LinkedIn Algorithm: How does it work?

LinkedIn is the professional social network par excellence. Registering there will certainly allow you to build a professional network, which can be viewed by potential employers as future prospects. But for this social network to remain effective in your marketing strategy, it’s essential to understand how the LinkedIn algorithm works, master the secrets, and prevent your publications from being labeled as spam…

The Different Filters Used by the LinkedIn Algorithm

Like all algorithms, LinkedIn sorts your posts according to their relevance, according to its own criteria. Every piece of content you post goes through several stages before it appears on your News Feed. The purpose of the filter is to highlight only text, photo or video content that suits your areas of interest, with the relationships you have established and the publications you respond to and that are likely to attract the attention of social people. keep. network user.

The algorithm will be interested in posts that have generated positive reactions, comments that have been received from members of your network. These filters also apply to sponsored ads, job offers or various information you receive. It’s not you who decide the reach of your posts, it’s the LinkedIn algorithm that does it for you. Your role is to provide quality content. We will return to this parameter below.

Before they are published, your content will be passed through several filters regardless of the format used.

Your content’s credibility filter

The first step in filtering is for the robot to determine which category your content belongs to. It will either be obvious, or low quality, or spam. To optimize reach, your publications should be classified in the “obvious” category. If they are spammed, they will not be valued by the algorithm and will simply be hidden.

user test

After passing through the first filter, your content goes through a second: the spam filter. Your post is about to be published, but the public who has access to it is restricted. It is user testing that allows the algorithm to check the popularity rate. If there are a lot of responses within an hour of posting, that means reach is optimal. Comments should be given priority, as they are what lead to increased reach.

Scoring or rating your content

The purpose of a LinkedIn publication is to expand your company’s notoriety, to improve your brand’s visibility. If you are a job seeker, then if you manage to reach your goal, it is a real springboard to start your career. It is the responses it generates that make it possible to measure the level of commitment later. These interactions benefit from the points awarded by the algorithm, which include the number of shares, likes, and comments.

Based on the achieved Social Selling Index score between 1 and 100, your posts will be placed neatly in the newsfeeds of your connections on LinkedIn. These responses play an important role in the reach of these posts, as they benefit you just as much as the people who respond, with a percentage of 2 and 3% respectively. If you click on a company’s post, its reach among its followers is about 4%. If this third step passes, your post passes the final filter.

Last rating by real LinkedIn people

A high engagement rate allows your post to take the next step of sending your post to natural people called “real LinkedIn people.” These moderators are responsible for determining whether, after analyzing each step, your publications deserve to be “on the front page” and more in relation to your centers of interest, your professional universe, as well as the people out there. Access the profile. Fully exterior, gives you maximum visibility. If these people find your posts irrelevant and generate low engagement, they may decide to ignore them.

Prioritize Original Content

LinkedIn’s algorithm will take the above settings into account to ensure maximum visibility to your posts. But in your favor, you must adopt the right strategy to get the best results. One of the elements LinkedIn values ​​is the relevance of the content. For robots to consider them, they must have added value to you and those who follow you.

Based on your objectives, you will choose the type of content you will publish, giving preference to original content that will be published on the platform and can be consulted directly there. These include photos with text, but not backlinks, videos. These are subtitled so that users can view them without turning on the sound, but at the same time allow people with hearing loss to understand the content. On the other hand, articles are published from your profile.

How the LinkedIn algorithm works

The LinkedIn algorithm does not publish your content in any way.

knowledge graph

he a. uses it knowledge graph, a graph that lists all the information contained in a request made by an Internet user. Thanks to this tool, the algorithm has the possibility to combine various search topics based on semantics. It can also determine the user’s level of interest in specific topics and later see what their connections are interested in. It also takes into account reactions to published posts or articles.

Make LinkedIn Algorithm Attract With Quality Content

In order to entice the algorithm, therefore publishing a post is not enough, its content must be qualitative. But we must not forget that the incarnate will read them. They basically have to reach out to them, because if they don’t generate interest, they won’t show up in other members’ news feeds.

resolve user issues

Before trying to publish, it is essential that you develop a content strategy that highlights the values ​​your company conveys, but also by identifying the target, buyer persona, upstream. Solve the problems raised, answer questions of a professional nature that torment him, regardless of the field or field of activity.

Supports different media

To get people interested in your post, you’ll need to make changes to the format. If you just text, your network members will eventually get bored and turn away from your posts. So that they stay connected, for example not on external links, but think about the videos being published on the platform.

Consider Dwell Time

Its purpose is to encourage the internet user to watch till the end, read the articles from end to end and to arouse their interest in the comments. it is stay time, or the time your follower spends on your post. The longer it is, the more LinkedIn’s algorithm will consider it to be of added value to users. So this will give it the place of choice in your news feed and your relationships.

build quality relationships

LinkedIn is a professional network. Whatever your field, building relationships with quality professionals, and working in the same field as you, is one of the reasons to register on the platform. For the algorithm, this is a positive parameter, especially if your customers engage with your posts via comments, likes or emoji. These responses allow you to optimize their visibility and appear in the news feeds of your networks and their members. Otherwise, you risk losing your place.

Choose the niche of your publications

Either way, there are a few more rules to follow if you want to stay in the game. Thus, depending on the persona you define upstream, you will be able to test out the ideal location for your publications, the best time to publish on LinkedIn. It is up to you to determine the time at which they generate the most responses from your customers and the time when you will be able to respond to them to establish a fruitful conversation.

Avoid posting frequently

If the time of publication is important, then the frequency is just as important. The principle of the LinkedIn algorithm is the same that works for your email for example. Too many posts will be fined. As a workaround, stick to a maximum of one post daily.

respect the rules of grammar

This may sound trivial, but avoiding spelling mistakes and respecting grammar rules is also essential. In addition to ensuring the quality of your content, they also allow you to be classified as spam.

In 2022, LinkedIn is continuously improving to give users a more efficient and effective tool to answer their various problems. Before defining your marketing strategy on this social network, try to understand its algorithms for effective and successful campaigns. This is why some content should be privileged, while others will be punished. Also think about encouraging your subscribers to react to your posts through likes, emojis, reactions or comments.

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