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A Guide To Getting It Right

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A Guide To Getting It Right

When you think of social media marketing, the minds of most practitioners will generally go to sites like Facebook, LinkedIn, and – more recently – TikTok.

But off that beaten path is Reddit, a surprisingly large, robust, and intriguing social media platform that could offer marketers an interesting place to share their message. Provided you’re willing to play by the rules, that is.

What Is Reddit?

You’ve probably at least heard of Reddit. But to most non-“Redditors,” it can be shrouded in some mystery.

So what is it, really?

Referred to as the “front page of the internet,” Reddit is a social news and discussion platform that has become a major player in the digital marketing landscape with 430 million monthly active users.

It is a site where users can share content, engage in discussions, and vote on the quality of content.

One of the most important things to understand is that Reddit is divided into thousands of “subreddits,” each focused on a specific topic. These subreddits cover almost every topic imaginable – from technology and gaming to cooking and fashion – attracting people from all walks of life.

One of the most interesting elements of Reddit is its upvoting and downvoting system for content. The system allows users to vote on the quality of content. “Upvoting” a post or comment means that a user finds it useful, interesting, or valuable – downvoting indicates the opposite.

This system provides a level of transparency and authenticity that is hard to find on other platforms. It gives users a say in what content (paid and organic alike) rises to the top or falls to the bottom of the forum.

To learn more, read this excellent guide about the ins and outs of Reddit.

What Is Reddit’s Target Market?

The target market of Reddit is diverse and varied, encompassing a wide range of interests and demographics.

Reddit’s user base includes people of all ages, genders, and backgrounds, united by shared interests and passions.

Reddit also has a strong international presence, with users worldwide engaging in discussions and sharing content.

The common thread among Reddit’s target market is their passion for content and the desire to engage with like-minded individuals.

Is Reddit Good For Promoting A Business?

Reddit can be a great place for businesses to advertise, provided that they do so effectively.

One of the biggest advantages of advertising on Reddit is the platform’s massive user base, diversity of interests, and pockets of niche communities. This means businesses can target their ads to specific subreddits, ensuring that their content reaches a highly engaged and relevant audience.

By creating valuable and relevant content, engaging with the audience, and targeting the right subreddits, businesses can leverage Reddit’s massive reach and involved user base to achieve their marketing goals.

For digital marketers, understanding each subreddit’s nuances and target audience is crucial to creating effective campaigns that resonate with the target market.

The Challenges Of Marketing On Reddit

Unlike more advertising-oriented social platforms like Facebook or LinkedIn, Reddit is not a place you want to wander into as a new marketer without understanding some of its potential pitfalls.

  • Content – One of the biggest challenges for businesses is creating content that resonates with Reddit’s user base, which is known for being highly discerning and critical of low-quality content. You can’t simply repurpose content from channels like Facebook and Twitter and find success –  you need to think audience-first.
  • Critique – Reddit’s users can be highly opinionated and vocal about their beliefs, which can lead to negative backlash if a campaign is perceived as tone-deaf or insensitive.
  • Nuance – Each subreddit on Reddit has its own unique culture and set of rules, which can make it challenging for digital marketers to create effective campaigns that resonate with the platform’s users.
  • Tools – Seasoned social media marketers may find the advertising tools Reddit offers lacking compared to the larger channels. Unfortunately, Reddit doesn’t provide the same level of automation, conversion tracking, and analytics as Facebook. Still, you can execute campaigns at any stage of the funnel.

Reddit Marketing Best Practices

Set Clear Objectives And KPIs

Before launching your paid advertising campaign on Reddit, setting clear objectives and key performance indicators (KPIs) is crucial.

Are you looking to generate website traffic, increase brand awareness, or drive sales? Once you have a clear objective, you can set KPIs that align with your goals, such as click-through rates (CTRs), conversion rates, or return on ad spend (ROAS).

Choose The Right Ad Format

Reddit offers various ad formats, including sponsored posts, display ads, and video ads. Each ad format has unique strengths and weaknesses, so choosing the format that aligns with your campaign’s goals and target audience is essential.

For example, if you’re looking to drive brand awareness, display ads may be more effective, while if you’re looking to generate leads or sales, sponsored posts may be a better fit.

Develop Content That Resonates

Reddit’s user base is highly discerning and can quickly spot low-quality content.

Well-crafted advertising content can generate upvotes, increase engagement, and drive traffic, leads, and sales. If your content rubs users the wrong way, they won’t be shy about letting you know it.

Advertisers who create authentic, high-quality content can build brand awareness and loyalty on Reddit, translating into a more positive brand perception and customer retention.

Creating quality content on Reddit means:

  • Researching the target audience – Study the target audience and the subreddits where they are most active. This will help you understand their needs, interests, and preferences and create content that resonates with them. Take time to understand the tone and voice of each subreddit and use it to inform your content development.
  • Providing value – Make sure that your content provides value to the audience. This could include educational content, behind-the-scenes stories, or using humor to connect with the audience. The key is to create useful, entertaining, or informative content that resonates with the target audience.
  • Following the rules and guidelines – Each subreddit on Reddit has its own set of rules and guidelines, so it’s important to read and understand them before creating content. Violating the rules can lead to negative feedback or even getting banned from the subreddit, which can hurt a brand’s reputation and credibility.
  • Engaging with the audience – Responding to comments, answering questions, and participating in discussions related to the content can increase engagement and build trust and loyalty with the audience. It can also provide valuable insights into their needs and preferences, informing future content development.
  • Using eye-catching visuals – High-quality visuals relevant to the content can increase the likelihood of generating engagement and upvotes. Ensure the visuals are eye-catching and supportive of the message you want to convey.

Target The Right Subreddits

Just as with organic content, targeting the right subreddits is crucial for the success of your paid advertising campaign on Reddit.

Start by researching relevant subreddits using tools like Redditlist or Subreddit Stats.

Reddit also offers various targeting options, including location, interest, and device type, which can help you reach the right audience.

You can increase the likelihood of generating high-quality leads and sales by targeting the right subreddits and using the right targeting options.

Continually Optimize Your Campaign

Regularly monitoring and optimizing your paid advertising campaign on Reddit is critical to its success. Use Reddit’s built-in analytics to track your campaign’s progress and adjust your strategy based on the data.

This can include tweaking your targeting, adjusting your messaging, or changing the visuals to better resonate with your target audience.

Additionally, consider testing different ad formats, targeting options, and messaging to identify what works best for your target audience.

By continually optimizing your campaign, you can ensure you get the most out of your investment and achieve your marketing goals.

Top Brands Using Reddit For Marketing

In addition to the thousands of advertisers across the globe, Reddit’s potential has attracted several major brands, including the likes of Uber, HP, Ulta, Adidas, and Universal Studios.

Personally, I like the HP and Adidas examples for two different reasons.

HP

HP “dipped its toes” into Reddit to help drive subscriptions for its ink replacement service.

This is a great example of a major company taking the leap into the lower part of the funnel!

Screenshot from Reddit, February 2023

Adidas

Adidas used a popular Reddit concept called an “AMA” (Ask Me Anything), where its apparel experts answered community questions about its new line of running shoes.

This was a great example of providing relevant and valuable information and masterful use of Reddit’s content trends.

Adidas ad on RedditScreenshot from Reddit, February 2023

Takeaways

Advertising on Reddit is more challenging than doing so on more traditional social media platforms like Twitter, Facebook, or LinkedIn. It requires more prep work, an intimate understanding of the target audience, and content tailored to the nuance of the platform.

Some advertisers might easily dismiss those requirements as too high of a barrier to entry. And that’s ok.

However, advertisers looking to engage with a supremely passionate, demographically diverse audience will find them on Reddit.

And with a little due diligence, these advertisers can create content that drives not just results, but the respect, appreciation, and loyalty of valuable customers.

More resources:


Featured Image: Nicescene/Shutterstock



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How To Become an SEO Expert in 4 Steps

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General SEO

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. 

1. Take a beginner SEO course

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:

Lesson 1: SEO Basics: What is SEO and Why is it Important? Watch now

2. Make a website and try to rank it

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: 

A blog that I set up in just a few minutes. It's nothing special, but it does the jobA blog that I set up in just a few minutes. It's nothing special, but it does the job

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:

Keyword metrics for "neopolitan pizza dough" via Ahrefs' Keywords ExplorerKeyword metrics for "neopolitan pizza dough" via Ahrefs' Keywords Explorer

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.

Page from a low-DR website ranking in the top 3. This indicates an easy-to-rank-for keywordPage from a low-DR website ranking in the top 3. This indicates an easy-to-rank-for keyword

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.

3. Get an entry-level job

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: 

SEO jobs in SEOFOMO newsletterSEO jobs in SEOFOMO newsletter

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.

Junior SEO job listing exampleJunior SEO job listing example

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:

Call for alternative roles from Rise at SevenCall for alternative roles from 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.

4. Specialize and hone your skills

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.

T-shaped SEOT-shaped SEO
What a t-shaped SEO looks like

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)

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A Year Of AI Developments From OpenAI

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A Year Of AI Developments From OpenAI

Today, ChatGPT celebrates one year since its launch in research preview.

From its humble beginnings, ChatGPT has continually pushed the boundaries of what we perceive as possible with generative AI for almost any task.

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.

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.

Screenshot from ChatGPT, December 2022ChatGPT At One: A Year Of AI Developments From OpenAI

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.

ChatGPT At One: A Year Of AI Developments From OpenAIScreenshot from ChatGPT, March 2023ChatGPT At One: A Year Of AI Developments From OpenAI

This 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.

ChatGPT At One: A Year Of AI Developments From OpenAIScreenshot from ChatGPT, November 2023ChatGPT At One: A Year Of AI Developments From OpenAI

On 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.

ChatGPT At One: A Year Of AI Developments From OpenAIScreenshot from ChatGPT, November 2023ChatGPT At One: A Year Of AI Developments From OpenAI

Looking 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



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Is AI Going To E-E-A-T Your Experience For Breakfast? The LinkedIn Example

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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:

Screenshot from LinkedIn, November 2023LinkedIn content

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.

Exclusive LinkedIn group of expertsScreenshot from LinkedIn, November 2023Exclusive LinkedIn group of experts

My 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.

LinkedIn profileLinkedIn profile

Community top voice badgeScreenshots from LinkedIn, November 2023Community top voice badge

How? 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:

Semrush US databaseScreenshot from Semrush US database, desktop, September 2023Semrush US database

Now, 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.

LinkedIn computer hardware installation collaborative articleLinkedIn computer hardware installation collaborative article

collaborative article exampleScreenshots from LinkedIn, November 2023collaborative article example

See 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.

misinformation example 1misinformation example 1

misinformation example 2misinformation example 2

misinformation example 3Screenshots from LinkedIn, November 2023misinformation example 3

2. 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?

thin content example 1thin content example 1

thin content example 2Screenshots from LinkedIn, November 2023thin content example 2

The 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).

Missing Information exampleScreenshot from LinkedIn, November 2023Missing Information example

It 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:

Semrush data Screenshot from Semrush, November 2023Semrush data
  • 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.

Semrush dataScreenshot from Semrush, November 2023Semrush data

Is 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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