How Publishing on LinkedIn Improves Your Search Visibility
June 7, 2017
The classic model for content marketing is a “hub-and-spoke” setup. You have your owned content hub, usually a blog. Then you post links on other channels—the spokes—to drive traffic back to the hub. It’s a strategy that has worked well in the past. But audience behaviour is changing, and it may be time for the model to evolve.
A recent comScore report shows that 70% of digital media time is now on mobile. Most of that time is spent in a handful of apps, rather than a browser. If you’re linking to external content on your social media shares, you’re asking people to leave the design experience of the app and risk a less-polished experience on your site.
It’s worth considering a hub-and-hub model to increase search visibility and pull in more organic traffic. Publishing on LinkedIn not only helps boost your brand on the platform, it can help combat the mobile-first attrition most marketers are experiencing.
Here are just a few ways that publishing on LinkedIn can improve your ranking, and how you can optimise your posts for maximum impact.
Content Published on LinkedIn Reaches a Wider Audience
Let’s start with the obvious: There are half a billion people using LinkedIn, generating billions of content impressions per week. Our members are professionals seeking content that helps them do their jobs better. Truly valuable content has enormous potential for quickly spreading throughout the community.
It clearly makes sense to amplify your content on the platform. But wouldn’t simply sharing links to the content be better than publishing it natively on LinkedIn? Not necessarily…
LinkedIn Is Optimised for Mobile
The LinkedIn app provides a seamless experience for everything members do on the platform. That includes finding, reading, and sharing content. Your natively-published post is guaranteed to look great, automatically optimised for the display your reader is using.
The app removes barriers for people to read and share, making your content more likely to gain momentum. It’s a far more efficient way to connect with your audience than asking them to open their browser, to say nothing of downloading your dedicated app.
But we’re talking about search visibility here. What about the 30% of traffic from the desktop? What about mobile users who still use search engines?
LinkedIn Ranks High in Organic Search
When you publish on LinkedIn, your content isn’t invisible to the rest of the internet. Far from it. The major search engines crawl every post on LinkedIn. When someone searches from Google or Bing, your content on LinkedIn can appear in the results.
In general, LinkedIn content has high ranking potential. It’s easy to read and share natively published posts. That means more interaction with posts, which signals the search engine that the content is valuable.
LinkedIn itself increases the ranking potential, too. LinkedIn is a long-standing domain with high domain authority. Let’s say you have a post on your relatively new site with little traffic or interaction, versus content published on LinkedIn that has earned shares and comments. The post on LinkedIn will be more visible in search, thanks to LinkedIn’s domain authority.
But how does high visibility on LinkedIn translate back to your site?
LinkedIn Drives Traffic to Your Owned Properties
There are two ways that an audience on LinkedIn can convert into visitors to your site: Directly and indirectly.
The direct method is simple and manual: link to your site within your LinkedIn post. The link could be a call to action that leads to a (mobile-responsive) landing page, or to supplemental content. You could post the first half of a long post on LinkedIn and direct readers to your site for the second half. Or provide all the value up front and have a subscribe CTA at the bottom.
Indirect traffic will come automatically as your posts gain popularity on the platform. People who are used to reading great content from you on LinkedIn are more likely to include the brand name in searches. That means instead of looking for solutions in your industry, they ask for you by name. And even those who don’t use your brand name in the search are more likely to click on your brand over competing results.
Tips for Optimising Your LinkedIn Content
The better your natively published content performs, the more it boosts your search visibility. Here are a few tips to help your content gain momentum:
- Keep titles short. Convey a clear benefit as succinctly as possible so your title doesn’t get truncated on mobile.
- Use an eye-catching header image. Ditch the stock photos and go for something clever, stunning, or both.
- Size up the competition. Look at posts performing well for your topic and assess what made them successful.
- Express a strong point of view. Now is not the time to be bland or vague. A firm opinion, even one a little controversial, will generate more interest.
Your website is a valuable piece of real estate, and should serve as a repository for your content. But for a wider potential audience, more traction on mobile, and increased search visibility, it’s worth making LinkedIn another hub for your content marketing efforts.
To learn more about getting your content to the widest relevant audience, read Amplify: How to Use Paid, Earned, and Owned Media to Pump Up the Volume of Your Content Marketing.