LinkedIn Page Optimization: What It Is & Why You Need It

+ LinkedIn Page Optimization: What It Is & Why You Need It


Writer: Dejan Kvrgic

LinkedIn may not be the “coolest” social media platform on the block – but it is certainly the most professional one.

And if you’re running a business, it is the place to be when it comes to building your network, raising brand awareness, and generating leads. That’s where LinkedIn profile optimization can help. After all, your LinkedIn profile is, in a sense, your resume. You want others to find it and connect with you – meaning it’s time to think about implementing a LinkedIn SEO strategy. That’s what we’ll be discussing today. Scroll down to see how LinkedIn page optimization may help you get discovered, grow your professional network, and get more qualified leads.  

What Is LinkedIn Page Optimization? 

You hear phrases like “SEO” and “optimization,” and your mind instantly jumps to things you do to ensure that your site ranks well on search engines, right? But that’s only part of the story, and proper optimization can, indeed, benefit your LinkedIn profile, too. The goal of LinkedIn SEO is to boost the profile’s visibility and discoverability by filling it out with specific keywords that your target audience is already searching for on the platform. A well-optimized LinkedIn page shows others who you are, what you do, and what your areas of expertise are – all while making your profile rank higher in LinkedIn searches. While you could technically optimize your page using search engine optimization techniques, it’s crucial to note that LinkedIn and Google have different algorithms for ranking content – or, in this case, profiles – for a given search. LinkedIn, for example, focuses on how often you’ve used the specific words and phrases in your profile (mainly short-tail keywords) and aligns that with the searcher’s LinkedIn network. And since each user’s network is unique, so are their search results. So, your best bet would be to combine both “traditional” SEO and LinkedIn SEO. 

Benefits Of Optimizing Your LinkedIn Profile 

Just creating a LinkedIn profile is not enough. You want to make a strong first impression across all digital touchpoints, right? But with 810 million users and over 57 million other businesses that are competing for their attention on the platform, you have to make sure that your page stands out – and is easy to find. Your LinkedIn profile is an opportunity to establish yourself as a thought leader in your niche, get in touch with customers, showcase your expertise, and grow your brand. 
In that sense, an optimized LinkedIn page offers you quite a few notable benefits, including: 

  • Lead Generation – Optimizing your profile increases your chances of getting your brand (and your products or services) in front of decision-makers. And that exposure can drive purchase intent. 
  • RecruitmentSix people get hired on LinkedIn every minute. By the time you are done reading this article, dozens of people will get recruited via this platform. Optimizing your page is your chance to see and be seen, depending on your goals. 
  • Discoverability – In addition to boosting your credibility, attracting qualified leads, and creating new job opportunities, profile optimization increases your search potential. And the better your discoverability on LinkedIn, the higher your chances of getting in front of the right people. 
  • Publicity – Lastly, LinkedIn is just another digital space where you can show what your business is all about, how it stands out, and convince customers that your products and services are worth considering. 

LinkedIn SEO Tips: Identifying The Right Keywords & More 

The first step in optimizing your LinkedIn profile is pretty obvious: Identify the exact words and phrases that buyers will use when searching for your products and services. These will essentially be your keywords – words and phrases you’ll sprinkle throughout your LinkedIn profile to boost your visibility. If you’re unsure which keywords to use, here are a few suggestions on how to find them:

  • Use the LinkedIn search bar. You can try some generic industry terms or more specific keywords just to see what comes up among the top related searches. 
  • Check out your competitors. More specifically, take note of their Headline, Summary, Experience, Skills & Endorsements sections – and the hashtags they use in their posts. See which keywords they’re using to show up in searches and which ones would work for your profile, too. 
  • Browse industry-specific groups. Group names and descriptions are typically already keyword-optimized, so you can use them as a source of inspiration. 

You shouldn’t just stuff as many keywords into your profile, though. Instead, try to narrow the list of keywords down to specific terms that suit your goals. That said, here are a few additional things to keep an eye on when optimizing your LinkedIn page: 

  • Connect with relevant people; LinkedIn ranks your page based on how you’re connected to the searcher. 
  • Make your LinkedIn profile’s About section buyer-centric and be sure to emphasize value – rather than just stuffing it with keywords.
  • Add keywords next to your job title in the Experience section.  
  • Personalize your LinkedIn URL to make it easier for others to find you. 
  • Add SEO-friendly alt text to the images you upload, including your profile picture and the background banner.  
  • Use hashtags whenever you post something on LinkedIn; one or two should be enough to help you show up in searches.

Final Thoughts 

By now, it should be clear that LinkedIn page optimization should rank high on your to-do list – regardless of what your goals are. For one, it can get you in front of a much larger audience and boost your brand awareness. And two, it showcases your expertise and skills, which could advance your career. 
Remember: Much like search engine optimization, LinkedIn SEO won’t be a one-time thing. You will have to keep track of your profile’s performance and tweak things as needed to ensure that your page is showing up in your target audience’s searches. 

Still struggling with reaching the right audiences? Maybe Pastilla’s team could help. Get in touch with us today!