Influentials

Where they stood

Influentials is the largest influencer and UGC platform in Europe. Brands post a campaign, creators apply, and once approved they are paid through the platform. Big names were already on board: Lindt & Sprüngli Benelux, McDonald's and Samsung among them.

What was missing was organic visibility. The work started with SEO on their existing Webflow site and expanded into AI search as soon as that channel began to matter.

We were polishing a foundation that could not carry the weight.

The ceiling arrived sooner than expected. Programmatic SEO at scale, hundreds of pages each answering one specific question, could not be built on the existing platform. And the site itself had aged.

What we did

Build

First we straightened out the existing Webflow environment rather than replacing it. The fundamental SEO settings turned out to be misconfigured: heading structures, 404 errors, incorrect redirects, orphan pages without internal links, and language redirects that did not hold up for international growth. No dramatic mistakes, but years of updates had made the site heavy.

Then the code was cleaned up and weight removed. The site became leaner and faster, and immediately scored better on Google's technical measures.

With that foundation in place we started the SEO and GEO work. There we hit a wall: we could not get quality organic-growth pages online fast enough. So we decided to build an entirely new, custom-coded site together with Influentials' in-house developer. They handled most of the development, with our help; beyond that we did the project management, copywriting, the SEO and AI setup, and performance.

Fill

On the new site we could finally build at scale: this let us create many informative pages that each answer one concrete question, from how do I become a UGC creator to how do I earn money without showing my face. Together they account for the majority of Google impressions, and it is exactly the format language models pick up.

The strategy has to serve two audiences at once without weakening either: brands with a commercial question, and creators with a community question. That is the hardest kind of search optimisation, because the same site has to win twice. And the playing field is Europe, not the Netherlands.

Convert

We deliberately share little about this side: a marketplace's conversion figures are exactly what competitors want to know. What we can say is that conversion is rising considerably and that growth is healthy: on both sides of the marketplace.

What came out

On the key question in their market, which UGC platform is best for brands in Europe, AI models name 172 different brands. Influentials appears in half of those answers.

In the Netherlands, their main market, Influentials is the most visible European platform.

In Google the average position went from around 35 to around 7 in eight months, and impressions grew more than fivefold. More important than visibility is what happens underneath: both the number of brands and the number of creators on the platform keep growing steadily. For a marketplace that is the only thing that counts, because both sides have to grow together.

Where we are now

The engagement continues, with Europe as the field and the Netherlands as the starting point. The new site is live, visibility is growing, and the marketplace is growing with it.