In the fast-paced world of professional networking, many of us strive for engagement and meaningful connections on platforms like LinkedIn. However, a recent observation by Mark Firth suggests that the very strategies we might be employing to boost our visibility could be having the opposite effect. After a three-week testing period, Firth discovered a fascinating pattern in how LinkedIn’s algorithm and user behavior respond to different types of content.
Firth’s experiment revealed a stark contrast between posts focused on business-centric keywords and those that delve into more personal and emotional territory. The results are eye-opening and offer a new perspective on what truly resonates with the LinkedIn community.
The Keyword Trap: Why Your Business Posts Might Be Falling Flat
Firth noticed that when he used common business-related keywords – such as ‘ai’, ‘conversion’, ‘content’, ‘sales’, ‘landing page’, ‘editor’, ‘agent’, or ‘leads’ – his posts were often inundated with low-quality comments. These comments frequently came from bots or individuals outside the USA, offering generic and shallow feedback like ‘great post’.
This phenomenon suggests that the algorithm might be prioritizing or, conversely, being exploited by automated systems and individuals who are not genuinely engaging with the substance of the content. The focus on these specific keywords seems to attract superficial interactions rather than meaningful dialogue.
The Power of Authenticity: Connecting Through Personal Stories
In contrast, Firth found that when he shifted his content to discuss emotions, personal life experiences, and the inherent challenges and triumphs of being alive, the engagement changed dramatically.
These more personal posts led to:
- Numerous great conversations.
- Longer, more in-depth back-and-forth exchanges.
- A noticeable absence of bots and spammers.
The reason, Firth posits, is simple yet profound: ‘People want connection not conversion.’ In an era saturated with marketing messages and automated interactions, genuine human connection stands out.
Understanding the Mechanism: Keywords, Bots, and Relationships
Firth highlights that numerous tools exist that actively track keywords within posts. This tracking likely contributes to the influx of bot activity on content rich with these business-focused terms. By avoiding these trigger words in favor of more personal narratives, users can bypass this layer of automated engagement and foster genuine relationships.
Firth encourages readers to observe this pattern themselves, even referencing a specific video editor post where the amount of bot comments was evident. The implication is clear: by strategically choosing what we share and how we share it, we can cultivate more authentic and valuable interactions on professional networks.
Key Takeaways for Your LinkedIn Strategy
Firth’s findings offer a valuable lesson for anyone looking to improve their engagement on LinkedIn:
- Be Mindful of Keywords: Over-reliance on specific business jargon might attract superficial engagement.
- Embrace Authenticity: Sharing personal insights and emotional experiences can foster deeper connections.
- Prioritize Relationships: Genuine conversations build stronger networks than transactional interactions.
- Observe and Adapt: Pay attention to the type of engagement you receive and adjust your content strategy accordingly.
This insight from Mark Firth challenges conventional wisdom about content strategy on professional platforms and underscores the enduring human desire for authentic connection in the digital age.
📝 About This Content
This article is based on insights shared by Mark Firth on LinkedIn.
📅 Originally posted on October 30, 2025 | View original post on LinkedIn →