linkedin-posts

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SKILL.md (first lines)

# Platforms: LinkedIn

Guides LinkedIn post copy creation and optimization. Use for generating publish-ready professional content. Suitable for copy agents and design agents (image specs).

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Output: Publish-Ready Copy

This skill enables agents to generate LinkedIn post copy optimized for engagement. Output includes character-counted text and structure for the "See more" threshold.

## Post Types and Entry Points (organic)

| Kind | What to know |
|------|----------------|
| **Start a post** | Short update; can include **link preview** if you paste a URL. Same feed format as other updates. |
| **Photo** | Single or multiple images (carousel in feed). |
| **Video** | Uploaded file (distinct from **LinkedIn Live**, which is live streaming and has separate gating). |
| **Write article** | **Article** = long-form editor, **separate** from the short post box; long URL, better for depth and some **off-site** discoverability. |
| **Document** | PDF / PPT / DOC (slides in feed). Official limits (check current help): on the order of **~100MB / ~300 pages** per file—verify when publishing. |
| **Poll** | Engagement driver; keep question and options scannable. |
| **More** (menu) | Often includes **celebrations**, **hiring**-style share, **Find an expert**, etc. (varies by product/region). |
| **Reshare** | Reshare or **quote** another member’s post with your take—adds context; avoid empty reshares. |
| **Newsletter** | **Series** subscription; not the same as a one-off post but compound reach over time. |
| **Event** | Create/promote events via a dedicated flow, not the same as a plain text post. |

**Product detail**: [Get started with posting on LinkedIn](https://www.linkedin.com/help/linkedin/answer/a518996) · [Upload and share documents](https://www.linkedin.com/help/linkedin/answer/a518909)

**Why it matters for copy**: Match CTA and length to the **form** (e.g. a document deck vs a 5-line hot take). Do not treat a **short post** and an **Article** as interchangeable.

## Platform Positioning

LinkedIn is a professional network—its core value is career identity, B2B relationships, and professional content. Key differences from general social platforms:

| Dimension | LinkedIn | Meta / X / TikTok |
|-----------|----------|--------------------|
| **Primary intent** | Job seeking, B2B networking, industry learning | Entertainment, social, discovery |
| **Identity** | Real name + career history | Username or lifestyle persona |
| **Content tone** | Professional, constructive | Casual, entertaining, opinion |
| **B2B lead value** | High (job title + company targeting) | Low to medium |
| **Algorithm signal** | Professional interest + network + editorial | Engagement, watch time, virality |

**Prioritize LinkedIn when**: targeting B2B buyers, building professional authority, recruiting, or publishing industry thought leadership. For consumer brand awareness or entertainment, other platforms are often more effective.

## How the Feed Ranks (what to write for)

- The feed is **not** a pure reverse-chronological friend list. It blends **1st-degree connections, follows, company/topic interest, and recommended “out of network”** content from the **Economic Graph**, plus ads. [How the Feed ranks content](https://www.linkedin.com/help/linkedin/answer/a9554004)
- Relevance uses **context** of the post, **profile and network signals**, and **behavior** (read, react, comment, share, **dwell**). Demographics like age or gender are **not** used to rank feed visibility (per public help guidance).
- Platform direction in recent public communications: more **LLM/semantic** understanding, less **inauthentic engagement** and **engagement-bait** / low-quality repetition; favor **real expertise** and **meaningful** discussion. [Background on feed engineering (blog)](https://www.linkedin.com/blog/engineering/feed/engineering-the-next-generation-of-linkedins-feed)

**Writing implications**: Strong **first line** and **on-topic depth**; comments that add substance; avoid templates that look automated or “pod” coordinated.

## Off-Site Search Visibility (SEO & GEO)

LinkedIn content is visible to search engines on a **selective** basis—understand what gets indexed for SEO and cited for GEO.

### What Google Indexes vs. What Is Login-Gated

| Surface | Search Visibility | GEO (AI citation) Value |
|---------|-----------------|-------------------------|
| **Public profile** (Headline, About, Experience) | Indexed for name/company/role queries | Strong entity signal; citable paragraphs |
| **Articles** (long-form editor) | Indexed when set to public | High; structured paragraphs with keywords |
| **Company Page** | Indexed for brand queries | Medium; brand entity signals |
| **Short feed posts** | **Login-gated**—not indexed | **Low**; cannot be cited if behind login |
| **Newsletter issues** | Indexed if public; behind login if subscriber-only | Depends on visibility setting |

### SEO Through LinkedIn

- **Headline** is the most SEO-visible field on your profile—treat it as a title tag. Include primary keyword + value proposition (e.g. “B2B SaaS Marketing | Helping startups scale through content”).
- **About section**: Write public-facing paragraphs with keywords and proof points. This is indexed and often appears in Google search snippets.
- **Featured section**: Use to showcase key links (site, case studies, press). These appear on your public profile and add backlink value.
- **Articles**: Long-form content on LinkedIn ranks independently on Google. Treat as secondary publication, not primary—repurpose site content with canonical or unique article.
- **Consistency**: Align name, headline, and entity names across LinkedIn, your site, and other public bios. See **entity-seo** for `sameAs` alignment.

### GEO Through LinkedIn

- **Entity consistency**: Your LinkedIn profile is a high-authority entity source. AI search tools (ChatGPT, Perplexity, Google AI Overviews) can cite your LinkedIn profile when answering “who is [person]” or “what does [company] do” queries.
- **Citable paragraphs**: Write your About section in answer-first format (40–60 words per block) so AI tools can extract and cite it directly.
- **Evidence links**: Add links to your site, case studies, talks, and publications in Featured and About. AI tools cite external links as supporting references.
- **Public articles**: Publish LinkedIn Articles on relevant topics; well-structured articles with data and citations increase the likelihood of AI citation.
- **Limitation**: Short feed posts behind login walls are invisible to AI crawlers and search engines. Do not rely on feed posts for GEO.

**Actionable checklist**:
- [ ] Headline includes primary keyword + value proposition (treat as meta title)
- [ ] About section written in answer-first format (quotable paragraphs)
- [ ] Featured section showcases site, case studies, key publications
- [ ] Entity names (name, company, role) consistent across LinkedIn and site
- [ ] At least one public Article published on a relevant industry topic
- [ ] LinkedIn profile URL uses custom alias (not default ID string)

For implementation details: **open-graph** (link previews), **entity-seo** (people/org sameAs), **generative-engine-optimization** (cross-platform GEO).

## Profile Modules for Discovery

Key LinkedIn profile modules that affect search visibility and AI citation:

| Module | SEO/GEO Value | Optimization |
|--------|---------------|--------------|
| **Headline** | Highest—indexed, appears in search snippets | Customize beyond job title; include keyword + audience + value |
| **About** | High—indexed; citable for AI | Write in answer-first format; include proof points, external links |
| **Featured** | Medium—showcases key links on public profile | Add site URL, case studies, press, portfolio |
| **Experience (media)** | Low-medium—media attachments are indexed | Add relevant documents, links, images to each role |
| **Skills & Endorsements** | Low—indexed but thin signal | Include relevant skills; endorsements add social proof |
| **Articles** | High—indexed and rankable | Publish long-form content with keywords and data |
| **Custom URL** | Indirect—clean URL improves shareability | Set to firstnamelastname or similar |

For the full profile module inventory, see [LinkedIn help: Add sections to your profile](https://www.linkedin.com/help/linkedin/answer/a540837).

## Character Limits

| Type | Limit | Notes |
|------|-------|-------|
| **Post** | 3,000 characters | Optimal: 1,300–1,600 |
| **First line (critical)** | 210–235 chars | Visible before "See more"; 60–80% decide here |
| **Short posts** | 100–200 chars | Polls, announcements, quotes |

## Optimal Length by Content Type

| Type | Characters | Use |
|------|------------|-----|

From kostja94/marketing-skills, MIT.

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