7 Powerful SEO Tips to make your LinkedIn Newsletter rank on Google and Big

Among all the types of content you can create on LinkedIn, the newsletter is in second place among the best-performing contents outside the platform, both in Google and Bing searches.
In this article, I will guide you step by step to apply the right SEO strategies to position your content and turn it into a weapon to grow your brand or personal brand presence.

Let’s begin.

In the past year, I’ve run several tests on how different types of LinkedIn content rank, using posts, articles, image posts, polls, and newsletters.
The first thing that caught my attention in the tests is that LinkedIn is a great amplifier and must be optimised and used for your positioning strategy.

How the LinkedIn newsletter ranks on Google Search

First point: the newsletter gets indexed, it ranks for many keywords, and it also ranks not only on Google Search but also in Google Images.

If you enter the H1 of the content, generally the website appears first (if there are contents that answer the search), then the newsletter, and right below the post that talks about the newsletter.

What’s the advantage of all this?

Having double brand visibility in the search.

How ranks on Bing

Let’s now see what happens on Bing. Also in this case, the H1 of the content piece is indexed in Bing and in the search both the site and the newsletter are shown, but the most useful thing on Bing is that the content of the newsletter ranks even if you search for a phrase that is inside the newsletter.

And also in this case you get the benefit of double ranking—both your site and the LinkedIn e mail
Another great benefit of Bing: the indexing of two snippets of the newsletter, plus the post.
I know at this point, you’re probably thinking, “Yes, very useful—but how can I optimise the LinkedIn content piece and get real results?”

Keep reading the article; in a second, I’ll explain step by step how to do it.

How to optimise a LinkedIn newsletter

Let’s start with the most obvious thing that, caught up in a thousand tasks, I see people doing less and less:
Plan your e mail —start deciding on the type of content, for example, the posts of the month.
Then continue with another fundamental point: prepare the reading path for your user.
Start by identifying which words and questions you would like to rank for on Google, Bing, and beyond.
After identifying them, insert the words and questions into the text of your publication.

Now let’s go even deeper.

Which sections should be optimised ?

Here I have to give you a spoiler, which maybe you’ve already guessed: the newsletter is like an article, so the same rules apply.

Main title – H1
Create a title that reflects search intent, including the keywords you want to rank for.

But let’s take a step back and specifically look at how search intents work.
Each keyword falls into one of four types of search intent, depending on what the user wants. Let’s break it down:

Informational Intent – “I Want to Learn”
🔹 What it means: The person is looking for information, answers, or explanations.
🔹 Example searches:
• How does SEO work?
• What are the best exercises for back pain?
• Who is the president of France?
🔹 Best content for this intent:
✅ Blog posts & articles
✅ How-to guides & tutorials
✅ FAQs & definitions
🔹 Why is this important for SEO?
If you provide clear and helpful answers, Google may rank your page higher or even show it in a Featured Snippet.

Navigational Intent – “I Want to Go Somewhere”
🔹 What it means: The person wants to find a specific website or brand.
• Facebook login
• If your brand name is searched often, you want to ensure your website appears first so users don’t end up on competitor sites or ads instead.

Commercial Intent – “I’m Thinking About Buying”
🔹 What it means: The person is researching products but hasn’t made a final decision yet.
🔹 Example searches:
• Best laptops for students
• Nike vs Adidas running shoes
• iPhone 14 reviews
🔹 Best content for this intent:
✅ Comparison articles (e.g., iPhone vs Samsung: Which is better?)
✅ Product reviews & testimonials
✅ Listicles (e.g., Top 10 best laptops for 2024)
🔹 Why is this important for SEO?
These users are almost ready to buy, so if your content answers their questions and builds trust, they are more likely to choose your product or service.

Transactional Intent – “I Want to Buy Now”
🔹 What it means: The person is ready to buy a product or service.
🔹 Example searches:
• Buy Nike Air Max online
• Discounted laptops for sale
• Best deals on SEO courses
🔹 Best content for this intent:
✅ Product pages with clear copy and information about product and shipping
✅ Special offers & discounts
✅ Landing pages with persuasive CTAs (Call-To-Actions)
🔹 Why is this important for SEO?
These users already know what they want, so you need to make it easy for them to complete the purchase without distractions.

Now that we’ve seen search intents in detail, let’s continue optimising the LinkedIn e mail .

Other LinkedIn optimisation strategies
H2 and H3 – you can insert relevant keywords into H2 and H3 subheadings by using questions from SERPs (PAA panel).
Optimise the alt text of all the images included in your e mail .
Structure the URL well.
Remember that the URL will include the H1, so build it carefully—and remember, LinkedIn will also insert your name in the URL.

Now let’s address another hot topic: if you notice a mistake, is it worth editing the e mail ?
The answer is yes. Pay attention to special characters, especially in the URL.

We’ve reached the end of this journey into LinkedIn newsletters. If you have questions or want to deepen your SEO or omnichannel strategy, write to us—we’ll be happy to support you.