How to remain a step ahead of the LinkedIn algorithm

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.

⇚⇛ 𝐎𝐩𝐭𝐢𝐦𝐢𝐬𝐞 𝐲𝐨𝐮𝐫 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐩𝐫𝐨𝐟𝐢𝐥𝐞. 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!

⇚⇛ 𝐏𝐨𝐬𝐭 𝐡𝐢𝐠𝐡-𝐪𝐮𝐚𝐥𝐢𝐭𝐲 𝐜𝐨𝐧𝐭𝐞𝐧𝐭. 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.

⇚⇛ 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐞𝐱𝐩𝐞𝐫𝐭 𝐤𝐧𝐨𝐰𝐥𝐞𝐝𝐠𝐞. 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.

⇚⇛ 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐩𝐞𝐨𝐩𝐥𝐞. 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.

⇚⇛ 𝐓𝐢𝐦𝐢𝐧𝐠 𝐢𝐬 𝐞𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠. 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.

⇚⇛ 𝐓𝐚𝐤𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐨𝐟 𝐭𝐡𝐞 "𝐠𝐨𝐥𝐝𝐞𝐧 𝐡𝐨𝐮𝐫𝐬". 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.

⇚⇛ 𝐄𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞 𝐦𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭. 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.

⇚⇛ 𝐀𝐯𝐨𝐢𝐝 𝐞𝐱𝐭𝐞𝐫𝐧𝐚𝐥 𝐢𝐧𝐤𝐬 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐩𝐨𝐬𝐭𝐬. 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.

⇚⇛ 𝐃𝐨𝐧’𝐭 𝐞𝐝𝐢𝐭 𝐫𝐢𝐠𝐡𝐭 𝐚𝐟𝐭𝐞𝐫 𝐩𝐨𝐬𝐭𝐢𝐧𝐠. 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.

⇚⇛ 𝐇𝐨𝐥𝐝 𝐛𝐚𝐜𝐤 𝐨𝐧 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐢𝐧𝐠 𝐟𝐢𝐫𝐬𝐭. 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.

⇚⇛ 𝐁𝐞 𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭. 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.

⇚⇛ 𝐒𝐩𝐚𝐜𝐞 𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐩𝐨𝐬𝐭𝐬. 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.

𝐁𝐨𝐧𝐮𝐬: 𝐌𝐢𝐱 𝐮𝐩 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫𝐦𝐚𝐭𝐬. 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