Stop being invisible on LinkedIn 👀

From invisible to credible: LinkedIn tactics that work

LinkedIn is where first impressions get made. Investors, clients, partners, hires, they all search your name before they take your call. If you don’t show up strong there, you may as well not exist.

I’ve written before about how personal branding can tilt the playing field, but LinkedIn is where it gets tested daily: who finds you, who clicks, and whether you look credible.

That’s why I asked Melanie Goodman, a former Magic Circle lawyer turned LinkedIn strategist and founder of Trevisan, to share her playbook.

She’s less interested in chasing likes and more in making sure you’re visible, credible, and remembered, even by people who’ve never heard your name before. 👇🏻

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How to be seen (and remembered) on LinkedIn

LinkedIn is the spotlight: if you don’t show up here, you don’t show up at all. Illustration: ImageFX/MM

Last year, I tested 6 visibility tactics on my own profile. One tripled profile views in under 2 weeks. Another? Made no difference.

This playbook is built on what actually moved the needle.

Here’s how to make sure you’re not just on LinkedIn but actually found, remembered, and trusted.

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1️⃣ Optimise your profile and show proof

Your profile is the foundation of visibility. If it’s not discoverable, everything else falls flat. This is where most people slip up.

• Use hyper-specific keywords in your headline and job titles (e.g. “SaaS Churn Reduction Specialist for Fintech” not “Growth Marketer”).

• Write your About section in natural language, weaving in variations of the keywords you want to be found for.

• Keep your profile 100% complete with awards, case studies, and certifications.

• Create a clean custom URL that includes your niche (e.g. linkedin.com/in/janedoe-fintechlaw). You’d be surprised how many profiles still miss this basic fix.

Don’t skip the high-value sections:

• Featured: Add case studies, articles, or videos with SEO-rich titles. Refresh quarterly.

• Skills: Use niche-specific terms (e.g. “AML KYC reviews” not just “Compliance”). You can now add up to 100.

• Projects & Publications: Write keyword-rich titles, add outcomes and media, tag collaborators.

• Volunteer Experience: Signals values and completes the profile.

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2️⃣ Publish content that lasts

The algorithm now rewards evergreen relevance, not just recency. A strong post can circulate for weeks.

• Share frameworks, FAQs, or problem-solving guides that remain useful over time.

• Use native formats like carousels, videos, and longer posts to show depth.

• Repurpose your strongest posts into newsletters, DMs, or quick summaries to stretch their reach.

The goal isn’t to go viral for a day. It’s to create posts with a half-life that builds credibility and compounds reach.

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3️⃣ Engineer engagement before and after posting

Most people only think about what happens after they post. The reality: the first 20 minutes before and the first hour after are where the algorithm decides if your post deserves to travel.

• Warm up by commenting on 3–5 posts before you publish: it primes LinkedIn to push your post.

• Stay connected with a few people you respect in your space. Commenting regularly on each other’s posts helps everyone stay visible without gaming the system.

• Respond quickly to comments to deepen threads and boost dwell time.

And don’t just post: comment with authority. In 2025, comments can travel just as far as posts.

• Each week, add real insight to trending or authority posts in your space.

• Back your points with a stat, example, or new perspective.

• End with a question to spark dialogue.

One comment of mine hit 1,000+ impressions in the first hour. Proof that authority comments travel further than most posts when done right.

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4️⃣ Use analytics to guide your strategy

LinkedIn’s analytics are now more granular. Use them to make informed decisions.

• Track which posts drive profile views, DMs, or connection requests.

• Identify which industries and job titles engage most.

• Share “what I learned this month” posts based on these insights to position yourself as a sharp observer.

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5️⃣ Engineer content for dwell time

LinkedIn measures how long people stay with your content. More time = more reach. That means your job isn’t just to post, but to hold attention.

• Ask open-ended, thought-provoking questions that invite detailed replies. Longer comments (>10 words) often double or triple reach.

• Align content themes with your expertise. Consistency signals authority, which the algorithm rewards.

A reliable format here is BABLA micro storytelling (Before/After/Bridge/Lesson/Action):

• Before: The starting point or problem.

• After: The result or outcome.

• Bridge: The steps that got you there.

• Lesson: The core takeaway.

• Action: The prompt for readers.

Compact and scroll-friendly, this format keeps people pausing long enough for LinkedIn to notice.

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6️⃣ Optimise for voice and visual search

Search on LinkedIn is evolving beyond text. Voice and image search are coming fast, and early adopters will stand out.

• When uploading video, use subtitle tools (e.g. Kapwing, Descript) and always add transcripts.

• Write descriptive alt-text for images (e.g. “Head of HR running fintech employee advocacy training”).

• Audit your profile for stiff, technical jargon. Replace it with phrases people would actually say out loud (e.g. “I help financial teams automate compliance workflows” instead of “Financial compliance process automation specialist”).

• In posts, speak directly to the reader (“Ever wondered how…?”).

• Use long-tail keywords in a conversational way (“How do you build remote team culture in fast-growing SaaS?”).

This is how you future-proof your visibility, by matching how people actually search, not just how they type.

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The weekly rhythm

To make all of this manageable, here’s a simple cadence:

• Monday → Refresh one profile section + check analytics

• Tuesday → Publish one evergreen post

• Wednesday → Comment on five authority posts

• Thursday → Reach out to three second-degree connections

• Friday → Send a voice or video DM follow-up

Apply these tactics steadily, track your results, and adjust as you go. That’s how you’ll stay technically discoverable and trusted on the LinkedIn platform we're using today.

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👤 About Melanie Goodman

Melanie is the founder of Trevisan, a consultancy she built in 2017 to help professionals turn LinkedIn into a business growth tool.

If you want to understand exactly how the algorithm rewards your content today, get Melanie’s in-depth guide: How to Get the Highest Reach on Your Posts in 2025

It breaks down the strategic levers LinkedIn’s algorithm is actually prioritising now.

• Subscribe to The Link Tank on Substack

• Follow Melanie on LinkedIn

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More on personal branding from Millennial Masters:

Personal branding is an edge… until it isn’t 🕳️

Don’t let AI kill your personal brand 🛡️

How to SLAY at personal branding on LinkedIn 💥 | Lara Acosta