LinkedIn is the world’s leading professional networking platform, with more than 936 million members. For businesses, it is an essential tool for generating leads, recruiting talent and promoting their brands.

Over the years, the LinkedIn algorithm has undergone many updates, the latest being the “20-24” algorithm. This update brought significant changes to the way content is served and ranked on the platform.

Understand Algorithm 20-24

The 20-24 algorithm is designed to prioritize relevant, attractive, and engaging content. It considers various factors to determine what content to display to users, including:

  • RelevanceContent should be relevant to users’ professional interests and career goals.
  • AttractivenessContent should be interesting, well-written, and visually appealing.
  • EngagementContent should generate engagement, such as likes, comments, and shares.
  • CreatorPosts from users with a strong reputation and large number of followers generally rank higher.

The 5 pillars of the 20-24 algorithm

LinkedIn has identified five key pillars that underpin the 20-24 algorithm:

  1. IdentityThe algorithm takes into account users’ professional identity, including their industry, title and skills.
  2. InterestsThe algorithm analyzes users’ professional interests, such as the topics they follow, the groups they join, and the articles they read.
  3. EngagementThe algorithm evaluates users’ engagement with the content, measured by likes, comments and shares.
  4. RelationshipsThe algorithm considers users’ relationships with other LinkedIn members, such as their connections, followers, and groups.
  5. TimeThe algorithm takes into account the time elapsed since the content was published. Newer content tends to rank higher than older content.

Optimize your content for the 20-24 algorithm

To optimize your content for the 20-24 algorithm, consider the following guidelines:

  • Identify your audienceDetermine the target audience for your content and make sure it is relevant to their professional interests.
  • Create high-quality contentWrite well-researched, engaging, and visually appealing articles that provide value to your audience.
  • Promote engagementAsk questions, encourage comments, and share valuable information to drive engagement with your content.
  • Build relationshipsConnect with others in your industry, join relevant groups, and participate in discussions.
  • Optimize SEOUse relevant keywords in the title, description, and body of your content to improve its visibility in LinkedIn search results.

Conclusion

Understanding the LinkedIn 20-24 algorithm is essential for businesses looking to maximize their reach and engagement on the platform. By optimizing your content based on key algorithm pillars, you can increase your content visibility, generate leads, and achieve your marketing goals.

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