How Repurposed Content on LinkedIn Impacts SEO Rankings

07.05.2017 | AnnMarie Henriksson

I recently found myself in a Google typhoon, searching pages of results to answer one seemingly simple question: How does Google treat LinkedIn long-form content for SEO rankings? In particular, I was trying to determine whether or not republishing content, and linking back from one’s own blog to LinkedIn, would negatively impact the SEO value of both sites.

Through researching several articles, I learned one thing for certain: Google is constantly updating its rules around indexing and refining search algorithms to better match users with online content. Because of the constant changes, experts allude that even Google contradicts itself when discussing the subject, and after reviewing Google’s Duplicate Content rules, I can attest.

Once I confirmed that Google does in fact value LinkedIn content in SEO rankings – with help from two great articles: “Do LinkedIn Posts Affect Your Site’s SEO?” and “LinkedIn Update Adds 3 Keyword Tags to Posts for SEO” – I wanted to gain a better understanding around the topic of how republishing content and linking back from a personal or business website would impact SEO. Should someone forego sharing their article on LinkedIn to maintain their SEO credibility? Are the benefits of reposting content to LinkedIn worth sacrificing the SEO opportunity?

Luckily for anyone who has ever pondered these questions, it doesn’t have to be an either-or decision. While there is definitely a gray area around this subject and the opportunity for a complementary argument for one side or the other, it boils down to focusing on the quality of the content you’re posting. Taking this approach will eliminate the concern that you may be duplicating content, as well as avoid blundering your SEO ranking.

For instance, each platform has its own appeal and its own audience. Because of this, your strategy needs to be clearly defined. Instead of blasting the same content on every platform, it’s critical to take a moment and differentiate your content to cater to your audiences. Focusing on the quality of content in order to appeal to the appropriate audience will improve the reader’s experience and eliminate the potential of duplicate content.

Another element to consider when appealing to the platform’s audience lies in the length of the post. LinkedIn content tends to be shorter (typically around 600-800 words), making it ideal to access and read on mobile devices and tablets. Alternatively, blog posts and long-form articles can be more detailed (up to 1,000 words or more) and as such, most readers tend to access blogs at a desktop versus a mobile device. Tailoring content while maintaining high quality will be key to successfully giving your readers the information they want, on the device of their choosing.

Considering these factors, SEO ranking will not fall victim to reposting and linking back to the original platform, but will instead help enhance engagement, build thought leadership, and connect users with the content they need.

Check out these helpful blog posts and articles for more information on SEO and LinkedIn best practices.

If you are still feeling unsure about your content, you can submit your article to Google Search Console to be crawled before posting it on another platform.


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Filed under: Business to Business, COMMUNIQUÉ PR, Consumer, Planning, Strategy

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