8 Tips on LinkedIn SEO

What many are unaware of is that, since Google's Core Update, LinkedIn as a dynamic resource of content, is indexed and frequently crawled by Google. Because of this, it is important that you optimize your personal LinkedIn profile like a mini website, as well as your organization’s LinkedIn page. The eight following SEO tips help you to improve your ranking in the LinkedIn search bar and on search engines.

8 Steps to do LinkedIn SEO

In an effort to rank higher, create connections and inbound sales leads, use these eight steps to optimize your LinkedIn profile and company page.

1. Make sure your public profile is visible to search engines

Make sure that your public profile is actually visible. Scroll over your account name, click “Edit Your Public Profile & URL” and make sure that the right switches for “Your profile’s public visibility” are “On”. If your profile is not public, these optimizations just apply for the search within LinkedIn.

?2. Implement keywords

Just like SEO for your website, your LinkedIn profile and page should include keywords that your target audience is using in search. Good tools to do a keyword research are keywordtool.io, keyword-tools.org or contentbird for example. Once you have done your keyword research, you should be implementing these terms throughout the copy of your LinkedIn page. Please make sure to use the keywords in context for humans and don’t do keyword stuffing. Your profile visitors would not be impressed and the Google algorithm neither.

?Keywords should be in the following sections:

• Tagline / Profile Slogan
• About
• Experience
• Skills

LinkedIn recommends including additional sections in your profile as well. By adding more sections, you can add additional keywords and keyword phrases your target audiences are using when they search for your products and services. Consider using the “Accomplishments” or “Featured” sections if you have not added them already.

3. Edit your LinkedIn Profile URL

LinkedIn allows you to create a custom URL for your LinkedIn profile. A LinkedIn profile or business page with a customized URL will rank higher in organic search results when users are searching for your name or organization. When you click on your profile, you can find it in the right top corner as “Edit public profile & URL”. Normally you find some numbers or additional characters after your name. Just delete them. It can make sense to add a keyword to your name, especially if your name is common. Like “Michael-Mueller-Supply-Chain-Expert”.

4. Name your profile picture and banner image

Before you upload a new photo or background image, rename the image to include your name or relevant keywords. Google will index these images so your photo or company logo will appear in image search results. Most people forget this detail, also in website SEO.

5. Create backlinks

Backlinks are one of the most important factors of SEO and Google’s algorithm for page rank. Create backlinks from your LinkedIn profile by linking it on your website, in blog posts or on other Social Media profiles like Twitter, Instagram, Facebook or Reddit.

6. Publish optimized content

LinkedIn articles may not get the same amount of views as post but are very popular amongst search engines. Use articles to bring in more traffic to your profile via search engines. Carousel posts and native videos are likely to be seen by more people than a shared article due to my own experience. This content should also include keywords + hashtags and be optimized for SEO. Don’t forget to include a call-to-action within the LinkedIn article, the carousel or in the video post to drive traffic to your website or online shop.

7. Update frequently

A very important part of your LinkedIn strategy and SEO is being consistent with posting updates. In order for Google to have new information to crawl, you have to add more content often. LinkedIn is a great platform to share your content marketing materials like blogs, brochures, case studies, guides, eBooks or references. LinkedIn articles can be utilized to summarize a series of posts.

8. Check analytics and LinkedIn metrics

To ensure your optimization efforts are working, be sure to check the data. LinkedIn provides analytic reports for both personal profiles and company pages. These analytics show the number of profile views, search appearances, and post views that your LinkedIn profile received. LinkedIn tracks the number of new followers, post impressions, and unique visitors. Another useful metric is the “Social Selling Index” which you can check here.

You can track conversions as well. Check Google Analytics to determine how many of your leads are coming to your website from your LinkedIn profile or page. In case you need help with tracking, consult your marketing manager, your agency or me.

When you approach optimizing your LinkedIn pages using these eight steps, search engines like Google and Bing will index your page in ways that will benefit you and your company. Use relevant keywords and phrases, publish original content and analyze the data.

For more help with SEO and LinkedIn Social Selling feel free to ask me or if you work for thyssenkrupp, mail me to join our monthly TEP SEO round table. ??

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