Why Commenting Isn’t a Content Strategy

“Commenting is the new posting.”

No, it’s not. And if you’re serious about inbound leads, sales conversations, and strategic positioning, you need to hear this loud and clear.

Good advice ages well. Bad advice makes you invisible just when people are finally looking for you.

In 2025, people don’t just “see” you. They search for you. Your future clients aren’t scrolling—they’re googling, researching, comparing. And if all they find is a witty comment under someone else’s post, you’re out of the game before it starts.

Here’s what you actually need to be visible in 2025.

Channel #1: LinkedIn™ Search—Keyword Gold or Ghost Town?

LinkedIn™’s internal search engine has become smarter, faster, and more intent-driven. Your future client types “B2B SaaS copywriter” or “Fractional CMO for logistics” and hits enter.

What happens next? If your profile and posts use those words strategically, you show up. If not, you vanish.

Here’s the kicker: comments are not indexed by LinkedIn™ search. That clever quip you left under someone else’s viral post? It won’t help you get found.

Example: Search for “fractional CMO manufacturing” on LinkedIn™. You’ll see profiles and posts packed with those keywords. Comments? Nowhere to be found.

To test this yourself, log out of LinkedIn™ and search on linkedin.com using the keywords you want to be known for. Not showing up? Time to work on your headline, About section, and post captions.

Channel #2: Google Search—Your Name Is a Query

Your prospects use Google. A lot. Even those who live and breathe LinkedIn™ will open a new tab and type your name. Or your company. Or your expertise.

And Google gives them your public content. Not your comment under a trending post. Not the emoji you used to agree with someone else. Your profile, your articles, your interviews. That’s what Google indexes.

Example: Try googling “Chris Walker Refine Labs.” What shows up? His LinkedIn™ profile, YouTube interviews, podcast episodes, and long-form content—not comments. See for yourself on Google.

This is where having a public-facing newsletter or featured articles helps. Google loves well-structured content. It shows your expertise. It tells people, “this person is a pro.”

Channel #3: AI Search—Your Expertise, Served on Demand

Welcome to the age of ChatGPT and Gemini. Your clients now ask AI tools who to hire, what to read, and which consultants are worth their time. These tools pull from public sources. That includes your website, your blog, and—yes—your LinkedIn™ profile. But not your comments.

Example: Ask ChatGPT, “Who is the top voice in B2B marketing on LinkedIn™?” You’ll get names like Amanda Natividad or Ross Simmonds, with links to their profiles, articles, and public interviews. Why? Because their content is out there. Their comments aren’t.

AI tools can’t read what’s hidden behind logins or buried in comment threads. They digest structured, keyword-rich, publicly accessible content. That’s where your thought leadership needs to live.

So What’s the Role of Commenting Then?

Don’t get us wrong—commenting still matters. It starts conversations. It supports peers. It brings some visibility. But it’s a tactic, not a strategy.

Comments help distribute your ideas.
Posts and articles build your authority.
Profiles close the deal when someone checks you out.

If your online presence is all comments, you’re borrowing other people’s real estate. Build your own.

How to Fix It This Week

Audit your LinkedIn™ profile: Do you use the keywords your prospects search for?
Publish a post that answers a common client question.
Write an article or start a newsletter on LinkedIn™.
Google your name and see what comes up. Adjust accordingly.

Good content is your long-term sales rep. It works while you sleep. Comments disappear in the feed within 24 hours.

If you want visibility that lasts, create content that lasts.