If you work in B2B and you’re not on LinkedIn, it’s time to make a profile. As the most popular platform for B2B companies to acquire new clients, being on LinkedIn comes with an array of potential benefits – for those who are savvy enough to make it work for them.
Like all other online platforms, LinkedIn is not a matter of set and forget. It requires work. The good news is, whatever optimisation work you put in for LinkedIn, you’re also doing for Google. Due to the platform’s high domain authority, a lot of LinkedIn results appear in Google’s Search Engine Result Pages (SERPs).
Keep reading to discover our tips on how to make LinkedIn your SEO secret weapon.
First things first: fill out your profile. Pay close attention to your headline, as this is the snippet people will see when searching. Creating a custom URL will also be valuable for optimisation outside of the platform.
LinkedIn provide a lot of handy tips regarding what else you should include as you go. We recommend following their advice as much as possible. The more detailed your profile is, the more likely it is to appear not only in LinkedIn’s own search results but in Google’s, too.
If you run your own business, we also suggest creating a LinkedIn company page.
You’re all set up. Now what? It’s time to start using it. Arguably, the most important factor for LinkedIn optimisation is networking. Just like website link building in SEO, if you haven’t got any connections, you’re far less likely to appear in search results.
So how do you network? We recommend joining LinkedIn groups and participating in the conversations. You can also comment on your existing network’s posts, as well as share your own posts or links to things you’ve done. LinkedIn is the ideal platform to brag (a little) about your achievements.
If you have one, make sure you post regular updates on your company page, too.
Consider User Intent
Like your website, your LinkedIn profile needs to be optimised for certain keywords, and just like your website, considerable thought needs to be put into this. Consider the end user and their intent. Who do you want to be found by? Potential employers or clients?
Make use of the summary section on both your profile and your business page to further amplify your keywords. While self-promotion is great in engagement, we suggest in this area you focus on how you help others, or how your business solves a problem.