Understanding the LinkedIn Algorithm - 7Mountains

Who has never heard of that popular algorithm, the one that determines if your publication will be spread over to a maximum of people or if it will be drowned among many other posts? There are no less than 2 million posts published on LinkedIn every day,?830 million members?and over 58 million registered companies. How to reach your targets in that ocean of publications? 4 points to consider having the algorithm work to your advantage:?

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#1 Start by optimizing your profile:

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A good profile starts with a picture that looks like you, it may seem obvious, but it is essential that we can recognize you. Too often, profiles kept photos dating from more than 5 years... Also, prefer a portrait with a good resolution. How about the banner, what do you put on it? A person visiting your profile should be able to understand what you do, or the services you offer, so adding a text to your banner, the slogan, or the logo of your company for example is highly suggested.?

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The visual aspect is validated. Let's go to the content. You have 120 characters to fill in the "professional title" field which is located under your name. Make sure that it is as precise and clear as possible. Depending on the targets you want to reach, it may be wise to write it in English. The next step is your summary: 2,000 characters are at your disposal, don't hesitate to fill that field in with the right keywords that will allow people to find you.?

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Finish the process by completing your experiences, achievements, and your contact information... Add five relevant skills, this will allow you to receive up to?31 times more messages?from other members. In short, your profile needs to be 100% complete to be effective and give the LinkedIn algorithm the essential information for your referencing.?

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#2 Interact with other users

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Let’s remember that LinkedIn is a sharing social network. And the algorithm takes this into account. In fact, being visible on LinkedIn also involves comments, likes, and shares of other posts. Let's talk about "reach," it is the number of people you can reach with your publication.?What does this have to do with our second point??

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On LinkedIn, if a like brings +2% of reach to the author of the publication, it brings +3% to the person who has liked. You benefit from liking the publications of other creators. Comments also allow you to gain visibility, on one hand, because you will appear in the news feed of your network as follows "*Name* commented on this publication," you have a possibility to attract people's attention. On the other hand, commenting on other people's posts allows you to create links, these people will probably comment on your posts in return, and the LinkedIn algorithm will tend to spread your posts to those users because of your previous exchanges.?

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The saying "you have to give before you get," makes all sense here and summarizes perfectly this second part.?

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#3 Create high-value content

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Each time you post on LinkedIn, the algorithm classifies your content in one of three categories: Spam, Low quality, Clear. Once the category is determined, the test begins with your audience. How do you create content that interests your audience? Start by knowing your audience, you can make surveys for example to see the topics that interest them the most. Also, measure the performance of your posts, this will give you an indicator according to your most liked/commented content.?

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Avoid being too scattered, write about your area of expertise, and specialize. This way, you will be able to give advice on a specific subject. There is obviously no miracle solution, some people create interesting content but don't have much impact, this can vary depending on the day of the week, the time of your post, the connected audience... The most important thing is to get started and do your own tests. Remember to note the time of publication and the day so that you can compare the impact of each of your posts.?

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#4 Take LinkedIn algorithm’s specifics into account

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A few more tips on how the algorithm works, feel free to use them all!?

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- Among the reactions, comments are the most significant. In fact, a comment generated within 24 hours of publication brings 4x more reach than a like, and 7x more reach if posted within the first two hours. However, be careful to respond to your comments or it will be canceled out.?

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- In 2020, LinkedIn introduced the Dwell Time, which measures the time a user spends on your post. This allows you to consider the ones who read your post but do not interact.

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- Measure your?SSI?score (social selling index), this one measures your performance in the network. The higher it is, the more your posts’ reach increases.?

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If you want to learn more and set up your digital strategy on social networks, please?contact us. Let's develop your business together!?

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I hope this article will help you to see it more clearly.?

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By: Manon Maisonhaute , Digital Marketing Sherpa at 7Mountains

#digitalmarketing #linkedin #algorithm #7mountains