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The Visibility Advantage Podcast

The Visibility Advantage Podcast

Di: Lynnaire Johnston
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The Visibility Advantage Podcast is the show for senior leaders and business owners who want to build strategic visibility in a world being reshaped by AI — without becoming someone they’re not. Hosted by a LinkedIn strategist with deep expertise, each episode gives leaders the frameworks, stories, and honest advice to own their presence and protect their professional future.

© 2026 The Visibility Advantage Podcast Economia Marketing Marketing e vendite
Episodi
  • Five ways to demonstrate your expertise on LinkedIn

    Five ways to demonstrate your expertise on LinkedIn
    Oct 19 2026
    Five practical ways to turn everyday professional judgement and existing work into evidence others can assess.You use your expertise every day, but how much of it can someone see when they look you up? A job title, a list of services and years of experience provide context. Someone considering your work also needs examples that show how you think and what you contribute.In this episode of The Visibility Advantage, LinkedIn® strategist Lynnaire Johnston shares five practical ways to demonstrate expertise using questions, decisions and work you already have. The episode is for professionals and business owners who want their value to be easier to understand without adding an overwhelming content workload.Drawing on her own work, including two assessments of Out There Branding’s Company Page, Lynnaire explains how to connect a clear professional description with evidence that supports it. You’ll hear how a question can reveal judgement, why explaining a decision matters and how a useful resource can demonstrate your approach. You’ll also learn how to describe outcomes accurately and make your strongest evidence easier to find. The starting point is manageable: choose one area of expertise and one example that supports it.Five key takeawaysAnswer a recurring professional question by explaining what you need to know before recommending an approach and which circumstances would change your answer.Reveal the reasoning behind a decision by describing the realistic alternatives, the trade-offs and the factor that carried the most weight.Share a useful piece of work with enough explanation for someone outside the project to understand its purpose and relevance.Describe the problem, your contribution and the change you can substantiate, giving others credit where appropriate and distinguishing recommendations from completed outcomes.Give relevant evidence a deliberate home in your LinkedIn Featured section, Experience descriptions or website so people can find support for your main claim of expertise.Chapters2:43 – Choose the expertise you want recognized4:10 – Answer a question using your judgement6:48 – Explain a decision9:21 – Show a useful piece of work11:49 – Describe your contribution and what changed15:55 – Make your evidence easy to find18:21 – Choose one thing to do nextIn this episodeThe episode begins with a question about relevance: what expertise do you want another person to recognise? A long career can produce many examples, but the most useful evidence supports the work or opportunities you want now. A clear description gives someone a starting point; a specific example helps them assess your contribution.The first approach starts with a question you regularly answer. Lynnaire uses the choice between LinkedIn articles and posts to illustrate how the purpose and substance of the communication inform the recommendation. Explaining what you consider before answering gives people a way to understand your judgement and make a better decision themselves.The second approach examines decisions. The options you considered, the compromise you accepted or the reason you changed earlier advice can reveal expertise that a finished recommendation conceals. Lynnaire discusses revising her advice on video format as feed presentation changed. The point is to explain the context behind advice and when it needs reviewing.The third approach involves sharing a useful piece of work. A checklist, framework, annotated extract or part of an assessment can demonstrate your approach when accompanied by a clear explanation. Lynnaire uses the Link∙Ability Authority Audit as an example of turning a strategic question into something a professional can examine for themselves.The fourth approach uses the problem, contribution and change as the structure for a concrete example. Out There Branding’s July assessment found that its content communicated a more focused strategic approach than its formal Company Page description. By September, the banner, tagline and Overview were clearer and more consistent. The next recommendation was to broaden the evidence published directly by the business, alongside material shared from founder Roy Kowarski. The documented improvement concerns positioning and communication; the assessments do not establish increased sales or enquiries.The fifth approach considers how easily someone can find the evidence. Relevant examples can have a deliberate place in Featured, Experience or a website. Specific recommendations can also provide useful context about your contribution. The episode closes with a small next step: identify one area you want to be known for, find an existing example and explain what it demonstrates.Put one idea into practiceStart with something you have already done. Write down a question you answered this week, a recommendation you made or a resource you use to clarify a problem. Identify the part that reveals your judgement, then explain it in language ...
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    21 min
  • Is AI Recommending You or Your Business?

    Is AI Recommending You or Your Business?
    Oct 5 2026
    Being found by AI does not necessarily mean being recommended when a prospective client asks who they could work with.For that recommendation to be useful, the answer needs to connect your expertise with the person’s particular challenge – and give them a credible reason to consider you.Following our exploration of professional authority in episode 10, this conversation examines how that authority can translate into visibility in AI answers, including the role of your website, published content and evidence beyond your own claims.In this episodeLynnaire speaks with Tony Restell, founder of Social Hire (social-hire.com), about the company’s recently launched AI search optimisation service and what his team has learned from applying its approach to their own business and early clients.Tony describes the shift he has observed from search results that present links towards AI answers that recommend providers and explain those recommendations. He outlines three areas of work: making website information easier to interpret, building external evidence of credibility and publishing answers to questions prospective clients ask.The conversation explores why a clear specialism can give a business a more focused opportunity to appear in relevant answers, and why someone researching a challenge may encounter your expertise well before they are ready to contact a provider.Lynnaire and Tony also discuss the role of personal LinkedIn® articles and newsletters, attribution of original ideas, and the challenges of measuring visibility across tools that can produce different answers for different users.Five key takeawaysBeing discoverable means information about you can be found; being recommended means your expertise is presented as relevant to someone’s needs, ideally with reasons for considering you.Clear positioning around particular audiences and challenges gives prospective clients – and the systems they use – a more specific picture of where your expertise fits.Your own website is only part of the evidence available about you. Relevant reviews, independent mentions and other credible external sources can support what you say about your expertise.Content that answers prospective clients’ practical questions can introduce your expertise before they begin actively looking for a provider.AI visibility needs to be assessed across relevant questions, tools and occasions. One favourable answer does not establish a consistent recommendation or demonstrate a business outcome.Episode chapters1:00 – From visibility and authority to AI recommendations2:43 – The shift in buyer research and search behaviour8:38 – Schema markup and making website information understandable15:00 – Social Hire’s experience and early client examples22:03 – Early adoption, citations and attribution27:00 – External credibility and questions that show buyer intent33:36 – The role of LinkedIn articles and newsletters36:57 – Testing visibility across AI tools45:43 – Who can benefit and how to contact Tony48:03 – What businesses misunderstand about AI discoverabilityExamining your own AI discoverabilityBegin by identifying a specific situation in which you would want a prospective client to find you. What challenge are they facing, and what expertise would make you a suitable person or business to consider?Then examine three areas:Understood – Does your website clearly explain who you work with, what you do and the challenges you address? Ask your website provider what structured data is already in place and whether it accurately represents your visible content.Supported – What credible evidence beyond your own descriptions supports your expertise? Look at relevant reviews, recommendations, interviews, published work and independent mentions.Useful – Does your public content answer the questions people ask before they decide to engage someone? Review existing articles and resources before assuming you need to create more.Finally, test a small set of relevant questions across several AI tools and record the results over time. Distinguish between a mention, a citation linking to your content and a recommendation explaining why someone might choose you.Schema markup is one element to investigate, rather than a guarantee of recommendations. Google states that no special schema is required for its AI Overviews or AI Mode, and that established SEO fundamentals remain relevant. Structured data should reflect information visitors can also read on the page.About Tony RestellTony Restell is the founder of Social Hire, which has worked with B2B businesses on social media marketing and social selling since 2012. The company has recently expanded its services into AI search optimisation.Connect with Tony:https://www.linkedin.com/in/tonyrestell/Social Hire’s AI search optimisation service:https://social-hire.com/ai-search-optimization-geo-servicesResources mentioned and further readingFrom Benchmarks to Blueprints:...
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    52 min
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