 Known as a professional social media platform, LinkedIn has evolved into a storytelling platform for brands to create authentic connections with customers. This year, brands are leveraging employee-generated content (EGC), user-generated content (UGC), authentic and personal storytelling, videos, and AI to grow and build their business.
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In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, showcases the top five LinkedIn trends to build meaningful interactions and knowledge exchange on this professional social media platform. Authentic And Personal Storytelling—The Human Connection Human stories are still the most influential trend on LinkedIn. “The first-person posts, which describe a personal experience or feeling, do much better than pure promotional posts.” (Source: LinkedIn Creative Trends). This strategy helps business people to connect with the thought leaders. This strategy promotes sharing of their stories, experiences, struggles, and growth with team members and leaders. True stories not only make the story memorable, but they also create long-term believability and emotional appeal. Employee-Generated Content (EGC)—Turning Teams Into Ambassadors The employee-created content (EGC) enhances internal authenticity and builds trust on LinkedIn. Research indicates that “users pay more attention to content published by individuals than they do to corporate profiles.” (Source: LinkedIn Marketing Collective). EGC makes a company more human and more reachable, as well as more transparent. Staff members who give their stories and impressions about their day-to-day activities, understanding, and project highlights act as the representatives of the working culture. “Those brands with active staff promotion to posts have registered significant increases in staff followership and brand recognition.” (Source: Metricool). User-Generated Content (UGC)—Letting Your Community Speak LinkedIn has experienced huge momentum in user-generated content (UGC). Companies are allowing their audiences to be authentic when it comes to their products and services. Brand perception is being defined more by the notion of what can be coined as community-driven credibility than traditional advertising could ever achieve. “UGC is one of the five strategies that will be at the top of the engagement strategies in the future,” (Source: Metricool). Viral storytelling indicates that peer content shared by actual users is much more trusted than a brand-controlled story. UGC provides a human touch to a company, creates a ripple effect of stories from other consumers, and builds brand loyalty. UGC enhances a company’s organic presence through reviews, backstage activities, or updates on collaborations. AI—The Catalyst Behind Smarter LinkedIn Content AI enhances content creation by enhancing the strategy, advancing targeting, and heightening metrics of engagement within organizations and industries. Research shows “AI is currently one of the fastest-growing expertise parts of the site, and job postings and discussions associated with AI have risen dramatically in recent years.” (Source: LinkedIn Business Marketing Collective). By leveraging actual insight and empathy, AI assists a marketer in simplifying the ideation process without sacrificing any authenticity. Simply put, AI does not substitute the storyteller but gives him a stronger voice. Video Content—Moving From Optional To Essential Videos have become the center of LinkedIn interaction. Research shows “the posts that include video are much more engaged with, with more than three times more views than image- or text-based posts.” (Source: LinkedIn Creative Trends Report). The new features of the vertical and short-form video elements in the platform have facilitated the ease with which brands can create engaging and mobile viewing content. Video storytelling is most effective when it is emotional and meaningful. Viewers are attracted to unstaged scenes such as team meetings, product presentations, and professional commentary. “The frequency of video posting every week has increased by more than 14 percent in the last year." (Source: Metricool). Our team of talented media relations and social media strategies are here to help brands boost their ROI on LinkedIn. Contact us today. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
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 In the digital realm, a website has shifted above and beyond a mere online presence to a primary mode of visibility, engagement, and conversion. Today, search algorithms look at user experience, accessibility, and performance, which are entrenched in design, in search rankings.
Aesthetics is no longer a primary focus of website design; it is a major contributor to search engine prosperity. All design factors, including layout and responsiveness, as well as accessibility and technical organization, determine the search experience and the user experience of a site. In this blog, Yukti Digital, a partner agency for Allen Marketing Communications, Inc., a boutique PR and marketing agency specializing in the travel, food and beverage, and lifestyle brands, suggests the balance between creativity and functionality is a starting point of effective digital marketing: design must attract visitors but also facilitate search engine optimization (SEO). User Experience And SEO Performance User experience (UX) is one of the most important relations between a site design and successful SEO. Search technologies view user behavior, including bounce rate, dwell time, and pages per visit, as an indicator of a quality site. A proper, attractive, and user-friendly website helps persuade guests to spend more time and read more information on the page, sending positive user experiences to Google. Research reveals “88 percent of users will not come back to a site once they have a negative user experience.” (Source: Strategic Connection). “The UX trends include quick-loading web pages, responsiveness, and viewer interactions, making them the key elements of retaining a visitor.” (Source: UserGuiding). By focusing on usability, including readable navigation menus and layouts that are easy to scan, design helps usability, which in turn helps achieve higher levels of SEO results through lower bounce rates and longer sessions. Mobile Responsiveness And Core Web Vitals Mobile responsiveness is no longer a plus but a requirement on a ranking list. In 2025, “Google had extended its mobile-first indexing to all websites, so search visibility is no longer dictated by mobile performance. Websites that take less than 2.5 seconds to load continuously rank higher on search engine results pages.” (Source: Strategic Connection). “The introduction of Google Core Web Vitals, which defines Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), further underscores design elements that enhance usability and stability.” (Source: Digital Sandwich). The layout shifting can be caused by unstructured code or oversized images that a poorly optimized design may introduce, resulting in slow loading speed. Both of them have a direct negative impact on Core Web Vitals ratings and, consequently, on SEO ratings. A mobile-friendly design, however, provides the visuals and text to scale to smaller devices in a manner that enhances user satisfaction and searchability. Site Architecture And Navigation A website’s structure can be very important in terms of search engine crawling and the subsequent indexation of web pages. Logical hierarchy, easy navigation, and inner connection will make the search bots and people see the useful contents within a short time frame. “Bad navigation, or what are known as broken links, bewilder the user and make the search engines fail to appropriately interpret the order of things.” (Source: Absolute Websites). Research reveals redirect chains that are managed badly can lead to dilution of SEO value. The establishment of clarity in information avenues within the sites also boosts the usability factor, along with the foundations of SEO, by enhancing the ability to crawl and transfer authority. Content Design And Accessibility SEO involves design and content. Presentation of information in the form of headings, paragraphs, visuals, and multimedia defines how easily users and search engines understand it. “When text is hidden in images without alt text or the site has no reasonable semantic structure, important content will not be visible to crawlers.” (Source: Absolute Websites). Accessibility is an emerging ranking factor as well. Accessible websites, which include the Web Content Accessibility Guidelines (WCAG), are templates that make web content easier to read and understand by screen readers and other assistive technologies. This not only helps differently-abled users but also improves the interpretation of relevancy to content by search engines. With AI-driven search, the more recognizable websites are through clean, reachable code and semantic markup, the more the ranking algorithm is likely to reward them. Branding, Trust, And Credibility Signals Web design also has an impact on credibility signals, which lead to user trust and indirectly to SEO. The use of a professional plan, a coherent color pattern, and properly designed information directs the viewers to the fact that the brand is authentic. “Google estimates credibility based on such variables as HTTPS encryption, author bios, and the profile of contacts, which can be included in its E-E-A-T model—Experience, Expertise, Authority, and Trust.” (Source: Digital Sandwich). Users tend to spend more time visiting and posting its content on trustworthy websites. This behavior, on the other hand, helps in enhancing stronger ranking performance. Good design, therefore, does not only capture interest; it builds sustained trust, the essence of success in long-term SEO. Technical SEO And Design Integration An effective part of an SEO strategy should be incorporated into the design process. The site architecture should be designed to support elements such as title tags, meta descriptions, structured data, and canonical tags, rather than as an afterthought. “Schema markup improves how the data is presented in the search engine results, allowing rich snippets of products, articles, and reviews.” (Source: Backlinko). Ranking decreases after a redesign in the majority of business cases due to the lack of attention to such technical aspects of SEO as redirects and metadata. Research suggests that “improper site migrations or a lack of attention to canonical tags may cause a serious loss of traffic the minute a new design appears online.” (Source: Sixth City Marketing). SEO specialists and web designers should work together since the visual redesign of the site should go in tandem with their search goals. The Modern SEO-Design Connection More than “53 percent of total website traffic is organic search in 2024, which is why SEO will continue to be essential to visibility.” (Source: Digital Silk). “The highest-ranked search in Google gets about 27.6 percent of the total clicks, and less than one percent of the searchers browse the second page.” (Source: SearchAtlas). In considering these numbers, design choices that help increase the load speed, readability, and engagement directly influence the competitiveness of a brand. “Google has over 200 ranking factors (many of which have to do with design and usability), so the visual and technical aspects of a site can no longer be dichotomized as an antecedent to SEO success.” (Source: Backlinko). From Design To Discovery Allen Marketing Communications, Inc. recognizes that digital growth will only be accomplished through the integration of creativity and functionality. In the current competitive online environment, a visually appealing but technical website attracts visitors while keeping them engaged and achieving measurable outcomes. By Sanjay Poddar, chief executive officer, Yukti Digital, and a consultant for Allen Marketing Communications, Inc.  Generative Engine Optimization (GEO) optimizes content to be understood and presented by AI, unlike the conventional search engine (SEO) that uses key phrases, backlinks, and metadata to communicate with search engine robots. GEO serves AI-driven generative search engines such as ChatGPT, the Gemini engine by Google, and Perplexity AI.
What Is Generative Engine Optimization (GEO)? The Generative Engine Optimization (GEO) fits the requirements of AI-based search engines, which apply the large language models (LLMs) to generate information based on the requirements of multiple sources. GEO makes content organized, accurate, and entity-rich so AI can interpret and incorporate it accurately into the answers. “To marketers, this implies that AI takes content in the same way it reads and predicts what a user may expect to inquire.” (Source: Search Engine Land). GEO also focuses on the incorporation of real-time data, the idea of supporting multimedia formats, and the incorporation of entity-based structuring. These practices increase the probability of content being found in AI-generated responses, besides improving the general quality and relevance of the content. “GEO allows hybrid pricing that maximizes viewability in traditional and AI-based searches, complementary to traditional SEO.” (Source: AS Clique) In this blog, Yukti Digital, a partner agency for Allen Marketing Communications, Inc., a boutique PR and marketing agency specializing in the travel, food and beverage, and lifestyle brands, highlights the top five GEO trends. Multimodal Optimization The modern AI engines can handle texts, images, and even videos at the same time, and that is why multimodal optimization is a necessary trend. Brands can more effectively generate content that combines various formats and enhances levels of interaction and increases the chances of an AI system mentioning the content. As an example, “informative text and diagrams, infographics, or even videos can enhance the answers by AI models and make them richer and more contextually accurate.” (Source: Writesonic). Real-Time Data Integration Retrieval-Augmented Generation (RAG) enables AI engines to fetch current content from reputable sources. GEO strategies are currently based on the inclusion of real-time data in the content so that AI models can deliver topical and correct answers. “Companies that promote live content feeds, dynamically updated product information, or real-time statistics can contribute greatly to the plausibility and topicality of AI-driven search results.” (Source: Content Gecko). Entity-Based Content Structuring AI models make extensive use of entities that are usually people, places, goods, or ideas to learn about the relationships among content items. Businesses can assist AI in its correct interpretation by specifying entities and connecting them correctly. “This trend prioritizes semantic structuring and situational clarity and goes beyond mere keyword optimization, and lets AI cite or refer to content in generated responses correctly.” (Source: Writesonic). Personalized And Predictive Search Generative AI engines are now providing more and more outcomes that can be personalized and predictive, depending on user behavior, past, and preferences. These factors are now taken into consideration with GEO strategies, where the content is developed to respond to the expected questions and what the user could be expecting. “The trend demonstrates the significance of realizing the purpose of the audience and generating content that not only fills the queries but also fits with the expectations and interests of the users.” (Source: AS Clique). Hybrid GEO-SEO Strategies Although GEO is concerned with AI-based search visibility, conventional search engines cannot do without traditional search. By taking a hybrid strategy of implementing GEO strategies alongside the old SEO strategies will ensure that the company has wider coverage, as both strategies have strengths. Companies can optimize metadata, format materials to be retrieved by search engines, and at the same time increase content readability by computer machines. “It is a convergence that is turning out to be a major tactic of brands that seek to run as much exposure as possible in various search settings.” (Source: Writesonic). Is SEO Incorporating GEO Tools? The emergence of GEO has seen marketers incorporate these technologies in the current SEO processes. SEO is no longer about ranking by keyword, but it is also about making it AI-friendly, functioning as a better entity-recognition system, and enabling multimodal results. “GEO tools examine the AI interpretation of content and the gaps in the entity associations and propose changes to enhance AI understanding and display in the answers.” (Source: Search Engine Land). Companies implementing GEO-oriented tools have a chance to keep up with AI-based search results without losing their conventional form of SEO ranking. A twofold optimization strategy is needed in order to make content findable via standard search results and the AI-generated responses to improve the overall level of visibility and interaction. “There are also numerous brands using AI to analyze the content automatically, discover new search trends, and dynamically optimize the pages, which emphasizes the increasing significance of GEO in the present digital strategies.” (Source: Content Gecko). Why GEO Matters For Businesses Since AI-based search engines are gaining dominance as the entry level to information sources, the companies that neglect to focus on Generative Engine Optimization (GEO) may be forced out of sight. It is no longer only necessary to optimize in terms of AI. “Companies can make sure that their content is relevant, authoritative, and competitive by using multimodal content, entity-based structuring, and predictive personalization strategies.” (Source: AS Clique). Allen Marketing Communications, Inc. supports the idea of combining GEO with traditional SEO and focuses on the idea that the future search presence is based on the understanding of how AI absorbs and presents information. “The current investment in GEO by brands provides a strategic edge in the changing search environment.” (Source: Writesonic). By Sanjay Poddar, chief executive officer, Yukti Digital, and a consultant for Allen Marketing Communications, Inc. |
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