LinkedIn SEO Optimization: 6 Steps to Drive Results

LinkedIn can be a sales goldmine when used strategically.

Among all the social media platforms out there, LinkedIn stands out as the go-to platform for professional social networking.

But with over 900 million people using it, how do you stand out?

It requires more than a compelling bio and a polished profile image.

Do You Know??

According to the latest statistics, 40 million people use LinkedIn every week to search for jobs, and three people a minute are hired on the site.

This article will cover:

1. Keywords
2. Headlines
3. Profile completeness
4. Job title optimisation /Work Experience
5. URL Optimization

What Is LinkedIn SEO?

How Search Engine Optimisation (SEO) works for LinkedIn???

LinkedIn SEO is all about optimizing your profile and content to boost your visibility and ranking, offering a myriad of opportunities for career progression, business networking, and establishing a prominent presence within your industry.

When you fine-tune your profile’s headline summary, work experience, and skills section with specific keywords, you can boost the likelihood of appearing in LinkedIn’s search results.

Imagine someone searching for specific keywords or skills related to your professional background – a well-optimized profile significantly increases the chances of your profile being featured in their search results.

On top of that, LinkedIn profiles can also show up in traditional search engine results pages (SERPs) like Google, expanding your online presence.

Beyond profile optimization, the impact of SEO extends to your content. LinkedIn posts and, particularly, articles have the potential to rank within LinkedIn’s search engine, showcasing your expertise within the platform.

Furthermore, these articles, with their long-form nature and valuable insights, can also rank on traditional search engines, leveraging LinkedIn’s high domain authority for increased visibility both on and off the platform.

Why You Need to Optimize Your LinkedIn Profile:

An optimized LinkedIn profile is one where every part of your personal profile is filled out and shows audiences what you do, who you are, and what you are an expert in.

This helps your profile rank higher in LinkedIn searches and builds trust among those who might want to connect or follow you.

Do You Know??

Even more compelling? Some 44% of LinkedIn users earn more than $75,000 a year. That’s a considerable bump up from the national median income of $68,703 per household.

Let's Dive in:

6 steps to help improve your LinkedIn SEO optimization for better results.

Step 1: Keywords.

A keyword is a word or phrase that searchers enter into a search engine. Learn more about Keyword Research.?Examples of keywords and phrases include:

Example:

In seo bint e jamil, 'Digital Marketing Manager' is the keyword.?

• Freelance Digital Marketer
• Certified Digital Marketer
• Best Digital Marketer

For LinkedIn, create a list of 7-10 words or terms that your ideal client would use when searching for the service you offer. For example:

• SEO Digital Marketer
• Digital Marketer Agency
• Digital Marketing Expert

Now, use these keywords throughout your profile in as many sections as possible, including your:

• Headline
• Role descriptions
• Skills and endorsements
• Skills and endorsements section. LinkedIn prioritises skills already in its database, so when adding a new skill, start typing it, then select the most relevant suggestion that appears.

Step 2: Profile Completeness

To rank highly your profile will need to be 100% complete, with every profile section completed. Consider using bullet points rather than paragraphs, and format the text so it’s easy to read.

Let’s take a look at what you should focus on to fully optimize your LinkedIn profile.

1: Images Optimization:

When you’re setting up your profile, you’ll want to make sure you’ve got a solid profile picture.

LinkedIn profile photos should:

• Be clear and high-quality
• Be PNGs or JPG
• Be 400 x 400 px
• Be under 8MB in size
• Clearly show your face
• Have a simple background
• Fit your industry (i.e. don’t use selfies if you work for a reputable law firm)

To change the visibility of your profile photo:

1. Click the Me icon at the top of your LinkedIn homepage.

2. Click View profile.

3. Click on your profile photo.

4. Near the bottom right of the pop-up window, click Visibility and select the visibility for who can see your profile photo from the following options:

• Your connections
• Your network
• All LinkedIn members
• Public (default)

5. Click Apply to save the changes

2: LinkedIn Background Photo:

Background photos are like billboards. You can use this space to show your accomplishments and awards or offer free resources.

You should also:

• Add a tagline to inform visitors about who you are and what you do
• Include your website URL and social media handles
• Include a call-to-action (CTA) or provide clear instructions on how users can get in touch with you
• Make sure you avoid placing any important information on the bottom left — it won’t be visible

3: Craft a Keyword-Rich Tagline /Headline:

Your LinkedIn headline sits just below your profile image and name. Customising your headline is not only critical for SEO, it’s also an important part of your personal brand - how people view and perceive you on the platform.

LinkedIn automatically populates your headline with your current or most recent position – however, you have the option to customise it. Remember, you want the headline to create an informative and impactful snapshot of yourself.

When creating your headline:

• Include your role title
• Include your industry
• Include your specialty
• Use all of the 120 characters available
• Steer clear of emoji use

Headline Example:

For a digital marketing manager, a similarly optimized tagline could be, "Innovative Digital Marketing Strategies to Elevate Your Brand's Presence" — placing the target keyword "Digital marketing strategies" prominently at the start.

4. Featured Posts on LinkedIn

The Featured section on LinkedIn is a space on your profile where you can highlight important content.

It’s near the top, below your photo and headline. You can use this section to showcase:

• Articles or blog posts you’ve written
• Videos
• Images, graphics, or infographics
• Documents, like case studies or whitepapers
• Testimonials or other achievements

Featured content isn’t permanent, so you can change it up to include new content as regularly as you like!

5.Create a Compelling “About” Section

The About section is the meat of your Company page. Here, you have the space to go into more detail, telling the story of your brand and naturally incorporating relevant keywords throughout.

Here are some components to consider including in your About section:

• Your brand vision. Articulate the impact your company aspires to have.
• Mission statement. Use action-oriented language to describe how you plan to achieve your vision.
• Company values. Articulate your brand values to showcase your company culture and principles.
• Brand differentiators. Clarify your brand’s positioning to differentiate your company and its offerings from competitors.
• Products and/or services. Provide short overviews of your main offerings using clear, searchable terms.

Here’s an example of the beginning of an About section for a data analytics company:?

At ABC Company, we democratize data analytics, enabling businesses of all sizes to unlock insights through our intuitive, AI-powered analytics platform.

Finally, you can add in some “Top skills” as a way to remind readers what your services are. This also presents another opportunity to add in your keywords.

6.Work Experience

When I’m looking at someone’s experience section on LinkedIn, I’m looking to see if they meet the criteria of the role beyond a job title. Their job duties and achievements give me a better understanding of their scope of knowledge and specific skill sets this role needs.

Fields for LinkedIn experience entries

Each position on LinkedIn has a combination of required (*) and optional fields:

Required fields for LinkedIn Work Experience entries

Title*

List your position title, including any relevant keywords. Sometimes job titles benefit from being revised for common searches.

Example: "Content Marketing Manager" might be more search-friendly than "Manager, Marketing Content."

Company name*

Many companies already have a company profile on LinkedIn and will autocomplete from the LinkedIn Company Page in the dropdown as you type.

Employment dates*

This is usually shown by a start and end date. If you’re currently working in the role, click “I am currently working in this role” and it will automatically list your end date on your profile as “Present.”

Industry*

This doesn’t display on your profile. Select the best match and keep going.

Optional fields for LinkedIn Work Experience entries

The profile gets much more interesting with the additional, optional work experience fields including:

Employment type

Location

Sharing the location can give people reviewing your profile a sense of where you’ve worked (and where you’re likely based).

Location type

Choose from On-site, Hybrid, and Remote. Showing that you have experience working in a certain capacity can be valuable to some recruiters and employers. Example: If you have a work history in remote roles, you may be a strong candidate for additional remote roles.

Description

This is a written summary, usually two or three sentences long, that allows you to show your job duties, achievements, and expertise. By including relevant information with a few highlights and key accomplishments, you can improve your odds as a job seeker.?

Pro tip: To further optimize your LinkedIn profile, consider using ChatGPT for your LinkedIn summary.

7.URL Optimization

LinkedIn allows you to personalise your URL, changing it from the automated URL, which is usually quite long and contains a random assortment of numbers. Upon updating make sure you update your email signature, business cards and other marketing collateral.

• Standard URL example (not optimised):?https://www.dhirubhai.net/in/seo-bint-e-jamil323389/
• Custom URL example (optimised):?https://www.dhirubhai.net/in/seo-bint-e-jamil/

To change your LinkedIn public profile URL:

For LinkedIn Public Profile URL:

1. Click the Me icon at the top of your LinkedIn homepage.

2. Click View profile.

3. Click Edit public profile & URL on the right side.

• You’ll be redirected to the Public profile settings page.

4. Under Edit your custom URL on the right side, click the Edit icon next to your public profile URL.

• It'll be an address that looks like www.dhirubhai.net/in/yourname.

5. Type the last part of your new custom URL in the text box.

6. Click Save

Drive Results with LinkedIn SEO Optimization

By enhancing the different components of your LinkedIn profile page with a strategic approach to LinkedIn SEO optimization, you’ll be much more likely to appear in search results. This will go a long way toward increasing your visibility and helping drive more business opportunities. Remember that SEO isn’t just a one-time effort, but rather an ongoing process that requires regular attention and updates to deliver your desired results.

Bint E Jamil

Digital Marketing Manager at PlomX Tech

E: [email protected]

W: Plomxtech.com