Social media marketing

How To Boost the SEO of Your Organization's LinkedIn Page

Man in front of computer smiling at camera.

If you put in the effort to complete and optimize your LinkedIn Page, you’ll want it to be found. These brand hubs on LinkedIn provide an excellent opportunity to tell your story, highlight your employees, and share useful content.

You can increase your odds of showing up in the right web searches by following a few simple practices. Read on to uncover the best ways to improve the SEO of your LinkedIn Page.

How To Boost the SEO of Your LinkedIn Page

When you want to learn about something online, what’s the first thing you do? Probably run a quick search. You’re not alone; Google processes an estimated 3.5 billion searches each day. Needless to say, this is a key source of inbound traffic. And you can expand your brand’s search footprint by enhancing the SEO impact of your LinkedIn Page.

Benefits of Making Your Organization’s LinkedIn Page SEO-friendly

Here are a few reasons why it’s worth investing the effort to continually optimize your LinkedIn Page for SEO:

More traffic to your LinkedIn Page

This is fairly self-explanatory but worth mentioning. When you power up your Page’s SEO, you increase your odds of being discovered not just by members using LinkedIn, but also by relevant web searchers you might’ve missed otherwise.

Focused messaging

The natural result of crafting LinkedIn Page content around keywords and terms that are important to your business is that these themes will become all the more clear to readers. And the themes will be expressed in a language that your visitors are already using, meaning it will make more sense to them.

Now that we’ve established the why, let’s dive into the “how” when it comes to improving your LinkedIn Page’s SEO visibility.

Increased relevance

Aligning your content to your customers’ search intent will make your content naturally more relevant and valuable to your target audience.

5 Quick and Easy LinkedIn SEO Optimizations

We’ll dig into these throughout the article, but here’s the short version:

  1. Add keywords to the beginning of our tagline – think of it as your “elevator pitch”
  2. Keyword optimize your ‘About’ section to reflect your organization’s values, mission and goals
  3. Completely fill out your business’ profile, including relevant links and company details
  4. Post long-form content that matches search demand
  5. Update your Page frequently to show search engines your commitment to fresh content

How To Use Keywords to Optimize Your Organization’s LinkedIn Page

First things first: Identify and use keywords. You’re probably familiar with keyword optimization as it pertains to website development or content creation, but how can keywords make your LinkedIn Page more discoverable?

The most important thing to remember during your keyword search is: Look for the terms that other people are using to talk about things related to your business. Sometimes, what people are searching for is not what you call your products or services, so you’ll need to speak their language.

To determine which keywords should be featured on your LinkedIn Page, think about your key offerings. Your industry, location, and specialties are all important keywords to make prevalent throughout your LinkedIn Page.

There are a number of tools you can use for keyword research including:

Once you have a solid list of keywords, you can use them throughout your Page:

Create an SEO-driven tagline

Google will display up to 156 characters of your page text in its search results, so we recommend including relevant keywords at the very beginning of your organization’s introductory tagline, helping the search engine and its users quickly understand what you’re about.

Consider this small patch of real estate underneath your banner to be your company’s “elevator pitch.” You want to convey, as quickly as possible, what you do and whom you serve.

Here’s a straightforward example from Biesse Group:

Screenshot of Biesse Group LinkedIn Page

And another from our own LinkedIn Collective Showcase Page:

Screenshot of LinkedIn Collective Showcase Page

Apply SEO best practices for your ‘About’ Section

Once you’ve optimized your brief tagline, you can turn your attention to the ‘About’ section, which includes a longer-form overview of your business as well as details like the size of your company, the industry you’re in, your specialties, and your website URL. The language you use here will be key in attracting the right people via search, both on the platform and via search engines.

Six Elements to a Strong ‘About’ Section:

With relevant keywords in mind, work to craft an engaging overview that answers questions your audience might have. We recommend the following framework for this area:

  1. Vision. What future do we want to help create?
  2. Mission. How do we create that future?
  3. Values. Who are we? How do we work?
  4. Positioning. What makes our brand different?
  5. Tagline. Our brand summed up in one line.
  6. Products/Services. Here’s what we provide.

Add a website link

Chances are, the bulk of the information users are looking for on your LinkedIn Page also exists on your website. After all, for most brands, your website serves as the primary resource for existing and prospective customers, vendors, and employees. Include your website URL on your LinkedIn Page to drive traffic to your site.

Add other company details

Completing your LinkedIn Page in its entirety helps users find your company with ease. Additional company details — like size, industry, and specialties — help paint a complete picture of your organization. And, companies with complete information see 30% more weekly views.

Post SEO-driven long-form content

Articles published on LinkedIn are good for both visibility on LinkedIn itself and in organic search. Our goal as a platform is to provide high-quality, meaningful content to the audience—if your organization is producing that type of content, you are very likely to get more traction in members’ feeds. 

Articles published on LinkedIn are also crawled by search engines. Long-form, SEO-driven, relevant and valuable content is more likely to show up in searches off of the LinkedIn platform as well.

Add compelling imagery to your LinkedIn Page

Now that your Page is updated with strategic SEO, you’re going to see an increase in visitors. To make sure these casual browsers stick around, complete your Page to make it a compelling destination. 

A complete LinkedIn Page includes a logo and banner image. Members are likely to move on quickly if they’re met with a bland and generic display.

  • Logo. Your company logo is displayed next to your company name. The standard logo size for LinkedIn is 300 x 300 pixels.
  • Banner image. This image takes up a considerable amount of space at the top of your company Page, so use it to your advantage. Recommended specs for your LinkedIn banner image are 1128 x 191 pixels.

Update frequently to keep Google in the loop

Not only do regular updates to your Page help maintain visibility with your followers, but they also can assist your ranking on Google. Consistent fresh content gets indexed and helps the search engine recognize your Page as an active and valuable source of information.

Get Discoverable with an SEO-Friendly LinkedIn Page

To make the most of your organization’s presence on LinkedIn, it’s important that your LinkedIn Page can easily be found. By filling out your company’s LinkedIn Page in its entirety, including relevant keywords in your company description, and adding compelling imagery to your profile and shared content, your LinkedIn Page will be positioned for valuable search rankings.

For more ways to make the most of your LinkedIn Page, download the LinkedIn Pages Small Business Action Plan or Enterprise Playbook.