LinkedIn is one of the most powerful platforms for generate awareness and discussion around real estate news, but getting your posts seen by a large audience isn’t always easy. LinkedIn’s algorithm determines which posts gain visibility and which fade into obscurity. If you want to maximize the reach of your content, understanding LinkedIn’s algorithmic preferences is key. Here are the best ways to optimize traffic to your LinkedIn post while working with the platform’s ranking system.
- Avoid Posting External Links Directly in the Post
Historically I have included links in posts to articles, reports or webinar invites, but I have learned that is not the right path. LinkedIn deprioritizes posts that contain external links. Why? The platform wants users to stay engaged rather than clicking away. When you include a link in your post, LinkedIn’s algorithm tends to reduce its reach, making it less visible to your network.
Workaround: Place the Link in the First Comment
Instead of including the link in the main post, you can add a link from your post and instead place it in the first comment. This method helps boost the post’s initial visibility while still providing users with the link they need. To ensure engagement, consider pinning the comment so it remains easily accessible.
- Encourage Meaningful Comments with the 5+ Word Rule
Posts that receive more comments and interactions are shown to a wider audience. However, LinkedIn gives more weight to comments that contain at least five words. When you’re adding the link in the first comment, make sure the accompanying comment has at least 5 words.
Strategy: Add Context to the Link Comment
If you’re using the first-comment link strategy, don’t just drop the link—add context. Instead of saying, “Here’s the link,” try something more engaging, like:
This article dives into the latest trends in real estate marketing—worth a read!
This approach increases engagement while subtly boosting the post’s visibility.
- Edit the Post to Add the Link Later
Another effective strategy is to let your post gain initial traction without an external link. Once it has received some engagement, go back and edit the post to include the link. Unlike adding the link upfront, LinkedIn doesn’t seem to penalize this method as harshly.
How to Use This Strategy:
- Post without the link first – Focus on creating engaging content that encourages comments and shares.
- Wait for engagement – Give your post time to generate interactions before making any edits.
- Edit and insert the link – Once the post has momentum, add the link naturally in an update.
By following this method, you can maximize your post’s visibility while still providing the necessary external resource to secure the engagement you’re looking for on your blog, website or podcast.
WAV Group’s Marketing Agency WAV Group Communications support many clients by building message and content and maximize their brand building and lead generation potential by building their social media presence and influence. If you would like to learn more about how we can significantly expand your voice and brand impact feel free to reach out to us.
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