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LinkedIn Tests New Human Curated Discover Feed

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LinkedIn Tests New Human Curated Discover Feed

LinkedIn is testing a different take on a Discover feed — a new mobile app section with content curated by humans rather than algorithms.

Similar to other discovery-based feeds, a dedicated tab in the LinkedIn app will house content published by accounts outside your network.

LinkedIn’s feed differs from others in how the content is selected.

Blake Barnes, VP of Product at LinkedIn, shared a preview of the new feed, saying it’s currently in an early testing period:

“… we’re testing a dedicated space for you to discover relevant content and voices from people and organizations you’re not connected with, who you might not see or hear from otherwise. You can expect to see trending conversations from voices that align with your professional interests, news and relevant events curated by our editorial team, and a wealth of other knowledge designed to help you get ahead in your career.”

Image credit: Screenshot from linkedin.com/posts/barnesblake, August 2022.

As shown in the screenshot above, LinkedIn’s discovery feed isn’t limited to posts. From the top menu, you can browse videos, newsletters, events, and more.

Barnes is actively responding to questions about the discovery feed, one of which asks for more information about the content selection.

He says content is selected by the LinkedIn News team and targeted to users based on their occupation and interests:

“At the initial test we will include content curated by our LinkedIn News team and relevant content based on an individual’s professional identity and possible interests. More to come here.”

In addition to enriching the user experience with a broader variety of content, there’s potential for audience growth that could lead to more professional opportunities.

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There are benefits and drawbacks to a human-curated feed, however.

On the one hand, humans may be able to pull in better quality content than algorithms. On the other hand, they may only be pulling from a limited pool of publishers that already have established audiences.

As it’s in the early days of testing, time will tell if smaller publishers get a push from LinkedIn’s discovery feed.

For now, the feed is limited to English language content. If you’re in the test group, you’ll see a new ‘Discover’ tab in the bottom navigation menu of the LinkedIn mobile app.


Source: Blake Barnes

Featured Image: Tada Images/Shutterstock

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Link relevancy trumps volume for SEO

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Data speaks Link relevancy trumps volume for SEO

30-second summary:

  • Earned media coverage is more valuable than ever for your website
  • Digital PR is just as important as technical SEO
  • A large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, it’s impossible to deny the benefit that digital PR as a tactic has on an organic growth strategy. Earned media coverage is more valuable than ever for your website. You could be doing everything right for SEO, but if you’re not building links, you’re still missing out on the increased search visibility, organic traffic, and brand awareness that backlinks bring to your business.

Last year, Google’s John Mueller finally weighed in on digital PR as a tactic and confirmed what we’ve all known for a while now: that it’s just as important — if not more — as technical SEO.

As digital PR is still a relatively “young industry” that’s only just sprouted up in the past 10 years, many PR pros have relied on “viral” campaigns to boost the backlink portfolio of their clients. These viral campaigns are often celebrated but are often created with little regard to how relevant, or “on-brand” those ideas really are.

After all, if a large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, link volume is no longer the goal (or shouldn’t be)

While many PR pros’ were evaluating their success around this one key metric (link volume) others in the industry have suspected for a while now that the relevance of linking coverage is a key factor Google looks at when assigning “value” to links.

Once again, John Mueller has settled the debate about link volume vs link relevance,  coming out in 2021 and saying that ‘the total number of links’ doesn’t matter at all.

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This clarity has helped refocus the digital PR industry and forced PR pros to re-evaluate what metrics and KPIs we need to be focusing on to drive true organic growth.

It’s no longer enough to be ‘popular’ you also need to be relevant. Not just in terms of the publications you are targeting, but the keywords you want to rank for,  audience interest, and most importantly, brand alignment to the story you are pitching in.

Google is continuously looking to become more intelligent through its use of machine learning and artificial intelligence. It wants to understand web content as a human, and therefore through its use of natural language understanding, it is likely to not just be looking at the anchor text of links in third-party articles, but it is also wanting to understand the wider context of the article that a brand is placed in.

How to ensure your link-building activity is relevant to your brand

The first steps to coming up with relevant content ideas for your digital PR campaign are to:

  1.  understand your client, and
  2.  understand your client’s audience and their needs.

Every good idea will flow from these two pillars.

If Google’s main objective is to show the best content to users through search, then your job is to create content that either supports your client’s product or service or supports their customers.

It is more important than ever to not only create relevant and on-brand content in the written form but also ensure that any supporting assets created (video, images, audio) are also relevant to the target keywords and services or products that the brand sells.

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In addition, it’s important to create content that engages people, to drive further buzz and positive sentiment around the brand, all of which contribute to greater brand awareness and affinity among your potential customers.

How to measure the relevancy of your backlink profile

We now have the technology available to us to be able to understand and assign quantifiable metrics to the relevance of linking coverage (or indeed the relevance of any text-based content) – which allows us to be much more data-driven and targeted when developing digital PR, link creation activity and competitor and marketplace analysis.

For example, natural language understanding tools like Salient, measure the relevancy of both off-page and on-page content. Tools like this help to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile.

At Journey Further, we use this proprietary tool to measure the relevancy of both off-page and on-page content for our clients.

Measuring the relevancy of your backlink profile

We can use this tool to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile but also aids us in optimizing its content on-site. The outcome of which – is a much more focused, effective, and measurable digital PR activity that is better aligned to SEO objectives and that delivers better ROI for clients.

Looking ahead to 2023

Looking ahead to 2023 and beyond, it’s likely that Google will only continue to develop better technology to understand web content.

All digital PR campaigns should reflect this, and where possible, be multi-faceted, not just relying on a single press release to get cut through. We need to be thinking as marketers, not just SEO practitioners, and ensure we are driving as much ROI as possible. Taking a brand plus performance approach to SEO and digital PR will therefore be key.


Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

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