I’ve discovered that LinkedIn is more than just a networking platform—it’s a powerhouse for B2B discovery, especially with its growing influence on AI search results.
Recently, LinkedIn has emerged as a prime resource for how B2B buyers use AI to find products and services. By optimizing our LinkedIn profiles and content for AI search, I noticed a significant boost in our brand’s visibility.
Through my work with B2B clients, especially those in high-growth SaaS sectors, I’ve categorized our LinkedIn optimization into three main strategies:
- Optimize earned media.
- Feed LLMs strategic content.
- Invest in post-engagement that strengthens LLM signals.
Here’s my approach to each area and the results you can expect.
1. Optimize Earned Media: Websites and LinkedIn Pages
Keeping our website and LinkedIn pages up to date is crucial. These include our company page and profiles of high-profile employees, like thought leaders who contribute content. This optimization signals to LLMs that we are a credible source of information.
Google’s E-E-A-T principles are parallel to how LLMs evaluate our media. Content published by our brand’s reps can enhance our credibility when it’s well-optimized.
On Websites
Ensure the business address, contact details, and product descriptions on your site are accurate and comprehensive.
On LinkedIn Company Pages
Regularly update the “About” section and services you offer. Reflect industry specifics where applicable to align with LLM prompts.
Consider the profiles of executives and thought leaders as brand extensions. Their active engagement and representation of the company further reinforce our authenticity to LLMs.
2. Feed the LLMs Strategic Content
Long-form content, specifically between 800-1,200 words, has shown to be more beneficial for AEO mentions. On LinkedIn, users anticipate in-depth content in articles and newsletters, making them perfect vehicles for these insights.
While engagement through carousels and videos is valuable, well-crafted written content seems to be highly favored by LLMs.
3. Invest in Building Post Engagement
LinkedIn posts that attract significant engagement—at least 10 quality comments or 60 reactions—are highly regarded by LLMs due to the social proof they offer. This engagement level doesn’t necessarily require a large budget increase.
Boosting company posts and utilizing Thought Leader Ads (TLAs) and follower ads can further bolster engagement and brand reach. Engaging content on employee profiles, particularly those with fewer than 3,000 followers, is seen as more trustworthy.
Empowering employees and forming partnerships with industry experts can amplify your content reach and reinforce your brand authority.
AI Search is Expanding LinkedIn’s Influence in B2B
Every B2B marketer should prioritize AEO in their strategy. The influence of AI search continues to grow, and staying ahead with LinkedIn optimization is key to capturing new opportunities.
Inspired by this post on Search Engine Land.
Leave a Reply