The LinkedIn publishing platform was originally reserved for invited “Influencers” – people like Richard Branson, T. Boone Pickens, and Bill Gates. LinkedIn members could then choose to “follow” the thought leaders that interested them.
However, in 2014, LinkedIn opened up the Publishing Platform to all members, giving each of us the opportunity to become thought leaders to our tribe of connections, and giving life to the often asked question – “should I be publishing on LinkedIn?”
It’s a good question. Obviously the opportunity for exposure is very appealing to most content producers.
Note: by “publish”, I actually mean “re-publish”. Unless your one of the “Influencers”, I would recommend the original article appearing on your blog.
Benefits of publishing on LinkedIn:
- your connections are notified each time you publish a post
- if your connections engage with your post (like, comment, or share), it then is made visible to their first degree connections
- your more likely to be seen as an authority within your industry
- there’s always the chance that LinkedIn Pulse will feature your article, extending its reach even further.
Concerns About Publishing on LinkedIn
From an SEO perspective, there are two common concerns that I hear repeated at conferences:
- Could I be penalized for duplicate content?
- Will the LinkedIn version of the article outrank my original article?
There is a lot of confusion and misinformation regarding duplicate content. While the search engines do not want to display the same article twice, they will not penalize you for article syndication.
Which leads to the second concern, will the search engines display your original article or the LinkedIn version in the search results?
Typically, the search engines will display the article that was published first, unless the 2nd publisher is a big, high authority site (like LinkedIn), in which case, unless LinkedIn points the search engines to the original article, the search engines will often show the higher authority site’s copy.
Originally uncertain about how LinkedIn or the search engines were going to handle the ranking issue, I decided that for me, the extra exposure was worth sacrificing some rankings if that did occur.
However, a recent search of the articles that I’ve published on LinkedIn showed the original article ranking higher than the LinkedIn version in all cases.
The LinkedIn Publishing platform offers a great branding opportunity for advisors, and a chance for content producers to dramatically extend their reach and increase their authority.
Have you published on LinkedIn? What have been your experiences?
Latest posts by Brent Carnduff (see all)
- Financial Planning Keywords that Trigger Google Maps - October 13, 2018
- The Ultimate Guide to SEO for Financial Advisors - September 10, 2018
- The 4 Pillars of Digital Marketing for Financial Advisors - September 3, 2018
- Why Financial Advisors Should Include Pricing Information on their Website - July 6, 2018
- Use Professional Photos for your Digital Financial Products - June 13, 2018