Applying SEO Principles to Your LinkedIn Profile

26September 2023

LinkedIn is a social network that allows you to connect with people from your professional life. You can use it to find new jobs, develop business opportunities, and strengthen your business and career.

LinkedIn has several features that are unique to the platform. Some of the most notable features include: Network Updates, Inmail, and Recruiting.

1. Create a professional profile

Your LinkedIn profile is the gateway to your personal brand, building trust, relationships, endorsements and growth. It is an excellent place to showcase your professional experience, build a resume, and connect with potential employers, clients and business partners.

Start with a professional photo. Avoid photos that are too casual, blurry, or mirror-like and make sure your face takes up at least 60 percent of the image area. Having a high quality headshot will help people recognize you in person and on the platform.

Fill out your work history and don’t forget to add a summary of your career goals. A well-written summary can help you get 5x more profile views, 8x more connection requests and 10x more messages! Also, remember to add skills – they play a major role in your searchability and are a great social proof.

2. Optimize your profile for search engines

Like other social media platforms, LinkedIn profiles and company pages are indexed by search engines. Applying SEO principles to your profile can help you rank higher in search results on the platform and on Google.

Start by using a professional SEO tool to identify keywords worth ranking for on LinkedIn and Google. Generate a list of terms with a high search volume and low competition and integrate these into your profile copy in a natural way.

The most important place to include these keywords is in your headline and experience section. While LinkedIn automatically populates your headline with your current or most recent role, don’t be afraid to customise it with a more descriptive and impactful description of your work. Make sure to include relevant media such as videos and presentations to provide a more holistic view of your expertise.

3. Create a company page

LinkedIn is the largest professional social network with more than 575 million members. It is where professionals go to find a job, writers look for companies they want to write about and companies market their products and services.

To create a LinkedIn Company Page, start by entering your company name. You will also need to add a tagline and a public URL for your website. Then, enter a description of your company that is at least 300 pixels by 300 pixels.

You can also add your logo and a location to your company page. Once you have completed your company page, you can add a call-to-action button. Adding the “Visit Website” button drives users to your website and helps build brand awareness. You can also share third-party content on your page. For example, posting a link to an industry news article with your own caption can add value for followers and increase your authority as an expert in your field.

4. Share your company’s news

In the end, LinkedIn is a professional networking platform, so it’s important to share your company’s news and updates. This could include product launches, industry awards or a recent success story. However, it’s essential not to overpromote your business. “Overpromotion is one of the biggest social media pitfalls, as it will lead to less engagement,” Mancine says.

Posts on LinkedIn that are about your employees, partners or customers also tend to perform well. For example, interview employees or customers for testimonial posts and videos, or create case studies on how your products have helped your clients excel in their fields. LinkedIn also has a feature called Network Updates that showcases content that you’ve published on your business page, as well as articles, video and other updates from connections and companies you follow.

5. Reach out to your network

LinkedIn is a powerful tool for professional networking. It can help you find a new job, build relationships with potential clients, or even form long-term partnerships. But it can be confusing for beginners who don’t know how to use the platform correctly.

One of the most important things to remember when reaching out on LinkedIn is to be personal. People can tell when you’re sending a generic message, so it’s essential to tailor your approach to each person.

Also, avoid including too many file attachments or links in your messages. This can be overwhelming for the recipient and may cause them to ignore your request. Instead, try sending a text-only message or using a voice note. This will ensure that your message is more personal and less spammy.

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