SEO
17 Actionable Marketing Tips (That You Can Apply Right Away)
Looking for simple yet effective marketing tips? You’re in the right place.
Here’s a list of 17 marketing tips that you can implement right away.
Someone on LinkedIn offers you 64 ChatGPT prompts to improve your content marketing. You download the PDF and tell your marketing team members they need to get on those now.
You then hop on Twitter and see someone share the MrBeast formula for YouTube. You don’t even have a YouTube channel, but you’re convinced—you need a YouTube strategy right now.
But here’s the thing: Chasing every new tactic that falls on your lap is derailing your marketing.
Avoid shiny object syndrome and focus only on tactics that advance you toward your #1 marketing objective. Be honest with yourself. If you don’t see how they help, don’t do them. You can always save them for next time.
The success of Mark Zuckerberg can be attributed to his hyperfocus:
If you find that your marketing is dispersed in all directions and getting no results, chances are you’re trying to chase too many marketing goals at once.
Simplify your focus. Commit to one marketing goal. And make sure it’s SMART too:
- Specific – Clearly state the desirable outcome and explain who, what, when, how much, etc.
- Measurable – Track progress with key performance indicators (KPIs).
- Achievable – Set bold goals, but also be realistic; use the current growth as a benchmark.
- Relevant – Does the objective align with your overall marketing and business strategy?
- Timely – Set up a time frame for achieving the goal.
You’re likely not the only business selling your product or service. So why should anyone choose you over the rest?
If you don’t tell them why, they won’t.
That’s why your positioning should make it crystal clear to potential customers what your product or service is, why it’s different, and why it matters to them.
How do you create your positioning statement? The best way is to follow April Dunford’s “Obviously Awesome” framework. I highly recommend buying the book, but here’s a quick summary:
- Understand who your best customers are
- Form a positioning team and align your positioning vocabulary across teams/departments
- List your competitive alternatives
- Figure out the attributes and features that make your product/service unique
- Figure out the true value of these attributes and features—what do they do for your customers?
- Find a target market that makes your value obvious to the customer segments that care most about your unique value proposition
- Capture your positioning in an evergreen document that can be shared across all teams
You may have a significant following on social media, but:
When it comes to developing an audience, there’s no better way than to build an email list. It may be a relic on the internet timeline, but it’s reliable—with an email list, you own the contact details and can communicate with your audience anytime.
To build an email list, you must convince website visitors to subscribe. Most websites offer something in return for subscribing—a free ebook, a course and, sometimes, a discount.
At Ahrefs, we have a simple opt-in form on our blog:
The moment your audience signs up for your email list, they’ll likely receive a welcome email. For example, this is what our email looks like:
Your welcome email sequence can be one or more emails. But how do you know what kind of emails you should send?
It all depends on your guiding narrative. This is the high-level message you think will resonate with your audience. Basically:
What do you want your audience to take away from your email sequence?
For example, if you sell Italian food in London, your narrative could be:
- The recipes you use in your restaurant are passed down from your great-grandfather’s generation.
- All the ingredients are shipped fresh from Italy.
- Your restaurant has one Michelin star.
For us at Ahrefs, we decided that:
- We want to showcase our content since it is both educational and product-led.
- All we need is one email to share our best blog posts.
That’s how we came up with our welcome email.
Here’s an article listing the best cafes in London:
If we plug this page into Ahrefs’ Site Explorer, we see that it gets an estimated 3,800 visits from search engines each month:
If there are any relevant lists like this for your business, you’ll want to be on them. You can find relevant lists with traffic using Ahrefs’ Content Explorer:
- Enter a relevant search (i.e., “best [business type] [local area]”)
- Select In title from the dropdown
- Run the search
- Set the Live & broken filter to Only live
- Add a Page traffic filter and set the minimum to 100
- Check Exclude homepages
Giveaways are a great way to simultaneously build brand awareness and your email list. But many marketers make the mistake of giving away things utterly unrelated to what they do, like an iPhone or iPad.
They then wonder why none of the people they attract turn into paying customers.
For sweepstakes to work, you must give away something that attracts potential customers. Your product is the most obvious choice, but don’t limit yourself to that.
For example, when I worked for a burgeoning startup years ago, I partnered with another company to give away its product. We then shared the email list between us.
At Ahrefs, we regularly give away our swag.
Look at how happy they are:
The first step is to create or claim your Google Business Profile (GBP). But that’s not enough. You’d want to optimize it so that you’ll appear on Google when searchers are looking for businesses that offer things or services they need.
Here’s how to optimize your GBP:
- Business categories – You can help Google understand your business better by selecting up to 10 business categories. It’s also a good idea to keep abreast of the new categories that Google adds so you can update your GBP accordingly.
- Attributes – These can be thought of as labels or tags that convey additional information about the business. Some are objective (e.g., “black-owned [business]”) and thus can be controlled by you. Others are subjective and are earned when a certain feature of your business is often suggested by the customers.
- Reviews – This is beyond GBP itself, but you’d want to provide a great experience for your customers so they’ll leave good reviews. You should also ask for it when you have the opportunity—usually when the customer expresses their satisfaction, whether they say it personally or online.
Did you know that 90.63% of pages get zero traffic from Google?
It is likely because they’re not targeting topics that people are searching for.
It makes sense: If nobody searches for what you’re writing about, you won’t get search traffic. So if you want passive, consistent traffic coming to your site, you’ll have to target topics with search traffic potential.
How do you find these topics?
- Go to Ahrefs’ Keywords Explorer
- Enter one or a few relevant terms
- Go to the Matching terms report
You’ll see over 4 million potential keywords to target. You can narrow the list by focusing on low-competition topics with traffic potential.
Just add these filters:
- Traffic Potential to >500
- Keyword Difficulty to <20
Go through the results and pick out relevant ones for your site.
Generally speaking, the more high-quality links you have, the higher your page will rank.
So if you spot a page that doesn’t have many backlinks but still ranks high on Google, it means you can potentially outrank it. Here’s how we can find these opportunities:
- Go to Ahrefs’ Content Explorer
- Enter a relevant keyword
- Set a Referring domains filter to max. 10
- Set a Page traffic filter to min. 500
Click Details and then the Organic keywords tab to see which topics those pages are ranking for.
They could be potential keywords to target too.
When it comes to paid advertising, everyone’s go-tos are Facebook, Instagram, and Google Ads. But don’t forget that other social platforms like Twitter, Quora, and TikTok have advertising too.
Especially Quora.
Even though it’s overshadowed by other platforms, it still boasts 300 million monthly visitors for now. And we’ve seen great results from Quora ads.
Not only is it generally cheaper than other PPC platforms, but it also has great targeting options:
How can you get the best out of this platform? I’ll leave the explanation to my colleague, Michal Pecánek, who has been running our ads on Quora. Check out his guide:
There are 3 million active podcasts. Many of them are interview-based and are constantly looking for new guests.
Why not pitch yourself to them? You’ll get exposure to a new audience and a link back to your site.
Here’s how to find podcasts:
- Identify a prolific podcast guest in your industry
- Plug their website’s homepage into Ahrefs’ Site Explorer
- Choose Exact URL
- Go to the Backlinks report
- Search for “episode” in the Referring page title
Go through the list and pick out podcasts you could appear on. Pitch yourself to them.
Make your content go the extra mile by turning it into Twitter threads. This can be as simple as pasting your articles into Typefully and editing them to fit Twitter’s requirements.
Here’s an example of how we did it:
But you’d want as many people as possible to see your thread. How do you do that? It’s a little meta, but learn how to craft a top 1% Twitter thread from this Twitter thread:
Created an amazing Twitter thread that generated tons of attention? Don’t stop there—push it even more by turning your thread into a LinkedIn carousel.
A carousel is a format that allows you to add multiple images and/or videos in a single post. Here’s an example of a Twitter thread turned into a carousel:
Note that this feature may not have been rolled out to everyone yet. But don’t worry. You can always create a PDF and upload it. Here’s an example of how we did it:
Sidenote.
In fact, the carousel was created by LinkedIn in response to its users uploading PDFs to show multiple images.
Sometimes, all it takes is to show up at events where your customers are hanging out. That way, you can meet them in person, build up a relationship, and they may eventually become your customers.
Especially if you’re a local business, tight-knit and small local meetups are great places to meet prospective customers. If you have the budget, you can even sponsor the event by providing light bites or drinks.
Even better: volunteer to speak at the event. It can help build brand awareness, boost your status as a thought leader, and, most importantly, get you customers.
No niche events in your local area? Then step up and take the responsibility to run one.
We did this a few months ago, and it went really well.
Don’t look down on small events—it’s usually the seed of bigger things in the future. As you can see, only around 15 people turned up that day. But it has already generated interest both online and via word of mouth. (And we’re ready to scale it up!)
Many people think social media is about posting as much as possible. But nothing can be further from the truth.
After all, if you don’t have an existing audience, you’re publishing to crickets. So to kickstart your social media growth, you have to practice good reply game.
How do you do that? I asked marketing consultant David Fallarme, and here’s what he said:
For most people going from zero to one on LinkedIn, the way to get engagement on your content is to give engagement to other content first.
Your first job: to find and add people who are relevant to you and your target audience. Add a few influencers in your niche, then use the “People also viewed” function to see who else LinkedIn suggests. These are typically people who post regularly, which means you’ll be exposed to a lot of content in your niche.
After following ~10–15 influencers, you should build your LinkedIn writing muscle by commenting on their posts whenever you log on. This does a couple of things: First, it trains your brain that posting on LinkedIn is nothing to be scared of. Two, it gives you new ideas for your own content—every comment you leave is the seed for future posts. Third, when you leave thoughtful comments, and when you reply to others who have left comments, others who also follow that person will visit your profile and respond to your connection requests.
All of these increase the chances that when you post something on LinkedIn, it’s relevant to your target audience and you’re not just yelling into the void. You always have new connections who are exposed to your content.
Sidenote.
He was specifically talking about LinkedIn, but his tips can be applied across all platforms.
However, don’t comment for the sake of commenting. The worst thing you can do is become a “reply guy.” You’d want to genuinely participate in the conversation. Add on to their post, give them something new to think about, or challenge their opinion in a friendly way.
That’s how you become memorable within the comment section.
Final thoughts
Now you know my top actionable marketing tips, the next step is to apply them to your own business.
If you get any results using these tips, let me know on Twitter.
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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