If you’re a business owner or a marketer, you should know about the importance of SEO—also known as search engine optimization. You need to optimize your website so that it shows up on top of search results. This way, when people look you up online, or do their research about something that is related to your niche, you have a greater chance of grabbing their attention.
Let’s face it, most people just go for the first few links they see in search results. They rarely bother to scroll down or check the second page of Google. So if you are not anywhere near the top of the results, you may struggle to drive traffic to your website.
Since most companies are already using SEO for their website, it’s time to talk about something you may not have considered before: using SEO for your company’s LinkedIn page.
LinkedIn is a very flexible marketing tool. It is easy to build a community by consistently posting and engaging with your audience: the bigger your network, the better. After all, LinkedIn is the biggest platform for professionals online, with over 756 million users around the world.
SEO for LinkedIn: It’s Not Just a Google Thing
Since the word “search engine” is right there in the name, people commonly associate SEO with search engines like Google, Bing, and Yahoo. And that makes sense. But SEO can also be used in other platforms, particularly on social media.
Out of all the social platforms, LinkedIn is the one that is most focused on building professional and business relationships. It can be used by B2B marketers to generate highly qualified leads. If you are actively using LinkedIn, you need to optimize your LinkedIn page because the goal is to be found.
Research suggests that 80% of B2B social media leads come from LinkedIn. This is because of the social network’s professional focus. It allows brands to establish their credibility and gain the trust of their prospects.
Just like on Google, if you use SEO properly on LinkedIn, you will show up in relevant searches. But in order to do this, there are a few practices you need to follow on a regular basis. Keep in mind that SEO is a long term strategy that works best if you are consistently applying it.
SEO brings more traffic to your LinkedIn page. The more visitors you get on your LinkedIn page, the more opportunities you get for engagement and conversion. You can potentially convert this traffic into connections, and even sales.
Do a quick search right now of some keywords that are related to your niche and see your current rankings. It will give you an idea of how much work you need to do for certain keywords.
Using SEO to Optimize Your Company’s LinkedIn Page
The first thing you need to do in order to start using SEO for your LinkedIn page is do some research on what keywords to use. If you are already doing this for your website, you should implement it on your LinkedIn page as well to improve your visibility.
Keywords are some of the phrases and words that people are using in their searches. When they look something up using a search engine, they use keywords that will help narrow down the results to the most relevant ones. Think about what your target audience are most likely to type on Google to find the things that you are offering. You can think about the questions they have about your industry, your niche, your products, your services, and your brand.
Those keywords are the ones you should be using all over your LinkedIn page. Sometimes people aren’t necessarily looking for your products and services. Instead they are looking for solutions to their problems—that hopefully your products and services could solve. So by incorporating keywords into your LinkedIn page you can offer solutions to the right people.
Think about your location, your industry, and your specialties. If you want more in depth information, use tools like Google Search Console, SEMRush, and Moz Keyword Explorer to optimize your LinkedIn SEO efforts.
Add relevant keywords to your company tagline: think of it as an elevator pitch where you want to convey to people who you are and what you do as quickly as possible.
Optimize Your About Section on LinkedIn
There are plenty of ways to incorporate SEO throughout your LinkedIn page. Use every opportunity to seamlessly incorporate keywords into your page. You still want it to sound natural or else your visitors are going to get annoyed reading it. Avoid overstuffing your page with keywords, but use them whenever applicable.
After optimizing your LinkedIn tagline, start working on your About section. This is a longer description that gives visitors an overview of your business, including the industry you are in. This is a good place to use SEO because this is where most people would expect to see those relevant keywords.
Use your About section to answer questions that your audience may have. Try to incorporate your vision, mission, values, products, services, and brand.
Complete Your LinkedIn Page
Add a link to your website because chances are, most of the information people need are located there. So make sure your LinkedIn page is linked to your primary website. This will serve as a resource for visitors, leads, prospects, and existing customers.
Don’t forget to include your company details like size, industry, and specialties. You want to have all this information available to people so it is easier for them to understand and connect with your brand.
Finally, add a banner image and your company logo to your page. It is easier for visitors to trust your brand if you have a professional logo rather than a generic display. With a complete LinkedIn page, you are more likely to attract leads.
Upload Content on LinkedIn
Now that your page is all set up, it should begin to attract more people from LinkedIn who need your services and products. But there’s one other way to incorporate SEO into your LinkedIn page: content marketing.
Creating your own content and publishing them on LinkedIn is an easy and effective way to continuously apply SEO to your page. You can use keywords throughout your article and answer questions people may have. You can provide value by giving additional information or keeping your audience updated on the latest developments in your industry. You can give them tips, tricks, and life hacks.
It also doesn’t have to be a long form article. You can post images, infographics, or videos. Add relevant keywords to your captions and descriptions so that your target audience can find them online.
Post content updates frequently so you are always fresh on top of Google search results as well as other search engines—including LinkedIn’s very own search results.
If you are not using LinkedIn to promote your company, you are getting left behind by the competition. And if you are not using SEO, you are missing a lot of great opportunities to find and connect with your audience on the professional platform.