LinkedIn works like a real search engine. Just as keywords and SEO help improve the ranking and traffic of a web page, LinkedIn SEO allows you to increase the visibility of your profile to stand out from the competition and, in this way, increase traffic to your website. profile. In this article we give you 10 tips to get a better position on LinkedIn through SEO.
The SEO optimization of your LinkedIn profile helps increase your visibility and traffic to your professional profile and, consequently, the possibility of being contacted.
This optimization works exactly the same as SEO On-Page in Google: by using specific keywords within your profile, you can appear at the top of the results, both on the platform and in the search engine.
💡 A prerequisite for LinkedIn SEO optimization is that your profile is 100% complete (as required by the platform). It is advisable not to start before it is complete.
In our tips we often talk about the importance of keywords. Choosing the right keywords for LinkedIn is important because the search is done with specific keywords related to the profiles that a professional or recruiter wants to find.
Therefore, you can increase the probability that the profile they see is yours by searching and including the most relevant keywords for you.
You can find the right keywords for LinkedIn right on the platform without paying for any tools . First, ask yourself "why should my profile be found? What information are my visitors interested in? What do they expect to find?" Then proceed as follows:
- Type a word or two related to your industry into the LinkedIn search bar, such as "SEO specialist."
- Click "See all results."
- select "People" to see the keyword used by people with a similar profession to yours, or "Jobs" to see which is most searched by employers.
- select the location to limit the search results to the country you are interested in.
You will then see the number of results (ie search volume) for the keywords you entered. Compare the number of profiles and job postings with similar keywords (for example, "SEO expert" and "SEO specialist").
Once you've found the keyword(s) that best fit your profession or needs, you can use a mix, ranging from the shortest (up to two words, like "SEO specialist") to the keywords long-tail (from three words, such as "SEO specialist in Madrid" or "SEO specialist since 2015").
❕The more often the keywords appear on your profile, the easier it will be to gain visibility. But be careful, the excessive use of keywords can lead to a counterproductive strategy similar to the practice of keyword stuffing , a black hat SEO technique .
After finding the right keywords and integrating them into your profile, it's time to move on to SEO optimization. Here are 10 tips that will improve the visibility of your profile.
First of all, you must make sure that your profile data is complete and up-to-date. Make sure that:
- you enter the location (less relevant if you want to telecommute, more important for employers who have physical stores looking for new talent)
- the role you currently perform or would like to include in the headline: "Inbound Marketing Expert"
- your profile URL is optimized
The perfect LinkedIn URL includes "last name-keyword."
Access the profile from the desktop -> Click on "Edit URL and public profile" in the upper right corner:
💡 Did you know that LinkedIn offers you the possibility to enter a nickname? This can be useful if you have a stage name that you use, for example, on your blog or YouTube channel.
The headline is the business card of your profile. Reinsert the most important keywords, which should ideally form the first few words of the headline.
💡If you don't have a job, write "Amateur of the topic looking for new challenges" instead of "unemployed". This also applies to beginners or people in training.
The summary is one of the first things visitors to your profile will read. Here you can talk about yourself, your tasks and what you are capable of: you have the space (2,000 characters) and the opportunity to explain why they should contact you.
Think about the goals you want to achieve with your profile and enter the most important keywords, which must match those of the profile headline (your job and your skills).
💡 Have you heard of the principle of "reverse pyramid marketing"? Structure your summary exactly like a pyramid, that is, give all the most important and interesting information directly and expand it as you go. In fact, of the 2,000 available characters, only 200 will be visible from the start.
Ideally, your profile picture name and cover photo should contain keywords relevant to your profession. In this way, you can increase your chances of appearing in Google results for image searches.
Remember that the skills you add must also be important keywords for your job profile. You can include up to 50, but the important thing is that those already included in the initial headline and some subcategories of these appear.
And remember to ask your friends, co-workers, employers or clients to validate your knowledge, because the number of these types of validations is also taken into account by the LinkedIn algorithm when determining the ranking of your profile.
Also, similar to the role that reviews play in online shopping, LinkedIn endorsements are social proof that encourage users to decide on your profile.
Similarly, recommendations and comments increase trust and improve LinkedIn SEO.
You can ask those who are willing to leave you comments to include the keywords that you would like them to use in the text.
As in any other social network, if you want to increase the visibility of your profile, you will have to remain active. Remember that a good SEO strategy is always based on content creation: publish content (articles, videos, infographics, reflections of your experience) that may be relevant to other users.
This helps you not only to increase the visibility of your LinkedIn profile, but also to make it more interesting. Remember that both go hand in hand.
💡If you publish an article written by you or from your own website, the LinkedIn algorithm will take it into account and could hinder the visibility of your post. To avoid this problem, put the link to the article in the first comment and tell your readers about it in the introduction text of your post.
Many people don't know that interacting (putting a reaction or a comment) with a post is much better than sharing it. Just like Google doesn't like duplicate content, LinkedIn's algorithm devalues shared content as duplicate content and lowers your profile ranking.
You can improve your visibility in a specific and relevant community by joining groups and interacting with other users within it. To join a new group proceed as follows:
- click "Work" at the top right > "Groups" > "Discover" (or "Create group" if you want to create a new one).
- use the search bar to search for keywords or the filters to narrow down your search options.
Linking directly to the previous advice, the posts you publish only (or mainly) will add value to users who share your interests. For this reason, it is advisable to target your network, that is, select those contacts that belong to your niche and not be tempted to add anyone you know.
While this strategy may make sense on Facebook, it's less effective on LinkedIn.
Backlinks are a positive signal for search engines and therefore improve SEO. Therefore, it is advisable to put a link to your LinkedIn profile on your website (if you have one) or on other social media channels.
In short, LinkedIn SEO helps increase the visibility of your profile and the possibility of being contacted. The key element of SEO optimization on LinkedIn, keywords, must be researched and integrated within the profile, in particular:
- in the header
- in the summary
- in descriptions of past (and present) work experience
- in the skills and training section
- in profile url
Start now to increase the chances that the right people will find your profile thanks to LinkedIn SEO!