and perform a few more steps.

Copying your competitor

Some will call it “being inspired”, but essentially, what you are doing is copying the structure of an existing featured snippet article and trying to make it better (both with content and if possible, with links).

What do I mean when I say, copying the structure of an existing page and making it better? If you want to rank for the featured snippet for the keyword “best cat food brands” and if the one, ranking at this moment already has a list of 20, you will have to create a list of 25, in the exact same format that the current one is using.

Once that’s done, the final step is simply to make sure you have proper schema on the page.

Note: It is very unlikely that this method will help you outrank an existing featured snippet unless you also rank in the top ten for that keyword.

How do we find keywords for featured snippets?

As you can imagine, finding the right keyword to target is winning half of the battle when it comes to ranking on featured snippets.

I use Semrush, but feel free to use your own tools. Here’s what our agency’s process looks like.

Let’s assume, for the purpose of this article, that I run a pet blog and I am interested in ranking for multiple featured snippets.

I would go to Semrush, and put one of my competitors on search.

example of competitor research on semrush

Source: semrush

Now click on “Organic Research”, select positions and from advanced filters, select – Include > Search features > featured snippet.

example of organic research

Source: semrush

This will give you a huge list of keywords that are currently ranking as featured snippets. As you can see, we found about 231 opportunities to target here:

listing of potential keywords for targeting

Source: semrush

It is time to add another condition to our advanced filters. Let’s select include > words count > greater than five. Here’s what the new result looks like:

example of using advanced filters in semrush

Source: SEMrush

From here on, simply organize the keywords by volume and then select the ones that you think matches with your target market. Like any keyword research, you will have to find keywords that have low competition and moderate search volume. Personally, I would try to go for keywords that have less than 500 monthly searches.

Make sure that you are following the initial three steps that we discussed. You will almost always have a higher chance of ranking on featured snippet following this strategy.

Khalid Farhan blogs about internet marketing at KhalidFarhan.com. He can be found on Twitter @iamkhalidfarhan.

The post How to grab featured snippet rankings with zero link building effort appeared first on Search Engine Watch.

Influencer Checkup – How To Successfully Avoid Fake Influencers

Influencer Checkup – How To Successfully Avoid Fake Influencers

Influencer Checkup – How To Successfully Avoid Fake Influencers

It is estimated that the influencer marketing industry will be worth between $5 billion to $10 billion by 2020. This is the primary reason why so many fake influencers have cropped up in the past few years. While it can be hard to identify fake influencer profiles, there are ways in which brands can shortlist real influencers for their campaigns and avoid investing in fake profiles.