Over recent years we’ve seen LinkedIn placing an ever greater focus on user-generated content. The trend deepened late last month, when the business-focused network announced the launch of a new set of search features, designed to improve the experience of browsing content on the platform.
The new features include:
Why this is a great opportunity for marketers:
These new search features are going to transform LinkedIn – for those who wish to use it as such – into a vast archive of business content. In theory, the platform could provide a more focused alternative to Google search for online research into all things business-related.
This represents an opportunity for digital marketers. Using the well-worn skills of SEO and hashtagging, you could propel your content up the rankings on an entirely new platform, where the competition is limited to the more proactive users of a single social network, rather than the entire indexed internet.
At this stage it’s unclear how exactly LinkedIn’s search algorithm will compare to Google’s or Bing’s – but the first marketers to get a handle on the essentials will stand to attract plenty of traffic and engagements.
Here’s what we do know about LinkedIn content search:
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