The Smart Way to Publish on LinkedIn and Substack

(Without Wrecking Your SEO or burning out)

Hi I’m Melanie
A LinkedIn consultant & strategist who turns insider knowledge and sharp strategy into measurable results for ambitious professionals.

My relationship with content repurposing started off pretty badly.

When I first took growing an audience seriously, I thought I had to write everything from scratch - every single time. I believed that republishing was cheating. That Google would hate me. That followers would get bored. That I’d look lazy.

Then something in how I approached my work shifted.

I ‘got serious’ about visibility. I started thinking like a strategist instead of a scrambler. And I realised something: good, predictable inputs usually lead to good, predictable outcomes, especially when those inputs are repurposed intentionally.

But even with a great strategy, things don’t always go to plan.

Sometimes I publish the same article too soon across platforms and notice Google indexed the wrong one. Other times, I realise too late that I’ve “buried” a strong idea inside a dull LinkedIn post.

And yet, 85% of the time? My repurposing system works brilliantly.

I post once, remix twice, and turn one idea into multiple results:

• SEO visibility

• Subscriber growth

• Engagement on LinkedIn
  All from a single, original piece of writing.

The other 15% of the time? I miss a step. Or a platform outranks my own site. Or worse - nothing gets posted. I’m human!

But I keep showing up because I've learned something valuable:

Routines don’t restrict creativity. They protect it.
And when it comes to publishing, structure multiplies reach.

So if you’re sitting on a great article and wondering whether to post it on Substack and LinkedIn—here’s how to do it without hurting your SEO or your sanity.

---

The Truth About Duplicate Content and Google

Let’s start with the myth that refuses to die:
Google doesn’t “penalise” duplicate conte

Here's what everyone misses:

You're not just duplicating content. You're building a content network that works in your favour-if you structure it right.

In this short article, I’ll break down exactly how to publish across platforms without cannibalising your SEO, including a 5-step repurposing strategy I use myself and teach in my LinkedIn sessions.

Let’s kill the fear and show you how to maximise reach without reinventing the wheel.

Here’s what actually happens:

• Google doesn’t punish you for cross-posting.

• But it may choose only one version of your article to index.

• If you publish the exact same piece on your website, Substack, and LinkedIn at the same time, Google might not give your site the credit.

Result?
Your Substack post might outrank your site. And if SEO matters to you, that’s a missed opportunity.

How Google Treats LinkedIn vs Substack

Here’s where things get interesting…and strategic.

🔍 Substack

• Fully indexed by Google

• Often ranks in search results

• Competes with your own blog if word-for-word content is posted too soon

💬 LinkedIn

• Rarely shows up in Google search for article keywords

• Prioritises in-platform engagement, not SEO

• Allows more flexibility in how and what you republish

TLDR: Substack impacts SEO. LinkedIn doesn’t.
Use LinkedIn to drive engagement. Use Substack to build discoverability.
Use your own site to own your content and visibility.

The Cross-Platform Clarity System™

How to Repurpose One Article Three Ways Without Losing SEO Juice

This is the framework I’ve taught in countless workshops. I call it The Cross-Platform Clarity System™ because it removes all the confusion and gives each version of your content a job.

Here’s how it works:

1. 🌐 Publish on Your Website First

Make your blog the “source of truth.”
That’s the version you want Google to credit. Ideally, publish it first so it gets indexed.

2. ⏳ Wait 24-48 Hours

Let search engines crawl and register your site version first. This gives you a head start on search rankings.

3. 🔗 On LinkedIn: Tease, Don’t Dump

Use a teaser-style post with a bold takeaway or stat.
Add personal commentary to make it feel native.
Then link back to the full blog article.
✔ This drives traffic to your site.
✔ It positions you as someone with something worth clicking into.

4. 📝 On Substack: Publish a “Remix”

Don’t post a carbon copy. Change the lead, share an extra tip, or add a story.
Make it feel newsletter-specific.
✔ Keeps your Substack SEO-friendly
✔ Builds a better reading experience for your email list

5. 📅 Stagger Your Posts

Never publish on all three platforms the same day.
Spread them out (2–3 days apart) so Google sees each version as part of a syndication strategy-not spammy duplication.

Why This Works (And Keeps Working)

This isn’t just SEO-safe. It’s strategic.

• Your website ranks on Google and builds long-term visibility

• Your Substack grows discoverability, email list, and reader loyalty

• Your LinkedIn post sparks engagement and brings people into your orbit

You’re not doubling content. You’re tripling your reach with structure.

What About Performance?

Still worried? Here’s what Google and Substack say:

🧠 Google Search Central:
Duplicate content only becomes an issue when it’s deceptive or manipulative.
Cross-posting to grow visibility? Totally fine.

✉️ Substack Help Centre:
You retain full ownership of your writing.
Substack encourages cross-posting-it builds your audience.

Real Talk: Content Is a System, Not a Sprint

Most creators exhaust themselves thinking they need to write more.
In reality, they just need to repurpose smarter.

This system transforms a single good article into a traffic engine, a list builder, and a conversation starter.

Would you Like to Build a System Like This?

I help clients achieve consistent visibility - with fewer posts, not more.

Here’s what we work on:

✔️ How to format the same idea differently across platforms
✔️ LinkedIn teaser templates that drive traffic
✔️ LinkedIn & Substack lead in hooks that boost open rates
✔️ Content calendars that prevent burnout

👉 If that’s something you’d like help with, subscribe here or book a clarity session.

Final Tip: Think Like a Host, Not a Broadcaster

Every platform is a guest at your content party.
LinkedIn likes bold intros.
Substack loves depth and clarity.
Google wants originality.

Treat them accordingly, but ensure the conversation always leads back to your home base: your own website.

P.S. If you found this helpful, would you do me a quick favour and restack it? Sharing spreads the knowledge and motivates me to keep writing practical content to help you thrive online.