Platforms: LinkedIn
Guides LinkedIn post copy creation and optimization. Use for generating publish-ready professional content. Suitable for copy agents and design agents (image specs).
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Output: Publish-Ready Copy
This skill enables agents to generate LinkedIn post copy optimized for engagement. Output includes character-counted text and structure for the "See more" threshold.
Post Types and Entry Points (organic)
| Kind |
What to know |
| Start a post |
Short update; can include link preview if you paste a URL. Same feed format as other updates. |
| Photo |
Single or multiple images (carousel in feed). |
| Video |
Uploaded file (distinct from LinkedIn Live, which is live streaming and has separate gating). |
| Write article |
Article = long-form editor, separate from the short post box; long URL, better for depth and some off-site discoverability. |
| Document |
PDF / PPT / DOC (slides in feed). Official limits (check current help): on the order of ~100MB / ~300 pages per file—verify when publishing. |
| Poll |
Engagement driver; keep question and options scannable. |
| More (menu) |
Often includes celebrations, hiring-style share, Find an expert, etc. (varies by product/region). |
| Reshare |
Reshare or quote another member’s post with your take—adds context; avoid empty reshares. |
| Newsletter |
Series subscription; not the same as a one-off post but compound reach over time. |
| Event |
Create/promote events via a dedicated flow, not the same as a plain text post. |
Product detail: Get started with posting on LinkedIn · Upload and share documents
Why it matters for copy: Match CTA and length to the form (e.g. a document deck vs a 5-line hot take). Do not treat a short post and an Article as interchangeable.
Platform Positioning
LinkedIn is a professional network—its core value is career identity, B2B relationships, and professional content. Key differences from general social platforms:
| Dimension |
LinkedIn |
Meta / X / TikTok |
| Primary intent |
Job seeking, B2B networking, industry learning |
Entertainment, social, discovery |
| Identity |
Real name + career history |
Username or lifestyle persona |
| Content tone |
Professional, constructive |
Casual, entertaining, opinion |
| B2B lead value |
High (job title + company targeting) |
Low to medium |
| Algorithm signal |
Professional interest + network + editorial |
Engagement, watch time, virality |
Prioritize LinkedIn when: targeting B2B buyers, building professional authority, recruiting, or publishing industry thought leadership. For consumer brand awareness or entertainment, other platforms are often more effective.
How the Feed Ranks (what to write for)
- The feed is not a pure reverse-chronological friend list. It blends 1st-degree connections, follows, company/topic interest, and recommended “out of network” content from the Economic Graph, plus ads. How the Feed ranks content
- Relevance uses context of the post, profile and network signals, and behavior (read, react, comment, share, dwell). Demographics like age or gender are not used to rank feed visibility (per public help guidance).
- Platform direction in recent public communications: more LLM/semantic understanding, less inauthentic engagement and engagement-bait / low-quality repetition; favor real expertise and meaningful discussion. Background on feed engineering (blog)
Writing implications: Strong first line and on-topic depth; comments that add substance; avoid templates that look automated or “pod” coordinated.
Off-Site Search Visibility (SEO & GEO)
LinkedIn content is visible to search engines on a selective basis—understand what gets indexed for SEO and cited for GEO.
What Google Indexes vs. What Is Login-Gated
| Surface |
Search Visibility |
GEO (AI citation) Value |
| Public profile (Headline, About, Experience) |
Indexed for name/company/role queries |
Strong entity signal; citable paragraphs |
| Articles (long-form editor) |
Indexed when set to public |
High; structured paragraphs with keywords |
| Company Page |
Indexed for brand queries |
Medium; brand entity signals |
| Short feed posts |
Login-gated—not indexed |
Low; cannot be cited if behind login |
| Newsletter issues |
Indexed if public; behind login if subscriber-only |
Depends on visibility setting |
SEO Through LinkedIn
- Headline is the most SEO-visible field on your profile—treat it as a title tag. Include primary keyword + value proposition (e.g. “B2B SaaS Marketing | Helping startups scale through content”).
- About section: Write public-facing paragraphs with keywords and proof points. This is indexed and often appears in Google search snippets.
- Featured section: Use to showcase key links (site, case studies, press). These appear on your public profile and add backlink value.
- Articles: Long-form content on LinkedIn ranks independently on Google. Treat as secondary publication, not primary—repurpose site content with canonical or unique article.
- Consistency: Align name, headline, and entity names across LinkedIn, your site, and other public bios. See entity-seo for
sameAs alignment.
GEO Through LinkedIn
- Entity consistency: Your LinkedIn profile is a high-authority entity source. AI search tools (ChatGPT, Perplexity, Google AI Overviews) can cite your LinkedIn profile when answering “who is [person]” or “what does [company] do” queries.
- Citable paragraphs: Write your About section in answer-first format (40–60 words per block) so AI tools can extract and cite it directly.
- Evidence links: Add links to your site, case studies, talks, and publications in Featured and About. AI tools cite external links as supporting references.
- Public articles: Publish LinkedIn Articles on relevant topics; well-structured articles with data and citations increase the likelihood of AI citation.
- Limitation: Short feed posts behind login walls are invisible to AI crawlers and search engines. Do not rely on feed posts for GEO.
Actionable checklist:
For implementation details: open-graph (link previews), entity-seo (people/org sameAs), generative-engine-optimization (cross-platform GEO).
Profile Modules for Discovery
Key LinkedIn profile modules that affect search visibility and AI citation:
| Module |
SEO/GEO Value |
Optimization |
| Headline |
Highest—indexed, appears in search snippets |
Customize beyond job title; include keyword + audience + value |
| About |
High—indexed; citable for AI |
Write in answer-first format; include proof points, external links |
| Featured |
Medium—showcases key links on public profile |
Add site URL, case studies, press, portfolio |
| Experience (media) |
Low-medium—media attachments are indexed |
Add relevant documents, links, images to each role |
| Skills & Endorsements |
Low—indexed but thin signal |
Include relevant skills; endorsements add social proof |
| Articles |
High—indexed and rankable |
Publish long-form content with keywords and data |
| Custom URL |
Indirect—clean URL improves shareability |
Set to firstnamelastname or similar |
For the full profile module inventory, see LinkedIn help: Add sections to your profile.
Character Limits
| Type |
Limit |
Notes |
| Post |
3,000 characters |
Optimal: 1,300–1,600 |
| First line (critical) |
210–235 chars |
Visible before "See more"; 60–80% decide here |
| Short posts |
100–200 chars |
Polls, announcements, quotes |
Optimal Length by Content Type
| Type |
Characters |
Use |
| Short |
100–200 |
Polls, announcements, quotes |
| Medium |
300–1,200 |
Case studies, tips, BTS |
| Long |
1,200–2,000 |
Thought leadership, analysis |
| Sweet spot |
1,300–1,600 |
Highest engagement |
| Avoid |
>2,000 |
~35% engagement drop |
First Line (Hook)
- Place key message in first 140 chars
- Strong openings: Specific results, pain points, bold claims, surprising stats
- Avoid: Vague teases, hashtag-first, generic greetings
Image Specs (for Design Agents)
| Format |
Dimensions |
Use |
| Single image |
1200×627 (1.91:1) |
Feed; link previews |
| Square |
1200×1200 |
Single image |
| Carousel (organic) |
Up to 20 images |
Multi-image post |
| File |
≤10 MB; JPG/PNG |
Native uploads perform better |
| Vertical |
Preferred |
88% browse on mobile |
Best Practices
- Mobile-first: 88% users on mobile
- Polls and document (PDF) posts: Often strong for reach; pair with a clear takeaway
- Post frequency: Weekly minimum is a common bar for company pages; individuals often several times per week if sustainable
- Alt text: Add for accessibility
- B2B tone: Professional and constructive; see influencer-marketing and about-page-generator for voice alignment with profile/brand
Output Format
When generating LinkedIn copy, provide:
- First line (≤210 chars; hook)
- Full post with character count
- Hashtags (a few, relevant; end of post)
- Image specs (if design agent needs dimensions)
- Form note if not a plain post (e.g. “pair with a 5-slide document” or “use Article for 1,200+ words”)
Related Skills
- linkedin-ads: Paid promotion; same professional tone as organic
- open-graph: Link share previews (Facebook, LinkedIn, etc.)
- entity-seo: People/org sameAs and entity consistency
- generative-engine-optimization: AI search / answer visibility (cross-platform; not only LinkedIn)
- influencer-marketing: LinkedIn influencers for B2B
- about-page-generator: Professional brand alignment
- visual-content: Cross-channel visual planning; LinkedIn image specs in context
Official references (index)
1---2name: linkedin-posts3description: When the user wants to create LinkedIn post copy or optimize for LinkedIn. Also use when the user mentions "LinkedIn post," "LinkedIn article," "professional post," "post to LinkedIn," "LinkedIn content," "LinkedIn copy," "B2B LinkedIn," "LinkedIn engagement," "LinkedIn feed," "share box," "document post," "poll," "Newsletter," "reshare," or "LinkedIn marketing." For LinkedIn ads, use linkedin-ads.4---5
6# Platforms: LinkedIn
7
8Guides LinkedIn post copy creation and optimization. Use for generating publish-ready professional content. Suitable for copy agents and design agents (image specs).
9
10**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.
11
12## Output: Publish-Ready Copy
13
14This skill enables agents to generate LinkedIn post copy optimized for engagement. Output includes character-counted text and structure for the "See more" threshold.
15
16## Post Types and Entry Points (organic)
17
18| Kind | What to know |
19|------|----------------|
20| **Start a post** | Short update; can include **link preview** if you paste a URL. Same feed format as other updates. |
21| **Photo** | Single or multiple images (carousel in feed). |
22| **Video** | Uploaded file (distinct from **LinkedIn Live**, which is live streaming and has separate gating). |
23| **Write article** | **Article** = long-form editor, **separate** from the short post box; long URL, better for depth and some **off-site** discoverability. |
24| **Document** | PDF / PPT / DOC (slides in feed). Official limits (check current help): on the order of **~100MB / ~300 pages** per file—verify when publishing. |
25| **Poll** | Engagement driver; keep question and options scannable. |
26| **More** (menu) | Often includes **celebrations**, **hiring**-style share, **Find an expert**, etc. (varies by product/region). |
27| **Reshare** | Reshare or **quote** another member’s post with your take—adds context; avoid empty reshares. |
28| **Newsletter** | **Series** subscription; not the same as a one-off post but compound reach over time. |
29| **Event** | Create/promote events via a dedicated flow, not the same as a plain text post. |
30
31**Product detail**: [Get started with posting on LinkedIn](https://www.linkedin.com/help/linkedin/answer/a518996) · [Upload and share documents](https://www.linkedin.com/help/linkedin/answer/a518909)
32
33**Why it matters for copy**: Match CTA and length to the **form** (e.g. a document deck vs a 5-line hot take). Do not treat a **short post** and an **Article** as interchangeable.
34
35## Platform Positioning
36
37LinkedIn is a professional network—its core value is career identity, B2B relationships, and professional content. Key differences from general social platforms:
38
39| Dimension | LinkedIn | Meta / X / TikTok |
40|-----------|----------|--------------------|
41| **Primary intent** | Job seeking, B2B networking, industry learning | Entertainment, social, discovery |
42| **Identity** | Real name + career history | Username or lifestyle persona |
43| **Content tone** | Professional, constructive | Casual, entertaining, opinion |
44| **B2B lead value** | High (job title + company targeting) | Low to medium |
45| **Algorithm signal** | Professional interest + network + editorial | Engagement, watch time, virality |
46
47**Prioritize LinkedIn when**: targeting B2B buyers, building professional authority, recruiting, or publishing industry thought leadership. For consumer brand awareness or entertainment, other platforms are often more effective.
48
49## How the Feed Ranks (what to write for)
50
51- The feed is **not** a pure reverse-chronological friend list. It blends **1st-degree connections, follows, company/topic interest, and recommended “out of network”** content from the **Economic Graph**, plus ads. [How the Feed ranks content](https://www.linkedin.com/help/linkedin/answer/a9554004)
52- Relevance uses **context** of the post, **profile and network signals**, and **behavior** (read, react, comment, share, **dwell**). Demographics like age or gender are **not** used to rank feed visibility (per public help guidance).
53- Platform direction in recent public communications: more **LLM/semantic** understanding, less **inauthentic engagement** and **engagement-bait** / low-quality repetition; favor **real expertise** and **meaningful** discussion. [Background on feed engineering (blog)](https://www.linkedin.com/blog/engineering/feed/engineering-the-next-generation-of-linkedins-feed)
54
55**Writing implications**: Strong **first line** and **on-topic depth**; comments that add substance; avoid templates that look automated or “pod” coordinated.
56
57## Off-Site Search Visibility (SEO & GEO)
58
59LinkedIn content is visible to search engines on a **selective** basis—understand what gets indexed for SEO and cited for GEO.
60
61### What Google Indexes vs. What Is Login-Gated
62
63| Surface | Search Visibility | GEO (AI citation) Value |
64|---------|-----------------|-------------------------|
65| **Public profile** (Headline, About, Experience) | Indexed for name/company/role queries | Strong entity signal; citable paragraphs |
66| **Articles** (long-form editor) | Indexed when set to public | High; structured paragraphs with keywords |
67| **Company Page** | Indexed for brand queries | Medium; brand entity signals |
68| **Short feed posts** | **Login-gated**—not indexed | **Low**; cannot be cited if behind login |
69| **Newsletter issues** | Indexed if public; behind login if subscriber-only | Depends on visibility setting |
70
71### SEO Through LinkedIn
72
73- **Headline** is the most SEO-visible field on your profile—treat it as a title tag. Include primary keyword + value proposition (e.g. “B2B SaaS Marketing | Helping startups scale through content”).
74- **About section**: Write public-facing paragraphs with keywords and proof points. This is indexed and often appears in Google search snippets.
75- **Featured section**: Use to showcase key links (site, case studies, press). These appear on your public profile and add backlink value.
76- **Articles**: Long-form content on LinkedIn ranks independently on Google. Treat as secondary publication, not primary—repurpose site content with canonical or unique article.
77- **Consistency**: Align name, headline, and entity names across LinkedIn, your site, and other public bios. See **entity-seo** for `sameAs` alignment.
78
79### GEO Through LinkedIn
80
81- **Entity consistency**: Your LinkedIn profile is a high-authority entity source. AI search tools (ChatGPT, Perplexity, Google AI Overviews) can cite your LinkedIn profile when answering “who is [person]” or “what does [company] do” queries.
82- **Citable paragraphs**: Write your About section in answer-first format (40–60 words per block) so AI tools can extract and cite it directly.
83- **Evidence links**: Add links to your site, case studies, talks, and publications in Featured and About. AI tools cite external links as supporting references.
84- **Public articles**: Publish LinkedIn Articles on relevant topics; well-structured articles with data and citations increase the likelihood of AI citation.
85- **Limitation**: Short feed posts behind login walls are invisible to AI crawlers and search engines. Do not rely on feed posts for GEO.
86
87**Actionable checklist**:
88- [ ] Headline includes primary keyword + value proposition (treat as meta title)
89- [ ] About section written in answer-first format (quotable paragraphs)
90- [ ] Featured section showcases site, case studies, key publications
91- [ ] Entity names (name, company, role) consistent across LinkedIn and site
92- [ ] At least one public Article published on a relevant industry topic
93- [ ] LinkedIn profile URL uses custom alias (not default ID string)
94
95For implementation details: **open-graph** (link previews), **entity-seo** (people/org sameAs), **generative-engine-optimization** (cross-platform GEO).
96
97## Profile Modules for Discovery
98
99Key LinkedIn profile modules that affect search visibility and AI citation:
100
101| Module | SEO/GEO Value | Optimization |
102|--------|---------------|--------------|
103| **Headline** | Highest—indexed, appears in search snippets | Customize beyond job title; include keyword + audience + value |
104| **About** | High—indexed; citable for AI | Write in answer-first format; include proof points, external links |
105| **Featured** | Medium—showcases key links on public profile | Add site URL, case studies, press, portfolio |
106| **Experience (media)** | Low-medium—media attachments are indexed | Add relevant documents, links, images to each role |
107| **Skills & Endorsements** | Low—indexed but thin signal | Include relevant skills; endorsements add social proof |
108| **Articles** | High—indexed and rankable | Publish long-form content with keywords and data |
109| **Custom URL** | Indirect—clean URL improves shareability | Set to firstnamelastname or similar |
110
111For the full profile module inventory, see [LinkedIn help: Add sections to your profile](https://www.linkedin.com/help/linkedin/answer/a540837).
112
113## Character Limits
114
115| Type | Limit | Notes |
116|------|-------|-------|
117| **Post** | 3,000 characters | Optimal: 1,300–1,600 |
118| **First line (critical)** | 210–235 chars | Visible before "See more"; 60–80% decide here |
119| **Short posts** | 100–200 chars | Polls, announcements, quotes |
120
121## Optimal Length by Content Type
122
123| Type | Characters | Use |
124|------|------------|-----|
125| **Short** | 100–200 | Polls, announcements, quotes |
126| **Medium** | 300–1,200 | Case studies, tips, BTS |
127| **Long** | 1,200–2,000 | Thought leadership, analysis |
128| **Sweet spot** | 1,300–1,600 | Highest engagement |
129| **Avoid** | >2,000 | ~35% engagement drop |
130
131## First Line (Hook)
132
133- **Place key message in first 140 chars**
134- **Strong openings**: Specific results, pain points, bold claims, surprising stats
135- **Avoid**: Vague teases, hashtag-first, generic greetings
136
137## Image Specs (for Design Agents)
138
139| Format | Dimensions | Use |
140|--------|------------|-----|
141| **Single image** | 1200×627 (1.91:1) | Feed; link previews |
142| **Square** | 1200×1200 | Single image |
143| **Carousel (organic)** | Up to 20 images | Multi-image post |
144| **File** | ≤10 MB; JPG/PNG | Native uploads perform better |
145| **Vertical** | Preferred | 88% browse on mobile |
146
147## Best Practices
148
149- **Mobile-first**: 88% users on mobile
150- **Polls and document (PDF) posts**: Often strong for reach; pair with a clear takeaway
151- **Post frequency**: Weekly minimum is a common bar for company pages; individuals often **several times per week** if sustainable
152- **Alt text**: Add for accessibility
153- **B2B tone**: Professional and constructive; see **influencer-marketing** and **about-page-generator** for voice alignment with profile/brand
154
155## Output Format
156
157When generating LinkedIn copy, provide:
158
1591. **First line** (≤210 chars; hook)
1602. **Full post** with character count
1613. **Hashtags** (a few, relevant; end of post)
1624. **Image specs** (if design agent needs dimensions)
1635. **Form note** if not a plain post (e.g. “pair with a 5-slide document” or “use Article for 1,200+ words”)
164
165## Related Skills
166
167- **linkedin-ads**: Paid promotion; same professional tone as organic
168- **open-graph**: Link share previews (Facebook, LinkedIn, etc.)
169- **entity-seo**: People/org **sameAs** and entity consistency
170- **generative-engine-optimization**: AI search / answer visibility (cross-platform; not only LinkedIn)
171- **influencer-marketing**: LinkedIn influencers for B2B
172- **about-page-generator**: Professional brand alignment
173- **visual-content**: Cross-channel visual planning; LinkedIn image specs in context
174
175## Official references (index)
176
177- [Get started with posting](https://www.linkedin.com/help/linkedin/answer/a518996) · [Feed ranking (help)](https://www.linkedin.com/help/linkedin/answer/a9554004) · [Share photos](https://www.linkedin.com/help/linkedin/answer/a527229) · [Share videos](https://www.linkedin.com/help/linkedin/answer/a7174587)
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