The LinkedIn Edge

40Showing Up in Comments and Conversation

It's tempting to believe that LinkedIn success comes from creating one brilliant post after another. But the truth is, that's only half the game. You can't just broadcast.

To build visibility and goodwill and generate inbound leads, you must show up in comments and conversations. This is where the real LinkedIn magic happens. Through interaction, you make others feel seen and important, keep your name top of mind, and cement authority and familiarity.

Practice the 10:1 Method

The LinkedIn search algorithm rewards commenters. There is even evidence that when you actively comment on others' posts, your original posts get even more visibility. Comments are so important that LinkedIn even gives you stats on how many impressions your comments received.

There's something powerful about moving from passive lurking to actively engaging. That shift—from reading to responding, from watching to contributing—is foundational to building a voice and a presence that people remember. For this reason, you'll build more authority and earn reciprocity when you comment 10 times for every one post you publish.

Take Emily, a regional account executive who'd always treated LinkedIn like a digital résumé. She rarely posted, never commented, and assumed her network wasn't paying attention anyway.

That changed after she lost a deal to a competitor who was everywhere on LinkedIn—engaging, commenting, and showing up in her buyers' feeds.

Emily committed to the ...