If you are looking to make connections and expand your network, LinkedIn is the best platform for it. This social networking site is unique because it is focused on developing business and professional relationships. This is why LinkedIn is perfect for finding new career opportunities.
It also works well for marketers and business owners because LinkedIn’s professional user base is a great source of leads. If you want to reach more people and increase your revenue, you want to rank high in LinkedIn search results.
Today we will be talking about how to use SEO or search engine optimization to rank higher in LinkedIn search results. Achieving a high rank will help you increase brand awareness, reach a larger audience, and boost your sales.
How to Rank on LinkedIn for Searches: LinkedIn SEO
Just like with your website, SEO plays an important role in LinkedIn marketing too. Optimizing your LinkedIn profile with keywords will help you rank higher, allowing you to appear in search results.
These people who are conducting searches online are high quality leads because they are already displaying interest in your industry, product, or service. They are also doing their own research. If you can show up in their search results, it will be easier to connect with them and eventually convert them into paying customers.
Ranking high in LinkedIn creates a stream of leads, and generates more conversions. SEO is all about using the right keywords. Think of what people type into the search bar when they are looking for people in your industry. Make sure you sprinkle those keywords and phrases all over your profile and content so that you can maximize your chances of showing up in search results.
Optimize Your About Section
Your LinkedIn page should be more than just an online resume. It should represent you, your brand, your qualifications, and your message. Optimize your page to create the best impression on your visitors.
The default headline set by LinkedIn will always be your current job title. But you can change this to something catchier or more creative. Write something that will grab your audience’s attention while giving them an idea about the value that you bring. Your current job position isn’t necessarily what you want to be known for, so make sure you change it into a compelling title.
Even if there are multiple skills or titles that you want to highlight, go for it. You can always give them more details through your Summary section. Use your headline to highlight your value and capture their attention. Then use your Summary to tell your story.
Your Summary is where you support your headline and share your experience. Give them a description of your qualifications. This section should be around three to five paragraphs. Keep them short and to the point. Highlight your past roles, and don’t forget to include your skills in the Skills section.
As a bonus tip, LinkedIn allows you to create a custom URL for your profile. Creating one for your profile or business page will help you rank higher in organic search results.
Post Engaging Content
Posting high quality content on LinkedIn not only establishes you as a thought leader in your industry, but also helps prospects find you online. LinkedIn articles and native videos are prioritized by the website’s algorithm, so post eye-catching and informative content.
Post long form articles such as case studies, press releases, blog posts, guides, etc.—anything that is relevant to your target audience’s interests. It should have something to do with your industry or area of expertise. Content marketing is your way of providing value to your community while also connecting with people outside your network. It’s the best way to attract leads and show them that you are a trustworthy resource.
Also post content that encourages engagement: ask questions, start debates, post unpopular opinions, share motivational posts, and write inspirational stories. LinkedIn loves engagement. If you want your content to rank higher in search results, try to get your community to comment on them.
Content quality is very important. But consistency is also necessary. When posting content, remember to keep a consistent schedule so that the LinkedIn algorithm takes you more seriously.
Get a Group Together to Boost Likes, Comments, and Shares
Because engagement is essential, you can use your network in a creative way to boost your ranking. Create a group using your LinkedIn network and encourage each member to like, comment, and share each other’s posts. This way, everyone can benefit and improve their rankings.
The LinkedIn algorithm heavily favors content that have tons of engagement. If you can get your social circle to engage with your posts on a regular basis, you can rank consistently high. Return the favor when they share posts so you can all enjoy the benefits.
The more people you have in this group, the more engagement you can secure for each post. It gives your content a “head start” before it even reaches the larger audience outside your network.
Respond to People on Your Posts, and Respond to People on Their Own Posts
The LinkedIn algorithm rewards posts with lots of comments and likes, so you want to get people to comment on your posts. When people respond to your content in a meaningful way, be sure to reply to them. Come up with a thoughtful response and try to start an organic conversation.
Not only will this encourage people to respond, it will also show them that you are approachable. You can hit two birds with one stone by improving your rankings and establishing yourself as an industry leader.
But you can take it even further than that. Don’t just wait for people to find your posts: read other people’s content and reply to their posts as well. It will show that you care about your community, and also catch that person’s attention. It’s a good way to get in their radar.
Get Testimonials with Keywords You Want to Rank for in the Review
You can apply the same principle to your testimonials and recommendations. Don’t just wait for others to praise you online. Ask for testimonials from the people you’ve worked with. These people already know your value—all they have to do is write about it. Try to get a genuine response from them.
You can even write a testimonial for them so that they would return the favor. And while you’re at it, encourage your network to include certain keywords in their review. It would be extremely helpful if they can mention your keywords in their review, because this also helps boost your rankings.
When testing all these different ranking strategies, make sure to check your analytics to see if they are working in your favor. Use data to analyze what works and what doesn’t. This will also help you optimize your keyword usage. LinkedIn provides analytic reports for personal profiles and company pages—with more data made availabl when you subscribe to their LinkedIn Premium plans.