Leveraging LinkedIn Articles for SEO: A Complete Guide
With over 740 million members, LinkedIn is a powerful platform for expanding your professional network and boosting your brand’s visibility.
One of the key ways to establish yourself as a thought leader on LinkedIn is by consistently publishing high-quality, informative articles.
But how can you leverage these articles for SEO?
In this guide, we’ll explore best practices for optimizing your LinkedIn content to improve search visibility and search engine rankings.
The Benefits of LinkedIn Articles for Your Brand
Publishing articles on LinkedIn offers several advantages that can indirectly—and directly—benefit your SEO.
Increase Your Expert Authority
Creating useful, insightful articles allows you to position yourself as an industry expert.
The more high-quality content you publish, the more authority you build.
This authority boosts your brand credibility and trust, which are both important ranking factors for Google.
Demonstrating expertise leads to higher engagement and more backlinks over time.
Expand Your Professional Network
LinkedIn articles give you an organic way to connect with new professionals by providing value through your content.
A larger network means more opportunities for high-quality backlinks and brand visibility.
Engage your connections by commenting on their posts to build relationships.
Build Brand Awareness and Thought Leadership
Consistently publishing excellent articles establishes your brand as a trusted leader in your niche.
Unique, actionable content helps you stand out.
Increased visibility and thought leadership influence leads to more website traffic and backlinks which directly impact SEO.
Share Your Unique Perspective and Advice
The best performing LinkedIn articles provide specific, tactical advice based on your expertise.
By crafting detailed, informative content you demonstrate the depth of your knowledge while establishing trust.
Optimizing LinkedIn Content for SEO
To maximize the SEO benefits, here are some key tips for optimizing your LinkedIn articles:
Include Target Keywords
Research relevant search terms and keywords using tools like Google’s Keyword Planner.
Strategically include these terms in your headline, subtitles, and opening text.
Craft Compelling, Clickable Titles
Your headline is the first thing readers see, so make it count.
Use emotional keywords, numbers, or concrete benefits to entice clicks.
Write Long-Form, In-Depth Articles
Aim for over 2,000 words or more of advice-focused content.
Longer, detailed posts tend to perform better with both readers and search engines.
Promote Your Articles Extensively
Share every article across all your social channels, company pages, and other sites.
Promote your expertise by networking with other influencers in your niche as well.
Prompt readers to like, share and comment on your articles.
Respond to any comments or questions to further build connections.
Include High Quality Backlinks
Leverage your one allowable external link in each article strategically.
Link to authoritative, relevant resources to pass SEO value.
How to Get Your LinkedIn Articles Indexed by Google
While LinkedIn articles themselves are not indexed directly in Google, you can get them indexed and ranking by building backlinks from other sites.
Repurpose Your Articles As Blog Content
Turn your LinkedIn posts into long-form blog articles on your own site.
Expand each section into 500+ words and optimize with target keywords.
Provide value-focused advice and practical examples based on your specialized knowledge. Then link back to the original LinkedIn source material.
Promote Your Articles on Other Active Platforms
Share and summarize your articles on platforms like Reddit, Quora, or Medium.
Strategically include anchor text links back to your LinkedIn article source to build SEO authority.
Actively engage in conversations and ask genuine questions to establish yourself as a thought leader.
Guest Post on Authoritative Industry Sites
Contact respected sites in your niche and pitch sharing an excerpt from your LinkedIn articles—with a link back—as guest content.
Focus on sites with high domain authority to transfer maximum SEO value through backlinks.
Leverage Press Releases
Distribute press releases covering your trending LinkedIn articles using quality wire distribution services.
Include anchor text links back to the source to build search engine authority.
Put Content in Paid Ad Units
Run LinkedIn Sponsored Content campaigns featuring your articles.
Use conversion tracking links so any ad clicks pass SEO value to your source article.
Twitter and Facebook ads are options too.
Tracking Performance of LinkedIn Content
To refine your strategy, diligently analyze your article metrics:
- Article views and audience demographic data
- Click-throughs to your website
- Backlinks and indexed search visibility
- Search rankings for targeted keywords
Continually optimize based on performance data and audience response.
Improve content quality and promotion tactics.
Key Takeaways for Success
- Focus on long-form, informative articles that demonstrate your expertise.
- Promote content extensively across both organic and paid channels.
- Analyze performance data and pivot as needed to improve results.
- Build quality backlinks to get indexed for key search terms over time.
By implementing these best practices, you can leverage LinkedIn articles as part of an integrated approach to boost your brand’s SEO authority in the long run.