When people think about searchability and discoverability, they tend to picture keyword-optimized blogs, backlinks, and Google rankings.
With AI changing how search works, many new assumptions are entering the chat. But I’ve seen that the real question isn’t how we optimize for AI search but what content is showing up in AI output, and why.
It’s not about driving traffic to your site anymore. It’s about becoming part of the answers AI gives.
AI doesn’t comb the internet and weigh every source fairly. It grabs what it can, ranks it based on trust and relevance, and spits it back—fast and confidently. And here’s the kicker: most people take that first answer and run with it. They don’t dig deeper. They don’t ask follow-ups.
So the question becomes: where is AI getting that information?
Have you noticed how often LinkedIn content appears in AI-generated responses?
It’s one of the few sources AI seems to trust by default.
Why? Likely because it’s cross-referenced and aligned with other trusted sources—think press releases, official reports, rankings, trade pubs, company websites. That’s the tier of content AI leans on most.
My (unproven but compelling) hypothesis is that AI doesn’t always treat LinkedIn content as individual posts from users—it treats them as content from LinkedIn itself. That’s how prominent and frequently cited some of this material is.
LinkedIn isn't just a nice-to-have if you're running a business, showcasing a product, building your position, or attracting top hires. It’s leverage.
So maybe it’s time we stop treating LinkedIn strategy as bonus content. Because AI sure doesn’t.
While a post may be a strong performer in the feed, which is still very important, you're probably losing the long-term benefits of that piece of content.
Because, as far as AI’s concerned, it doesn’t exist.
So, how do we ensure that all our LinkedIn efforts are making a difference? Or, how can we start using LinkedIn more effectively to enhance our visibility and branding efforts?
A post might perform well in the feed (which still matters), but if it’s not in one of the searchable formats, AI can’t find it.
To AI, it doesn’t exist.
Not all content serves the same purpose. Use LinkedIn content in four layers:
Content for Search: Public. Structured. Useful to AI. Your public profile, company page, job listings, articles, and newsletters.
Here is a link to check your public profile settings.
Content for Credibility: What people see when they look you up. Featured posts, smart use of your profile, recent activity, and embedded LinkedIn links on your site.
Content for the Sales Cycle: What you or your team can send in an email or drop into a deck. Loop-closers. Screenshots that sell. Quotable snippets.
I could send the article, or I could post it and comment on it, sharing my thoughts.
Content for the Feed: Visual. Short. Scroll-stoppers. Posts that make you present and top-of-mind now. Strategic commenting is key here, too (see the example below on how it shows up when you comment).
Most people focus on just the feed. Maybe a few executive profiles. And that’s it. But if that’s all you’re doing, you’re missing the compounding, search-surfacing layers that scale.
Let’s say your company is proudly employee-owned.
If that only lives in a press release from 2021 and a corner of your website, AI likely skips it.
However, if it also lives in:
Now it’s not just a fact—it’s a signal. And AI loves signals.
That content echoes and amplifies. It reinforces what’s on your site and what’s in trusted third-party media. The web becomes layered with that message.
No, you don’t need to become a LinkedIn content machine. But if all your content lives only in the feed?
You're invisible to search.
You’re hoping the algorithm surfaces your work at the right time to the right people when they’re actually paying attention.
That’s a lot of ifs.
Instead, build a LinkedIn presence that’s always findable. Even when no one’s scrolling. Even when no one’s looking, yet.
Because AI is deciding who gets found.