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The Definitive Guide To Podcast Intros

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Podcast intros are an important quality of a successful podcast.

The right intro sets the podcast on a path to success.

These seven tips will help your podcast build an audience and retain it:

  1. Hook the listeners fast.
  2. Make every second of the podcast intro count.
  3. A good podcast intro builds audience retention.
  4. Test podcast intros for audience retention.
  5. Three things a podcast intro must communicate.
  6. Podcast intro builds loyalty.
  7. Where to get music for a podcast.

Let’s dig into each one and see how you can put it work for your podcast.

1. Hook The Listeners Fast

Erin Sparks of Edge of the Web Radio podcast says that there is a subtle but important value in the podcast intro when it comes to what he calls, “click browsing.”

Erin suggests that the intro functions like a hook – to grab the listener’s attention and immediately intrigue them.

He shares this insight:

“The audio ‘hook’ is important to podcast click browsing. Walking through a podcast app, people will click and listen to 7-10 seconds to hear if they ‘feel’ the show.

Much different than any other medium.”

Chris Brogan of Making the Brand podcast agrees that a podcast intro should be short.

He shares these insights on the qualities of a useful podcast intro:

“I’m a huge fan of brief. Once you hear it more than twice, it’s boring to everyone.

An intro should set the mental stage for what’s coming up.

Choose music and words that emulate the show.”

2. Make Every Second Of The Podcast Intro Count

Jorge Hermida, Program Director at WMR.FM and Cannabis Radio Podcasts, observes that it’s important to give listeners a reason to stick around for the podcast but to do it in the shortest amount of time possible.

He says there is absolutely no time to waste within your podcast intro so it’s super important to literally make every second count.

He shares:

“Podcast listeners, just like anybody else, have a short attention span.

You have to give listeners a reason to listen to your content within the first 30 seconds.

Whether you create a cold opener or you run down what you’re going to be talking about on the program, you need to satisfy that listener immediately.

Create the intro as if every listener has a short attention span because in my professional experience, they will either stay and listen to your show, or they’ll drop off and find another show to listen to.”

3. Podcast Intro Builds Audience Retention

Azeem Ahmad of the Azeem Digital SEO podcast shares that a good podcast intro will help maintain audience retention, as well as encourage engagement and loyalty.

This is an element of conversion theory, where even seemingly trivial elements can encourage or discourage the action we are looking for.

A classic example is a PPC arbitrage marketer who maximizes the number of sales for every click.

Affiliate PPC marketers succeed or go out of business fast depending on how well they convert every visitor.

This person discovered that detecting the mobile device and adding an “iPhone friendly” or “Android friendly” badge increased their conversion rates by a measurable rate.

The follow-up insight Azeem suggests is similar.

He said that a podcast intro has the same effect of encouraging a user to click and stay for the podcast or to leave.

And for that reason, it’s important to view the intro as a configurable asset that can be used to improve audience retention.

Azeem shares how a podcast intro is important for retention rates and engagement:

“People will get bored with repetition, and regardless of your podcast format – the idea is to engage the listener.

If you lose them within the first 30 seconds, you will very likely see a drop in retention rate and engaged listeners.”

4. Test Podcast Intros For Audience Retention

Azeem next shares that a way to improve retention and engagement is to experiment with new intros and outros.

He shares this tip:

“As a host you should change this up sometimes.

Customizing the intro every time is basically an option to test for what works the best.

For example, you could test asking people to subscribe in the intro vs. the outro for a few episodes and see which drives more growth.”

5. Three Things A Podcast Intro Must Communicate

Sparks offers useful information about what should be communicated in a podcast introduction.

He shares how the introduction should communicate the “What’s in it for me?” proposition to the listener.

Figuring out the tried-and-true principle of answering the question of “What’s in it for me?” is a great way to think about how to create a podcast intro that is useful for the listener.

So, it makes sense to apply that approach to podcast intros so that a listener is reminded of why they are there, which could be to become better at what they do, to catch up on industry news, to be entertained, etc.

Here is what Sparks shares:

“A good intro provides:

  1. A promise to the listener in the first five to seven seconds (a transaction of knowledge communicating what they are going to get).
  2. Sonic branding.
  3. Credibility, contextual reference to subject matter expertise.”

6. Podcast Intro Builds Loyalty

Jim Hedger, the co-host of the popular Webcology SEO podcast, suggests that the podcast intro helps to build a sense of familiarity and ownership of a space.

I’ve noticed that people tend to feel a sense of ownership in a website they enjoy, perhaps because the site might be a part of their self-identity as a baker, sportsperson, or whatever the topic is.

Ever walk into a favorite restaurant and immediately receive a feeling of comfort or anticipation?

It’s a sense of ownership of an experience, that this experience is yours and it’s yours yet again.

Hedger says that a podcast intro can have a similar effect, to bring a sense of comfort and anticipation that one feels in physical spaces that one feels loyal and connected to.

He observes:

“I once read that people aren’t loyal to restaurants as much as they are loyal to spaces they feel comfortable being in.

The same can be said for podcasts.

Like radio, podcasts are a theater of the mind. Your intro is the breath that first forms the space you, your guests, and the audience will create together.

Podcasts are incredibly intimate. I think you need to feel love for your audience and deeply respect the topic and your introduction is your first chance to establish that.

A host’s job is to help the audience develop a zone in which they and the host are virtually in the same place.”

7. Where To Get Music For A Podcast Intro

Something to keep in mind is that any music used should be licensed.

There is an idea that it’s okay to use just a little bit of someone else’s music, but that might not be the case.

And if that’s the direction you are moving in, then it may be prudent to check with an attorney first.

The podcasting professionals consulted for this article all agree that it’s important to purchase a license for the right to any music used within a podcast.

Everyone agrees that it’s best to license royalty-free podcast intro music because this safeguards against copyright infringement claims.

Hermida shares:

“Our music is licensed, and most other podcasts most likely use some kind of licensed music from other licensed music providers for some original music that’s not prone to any copyright issues.

It doesn’t really matter where the music comes from, except that I would always recommend to make sure you use music that you are allowed to use and that license to use the music is documented and can be proven.”

Sparks also recommends paying for a license to use music:

“We have a number of music licenses that we have used over the years.

We highly recommend reviewing different sound repositories and utilizing them to create that sonic brand.

Places to license music are Envato Elements, Epidemic Sound, and the like.

We also have a continual license with our deep voice announcer, our voice over talent.

That should also be something to consider when you’re developing a long-term show.”

Brogan recommends:

“Epidemic Sound works fine. Buy a license. “

Always read the license when choosing a digital music asset in order to be aware of what you can and can’t do with the music and for how long you are entitled to use it.

  • Epidemic Soundseveral of the podcasters mentioned Epidemic Sound as a good place to purchase a license for music.
  • Envato Elements is a source for high-quality licensed, royalty-free music suitable for a podcast intro.
  • Shutterstock Music – Shutterstock is known for its stock photography library, but they also offer royalty-free music specifically for podcasts. A license that’s appropriate for use in a podcast costs $49.
  • Music Bakery offers royalty-free music where you pay for it once and can use it anywhere, but be sure to read the license agreement to know exactly what you are paying for.
  • InstantMusicNow offers digital downloads starting at $4.95.
  • Adobe Stock Music Library – Adobe offers royalty-free music that can be used in multiple projects.

Podcast Intros Are Important

At this point, it should be clear that a seemingly trivial thing like a podcast intro is actually part of the foundation of a successful podcast.

Clearly, the content of the podcast is the most important quality of a podcast.

Yet, as important as the content is, it’s the podcast intro that sets the stage and makes listeners feel they have arrived at their happy place, while also communicating what is in it for the listener, which encourages them to stick around for the content.

More Resources:


Featured Image: Alex from the Rock/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)

Got questions? Ping me on Twitter X



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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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