LinkedIn's recent algorithmic updates in July 2023 have fundamentally transformed how content is ranked and perceived on the platform. These adjustments prioritize content from first-degree connections, placing a new emphasis on expert content. The algorithm now evaluates content based on its relevance, expertise, and the level of engagement it attracts.
With these updates, the role of Search Engine Optimization (SEO) has been significantly magnified. SEO acts as a critical tool in maximizing exposure on LinkedIn, empowering users to strategically place their content for effective engagement with their target audience. By understanding and effectively utilizing SEO, individuals can enhance their online presence and influence on this professional networking platform.
II. Understanding the LinkedIn Algorithm
The algorithm that LinkedIn uses to rank content has undergone significant changes, altering the way content is distributed and seen on the platform. As stated, it now prioritizes content from first-degree connections and places a stronger emphasis on expert content based on relevance, expertise, and engagement. So you must be getting people to engage as well as see your content.
LinkedIn's Top Voices program recognizes individuals who are seen as experts in their fields, further emphasizing the platform's shift towards expert content. This makes it essential to optimize your LinkedIn profile for success.
Creating content around core subjects and encouraging meaningful comments can greatly improve engagement. Personalizing your content can also resonate more deeply with your audience, leading to increased reach and connections. Engaging with people beyond your immediate circle of comments can broaden your reach and establish new connections.
Moreover, using automation tools like Cold-Click® can assist in lead generation and outreach, proving to be valuable assets in navigating the transformed landscape of LinkedIn. More importantly, you must have a process and a plan of attack when it comes to your marketing efforts on LinkedIn. Know who you are going to target, then stick with the plan.