The Post That Died Because of a Link
David wrote what he thought was his best LinkedIn post in months. He'd spent two hours crafting it—sharp hook, compelling story, actionable insights. He published it with a link to a free resource he'd created to complement the post.
Within the first hour, the post had 12 impressions. By the end of the day, it barely cracked 200. His previous posts without links? Easily 2,000-5,000 impressions. Same audience. Same quality. The only difference was the link.
LinkedIn's algorithm doesn't want you to leave the platform. When you include an external link in your post, the algorithm assumes you're trying to pull people away from LinkedIn—so it suppresses your reach. It's frustrating, but it's predictable. And once you understand the game, you can work around it without sacrificing the value you want to share.
Why LinkedIn Hates External Links (And What It Means for You)
LinkedIn is optimized for one thing: keeping users on LinkedIn. The longer people stay on the platform, the more ads they see, the more value LinkedIn creates for advertisers. Every external link is a threat to that business model.
So when you post a link that takes people to your website, a Medium article, or a YouTube video, LinkedIn's algorithm deprioritizes it. Your post gets shown to fewer people. Engagement drops. Reach plummets.
The Algorithm Penalty Is Real (But Not Absolute)
Here's the important nuance: LinkedIn doesn't ban posts with links. It just limits their initial distribution. If your post with a link gets strong early engagement despite the suppressed reach, the algorithm will still boost it. But you're starting from a disadvantage.
That's why most LinkedIn experts recommend the "link in the comments" strategy—but even that has evolved. Let's break down the strategies that actually work in 2025, starting with understanding what actually spreads on LinkedIn according to engagement velocity and network depth.
Strategy #1: Put the Link in the Comments (The Classic Approach)
This is the most widely recommended workaround: publish your post without a link, then immediately comment with the link.
Why it works: Your main post gets distributed normally. People who want the resource can click through to your comment. You're not penalized by the algorithm for the post itself.
How to Do It Right
Don't just drop a naked link in the comments. Add context:
Bad comment: "Link: [URL]"
Good comment: "If you want the full framework I mentioned in the post, I put together a free guide that walks through all 5 steps with examples. Here's the link: [URL]"
The context makes it clear why someone should click. It also signals to the algorithm that your comment adds value, which can help it surface higher in the comment thread. When you're strategic about your comments, you're doing more than just sharing links—you're using comments as content that extends your reach.
The Limitation of This Strategy
LinkedIn now suppresses comments with links too—just less aggressively than posts. Your link comment might not be shown to everyone who views the post, especially if the post gets a lot of engagement and your comment gets buried.
Solution: Pin your comment. LinkedIn doesn't allow you to pin your own comments, but you can ask a trusted connection to leave a comment asking for the link, then you reply to them. That keeps your link comment near the top of the thread.
Strategy #2: Use LinkedIn's Native Document Feature
Instead of linking out to a PDF or blog post, upload your content directly to LinkedIn as a native document or carousel. LinkedIn loves native content because it keeps people on the platform.
When to Use This Strategy
- You have a one-page checklist, template, or infographic you want to share
- You've written a long-form piece and want to repurpose it as a LinkedIn article or carousel
- You want to showcase a case study or portfolio piece visually
Native documents get better reach than external links because they're consumed entirely within LinkedIn. Plus, they look more polished and professional in the feed. If you're creating visual content, learn how to use carousels to tell better stories and maximize engagement.
The Downside
You don't capture email addresses or drive traffic to your website. If your goal is list-building or website traffic, this strategy won't serve you. But if your goal is engagement and visibility on LinkedIn itself, native content wins.
Strategy #3: The Tease-Then-Deliver Method
Publish a high-value post with no link. Let it get maximum distribution. Then, 24-48 hours later, publish a follow-up post or comment with the link.
Why it works: Your first post gets full algorithmic reach. People who found it valuable are primed to engage with your follow-up. You're not penalized for the link because the high-performing first post already built momentum.
How to Execute This
- Post 1: Share the insight, story, or framework. End with: "I created a detailed guide on this—comment 'GUIDE' if you want me to send it to you."
- Engagement phase: People comment. The post gets boosted by the algorithm.
- Post 2 (24-48 hours later): "Thanks for all the interest in the guide! Here it is: [Link]. Let me know what you think."
This approach requires patience, but it maximizes reach for both posts. The first gets organic distribution. The second benefits from people who are already interested and actively looking for the resource. And when you post consistently with strategic timing, you train your audience to expect valuable follow-ups.
Strategy #4: The DM Strategy (High Touch, High Value)
Instead of sharing a link publicly, invite people to DM you for it. This works especially well for gated resources, consultations, or anything that benefits from a personal touch.
Example CTA: "I put together a 10-page playbook on this exact topic. If you want a copy, send me a DM with the word 'PLAYBOOK' and I'll send it over."
Why This Works
- No algorithm penalty: There's no link in your post or comments.
- Higher engagement: Comments asking for the resource boost your post's reach.
- Relationship building: DMs create one-on-one conversations that can lead to deeper connections.
The downside? It's labor-intensive. If 50 people DM you, you need to respond to all 50. But if your goal is building relationships (not just distributing content), this is one of the best strategies available. And when those DMs turn into real conversations, you're well on your way to turning LinkedIn conversations into clients.
How to Automate (Without Losing the Personal Touch)
Use a tool like ANDI or a simple saved message template to speed up responses. But personalize each one slightly—mention something specific from their profile or comment. This keeps it human while scaling your effort.
Strategy #5: Post Sequencing (The Multi-Post Arc)
Instead of cramming everything into one post with a link, break your content into a series of posts that build on each other. The final post in the series includes the link as the payoff.
Example Sequence
- Post 1: Share the problem (no link)
- Post 2: Share one solution framework (no link)
- Post 3: Share a case study or story (no link)
- Post 4: "If you want the full system, I wrote a detailed guide. Link in comments."
By the time you share the link, you've already delivered massive value. People trust you. They're invested in the content arc. The link feels like a natural next step, not a bait-and-switch. This ties into how to turn one idea into ten posts, expanding single concepts into content series.
Strategy #6: The Dwell Time Hack (Use Link Previews Strategically)
When you paste a link into a LinkedIn post, it auto-generates a preview card with an image, headline, and description. That preview creates visual interest and can increase dwell time—which the algorithm rewards.
But here's the hack: after the preview loads, delete the text link. The preview card stays, but the penalty is reduced because there's no clickable URL in the post copy itself.
When to Use This
This works best when:
- You want to share a resource but also maximize reach
- The preview image is compelling and adds value to your post
- You're okay with slightly lower click-through rates in exchange for broader distribution
The preview card still links to your content, but because the text URL is gone, LinkedIn's algorithm doesn't penalize you as heavily. It's a middle-ground strategy that balances reach and link-sharing. And when people do click through, make sure your profile is optimized so they know who you are—learn how to optimize your LinkedIn profile for conversions.
What NOT to Do When Sharing Links on LinkedIn
Avoid these common mistakes that hurt both your reach and your credibility:
Don't Use Link Shorteners (Bit.ly, TinyURL, etc.)
LinkedIn's algorithm treats shortened links with even more suspicion than regular URLs. They're often associated with spam. Stick to clean, full URLs.
Don't Post Links Without Context
If your post is just a link and a one-sentence caption, it's not content—it's a billboard. Give people a reason to care before asking them to click.
Don't Include Links in Every Single Post
If every post you publish has a link, you train the algorithm to suppress your content by default. Mix in plenty of link-free posts that deliver standalone value. This also builds trust—you're not always asking for clicks. When you do post consistently without always linking out, your audience learns to trust your content for its own sake.
Test, Measure, and Adapt Your Link Strategy
There's no one-size-fits-all answer. Your audience, industry, and content type all influence what works best. So test different strategies and track the results.
Metrics to Watch
- Impressions: How does reach compare between posts with links vs. posts without?
- Engagement rate: Are people engaging with your link-in-comment posts, or does it feel like a dead end?
- Click-through rate: How many people who see your link actually click it?
- Conversion rate: Of those who click, how many take the next action you want (sign up, download, book a call)?
Over time, you'll identify patterns. Maybe your audience responds better to DM requests. Maybe they prefer native documents. Maybe they don't mind links in comments as long as the post itself is valuable. Use that data to refine your approach and focus on metrics that actually predict opportunity.
Frequently Asked Questions
Do LinkedIn articles (published natively on LinkedIn) get penalized?
No. LinkedIn Articles are native to the platform, so they don't suffer the same algorithmic suppression as external links. Publishing long-form content as a LinkedIn Article can be a great way to keep people on-platform while delivering deep value.
How long should I wait before posting the link in the comments?
Post it immediately or within the first 10 minutes. Waiting too long means people who see your post early won't find the link. The algorithm penalty applies to the post itself, not the timing of your comment.
Can I include multiple links in one post?
You can, but it amplifies the suppression. If you must share multiple resources, consider using a landing page that aggregates all the links, then share that single URL. Or break them into a series of posts over several days.
Does linking to other LinkedIn profiles or posts get penalized?
No. LinkedIn rewards internal linking—tagging people, linking to other LinkedIn posts, or referencing LinkedIn features. These keep users on the platform and are treated favorably by the algorithm.
Next step: Share valuable resources without killing your reach — Try ANDI Free.
