I’m often asked by clients how they can make sure their content gets seen but also gets the traction and engagement it so richly deserves.
In short, how do they stay in sync with—or even ahead of—the LinkedIn algorithm?

Now, I’m not going to dive into the nitty-gritty technical details of how the algorithm works (that’s a whole other conversation). Instead, I’ll focus on the practical steps you, the professional, CEO, or business owner, can take to ensure you’re getting the best possible results from your content.

Here are my top TWELVE recommendations to get you started. Doubtless there are other strategies, but this list provides you a solid foundation to work from.

  • It might seem obvious, but you’d be surprised how many people overlook this. Make sure your profile picture is clear, your headline is informative, and your summary showcases your expertise and key services. Studies show the LinkedIn algorithm favours complete, updated profiles—so don’t skimp on the details!
  •  Quality over quantity, always. Your content should be well-written, engaging, and easy to read. It also needs to stay on point, and of course, be free from spelling mistakes and grammatical errors. In fact, a post with solid writing often gets the green light from the algorithm early on so do focus on getting this right.
  • Thanks to a LinkedIn algorithm update in 2023, content that focuses primarily on providing expert knowledge is more important than ever before. However, stay in your lane and don’t attempt to address every trending topic out there. Niche right down and focus on what you know best. For example, if you offer legal services to small business owners, tailor your content specifically for that audience.
  • It’s not just about the number of followers you have, but about the quality of your connections. So, be intentional about building your LinkedIn network and make sure it’s filled with people who are genuinely interested in your insights —and more importantly, are likely to engage with your posts.
  • If your audience is offline when you post, you’re less likely to get the traction you are after. The ideal posting time can vary based on your audience, but for me personally, I’ve found the best engagement typically happens between 7-10 a.m. (often a bit later) on Tuesdays, Wednesdays, and Thursdays. My advice? Experiment and track what works best for you.
  • The first 1-2 hours after posting are crucial for engagement. To give your post a boost, aim for strong interaction early. Tag people who are likely to engage, use 2-3 relevant hashtags, and encourage your team or close network to support your post. And, whatever you do, don’t post and ghost! Respond to comments promptly as this signals to the algorithm that your post is worth sharing.
  • LinkedIn values genuine, thoughtful interactions. Avoid generic comments, as they won’t help extend your post’s reach. Instead, ask questions or prompt your audience to share their insights. Comments that reflect a deeper understanding of your content are more likely to boost your visibility.
  • LinkedIn’s algorithm isn’t a fan of posts that lead users off the platform. Including an external link in your post can cut your impressions by up to 50%. If you absolutely need to share a link, add it in the comments instead. In fact, go one step further. Like your comment and reply to it at least three times to keep it at the top of the comments’ list.
  • Editing your post within the first 10 minutes can cause a significant drop in impressions—sometimes as much as 10-40%. If you need to make changes, it’s better to delete the post, fix the error, and re-post it fresh. This way, you won’t disrupt your post’s performance during those crucial early hours.
  • Let your audience engage before you add your own thoughts. Commenting first can interfere with your post’s organic reach, especially during the crucial golden hours. However, if you need to include a link in your comments early on, you have little choice but to go ahead.
  • Posting regularly (even weekly) can significantly increase engagement. Consistency not only keeps your audience anticipating your next post, but it also encourages the LinkedIn algorithm to deliver your content to a wider audience.
  • Don’t bombard your audience with back-to-back posts; give them breathing space. Sharing consecutive posts can disrupt the algorithm and reduce the reach of high-performing posts. You are better off waiting at least 10-12 hours before you share your next post

Variety is key! Different types of posts resonate with different people. Videos, images, and posts that ask questions tend to perform especially well. For instance, posts with images get twice as many comments as text-only posts, and videos can see up to five times the engagement.

Hope that was helpful! Need help with your LinkedIn profile, strategy and content?

Do reach out:
wendy@parkerpublicrelations.com.au
0422 694 503