When you think of improving your brand’s search engine optimization (SEO), you probably think of all the ways to make your website rank higher in search engine results pages (SERPs). But did you know you can also use SEO to make your brand’s LinkedIn profile perform better? Using SEO for LinkedIn elevates your brand in the search engine rankings and makes it easier for people to find you directly through the business networking platform.
Learn more about how SEO on LinkedIn works and why your brand should use it.
What Is LinkedIn SEO?
LinkedIn search engine optimization is a set of practices and techniques to increase your profile’s search position and visibility. When it comes to search, the higher you appear in the results, the more likely people are to visit your profile. This is true if your profile appears in the search results on LinkedIn itself or other search engines.
Like other social networks, LinkedIn uses an algorithm to determine which posts appear where on users’ feeds. That algorithm also determines where profiles and posts fall in the search rankings. While the exact factors that guide LinkedIn’s algorithm are hush-hush, knowledge of basic, natural SEO principles can help you improve your profile’s position. Similarly, you can also improve your position in users’ feeds through SEO.
Why Is LinkedIn SEO Important?
People think LinkedIn is the place to go when they want a new job. But it’s much more than that. It’s a professional social network, making it a valuable tool for brands looking for new leads and customers, especially brands in the B2B space. LinkedIn is a powerful marketing tool many companies haven’t tapped into yet.
Optimizing your LinkedIn profile for search does more than boost your brand’s ranking on the results page or users’ feeds. It can also legitimize your company. With a polished, professional profile, people will be more likely to reach out to your brand and learn about what you offer.
How to Optimize LinkedIn for SEO: Best Practices
LinkedIn SEO has a lot in common with SEO for content and blog marketing. You’re optimizing your page of an algorithm, but it’s important to remember the human reader who will interact with your content. With that in mind, these best practices can help you make the most of LinkedIn SEO:
- Use the right keywords: Think of the terms a person would use to search for a company, product, or service like the one you offer. Those are the keywords you want to use in your “About” page, your headline, and your posts.
- Keep your page updated: The more up to date your LinkedIn page is, the better it will rank in search results. Regularly post (keyword-rich) updates and make changes to your page as your brand grows and changes. Some brands use LinkedIn as a blog and regularly post product or company updates and useful articles.
- Include as much company information as possible: Add your company’s website, size, phone number, and hours of operation to your profile to increase legitimacy and your SEO rankings. Your website is an important backlink for SEO plus it makes it easier for visitors to find you.
- Use the power of LinkedIn Groups for networking: Joining “LinkedIn Groups” puts you in contact with like-minded professionals or potential leads. The groups are excellent networking tools for building your brand on and off the site. When you join groups, you find people to connect with on LinkedIn, which can also help to improve your brand’s search rankings.
- Encourage your employees to be active on LinkedIn: Your company’s employees can improve your brand’s SEO on LinkedIn by being active on the social network themselves. Ask your employees to join LinkedIn and include your company as their employer. Also, ask them to post regularly to boost their profile’s SEO and your brand’s.
How to Measure LinkedIn SEO Success
You’ve keyword-optimized your “About” section and tagline and created a calendar for updating your LinkedIn profile. Now you’re just waiting for the results to roll in. There are a few ways you can gauge your company’s success on LinkedIn:
- Track profile views: LinkedIn lets you see the number of people who’ve looked at your profile during the week, the past month, and so on. Tracking profile views is an excellent way to compare results. For example, before you optimized your profile, your views for the week may have been few, such as 10. One month after optimizing your profile, your weekly views may have gone up to 50 or 100. Over time, the number should continue to increase.
- Monitor engagement: Profile views tell you how many people are coming across your blog on LinkedIn. Engagement metrics give you an idea of how they respond to your posts and content. When you share a post on LinkedIn, people can comment on it, like it, and share it with others. Monitoring these metrics can help you see if your posts are having an impact.
- Monitor website traffic: Ideally, visitors to your LinkedIn profile will be checking out your website. Keep track of the number of visitors LinkedIn directs to your site to see if optimizing your profile has had an effect. Also, track how many of those visitors from LinkedIn took action on your site, such as signing up for a newsletter, making a purchase, or reaching out for more information.
Work With ZGM to Create a LinkedIn SEO Strategy for Your Business
LinkedIn is more than just a network for job-seekers and CEOs. It’s a valuable professional resource that can raise awareness of your brand and bring you leads. Zero Gravity Marketing offers LinkedIn SEO as part of our digital marketing services. If you’re ready to tap into the full potential of your company’s LinkedIn profile, get in touch with us today.
