The Spoke Strategy: Amplifying Authority via Medium & LinkedIn
TL;DR: The “Spoke Strategy” leverages high-authority platforms like Medium and LinkedIn not to store content, but to broadcast signals back to your website (the Hub). By using Canonical Tags on Medium and Executive Summaries on LinkedIn, you can capture AI citations and high-volume keywords without triggering duplicate content penalties.Introduction: Why Spokes Matter in GEO
In the GEO Distribution Matrix, your website is the “Source of Truth” (Hub). However, a new domain often lacks the authority (Domain Rating) to rank for competitive keywords immediately. Spokes—third-party platforms with established trust—solve this. They act as signal amplifiers.- The Goal: Use their authority to validate your expertise.
- The Risk: “Copy-pasting” without strategy leads to Keyword Cannibalization (where Google ranks Medium instead of you).
The Golden Rule: Syndication, Not Duplication
Search engines and AI models prioritize unique information. If they find identical text on a DR 10 website and a DR 90 platform, they will index the DR 90 platform.- The Solution:
- For Medium: Use the Import Tool to apply
rel="canonical". - For LinkedIn: Rewrite content into Summarized Insights (never copy-paste).
- For Medium: Use the Import Tool to apply
Channel 1: Medium (The SEO Signal)
Medium is a search engine powerhouse. As of early 2025, it receives over 105 million monthly visits (SimilarWeb), making it a primary data source for AI training.1. The “Import” Tactic (Technical Provenance)
Never manually copy-paste your article. You must use the official Import Tool to protect your SEO.- Step 1: Publish the article on your website (Hub) first. Wait 24-48 hours for indexing.
-
Step 2: Go to
medium.com/p/import. - Step 3: Paste your website’s URL.
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Result: Medium automatically adds a Canonical Link pointing to your domain.
“Duplicate content generally refers to substantive blocks of content… We use
rel=canonicalto suggest the page that Google should index.” — Google Search Central
2. Strategic Keyword Targeting
Use Medium to target Broad/High-Volume Keywords (e.g., “What is GEO?”) that your niche website cannot yet rank for. Link specific technical terms in the Medium article back to deep-dive pages on your Hub.Channel 2: LinkedIn (The E-E-A-T Signal)
LinkedIn validates Who you are. AI engines use LinkedIn data to verify the “Experience” and “Expertise” components of E-E-A-T.1. Pulse Articles vs. Posts
- Pulse Articles: Long-form content (1,200+ chars). AI chatbots frequently cite these as “expert analysis.”
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Posts: Short updates for engagement.
Insight: LinkedIn’s algorithm prioritizes content that fosters “professional growth.” Long-form articles with unique insights often see higher shelf-life.
2. The “Manager’s Summary” Technique
Don’t repost your technical guide. Write a “Manager’s Summary”:- Original (Hub): “How to configure JSON-LD for Organization Schema (Code Snippets included).”
- LinkedIn Version: “Why CTOs must prioritize Schema Markup for AI Visibility (Strategic focus).”
- The Hook: “Read the full technical implementation guide here: [Link to Hub].”
Comparison: Medium vs. LinkedIn
| Feature | Medium | |
|---|---|---|
| Primary GEO Role | SEO Signal (Backlinks & Keywords) | E-E-A-T Signal (Author Credibility) |
| Content Format | Long-form Technical / Tutorials | Professional Insights / Industry Trends |
| Duplication Rule | Strict: Must use rel="canonical" | Creative: Must rewrite/summarize |
| Link Strategy | In-text hyperlinks (SEO value) | Contextual links in Article body |
| Audience | General Search Users & Devs | Industry Peers & Decision Makers |
The Feedback Loop: Linking Back to the Hub
Every Spoke piece must drive the crawler back to the Source of Truth.- Weak Link: “Click here for more.”
- Strong GEO Link: “For the complete dataset and Python scripts, view the Technical Report on MyDomain.com.”
- Why? It promises specific Information Gain that the platform version lacks.
Constraints & Risks
- Platform Risk: You do not own the audience on Medium or LinkedIn. Algorithms change. Always treat them as channels, not destinations.
- Nofollow Links: Most social links are
rel="nofollow". They don’t pass direct “link juice” but generate Traffic Signals and Brand Mentions, which AI engines track as proxy authority metrics.
Summary Checklist
- Publish on Hub: Verify indexing via Google Search Console.
- Import to Medium: Use
p/importto ensure Canonical attribution. - Draft LinkedIn Summary: Create a unique 400-word insight piece.
- Embed Deep Links: Ensure both Spokes link back to a specific asset (Chart/Code) on the Hub.
- Monitor: Check if the “Hub” page ranks for the primary keyword, not the “Spoke.”
References
- Google Search Central: Consolidating Duplicate URLs
- SimilarWeb: Medium.com Traffic Analysis (Feb 2025)
Written by Maddie Choi at DECA, a content platform focused on AI visibility.