AI search traffic is up 527% year over year. This surge has made answer engine optimization (AEO) an essential part of any digital marketing strategy, and LinkedIn Company Pages are emerging as a valuable asset for improving visibility in AI-generated results.
LinkedIn Company Pages are particularly useful for healthcare and health tech brands. Learn how you can use these pages to increase your reach and connect with the right audiences through AEO.
Search Is No Longer Just Search
For more than 20 years, digital marketing was all about traditional search engines and appearing near the top of results pages. While that’s still integral to success, you need to expand your focus to include answer engine optimization.
Consumers and decision-makers use AI tools like ChatGPT and Google AI Overviews to research topics, compare options, and gather information. In this new era of search, you could consistently rank on page one of Google SERPs but miss out on valuable traffic if you’re absent from AI summary answers.
To remain competitive, you must reevaluate how you’re structuring your content so you can appear in AI summaries. One particularly useful strategy is to add LinkedIn to the mix.
Why AEO Matters More Than Ever
Answer engine optimization helps AI platforms understand, trust, and cite your organization when generating responses. A traditional SEO strategy asks “Can my content rank?” In contrast, answer engine optimization strategy asks the following:
- Is your organization a trusted source of information?
- Can AI systems understand who you are?
- Does your digital presence position you as an expert?
AI tools pull information from numerous sources when constructing responses. They’ll look for consistency in your websites, social platforms, and pages. LinkedIn Company Pages can speak to your expertise and reliability when you’re trying to establish your authority in your sector.
The Evolution of LinkedIn Company Pages
LinkedIn Company Pages aren’t just a recruiting tool anymore. LinkedIn has become one of the web’s largest repositories of professional and organizational information.
When AI algorithms evaluate the trustworthiness of your brand, they’ll inevitably find their way to LinkedIn as part of the vetting process. The question is, will you have a strong enough presence to win the AEO battle?
LinkedIn Company Pages feature public information that should be regularly updated. The platform is highly trusted by professionals and AI alike. Use this to your advantage to boost your authority and increase your reach.
Why LinkedIn Is Becoming Valuable for AI Search
Large language models rely on signals that help establish authority and credibility. A well-developed LinkedIn Company Page will provide the following positive signals:
- A clear organizational identity
- Consistent brand messaging
- A signal of your expertise
- Structured information
What does this mean for healthcare organizations? For one thing, you’re competing in a crowded market. You also have to appeal to a diverse audience that includes patients, providers, health system leaders, and industry stakeholders.
A strong LinkedIn Company Page can support these trust signals by speaking to your organization’s expertise and showcasing its industry knowledge.
Building a LinkedIn Strategy for AEO
To make the most of your LinkedIn Company Pages for answer engine optimization, you need to prioritize the following:
- Fully optimize your company’s page and complete every section
- Publish original thought-leadership pieces at regular intervals
- Encourage executives to be active on your pages
- Maintain consistent, on-brand messaging
- Focus on building authority, not maximizing volume
The increased value of LinkedIn doesn’t spell the end of SEO. It just means digital marketing is becoming even more complex and diverse. Keep doing what works in the SEO realm while adding established AEO best practices to the mix.
Your LinkedIn Page Is Now a Search Asset
LinkedIn is a visibility platform that healthcare brands can’t afford to ignore. Company Pages can be one of your greatest assets on LinkedIn, especially when you apply the strategies outlined here.
Not sure where to start? Brivio Health Insights is an invaluable resource for articles, webinars, and insights that you can use to effectively market your healthcare business. Explore our growing library of content and access actionable data that you can incorporate into your LinkedIn AEO strategy.
