Improve your LinkedIn visibility with SEO. Optimize your profile, posts, and connections.
LinkedIn SEO: Optimize Your Profile and Content
LinkedIn is not only a platform where you can find jobs to apply to. It’s a platform to build partnerships, find and hire talent, find new business opportunities, and more. But if you want your company to get more visibility on the platform, you need to look into LinkedIn SEO.
LinkedIn has an algorithm and a search engine. With millions of profiles on LinkedIn, you’ll be competing for the attention of your target audience. But with a little work, you can make your profile or company page stand out and get noticed by people who matter the most to your business.
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What is LinkedIn SEO?
SEO on LinkedIn is the process of optimizing your LinkedIn profile and content so it ranks higher on the platform. This will allow more users to discover your content. A well-implemented strategy will increase the visibility of your content and profile and will help you build quality backlinks to your website.
Why Focus on LinkedIn SEO?
You’ve already put in hours to optimize your website’s SEO. Is it worth it to do the same for your LinkedIn page? Like it is for your website, SEO for LinkedIn is all about making it easier for your target audience to find you. Using the right keywords will communicate what your page and your content are all about.
With so many companies competing for the attention of your ideal customer, LinkedIn SEO can help you differentiate yourself from others. When you show up in search results ahead of your competitors, there are better chances of generating leads on LinkedIn, finding clients, and cashing in an opportunity that might have otherwise gone to your competitor.
LinkedIn’s Ranking Factors Explained
LinkedIn hasn’t officially shared what ranking factors it uses or any SEO guidelines. But it’s safe to assume that, like most other platforms, LinkedIn may also use similar factors to Google. Here are a few factors to consider to optimize your LinkedIn page.
Page Completion: Your target audience will likely ignore incomplete pages or without a profile picture.
Relevant Keywords: You’ll need to use relevant keywords in your LinkedIn profile to rank higher in the search results for those keywords.
Frequent Updates: Your LinkedIn page should be frequently updated with the latest information.
Engagement: The more engagement your content receives, the more likely your page will rank higher on LinkedIn.
10 LinkedIn SEO Tips to Boost Your Search Visibility
LinkedIn SEO optimization is more than just using the right keywords. Here are ten tips to boost your personal brand’s search visibility.
Optimize Your Headline
Your LinkedIn headline is one of the most important components of your LinkedIn profile. Ideally, it should be concise and informative and contain your focus keyword. Test out a few headlines to see which gets you the best results.
Describe your expertise in as few words as possible. Being a little creative here doesn’t hurt. Anything that gets the attention of your intended audience is a good choice.
Use a Customized LinkedIn URL
When you create a LinkedIn profile or a company page, LinkedIn will set a default URL. In most cases, this just consists of random numbers. To improve your LinkedIn SEO, one of the first things you should do is customize this URL to reflect who you are or what your page is about.
For example, you can use your name in your URL or a keyword that reflects what you do. Either of these options is better than using the default URL.
Optimize the About Section
Your About section is where you can genuinely convert lurkers into followers. Here’s what it should include:
An effective hook
Who you are
The benefits you deliver
The results you’ve achieved
The businesses or people you’ve worked with
Write creatively to boost connection requests and include a few relevant keywords. You’ll have limited character space to convey this information, so try to make the best first impression.
Write Search Optimized LinkedIn Posts
Other than your profile, your should also optimize your LinkedIn posts. Whether posting on your profile or using LinkedIn’s article feature to post long-form content, you can improve your SEO profile by using the right keywords, ensuring they answer questions your users have, and demonstrating your authority.
You should also post your content at the right time to boost visibility, build awareness, and increase engagement. Check out our guide on the best time to post on LinkedIn to optimize your schedule.
Add Context to Your Website URLs
By default, your website URLs will have “Blog,” “Personal,” or “Company” on your LinkedIn profile. This is generic, and you’ll need to add context with keywords if you want to boost your LinkedIn SEO efforts. Customize the text that appears next to your URLs by using descriptive words.
When editing your profile and contact info, add a website URL and choose “Other” from the dropdown. Here’s where you add your keywords and a descriptive context for your website URL.
Build Links to Your Profile
Other than on-page optimization, you can improve your LinkedIn profile SEO by building links. You don’t have to go overboard here. Here are a few quick and easy tweaks that will help you build links:
Post your LinkedIn profile link to your other social media accounts.
Place your link in your website’s About section.
Use it as a signature on your email or blog posts.
This will help you improve your rankings and drive traffic to your profile.
Use Hashtags Wisely
Hashtags are powerful because they can help you get discovered by those who are looking for content related to your niche. But it can also backfire if you go overboard and use too many hashtags in your posts.
The best practice here is to use hashtags wisely and conservatively. Use no more than 2-3 hashtags per post. And you don’t have to use them in every single post. Also, ensure you’re only using hashtags relevant to the post.
Use Keywords in your Image Alt Text
If you’re adding images to your LinkedIn posts, use keywords in the Alt text field. Adding image Alt text can help users with disabilities understand what an image is about. You can add one or two keywords to this description to help rank your image higher.
Build Relevant Connections
Growing your LinkedIn network and connections is one of the most powerful ways of boosting your LinkedIn SEO. Expand your network by connecting with relevant people in your niche. The more connections you have, the better the relevance of your profile and the more traffic you will get. This can potentially improve your search ranking.
Don’t just build connections and then ignore those people. You also need to engage with them regularly. If you genuinely interact with others, you can build lasting relationships.
Get more Recommendations
LinkedIn recommendations are like “reviews.” They can give your profile a positive boost. Request past clients and people you’ve worked with to write a recommendation talking about their experience. Since these are professionals in your industry, they’ll likely use keywords naturally in their recommendations.
Other than the SEO factors, good recommendations are social proof to highlight the benefits you deliver to your clients. Profiles with several positive recommendations are likely to get hired, build connections, and be considered for opportunities.
A solid LinkedIn SEO strategy can help you create quality backlinks and improve visibility on and off LinkedIn. You’ll be able to widen the reach of your content, get more traffic to your website, and generate more leads.
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