The way users search for information is rapidly changing
What was once a quick Google search is now an AI-powered conversation, and the competition for visibility within AI results is growing. But how can you capitalize on this shift?
Recent studies show that LinkedIn has become the #1 most-cited domain for professional queries across all major AI search platforms.
If your LinkedIn strategy doesn’t cater to this shifting user behavior, you could be missing out on awareness, leads, and sales. The content you and your team publish on the platform directly influences how AI models answer questions about your industry, your services, and your brand.
Below are five best practices to improve your visibility in AI search results:
1. PRIORITIZE CONTENT-RICH FORMATS
While standard posts are still incredibly valuable, AI models are also crawling articles and newsletters, which are seeing an increase in AI-cited responses.
AI systems are leaning towards these formats as they are typically more detailed, well-structured, and most importantly, tied to verifiable authors with professional history. This signals credibility and expertise.
Best Practice:
Publish long-form content to your brand page and encourage your employees to reshare and engage by sharing their own perspective for maximum visibility and credibility signals.
Easy Way to Start:
Don’t reinvent the wheel. Repurpose your existing content. A high-performing blog post from your website can be easily adapted into a LinkedIn Article. This doubles your content’s value and places it on a platform that AI is actively prioritizing.
2. INVEST IN AUTHENTIC THOUGHT LEADERSHIP
The core reason AI platforms trust LinkedIn is its connection to real, credible people. This means your company’s most valuable asset for AI visibility is your team of internal experts.
Investing in a thought leadership or employee advocacy program empowers your experts to share their insights, build their professional brands, and, in turn, amplify your company’s reach within AI search results.
Best Practice:
Encourage subject matter experts and key leaders to create and share content on LinkedIn. This could be anything from a quick take on an industry trend to a detailed project case study. Their individual credibility lends authority to your brand.
Easy Way to Start:
Provide employees with talking points on key initiatives or industry trends, encouraging them to share their unique perspectives.
3. OPTIMIZE YOUR COMPANY PAGE
Your LinkedIn Company Page is becoming as critical as your website. It’s a new frontier for SEO. It’s often the first place an AI model or a potential customer will look to verify who you are and what you do. An incomplete, inactive, or outdated page can undermine the credibility of all the great content your team is producing.
Best Practice:
Conduct a full audit of your Company Page. Ensure your “About” section is complete, keyword-rich, and clearly articulates your value proposition. Use your page as a central hub to feature your most important content, employee spotlights, and company news. Stay active and stay updated!
Easy Way to Start:
Repurpose key information from your website, like your company overview and value proposition, to populate your LinkedIn page.
4. MONITOR CONTENT PERFORMANCE TO GUIDE YOUR STRATEGY
To be effective, your strategy must be data-driven. Posting without tracking is a missed opportunity to learn and improve. Use LinkedIn Analytics to understand which topics, formats, and authors are driving the most meaningful engagement.
Best Practice:
Regularly review your content performance. Identify your top-performing posts and articles and ask yourself, “Why did they succeed?” Use these insights to create more of what your audience (and AI) find valuable.
Easy Way to Start:
Set a bi-weekly or monthly reminder to review your page and content performance, paying close attention to engagement metrics.
5. AMPLIFY YOUR BEST CONTENT WITH A PAID STRATEGY
Organic reach is powerful, but a targeted paid strategy is the push you need for real impact. Once you’ve identified your top-performing organic content, you can put a paid budget behind those posts to ensure they reach a wider, more targeted audience. Boosted posts or full-on Thought Leadership campaigns have a higher chance of being cited by LLMs.
Best Practice:
Use LinkedIn advertising to amplify your most successful thought leadership articles, posts, and company updates. Target specific industries, job titles, or interest groups to maximize your impact and ensure your valuable content is being seen by the people who matter most.
Easy Way to Start:
Start with your most engaged piece of content and a highly targeted audience structure for the most impactful results. Use these learnings to optimize your content and audience targeting.
THE TAKEAWAY
AI has transformed traditional search in a way that didn’t exist just a few months ago. By focusing on high-quality, information-rich content, and strategically amplifying your winning pieces, you can increase your chances of showing up in AI-driven results, the new and growing way of finding information.
Looking for more information on how to build an AI-driven strategy for your company? Reach out to our Client Success team.
Learn more about how Oodle can help support the full process from ideation to implementation.