SEO
11 Tips For Promoting Your Local Business On Instagram
Instagram is perfect for your local business.
No, really.
I know what you’re thinking, “How could a social media platform full of funny cat videos, posts from influencers, and pictures of food help you land more customers and make more sales?”
Believe it or not, there’s actually a whole lot more to Instagram than just fun pictures and videos.
It’s also increasingly becoming a marketplace, with a full 70% of shoppers looking on Instagram for their next purchase. And 50% report being more interested in a brand when they see ads for it there.
Now consider that there are 1.13 billion people using the platform, with more joining every day. That’s a whole lot of potential customers, which explains why there are more than 200 million businesses on Instagram.
But becoming Insta-famous is more than just creating an account and posting product shots. There’s an art to cultivating a following for your local business. And you’re in the right spot to learn how.
In this guide, you’ll learn 11 tips that you can use on Instagram to reach a wider audience, generate engagement, promote your local business, and generate sales.
1. Participate, Participate, Participate
Before anything else, Instagram, like any social media platform, is a community.
And just like your business is a valuable part of your local community, you also want to show that you’re a reputable and valuable member of the Instagram community.
This will help you earn followers eager to engage with your content.
But posting great images or videos is not enough!
To establish your reputation in the Instagram community, you want to create relationships with influencers and other brands (even direct competitors) and join the conversations they’re starting. Interact with the content they’re producing and engage with other Instagram users.
You must spend engagement to make engagement.
And when your followers create a conversation in the comment section of your posts, actively join those talks and respond to questions, concerns, praise, and other sentiments.
This is also a great chance to address any potential negative experiences, get out in front of bad publicity, and show your followers that their opinions matter to you.
2. Strengthen Your Instagram Community By Reposting Local Content
You can enhance your business’s reputation on Instagram and in your local community by regularly reposting content published by your local followers, other businesses in your area, and local celebrities.
Not only will the content creator feel great that their content is being featured by your business, but other followers will take notice.
They may mention your “shout out” on their Instagram page, which will help you reach their followers and even more people in your local community. Win, win!
When you share content created by real people, it makes your brand seem more approachable and human.
In other words, your company begins to feel like a friendly neighbor, instead of a business after sales.
This strategy is not only effective at creating a stronger reputation in the community, but it also saves you a lot of time creating original, unique content.
Just be sure to ask first and tag the user’s Instagram account.
3. Maintain A Consistent Brand Identity
Your business Instagram account is just another extension of your brand.
While Instagram is a unique platform that can (and should be) used to achieve different objectives from other touchpoints, even your other social media accounts, you need to keep a sense of consistency across all platforms, especially in terms of the tone and personality set by your brand.
Many customers follow your brand across several, if not all, of these different channels.
If your Instagram persona is dissimilar from the tone set by your website, Facebook page, or your in-store employees, you run a strong risk of confusing your customers.
That means your customer interactions on Instagram and the tone you set in the captions of your posts need to align with how it really feels to visit your business in person.
Otherwise, you may have customers walking in expecting the jovial, upbeat business they met on Instagram, only to be underwhelmed.
This creates a disruption in their customer journey and may disenchant them all together.
4. Avoid Blanket Posting
While the tone and persona behind your posts need to remain consistent across different channels, too much similarity can be damaging.
You have to carefully navigate the space between remaining consistent and posting unique content, without blanket posting, that is, using the exact same message and content across different social media platforms.
The danger of blanket posting is that customers who follow you across multiple social media channels are going to see the exact same message multiple times.
After the first time, it stops being engaging and starts being disruptive. Remember, every channel is different and should be treated as such.
That said, there are times when blanket posting is acceptable, like when your business is hosting a local event or releasing new products and you want as many people to hear about this news/event/product(s) as possible.
However, you still want to be sure that you’re cross-promoting responsibly.
Responsible cross-promoting isn’t just copying and pasting your efforts from one platform to the next, but using each channel appropriately to promote the same cause.
5. Demonstrate Your Local Lifestyle
Your business’s local lifestyle can best be described as the life a customer leads after they’ve purchased your products.
Because Instagram is such a visual social media platform, it‘s the perfect channel to demonstrate what your brand’s local lifestyle looks like.
Incorporate pictures of your products in action to let customers envision living that lifestyle.
This strengthens your overall brand value and encourages those customers to make a purchase.
When creating images or videos that demonstrate the local lifestyle offered by your products, you should always aim to incorporate popular landmarks in your town.
Not only are these places recognizable and familiar, but they will help complete the customer’s vision of your products in their life, especially if you use landmarks they frequently visit.
6. Go With The Trends
Holidays can always be counted on to become a trending topic and businesses have long taken advantage of these days to engage customers with holiday-themed messages.
But there are a lot of other popular topics you can leverage to create compelling Instagram content.
This is a great way to garner some local attention while posting content that is relevant and interesting to your local followers.
To find trending hashtags in your area, you want to pay attention to the news, local events, and community-specific holidays.
That’s why it’s smart to follow other businesses, local celebrities, and other community thought leaders because you can look at their Instagram for inspiration on trending and local keywords to use.
However, there is a dark side to leveraging trending topics. Some brands push the envelope and try to hijack topics that are better left alone.
For example, if a tragic event occurs, you want to avoid it. Otherwise, it may appear like you’re trying to capitalize on the misfortune of others.
Controversial topics are another sore spot for many people, and you’ll do less harm to just ignore them. Things like politics, religion, or other controversial topics are a no-no!
7. Focus On Localized Hashtags
Speaking of hashtags, there are a lot of parallels between hashtags and SEO keywords.
To optimize the local reach of your Instagram page, you need to focus on localized hashtags.
This allows people in your area to find your posts and your business through area-specific hashtags.
Instead of slapping a generic #nature on your outdoor photo’s caption, use a hashtag that includes your location, like #NewportNature.
It’s also good practice to include hashtags that include your area and the type of business you run. Again, hashtags are a lot like keywords.
If people are searching Instagram for a hairstylist in Chicago (and you happen to be a hairstylist in Chicago), you want your business’s Instagram content to appear in that search.
Thus, you would want to hashtag your content with tags like #ChicagoHairStylist, #ChicagoHair, or #ChicagoBeauty.
The challenge, in terms of localized hashtags, is knowing how local to get.
Do you focus on your specific town or entire state? Is it better to use a hashtag with just your town’s name, or is there more volume in the town and state? Maybe you should target within your specific neighborhood?
There’s no universal, correct answer to this question. It largely depends on how people search in your local area. You will need to do some research to determine the best local hashtags to use in your area.
You may find third-party tools, like Hashtagify or Focalmark useful, as they allow you to enter a keyword/hashtag and see other related words and phrases.
These tools are great for tracking the performance of various hashtags, while also gaining inspiration for new ones.
You can leverage these tools to find great local hashtags and better understand how people search in your area.
8. Include A Link In Your Bio
This may seem obvious, but it is an absolute necessity to link to your website on Instagram.
And your business page’s bio is the only space on Instagram that can include a link, so you must capitalize on it.
Without this link, followers won’t be able to convert by visiting your website, buying your products, or engaging with your brand elsewhere.
Wherever it is you want your followers to go after consuming your Instagram content, that link needs to be in your bio.
You may also want to include information about your other social media accounts, like your company’s Twitter handle.
And, as a local business, it’s also crucial to include your address, so followers know where to find you.
9. Create Professional, Creative Content
This may go without saying, but there are a lot of business pages on Instagram that routinely post images and videos that are of lower quality, blurry, or poorly composed.
If you want to gain a serious edge on Instagram, consider investing in a higher quality camera, rather than just using your smartphone.
You may even decide to invest in a professional photographer to help you create compelling pictures.
After all, Instagram is a visual platform, if you want to really excel at promoting your business in this environment, then you need to create the best visual content possible.
This is especially important if you’re sharing product pictures. You really want followers to see the item and be able to envision themselves using it (remember, local lifestyle).
If the picture is low quality, not only will they fail to do this, but they may be convinced that your products are poor quality, too.
10. Geotag Your Posts
This is another strategy that, while seeming obvious, is something a lot of local businesses forget to do.
If you want Instagram followers to discover and visit your local business, you need to tell them (and Instagram) where to find your business.
You can geotag individual posts with a location.
When users click that location link, they are brought to a map page within the app that shows them exactly where your business is. It also shows other content posted from this location.
However, you shouldn’t always geotag your exact business location.
If you post content about a landmark or specific area in your locale, geotagging that location can create some post variety and creates the opportunity for your content to be discovered by people that search those locations on Instagram.
This also helps demonstrate the sense that your business is an active participant in the community.
11. Track & Measure Your Efforts Constantly
Consumer attitudes and behaviors change and that means your Instagram followers are also going to change their preferences.
You should always be paying attention to the content that creates the most engagement and investigating why sudden spikes in likes, comments, and shares occurred.
When possible, ask people who visit your local business as a result of your Instagram efforts what drew them in. The insights they share with you will be invaluable.
Conclusion
And where Instagram really shines is in its ability to bring culture to life.
From shared stories to interactions in the comments section, it provides lots of opportunities for you to show off just what makes your business great.
Instagram gives businesses a ton of options for promoting themselves.
And, whether you’re relying on completely organic posting or you’re supplementing with paid ads, it gives you plenty of routes for people to discover and engage with you.
As the platform ramps up its branded content features and shopping features, this trend seems sure to continue. eMarketer predicts retail social commerce will be an $80 billion industry by 2025, so the sooner you get on board, the better.
But, as you navigate this exciting new world of expanded social media, don’t forget about your local market.
Keep your target audience in mind, pay attention to trends, and don’t be afraid to try something new.
Happy posting!
More Resources:
Featured Image: Bogdan Sonjachnyj/Shutterstock
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SEO
How To Become an SEO Expert in 4 Steps
With 74.1% of SEOs charging clients upwards of $500 per month for their services, there’s a clear financial incentive to get good at SEO. But with no colleges offering degrees in the topic, it’s down to you to carve your own path in the industry.
There are many ways to do this; some take longer than others.
In this post, I’ll share how I’d go from zero to SEO pro if I had to do it all over again.
Understanding what search engine optimization really is and how it works is the first state of affairs. While you can do this by reading endless blog posts or watching YouTube videos, I wouldn’t recommend that approach for a few reasons:
- It’s hard to know where to start
- It’s hard to join the dots
- It’s hard to know who to trust
You can solve all of these problems by taking a structured course like our SEO course for beginners. It’s completely free (no signup required), consists of 14 short video lessons (2 hours total length), and covers:
- What SEO is and why it’s important
- How to do keyword research
- How to optimize pages for keywords
- How to build links (and why you need them)
- Technical SEO best practices
Here’s the first lesson to get you started:
It doesn’t matter how many books you read about golf, you’re never going to win a tournament without picking up a set of clubs and practicing. It’s the same with SEO. The theory is important, but there’s no substitute for getting your hands dirty and trying to rank a site.
If you don’t have a site already, you can get up and running fairly quickly with any major website platform. Some will set you back a few bucks, but they handle SEO basics out of the box. This saves you time sweating the small stuff.
As for what kind of site you should create, I recommend a simple hobby blog.
Here’s a simple food blog I set up in <10 minutes:
Once you’re set-up, you’re ready to start practicing and honing your SEO skills. Specifically, doing keyword research to find topics, writing and optimizing content about them, and (possibly) building a few backlinks.
For example, according to Ahrefs’ Keywords Explorer, the keyword “neopolitan pizza dough recipe” has a monthly traffic potential of 4.4K as well as a relatively low Keyword Difficulty (KD) score:
Even better, there’s a weak website (DR 16) in the top three positions—so this should definitely be quite an easy topic to rank for.
Given that most of the top-ranking posts have at least a few backlinks, a page about this topic would also likely need at least a few backlinks to compete. Check out the resources below to learn how to build these.
It’s unlikely that your hobby blog is going to pay the bills, so it’s time to use the work you’ve done so far to get a job in SEO. Here are a few benefits of doing this:
- Get paid to learn. This isn’t the case when you’re home alone reading blog posts and watching videos or working on your own site.
- Get deeper hands-on experience. Agencies work with all kinds of businesses, which means you’ll get to build experience with all kinds of sites, from blogs to ecommerce.
- Build your reputation. Future clients or employers are more likely to take you seriously if you’ve worked for a reputable SEO agency.
To find job opportunities, start by signing up for SEO newsletters like SEO Jobs and SEOFOMO. Both of these send weekly emails and feature remote job opportunities:
You can also go the traditional route and search job sites for entry-level positions. The kinds of jobs you’re looking for will usually have “Junior” in their titles or at least mention that it’s a junior position in their description.
Beyond that, you can search for SEO agencies in your local area and check their careers pages.
Even if there are no entry-level positions listed here, it’s still worth emailing and asking if there are any upcoming openings. Make sure to mention any SEO success you’ve had with your website and where you’re at in your journey so far.
This might seem pushy, but many agencies actually encourage this—such as Rise at Seven:
Here’s a quick email template to get you started:
Subject: Junior SEO position?
Hey folks,
Do you have any upcoming openings for junior SEOs?
I’ve been learning SEO for [number] months, but I’m looking to take my knowledge to the next level. So far, I’ve taken Ahrefs’ Beginner SEO course and started my own blog about [topic]—which I’ve had some success with. It’s only [number] months old but already ranks for [number] keywords and gets an estimated [number] monthly search visits according to Ahrefs.
[Ahrefs screenshot]
I checked your careers page and didn’t see any junior positions there, but I was hoping you might consider me for any upcoming positions? I’m super enthusiastic, hard-working, and eager to learn.
Let me know.
[Name]
You can pull all the numbers and screenshots you need by creating a free Ahrefs Webmaster Tools account and verifying your website.
SEO is a broad industry. It’s impossible to be an expert at every aspect of it, so you should niche down and hone your skills in the area that interests you the most. You should have a reasonable idea of what this is from working on your own site and in an agency.
For example, link building was the area that interested me the most, so that’s where I focused on deepening my knowledge. As a result, I became what’s known as a “t-shaped SEO”—someone with broad skills across all things SEO but deep knowledge in one area.
Marie Haynes is another great example of a t-shaped SEO. She specializes in Google penalty recovery. She doesn’t build links or do on-page SEO. She audits websites with traffic drops and helps their owners recover.
In terms of how to build your knowledge in your chosen area, here are a few ideas:
Here are a few SEOs I’d recommend following and their (rough) specialties:
Final thoughts
K Anders Ericsson famously theorized that it takes 10,000 hours of practice to master a new skill. Can it take less? Possibly. But the point is this: becoming an SEO expert is not an overnight process.
I’d even argue that it’s a somewhat unattainable goal because no matter how much you know, there’s always more to learn. That’s part of the fun, though. SEO is a fast-moving industry that keeps you on your toes, but it’s a very rewarding one, too.
Here are a few stats to prove it:
- 74.1% of SEOs charge clients upwards of $500 per month for their services (source)
- $49,211 median annual salary (source)
- ~$74k average salary for self-employed SEOs (source)
Got questions? Ping me on Twitter X.
SEO
A Year Of AI Developments From OpenAI
Today, ChatGPT celebrates one year since its launch in research preview.
Try talking with ChatGPT, our new AI system which is optimized for dialogue. Your feedback will help us improve it. https://t.co/sHDm57g3Kr
— OpenAI (@OpenAI) November 30, 2022
From its humble beginnings, ChatGPT has continually pushed the boundaries of what we perceive as possible with generative AI for almost any task.
a year ago tonight we were probably just sitting around the office putting the finishing touches on chatgpt before the next morning’s launch.
what a year it’s been…
— Sam Altman (@sama) November 30, 2023
In this article, we take a journey through the past year, highlighting the significant milestones and updates that have shaped ChatGPT into the versatile and powerful tool it is today.
a year ago tonight we were placing bets on how many total users we’d get by sunday
20k, 80k, 250k… i jokingly said “8B”.
little did we know… https://t.co/8YtO8GbLPy— rapha gontijo lopes (@rapha_gl) November 30, 2023
ChatGPT: From Research Preview To Customizable GPTs
This story unfolds over the course of nearly a year, beginning on November 30, when OpenAI announced the launch of its research preview of ChatGPT.
As users began to offer feedback, improvements began to arrive.
Before the holiday, on December 15, 2022, ChatGPT received general performance enhancements and new features for managing conversation history.
As the calendar turned to January 9, 2023, ChatGPT saw improvements in factuality, and a notable feature was added to halt response generation mid-conversation, addressing user feedback and enhancing control.
Just a few weeks later, on January 30, the model was further upgraded for enhanced factuality and mathematical capabilities, broadening its scope of expertise.
February 2023 was a landmark month. On February 9, ChatGPT Plus was introduced, bringing new features and a faster ‘Turbo’ version to Plus users.
This was followed closely on February 13 with updates to the free plan’s performance and the international availability of ChatGPT Plus, featuring a faster version for Plus users.
March 14, 2023, marked a pivotal moment with the introduction of GPT-4 to ChatGPT Plus subscribers.
Screenshot from ChatGPT, March 2023This new model featured advanced reasoning, complex instruction handling, and increased creativity.
Less than ten days later, on March 23, experimental AI plugins, including browsing and Code Interpreter capabilities, were made available to selected users.
On May 3, users gained the ability to turn off chat history and export data.
Plus users received early access to experimental web browsing and third-party plugins on May 12.
On May 24, the iOS app expanded to more countries with new features like shared links, Bing web browsing, and the option to turn off chat history on iOS.
June and July 2023 were filled with updates enhancing mobile app experiences and introducing new features.
The mobile app was updated with browsing features on June 22, and the browsing feature itself underwent temporary removal for improvements on July 3.
The Code Interpreter feature rolled out in beta to Plus users on July 6.
Plus customers enjoyed increased message limits for GPT-4 from July 19, and custom instructions became available in beta to Plus users the next day.
July 25 saw the Android version of the ChatGPT app launch in selected countries.
As summer progressed, August 3 brought several small updates enhancing the user experience.
Custom instructions were extended to free users in most regions by August 21.
The month concluded with the launch of ChatGPT Enterprise on August 28, offering advanced features and security for enterprise users.
Entering autumn, September 11 witnessed limited language support in the web interface.
Voice and image input capabilities in beta were introduced on September 25, further expanding ChatGPT’s interactive abilities.
An updated version of web browsing rolled out to Plus users on September 27.
The fourth quarter of 2023 began with integrating DALL·E 3 in beta on October 16, allowing for image generation from text prompts.
The browsing feature moved out of beta for Plus and Enterprise users on October 17.
Customizable versions of ChatGPT, called GPTs, were introduced for specific tasks on November 6 at OpenAI’s DevDay.
Screenshot from ChatGPT, November 2023On November 21, the voice feature in ChatGPT was made available to all users, rounding off a year of significant advancements and broadening the horizons of AI interaction.
And here, we have ChatGPT today, with a sidebar full of GPTs.
Screenshot from ChatGPT, November 2023Looking Ahead: What’s Next For ChatGPT
The past year has been a testament to continuous innovation, but it is merely the prologue to a future rich with potential.
The upcoming year promises incremental improvements and leaps in AI capabilities, user experience, and integrative technologies that could redefine our interaction with digital assistants.
With a community of users and developers growing stronger and more diverse, the evolution of ChatGPT is poised to surpass expectations and challenge the boundaries of today’s AI landscape.
As we step into this next chapter, the possibilities are as limitless as generative AI continues to advance.
Featured image: photosince/Shutterstock
SEO
Is AI Going To E-E-A-T Your Experience For Breakfast? The LinkedIn Example
Are LinkedIn’s collaborative articles part of SEO strategies nowadays?
More to the point, should they be?
The search landscape has changed dramatically in recent years, blurring the lines between search engines and where searches occur.
Following the explosive adoption of AI in content marketing and the most recent Google HCU, core, and spam updates, we’re looking at a very different picture now in search versus 12 months ago.
User-generated and community-led content seems to be met with renewed favourability by the algorithm (theoretically, mirroring what people reward, too).
LinkedIn’s freshly launched “collaborative articles” seem to be a perfect sign of our times: content that combines authority (thanks to LinkedIn’s authority), AI-generated content, and user-generated content.
What could go wrong?
In this article, we’ll cover:
- What are “collaborative articles” on LinkedIn?
- Why am I discussing them in the context of SEO?
- The main issues with collaborative articles.
- How is Google treating them?
- How they can impact your organic performance.
What Are LinkedIn Collaborative Articles?
First launched in March 2023, LinkedIn says about collaborative articles:
“These articles begin as AI-powered conversation starters, developed with our editorial team, but they aren’t complete without insights from our members. A select group of experts have been invited to contribute their own ideas, examples and experiences within the articles.“
Essentially, each of these articles starts as a collection of AI-generated answers to FAQs/prompts around any given topic. Under each of these sections, community members can add their own perspectives, insights, and advice.
What’s in it for contributors? To earn, ultimately, a “Top Voice” badge on their profile.
The articles are indexable and are all placed under the same folder (https://www.linkedin.com/advice/).
They look like this:
On the left-hand side, there are always FAQs relevant to the topic answered by AI.
On the right-hand side is where the contributions by community members get posted. Users can react to each contribution in the same way as to any LinkedIn post on their feed.
How Easy Is It To Contribute And Earn A Badge For Your Insights?
Pretty easy.
I first got invited to contribute on September 19, 2023 – though I had already found a way to contribute a few weeks before this.
Screenshot from LinkedIn, November 2023My notifications included updates from connections who had contributed to an article.
By clicking on these, I was transferred to the article and was able to contribute to it, too (as well as additional articles, linked at the bottom).
I wanted to test how hard it was to earn a Top SEO Voice badge. Eight article contributions later (around three to four hours of my time), I had earned three.
Screenshots from LinkedIn, November 2023How? Apparently, simply by earning likes for my contributions.
A Mix Of Brilliance, Fuzzy Editorial Rules, And Weird Uncle Bob
Collaborative articles sound great in principle – a win-win for both sides.
- LinkedIn struck a bullseye: creating and scaling content (theoretically) oozing with E-E-A-T, with minimal investment.
- Users benefit from building their personal brand (and their company’s) for a fragment of the effort and cost this usually takes. The smartest ones complement their on-site content strategy with this off-site golden ticket.
What isn’t clear from LinkedIn’s Help Center is what this editorial mix of AI and human input looks like.
Things like:
- How much involvement do the editors have before the topic is put to the community?
- Are they only determining and refining the prompts?
- Are they editing the AI-generated responses?
- More importantly, what involvement (if any) do they have after they unleash the original AI-generated piece into the world?
- And more.
I think of this content like weird Uncle Bob, always joining the family gatherings with his usual, unoriginal conversation starters. Only, this time, he’s come bearing gifts.
Do you engage? Or do you proceed to consume as many canapés as possible, pretending you haven’t seen him yet?
Why Am I Talking About LinkedIn Articles And SEO?
When I first posted about LinkedIn’s articles, it was the end of September. Semrush showed clear evidence of their impact and potential in Search. (Disclosure: I work for Semrush.)
Only six months after their launch, LinkedIn articles were on a visible, consistent upward trend.
- They were already driving 792.5K organic visits a month. (This was a 75% jump in August.)
- They ranked for 811,700 keywords.
- Their pages were ranking in the top 10 for 78,000 of them.
- For 123,700 of them, they appeared in a SERP feature, such as People Also Ask and Featured Snippets.
- Almost 72% of the keywords had informational intent, followed by commercial keywords (22%).
Here’s a screenshot with some of the top keywords for which these pages ranked at the top:
Screenshot from Semrush US database, desktop, September 2023Now, take the page that held the Featured Snippet for competitive queries like “how to enter bios” (monthly search volume of 5,400 and keyword difficulty of 84, based on Semrush data).
It came in ahead of pages on Tom’s Hardware, Hewlett-Packard, or Reddit.
Screenshots from LinkedIn, November 2023See anything weird? Even at the time of writing this post, this collaborative article had precisely zero (0) contributions.
This means a page with 100% AI-generated content (and unclear interference of human editors) was rewarded with the Featured Snippet against highly authoritative and relevant domains and pages.
A Sea Of Opportunity Or A Storm Ready To Break Out?
Let’s consider these articles in the context of Google’s guidelines for creating helpful, reliable, people-first content and its Search Quality Rater Guidelines.
Of particular importance here, I believe, is the most recently added “E” in “E-E-A-T,” which takes experience into account, alongside expertise, authoritativeness, and trustworthiness.
For so many of these articles to have been ranking so well must mean that they were meeting the guidelines and proving helpful and reliable for content consumers.
After all, they rely on “a select group of experts to contribute their own ideas, examples and experiences within the articles,” so they must be worthy of strong organic performances, right?
Possibly. (I’ve yet to see such an example, but I want to believe somewhere in the thousands of pages these do exist).
But, based on what I’ve seen, there are too many examples of poor-quality content to justify such big rewards in the search engine results pages (SERPs).
The common issues I’ve spotted:
1. Misinformation
I can’t tell how much vetting or editing there is going on behind the scenes, but the amount of misinformation in some collaborative articles is alarming. This goes for AI-generated content and community contributions alike.
I don’t really envy the task of fact-checking what LinkedIn describes as “thousands of collaborative articles on 2,500+ skills.” Still, if it’s quality and helpfulness we’re concerned with here, I’d start brewing my coffee a little stronger if I were LinkedIn.
At the moment, it feels a little too much like a free-for-all.
Here are some examples of topics like SEO or content marketing.
Screenshots from LinkedIn, November 20232. Thin Content
To a degree, some contributions seem to do nothing more than mirror the points made in the original AI-generated piece.
For example, are these contributions enough to warrant a high level of “experience” in these articles?
Screenshots from LinkedIn, November 2023The irony to think that some of these contributions may have also been generated by AI…
3. Missing Information
While many examples don’t provide new or unique perspectives, some articles simply don’t provide…any perspectives at all.
This piece about analytical reasoning ranked in the top 10 for 128 keywords when I first looked into it last September (down to 80 in October).
Screenshot from LinkedIn, November 2023It even held the Featured Snippet for competitive keywords like “inductive reasoning examples” for a while (5.4K monthly searches in the US), although it had no contributions on this subsection.
Most of its sections remain empty, so we’re talking about mainly AI-generated content.
Does this mean that Google really doesn’t care whether your content comes from humans or AI?
I’m not convinced.
How Have The Recent Google Updates Impacted This Content?
After August and October 2023 Google core updates (at the time of writing, the November 2023 Google core update is rolling out), the September 2023 helpful content update, and the October 2023 spam update, the performance of this section seems to be declining.
According to Semrush data:
Screenshot from Semrush, November 2023- Organic traffic to these pages was down to 453,000 (a 43% drop from September, bringing their performance close to August levels).
- They ranked for 465,100 keywords (down by 43% MoM).
- Keywords in the Top 10 dropped by 33% (51,900 vs 78,000 in September).
- Keywords in the top 10 accounted for 161,800 visits (vs 287,200 in September, down by 44% MoM).
The LinkedIn domain doesn’t seem to have been impacted negatively overall.
Screenshot from Semrush, November 2023Is this a sign that Google has already picked up the weaknesses in this content and has started balancing actual usefulness versus the overall domain authority that might have propelled it originally?
Will we see it declining further in the coming months? Or are there better things to come for this feature?
Should You Already Be On The Bandwagon If You’re In SEO?
I was on the side of caution before the Google algorithm updates of the past couple of months.
Now, I’d be even more hesitant to invest a substantial part of my resources towards baking this content into my strategy.
As with any other new, third-party feature (or platform – does anyone remember Threads?), it’s always a case of balancing being an early adopter with avoiding over-investment. At least while being unclear on the benefits.
Collaborative articles are a relatively fresh, experimental, external feature you have minimal control over as part of your SEO strategy.
Now, we also have signs from Google that this content may not be as “cool” as we initially thought.
This Is What I’d Do
That’s not to say it’s not worth trying some small-scale experiments.
Or, maybe, use it as part of promoting your own personal brand (but I’ve yet to see any data around the impact of the “Top Voice” badges on perceived value).
Treat this content as you would any other owned content.
- Follow Google’s guidelines.
- Add genuine value for your audience.
- Add your own unique perspective.
- Highlight gaps and misinformation.
Experience shows us that when tactics get abused, and the user experience suffers, Google eventually steps in (from guest blogging to parasite SEO, most recently).
It might make algorithmic tweaks when launching updates, launch a new system, or hand out manual actions – the point is that you don’t know how things will progress. Only LinkedIn and Google have control over that.
As things stand, I can easily see any of the below potential outcomes:
- This content becomes the AI equivalent of the content farms of the pre-Panda age, leading to Google clamping down on its search performance.
- LinkedIn’s editors stepping in more for quality control (provided LinkedIn deems the investment worthwhile).
- LinkedIn starts pushing its initiative much more to encourage participation and engagement. (This could be what makes the difference between a dead content farm and Reddit-like value.)
Anything could happen. I believe the next few months will give us a clearer picture.
What’s Next For AI And Its Role In SEO And Social Media?
When it comes to content creation, I think it’s safe to say that AI isn’t quite ready to E-E-A-T your experience for breakfast. Yet.
We can probably expect more of these kinds of movements from social media platforms and forums in the coming months, moving more toward mixing AI with human experience.
What do you think is next for LinkedIn’s collaborative articles? Let me know on LinkedIn!
More resources:
Featured Image: BestForBest/Shutterstock
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