How LinkedIn’s Algorithm Works & How To Optimize Your Profile

As the biggest social networking platform for professionals online, LinkedIn has incredible potential. Whether you are looking for a job, marketing your products, or just keeping up with the latest industry news, LinkedIn brings so much to the table.

LinkedIn has over 756 million members from around the world. It is unique compared to other social platforms because it focuses on building professional and business relationships. Members can use LinkedIn not only to socialize but also to expand their career prospects and build strong networks.

But just like other social networking sites, LinkedIn has an algorithm that dictates how it works. When used properly, LinkedIn can help you build connections, grow your network, land more clients, and increase your sales. If you are familiar with how the LinkedIn algorithm works, you can achieve those goals more easily.

Today we will be discussing the LinkedIn algorithm and how you can optimize your profile to get the best results.

LinkedIn has come a long way: it’s not just for job seekers and recruiters any more. So understanding the LinkedIn algorithm is essential if you want to make the most out of it.

How Does the LinkedIn Algorithm Work?

Knowing about the LinkedIn algorithm will help you strategize better and achieve your goals on the platform, whether it’s to find jobs, publish better content, or connect with more people. Aside from helping you find relevant content and job opportunities, the LinkedIn algorithm is also designed to help other people find you. It’s similar to how Google helps your website reach the right people.

You can use the LinkedIn algorithm for lead generation, networking, content marketing, and growing your community. This is a great tool that will help you make your brand more visible to a wider audience.

LinkedIn’s goal is to show you things you care about from people you know. The algorithm therefore prioritizes personal connections and relevant content. In fact, it favors relevancy over recency. Some social platforms may prioritize recent posts while maintaining a timeline format for new posts, but LinkedIn puts more emphasis on posts that have a high engagement. If a post does well on LinkedIn, the algorithm will do its best to show that post to people who may find it interesting.

This is why it is common to see popular posts on LinkedIn ahead of new posts. This allows LinkedIn to display videos, articles, job listings, and other relevant content that fit what the user is looking for. When you show someone something they need, they are more likely to engage with it.

The LinkedIn algorithm promotes and encourages user engagement. This benefits the platform because the more LinkedIn shows people things they are interested in, the more they are motivated to keep using the platform. This benefits users as well because their content has the potential to go viral thanks to the LinkedIn algorithm.

If you post something that is relevant to the interests of many people in your target audience, it might even go viral. It doesn’t matter how many people you are connected with: your posts have the potential to reach a wider audience—granted that it is relevant to a lot of people.

The LinkedIn algorithm has its own set of ranking signals. These ranking signals help determine which posts should be displayed higher and how often. It also dictates who sees the actual post.

For example, the number of connections you have can influence these ranking signals. The more connections you have, the more likely it is that a lot of people are going to see your content. LinkedIn takes a look at the varying “degrees” of connections that you have to determine who are most likely to engage with your posts.

The algorithm even considers who you have interacted with on LinkedIn through shares, likes, comments, and reactions. Your content is also likely to show up in front of people who have interacted with similar posts in the past.

This means adding hashtags and keywords can go a long way when it comes to making sure the algorithm shows your content to your target audience. Adding hashtags will help you guide the LinkedIn algorithm towards the right people.

How to Optimize Your Profile for the LinkedIn Algorithm

LinkedIn is more than just an online resume—although there are still some users who use it like that. The platform has so much more potential that you can unlock by using the LinkedIn algorithm to your advantage.

Conduct a keyword research to find the most relevant keywords for your industry and niche. Post content about things that people want to learn about—particularly those that relate to your industry. This will allow you to demonstrate your expertise and show that you are a thought leader in your industry. This helps build trust in your readers, which makes it easier to convert them into a paying customer or a new connection.

Use SEO or search engine optimization to bring your content to the next level. Similar to how you use SEO in other platforms, the same techniques can be applied to LinkedIn so you show up higher in search results and your content is viewed by more people. Once you’ve determined which terms you want your profile to rank for, it’s easier to include them in your LinkedIn profile and articles.

If you are writing articles, sprinkle those keywords here and there, but do not overuse them and make sure you are using them naturally. Although the goal is to get more people to discover your brand, you also want it to be coherent for those who want to read it. The same applies for when you are posting a new video. Add relevant keywords in the title, the caption, the description, and the tags. Include both broad and niche keywords.

The LinkedIn algorithm is not difficult to learn and master. But here are a few other tips you can use to use LinkedIn to your advantage.

Complete Your LinkedIn Profile

Some people treat LinkedIn like an online resume. They create a profile, they set up some basic information and they forget all about it. But for those who want to use LinkedIn actively to achieve their professional and business goals, you need to take it further than that.

Whether you want to attract new clients or find a new job, you need to make sure you have a complete profile and that all your information is there.

Upload a professional photo: the selfie approach will not work well on LinkedIn as people expect it to be a bit more professional. But don’t worry, smiling in your LinkedIn photo is okay as it makes you more approachable and trustworthy.

When we say a “professional” photo, it’s more about the quality of the image. Make sure your face is clearly shown because people want to know who they are working with. Upload a high quality image so that it doesn’t get blurred or pixelated. If you are running a page for your business, your logo will work well as a profile image.

Next, add a custom cover photo that reflects your brand. That’s the only important tip here: make sure the cover photo represents your brand. Aside from that, the cover photo gives you a lot of freedom to get creative. Use it in the same way you would use a billboard. It serves as a free billboard right in your LinkedIn profile. Upload a cover photo that fleshes out your brand and catches the attention of your visitors so they would be convinced to scroll down. You want them to become interested in your brand so they would try to learn more about you.

Fill out your Headline, About section, and Experience section. These sections give you the opportunity to tell people exactly who you are and what you can do for them. Use this to give visitors context on what you have to offer—and not necessarily your products, but what value you can give them. Don’t forget to include keywords relating to your niche. Use these terms throughout your profile to rank higher in a variety of search results, but don’t overstuff it with keywords.

Fill out your LinkedIn profile or page and use every opportunity to get some of those important keywords out there. You want to tell the LinkedIn algorithm who you are and what you do so that you will be shown in front of the right people.

Don’t forget to include a link to your website or blog, as well as any additional media that will help round out your profile. Add Skills that are relevant to the terms you want to rank for and highlight your top three skills.

Build Your LinkedIn Network

Once you have completed your profile, you can start working on your LinkedIn network.

Building connections on LinkedIn is important because at the end of the day, it is still a social networking platform. The more connections you have, the better. When you post content on LinkedIn, it will not only be displayed to your first degree connections, but also to your second and third degree connections. Your second and third degree connections are people who are connected to the people in your network.

Aim for at least 500 connections as this should help you create more popular content on a regular basis. Having a lot of connections will give you more visibility for your posts. The more connections you have, the higher the chances that your posts will be shown outside of your network.

Engage with Other People’s Posts

Content marketing helps you take advantage of the LinkedIn algorithm so that you can generate more leads passively. But aside from posting your own content and generating engagement from there, you can also engage with other people’s posts.

Engagement is a significant factor for the LinkedIn algorithm. That’s why it is important to not only engage with people in your comments but also to leave comments of your own.

Notice how your LinkedIn feed is showing you content that other people are interacting with. You can take advantage of this by engaging with other people and gaining more attention for your brand. You can show up on other people’s LinkedIn feed just because of a single interaction. This is one good way to attract more eyes to your profile.

In fact, this is how some small content creators on LinkedIn manage to reach “viral” status. Even without the large following, they can get more eyes on their content by engaging with other users.

Get More Out of Your Sales Team with Kennected

Now that you understand how the LinkedIn algorithm works, you can optimize your profile and your content marketing strategy so that you can achieve whatever your goals are on this platform. Do you need more people to read your blogs, articles, and guides? Use relevant keywords to appear in search results. Do you want to find a new job or explore new career opportunities? Grow your network and make more connections.

While you are waiting for these strategies to pay off, you can take an even more proactive approach by reaching out to your target audience on LinkedIn using Kennected.

Kennected is a LinkedIn automation tool that lets you simplify your lead generation online. Book hundreds of qualified appointments on autopilot with zero dollars in ad spend leveraging LinkedIn and Kennected. It’s very easy to use. You just look for your target audience using LinkedIn’s data-rich search filters, copy the search result URL onto the Kennected dashboard, and set up a personalized message.

Kennected will send your messages and follow-ups to everyone in your list without spamming them. In fact, Kennected limits the number of messages sent per day so you don’t come across as a spammer. And thanks to the personalized messages, people are more likely to respond. Once they reply, you are notified so you can hop into the conversation and get started on building a relationship.

Imagine being able to send personalized messages to everyone in your defined geographic area or town that has a LinkedIn account. Once they connect with you on LinkedIn, you have their email, phone number all inside of the Kennected dashboard. That’s the power of Kennected.

Kennected can help you reach thousands of people at a lower cost than mailers. It’s about being everywhere your ideal potential customers are. Kennected can help you grow your business.

Kennected is committed to empowering business professionals through our trusted tools for lead generation. As a whole, Kennected has helped over 15,000 clients with our products, and we can do the same for your business. Book a demo with Kennected today to learn more!

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