By Jonathan Baker and Sydney Donovan, EGC’s Director of PR LinkedIn, that well-known platform synonymous with all things related to ‘the professional world,’ is unique for another reason. It has been revealed to be a top-cited source in AI-generated search responses among Large Language Models (LLMs). And where PR is concerned, this is especially valuable. Suade, EGC’s PR division, explains this value. The Semrush Study A study was conducted last month by cloud-based digital marketing platform Semrush. This study concluded that LinkedIn ranked second place (with Reddit first) among a list of sources frequently cited by LLMs. For added perspective, Semrush arrived at this discovery after having analyzed 325,000 prompts. Additionally, LinkedIn outpaced many traditionally authoritative domains and appeared more frequently in ChatGPT Search and Google AI Mode responses. And how is PR impacted, you may ask? A lot! LinkedIn and PR In the realm of public relations, brands and businesses with a presence on LinkedIn (which is to say all) should heed the platform’s place (and power) and use it to the best possible advantage. What should businesses do to benefit? And why is it especially important today? 1. What Businesses Should Do: Create and Maintain Consistent Content LinkedIn maintains a healthy mixture of original articles (ranging between 500 and 2,000 words) and shorter, mid-length features (between 50 and 300 words). Additionally, authors who post regularly (at least five times per month) with moderate (not necessarily high) engagement tend to be most often cited by LLMs. (And while on the topic of LLMs, the written content should be original, expert-led, and non-generic, qualities that AI-generated text often fails to meet without human oversight.) 2. Why This is Important: The Era of Generative Engine Optimization (GEO) With the growth of GEO, profiles of companies, and commentary from leadership teams and employees have better reach and visibility. By maintaining authentic content that provides a benefit to LinkedIn scrollers and subscribers, combined with solid earned media placements, brands and businesses have greater chances of success for appearing in GEO searches. One Other Advantage: Control The most basic (but possibly overlooked) advantage brands and businesses have is their power to control the narrative of content that builds and supports their presence on LinkedIn. Executives in the C-Suite, for example, can provide posts that may serve as proof points their PR teams are actively pitching to appear in other media. A PR Postscript Have the findings from Semrush inspired you to step up your brand or business’ presence on LinkedIn? Remember, above everything else, to maintain the equation of ‘transparency-plus-authenticity,’ which adds up to ‘trust.’ Care to know more about how Suade can benefit your presence on LinkedIn, among other places? Contact us to find out how.
