Story Based Question
You’re a content marketer for a startup that offers productivity tools for remote teams. Your company has a blog, but you’ve noticed that your content isn’t reaching as many people as you’d like. You decide to leverage platforms like Medium and LinkedIn, where you can publish articles and potentially get more exposure. However, while you’ve been writing and posting content there, it doesn’t seem to rank well on search engines or get as much engagement as expected. You’re wondering: how can you improve the SEO of content on these platforms, making sure it reaches the right audience and ranks higher?
Exact Answer
To improve SEO on platforms like Medium or LinkedIn, you should focus on optimizing for keywords, structuring your content for readability, including relevant backlinks, using engaging headlines, and promoting content to increase visibility. Additionally, regularly posting and interacting with your audience helps boost your content’s reach and engagement.
Explanation
Optimizing content on platforms like Medium and LinkedIn requires a slightly different approach than traditional websites. While these platforms manage much of the technical SEO, there are still several tactics you can use to maximize your content’s visibility and ranking. Here’s how you can improve SEO on these platforms:
1. Optimize for Keywords and Search Intent
Just like traditional SEO, optimizing content for relevant keywords is crucial. Research what your target audience is searching for and incorporate those terms into your content. However, since Medium and LinkedIn often have built-in audiences, you should also consider the intent behind the searches. For example, if you’re writing for LinkedIn, users might be searching for professional development or industry insights, so focus your keywords accordingly.
- Fix It: Use tools like Google Keyword Planner or Ubersuggest to find keywords relevant to your niche. Integrate these keywords naturally into your title, subheadings, and throughout your content.
2. Structure Your Content for Readability and Engagement
Both LinkedIn and Medium reward readable, engaging content. Break up your content with short paragraphs, subheadings, bullet points, and images. The easier it is for people to read and navigate your article, the longer they’ll stay on the page, which improves both SEO and user engagement.
- Fix It: Structure your article with clear headings and subheadings to guide the reader. Use bullet points or numbered lists for easy scanning. Keep paragraphs short (2-3 sentences) to avoid overwhelming the reader.
3. Craft Engaging Headlines and Introductions
Your headline is the first thing readers will see, and it can make or break your SEO efforts. On Medium and LinkedIn, captivating headlines can lead to higher click-through rates, which indirectly impact SEO by improving engagement. Similarly, your introduction should hook the reader in, making them want to keep reading.
- Fix It: Create compelling, curiosity-driven headlines that promise value. For example, instead of a generic headline like “How to Manage Time,” try something like “5 Proven Time Management Hacks for Remote Workers.”
4. Use Relevant Backlinks and External Links
While both LinkedIn and Medium limit the use of external links (to avoid spamming), linking to authoritative sources and related content can help improve SEO. On Medium, linking to other relevant Medium posts, or even your own, can help boost your visibility. On LinkedIn, linking to authoritative external sources or your company website provides more context and credibility.
- Fix It: Include a few high-quality external links or internal links to related content within the platform. For example, link to a relevant study, a product page, or a related post on Medium.
5. Publish Regularly and Engage with Your Audience
Search engines favor fresh content, so posting consistently can improve your SEO performance over time. On Medium and LinkedIn, the algorithms prioritize content with high engagement, so it’s essential to interact with your audience by replying to comments and promoting your posts.
- Fix It: Set a regular posting schedule and make an effort to engage with your readers. Respond to comments, share your posts on other social media platforms, and participate in conversations to build your audience.
6. Add Visual Content
Medium and LinkedIn both support images, videos, and infographics, which not only make your content more engaging but can also improve SEO. Google and other search engines recognize visual content as part of the overall user experience.
- Fix It: Use relevant images, infographics, or even short videos to make your posts more visually appealing. Don’t forget to optimize your image alt text with keywords!
Example
Let’s use your productivity tools startup as an example.
You write a post titled “How to Stay Productive as a Remote Worker” on Medium, but it doesn’t seem to get much traction or rank well in search engines. You take a closer look and see some areas for improvement.
- Keyword Optimization:
You realize you haven’t included the keyword “remote work productivity tools” or variations of it in your content. You go back and adjust the article, naturally including this keyword in the title, headings, and body of the content. - Engaging Headline:
You change the headline from “How to Stay Productive as a Remote Worker” to “The Top 5 Productivity Tools Every Remote Worker Needs to Stay Organized.” This headline is more specific and promises value right away. - Adding Backlinks:
You add links to your own website where you offer productivity tools, providing readers with more ways to engage with your brand. - Improved Structure:
You break the article into more digestible sections, using bullet points and numbered lists to highlight the productivity tips and tools. - Visual Content:
You include a simple infographic showing the productivity tools you recommend, which helps keep the readers’ attention.
After making these adjustments, you notice that the post starts getting more views and generating comments. Not only does it start ranking higher for relevant keywords, but it also drives more traffic to your website and engages your audience more effectively.
Improving SEO on platforms like Medium and LinkedIn is about balancing optimization with engagement. By optimizing for keywords, structuring your content for readability, using relevant links, and maintaining regular posting schedules, you can increase both visibility and audience engagement.