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LinkedIn and SEO - How To Optimise Your LinkedIn Profile For Google

Updated on September 29, 2014
LinkedIn and SEO - How To Optimise Your LinkedIn Profile For Google
LinkedIn and SEO - How To Optimise Your LinkedIn Profile For Google

A LinkedIn profile is not just another way to have your name out there. You don't just create an account, enter some information about yourself, your jobs and your skills and think that the rest of the world will come and find you. LinkedIn profiles need to be optimised. Surprisingly enough they can be. And very easily.

There are two ways to search LinkedIn profiles; from within LinkedIn itself and externally via a search engine.

Of course your profile needs to be set to public to be seen outside of LinkedIn. Optimising your profile is a means to making sure that you not only stand out from the crowd, but it will mean that Google will index your content and allow you to be found.

LinkedIn and Search Engine Optimisation (SEO) actually go hand in hand.

LinkedIn and Keywords

Before you embark on optimising your LinkedIn profile you need to ask yourself a few questions and undertake some keyword research. Firstly, determine how you want to be found and what keywords or phrases people would enter into LinkedIn or Google itself to locate you.

Once you have the knowledge and the words which will allow you to be found, let's get stuck into optimising your profile page. Here are a number of simple things that you can do right now. They will enhance the way that your profile is found via internal and external searches and also enhance your website at the same time!

LinkedIn appears to favour networks of connected people, LinkedIn groups, and profiles that are full of keyword-rich content. Arguably, if your profile does not tick one or more of those boxes, then you can count on your profile almost never being seen in LinkedIn searches, no matter how qualified you are.

  • Participate in Group discussions and answer questions: When you contribute to group discussions, assist someone by answering a question or providing guidance via sharing content, a link to your profile appears. The more internal links your profile has, the stronger it appears to search engines. LinkedIn links are of a high quality. Take advantage of them.
  • Recommendations: Keep a mental note to try to have at least 10 recommendations on your profile. These are not only powerful for those who are seeking someone of your expertise but also have the added benefit of elevating your profile within LinkedIn itself. Have at least 10.

  • Maximise Your Group Membership: We all know about the incredible benefits of joining and participating in relevant groups on LinkedIn. They don't just allow you to expand your network, but they can actually improve your profile’s SEO.
    • Any groups that you are a member of appear on your profile
    • When a search engine crawls these groups, they crawl the titles.
    • So not only does joining industry-related groups improve the keywords on your profile, but any local groups you may join can also help lift your profile with geo-targeted SEO.

  • Optimise Job Titles and Descriptions: Don’t just describe yourself as a manager or state that you had a recent job as a writer. Add keywords to descibe yourself as a ‘Social Media Marketing Manager’ or a 'Professional Content Writer'
    • Don't write full paragraph blocks to describe your roles, use a wide variety of relevant keywords in bullet-pointed lists.
    • Formatting your descriptions will also increase your profile’s scannability.

  • Customised URL: Don’t leave your profile URL as it was when you first joined. Create your own customised or vanity URL. Decide on yours wisely as the keywords you use are search engine optimised. This then becomes a very powerful link.

  • Customise Website Names: LinkedIn profiles allow for 3 website URLS to be included on your profile. The default category names are ‘Personal Website’, ‘Company Website’ and ‘Blog’. Don’t settle for these.
    • The key tip here is to choose 'Other' and then give your websites a name. It is here that you can add the actual name of your website PLUS any relevant keyword-rich titles. These words are search engine optimized.
    • Do not make the mistake of accepting the default as the display title. If your website is '' then select 'Other' and give it a custom title 'Empower Your Page'.
    • This helps them get found in LinkedIn and also is a bonus help for search engine traffic.

  • Setup A Company Profile: Make sure your business, no matter how large or small, has an updated company profile page on LinkedIn. These profile pages rank high in Google search rankings and it is important to link it with your personal profile, and the profiles of your employees.

Last but not least....

Do You Find LinkedIn Beneficial?

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  • Complete Your Profile:As basic as this sounds, the number of incomplete profiles on LinkedIn are far too many to count. A solid, complete profile is one of the main factors that count for your profile optimisation.
    • Add details to every section.
    • Do not leave blank spaces.
    • Ensure your LinkedIn profile essentials are covered.
    • Search engines often view a page from the top downwards and this can also be said about a LinkedIn profile. This means that your summary and interests sections, which can be placed high up, are perfect for using keywords.
    • What's more important, and exciting to know, is that it is very easy to amend your profile so that it is full of the same keyword(s) that you want to show up in search results for.
    • Use the maximum number of characters available in each text field. Search engines like high word counts and lots of relevant keywords. Some character limits to keep in mind are:
      • Headline – 120 Characters
      • Status Field – 140 Characters
      • Summary – 2,000 Characters
      • Specialties – 500 Characters
      • Company Name – 100 Characters
      • Position (Job) Title – 100 Characters
      • Position Description – 2,000 Characters
      • Interests – 1,000 Characters

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