SEO, or search engine optimization, is important for businesses and brands that are trying to promote themselves online. Marketers and entrepreneurs should know how to use it so they can optimize their website and social profiles for maximum traffic and engagement.
By optimizing your website with SEO, you will become visible to a lot more people. When using search engines, most people just click on the first few links they see. They rarely scroll down or check the second page of Google. If you are not ranking near the top of search results, you won’t enjoy as much traffic. But with SEO, you can show up on top of search results, making your business more accessible to people who are doing their research online.
If you are already using SEO for your website, it’s time to learn how to apply this marketing technique to your social media, particularly the biggest platform for professionals online: LinkedIn.
As a social networking platform, LinkedIn is a very flexible marketing tool. It can be used to build a community through content marketing. It can be used to establish thought leadership and build a strong network. It can also be used for B2B lead generation. LinkedIn can also be used for SEO—and today we will be discussing how you can become a LinkedIn SEO expert.
Learn How to Optimize Your Profile: Get Found & Make Money
LinkedIn has over 756 million users around the world and it is still growing. Because of its professional focus, it easily sets itself apart from even bigger platforms like Facebook, Twitter, and Instagram. LinkedIn is the best when it comes to converting leads and building professional and business relationships. Other social platforms are more focused on social connections.
This only means that if you apply the same SEO strategies to this platform, you can enjoy greater benefits. Contrary to popular belief, SEO is not just a Google thing. You can use it on social media to get the same results: drive traffic, create engagement, and generate leads.
Here we are focusing on LinkedIn because it is full of highly qualified leads. The LinkedIn user base consists of professionals, job seekers, recruiters, entrepreneurs, marketers, CEOs, and decision makers from various industries. Compared to other demographics, these are the users who are among the most likely to convert when presented with something of value. Most people are on LinkedIn to find opportunities to grow their network or improve their lives. Use SEO on LinkedIn to attract a large audience and reap the benefits.
Research suggests that 80% of B2B social media leads come from LinkedIn. This is because the platform allows brands to establish their credibility and gain the trust of their prospects. There is a smaller focus on cat videos and more interest in valuable articles.
Just like on Google, if you use SEO properly on LinkedIn, you will show up in relevant searches. To achieve this, there are a few basic things you need to understand.
The first thing you need to keep in mind is that SEO is a long term strategy. It won’t bring you a stream of leads right away, but it works best if you are consistently applying it. A lot of your competitors are using the same SEO strategies, so getting to the top of search results is going to be a continuous battle. But this is worth the effort because of the amount of engagement and conversions that you can potentially generate.
Understanding How Often to Publish on LinkedIn
SEO can help bring more traffic to your LinkedIn page, which gives you more opportunities for engagement, which you can eventually turn into connections or 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.
Posting content regularly is one good way to consistently get those keywords out there so you can rank higher in search results. You can post articles, images, infographics, videos, and other content that are relevant to your target audience’s interests. Once you’ve identified what keywords you want to rank for, start including those keywords into your content.
Sprinkle those keywords throughout the article, but don’t overuse them. Avoid keyword stuffing because it makes it hard for your readers to understand what you are trying to say. Instead, use those keywords naturally throughout the article. Use them in ways that make sense.
As for how often you should post on LinkedIn, there actually isn’t a specific strategy that works for everyone. It is better to post as often as is sustainable for you. You don’t want to post content on a daily basis only to burn out after 2 weeks and then not show up for months.
If you have a dedicated content team, you should be able to post more frequently. Otherwise, keep your content schedule realistic and sustainable. For many LinkedIn users, posting three times a week is ideal because it allows them to be active on the platform while keeping a realistic content schedule.
Understanding What to Publish on LinkedIn
It’s true that the more you post, the greater the results—but only if you are consistently publishing valuable content. It needs to be varied enough to keep your audience entertained, but also informative and interesting. You need to post content that will educate your audience about topics that they are interested in. Answer questions that your audience may have about your industry or niche.
When creating your own content, try to cover topics that your target audience is likely to click on. You can cover industry news, give them life hacks, answer common questions, etc. The format is up to you. You can write articles, make videos, or use another medium. As long as you use relevant phrases and keywords throughout your article and in your captions, you can optimize your content for greater rankings.
Whatever your posting schedule, make sure you are regularly updating your LinkedIn page with fresh content so you are always on top of search results—including LinkedIn’s own search results.
Understanding How to Use Hashtags on LinkedIn
Hashtags are another way to attract the right people to your content. LinkedIn users can use hashtags to discover topics and interests that are most relevant to them. Just like in other platforms, you can use hashtags on LinkedIn by using the # sign followed by the keyword or phrase you want to use.
If you want people to easily discover your content on LinkedIn, add the appropriate keywords in your updates. Examples are #Careers, #Business, and #Productivity. To get the best results, use both general and specific hashtags. General keywords are popular, which means you will have a lot of competition in those hashtags, but at the same time, you can potentially reach a wider audience. On the other hand, specific hashtags are visited by fewer people, but they are the ones who are looking for the specific topic you are covering in your content.
It is also a good idea to add your own personalized hashtag that refers to your brand. A unique hashtag is good for branding. You can use hashtags anywhere in your video, article, or document.
Using Videos on LinkedIn
Just because SEO is all about keywords and key phrases doesn’t mean you are limited to blog posts and long form articles. You can use videos on LinkedIn and still utilize SEO properly.
Videos are highly engaging because they are visual in nature. They can also present more information within a short period of time—and in a highly entertaining way. When people come across videos on their feed or their timeline, they can’t help but pay attention even just for a couple of seconds. If something is interesting enough, they will keep watching it. As a marketer, you can take advantage of this to establish thought leadership, build trust, provide value, introduce your brand, and generate engagements.
Videos on LinkedIn are just as effective. Used properly, you can build brand awareness, tell stories, and enjoy all the benefits of video marketing. In fact, 63% of marketers claim that video has the best return on investment in social media.
If you are interested in using video marketing, there are plenty of ways to get your message across, depending on what topic you are presenting. Here are the types of videos that are commonly posted on LinkedIn: explainer videos, interview videos, tutorials, event videos, how-to videos, brand videos, webinars, promo videos, product demos, testimonials, company culture videos, demos, vlogs, and product reviews.
On LinkedIn, you can still use SEO by adding relevant keywords and hashtags in your video’s description, title, and caption. You can cover a topic your audience is interested in, and then use SEO to make sure they can find it easily.
Aside from posting videos directly on LinkedIn, you may also post links on LinkedIn to videos that are on other platforms such as YouTube. However, the LinkedIn algorithm may prioritize native videos—which means those that were uploaded directly on LinkedIn.
Finally, there’s another way to use videos on LinkedIn, and that is by sending personalized videos using Kennected Video. Kennected Video is a software that lets you send personalized video messages directly to your leads.
Kennected Video lets you create a rolodex of evergreen video content that you can use over and over. Improve your pitch by uploading existing videos. Merge, trim, and edit clips easily. With the help of call to action buttons, you will always be closing deals.
Kennected Video is the easiest way to send customized outreach videos for email marketing. You can send your videos via email, text, or CRM. You can also pair it with Kennected’s LinkedIn automation tool to easily reach your target audience on LinkedIn.
Kennected Video helps you stay connected with your leads no matter where they are.
Optimizing Your Profile for LinkedIn SEO Benefits
Actively using SEO on your content is a good way to boost your visibility on LinkedIn. But while you are working on that, make sure that your LinkedIn page or profile is also attracting leads on its own using SEO.
Complete your LinkedIn page by filling out all the sections and adding all the necessary information. And then use SEO throughout your page so you are easily discoverable. There are plenty of areas to add relevant keywords, including your ‘About’ section and LinkedIn tagline. Give your visitors an idea of who you are and what you do. People want to know what value they can get out of working with you.
Use your About section to answer questions that your audience may have. Try to incorporate your vision, mission, values, products, services, and brand.
Don’t forget to link your LinkedIn page to your primary website. This will serve as a resource for visitors, leads, prospects, and existing customers. Also 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. This will help establish trust while also improving brand recall. With a complete LinkedIn page, you are more likely to attract leads.
Why Leverage Kennected for LinkedIn SEO
SEO is a great way to attract visitors and generate leads continuously. But if you want to take your LinkedIn outreach to the next level, use Kennected. Kennected is a LinkedIn automation tool that allows you to reach your ideal audience on the social network automatically—but without spamming them.
To use this automation tool, you just search for the people you want to target using LinkedIn’s search feature. Then you copy the search results into Kennected and then set up a message. Kennected will personalize your message using relevant information. The automation tool will then send your messages—including personalized follow-ups—to everyone on the list.
Kennected keeps your account safe even while automating. It doesn’t spam users and annoy them. Instead, it sends your messages one by one. Your follow-ups are scheduled and sent automatically. This means you can focus on starting conversations with those who respond. From there, you can take over and have a real conversation with those highly qualified leads.
Kennected simplifies your lead generation online. You can book hundreds of qualified appointments on autopilot with zero dollars in ad spend. Imagine being able to send personalized messages to everyone in your defined geographic area or town that has a LinkedIn account.
Once they connect with you on LinkedIn, you have their email, phone number all inside of the Kennected dashboard. That’s the power of Kennected.
Kennected has helped over 15,000 clients with our products, and we can do the same for your business. Book a demo with Kennected today to learn more!