Should I Put Links in LinkedIn Posts or in the Comments?
Short answer: it doesn’t matter where you put the link. LinkedIn treats both the same way. Whether the link sits in the post or in the first comment, LinkedIn knows what you’re doing. You’re sending people away from the platform. And LinkedIn doesn’t like that.
Why LinkedIn Suppresses Posts with Links
LinkedIn’s entire business model depends on keeping people on the platform.
Every time someone clicks a link and leaves, that’s a person who stops scrolling, stops engaging, and stops seeing ads. LinkedIn protects its ecosystem. Posts that drive people off-platform get less distribution.
It’s that simple.
There’s a second reason link posts underperform, and this one is about behaviour.
When someone clicks a link and leaves LinkedIn, they rarely come back to the original post to comment or engage further. Sometimes they intend to return, but the feed has refreshed and the post has disappeared.
The result: lower dwell time, fewer comments, and weaker engagement signals.
Those are the exact metrics the algorithm uses to decide how widely to distribute your content.
Does This Mean You Should Never Post Links?
Of course not. There are times when you need to drive traffic. You want people to download a whitepaper, register for a webinar, or sign up for a newsletter. Links serve a purpose. The point is that link posts should be strategic, not your default.
The mistake I see most often comes from social media managers using blog links as filler content.
They’ll post a link to a blog on their website three or four times a week because they need to fill the content calendar. That approach kills your distribution. Every one of those posts sends a signal to LinkedIn: this account pushes people off our platform.
Over time, LinkedIn shows your content to fewer and fewer people.
A Smarter Approach to Link Posts
Think about your content mix. If you need to post a link, plan the content around it.
Before and after your link post, publish content that generates engagement and dwell time.
Polls, opinion pieces, personal stories, and shorter posts that invite discussion all work well.
These posts build up your engagement signals, so when you do drop a link, the negative impact on your distribution is offset.
The ratio matters. If four out of five of your posts are link posts, your account is essentially a traffic funnel and LinkedIn will treat it that way.
If one in five is a link post surrounded by content that keeps people on the platform, you’re working with LinkedIn’s priorities instead of against them.
The takeaway: Post links when you have a clear reason to drive traffic. Surround those posts with content that builds dwell time and deep engagement. Stop using blog links as filler. Your distribution depends on it.