Inserting links into posts pisses off LinkedIn’s algorithm

Don’t do the obvious — learn the rules!

When publishing a sales-driven post on LinkedIn, we often instinctively add a link within the content or at the end of the post. By this, we direct the reader to a page where they can learn more, schedule a meeting with a salesperson, or make a purchase.

Such a post is a classic “call to action!” By publishing it, we aim to generate interest from potential clients, expecting it to initiate the sale of a product or service.

Including a link to “our” page at the end seems obvious and natural. We might even think that without it, the reader will feel “left hanging,” unsure of what to do next, and possibly “disappointed.”

Well, if that’s the case — we think wrong.

The truth is, it doesn’t work that way — only a small percentage of readers click on an external link, and that percentage depends on a host of hard-to-predict factors.

But by inserting an external link into a post, we’re doing something much worse.

We’re irritating LinkedIn’s algorithm.

No one officially confirms this, but experience suggests it’s true

All social media algorithm studies suggest that their owners: (1) aim to keep users on their platform as long as possible; (2) consequently penalize content that distracts users from this goal; (3) never officially confirm these practices.

In other words, LinkedIn, Facebook, X, etc., will limit the visibility (shadowban) of posts that link to other websites, especially competing social media platforms.

For example, one of the fastest-growing platforms right now is Substack — initially a platform for generating newsletters, now equipped with its own social platform, Notes, as an alternative to the likes of X.

So, guess what happens if you include a link to Substack in your post? Your post’s visibility will likely be shadowbanned.

What do the studies show?

There are people like Richard van der Blom who research LinkedIn’s algorithm and publish reports on it. There are many such individuals, but I’ve followed van der Blom for a while, so anyone skeptical of what I’m about to say — feel free to direct your complaints to him.

Let’s start with the fact that social media algorithms are constantly being modified. What’s hot today might be secondary tomorrow — and punished a month later. That’s just how it is — if you don’t like it, don’t use the platform…

The following numbers come from a report published a few months ago, but I can still confirm them based on my own experience and other reports I’ve read since that corroborate these findings.

So:

• If our post’s main purpose is an external link (i.e., the post consists of text + link to a website at the bottom), LinkedIn reduces reach by about 40–50% for posts from personal accounts and 25–35% for company page posts.

• If we add a link in the post’s comments, LinkedIn may limit its visibility (e.g., if there are many comments, the one with the link might appear lower); also, we must follow the rules for commenting on our own posts! (more on that in another episode); if you add a comment immediately after publishing the post — there’s a -20% reach penalty.

• If we publish a post and then edit it to add a link — there’s a penalty; you have to follow the publication rules (again, more on that in another episode).

Does that mean we can’t include links in posts?

You can, but you need to be aware that this limits the post’s reach.

What should I write if I want to sell a 3D printer but can’t add a link?

Well, that’s a topic for another conversation… I’ll repeat — links can be added, but they limit the post’s visibility. Secondly, adding a link to a post doesn’t really translate into anything valuable…

What is LinkedIn for according to LinkedIn?

Many platform users feel like LinkedIn is a bulletin board where they post information about themselves (or the products and services they sell).

LinkedIn sees it differently…

Sure, it’s great if we post, but not too often. Ideally, 3–5 times a week.

What we should do all the time is comment on other users’ posts and engage in multi-level discussions with them.

Because, in the end, it’s a social platform. It’s meant for networking and exchanging opinions on various topics.

If you want to post a lot and often — go to Medium or Substack and enjoy the adoration of your readers. If you have any at all…

Successful selling on LinkedIn involves building long-term relationships with other users. Posts are our identification symbols. People recognize who we are and what to expect from us through them.

As for me, people can expect posts about 3D printers by default. They shouldn’t expect posts about Thermomix.

If we want to sell something, it shouldn’t be through a generic post with a product photo, listed advantages, and links to the contact page on our website.

Real selling is about posts that highlight the benefits of owning the product/service and engaging in numerous conversations with potential customers. First in comments — then in messages — finally via video call or personal meeting.

I read an opinion from one of the biggest influencers on LinkedIn that the right number of comments per day is 50. This is how the best of the best do it. Or at least that’s what they claim…

In summary…

• No external links in the posts.

• The fewer advertising announcements in the post, the better.

• More valuable information, stories, anecdotes, the better.

• The more comments on other posts, the better.