How To Boost the SEO of Your Organization's LinkedIn Page
April 9, 2019
Editor's Note: As 2020 approaches, we're looking back at some of 2019's most popular posts on the LinkedIn Marketing Blog. This one ranked No. 6.
You already know the importance of optimizing your website so that it shows up near the top of relevant search engine results. But, did you know you can also consider SEO for your company’s LinkedIn Page?
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 Company’s 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.
Why Your Company Needs a LinkedIn Page
Not only does it serve as a second company website of sorts, offering up information about what you do and why, but the LinkedIn Page is also a very functional and flexible marketing tool. Through consistent posting and audience engagement, you can build a centralized community on the world’s largest professional network and encourage employees to participate in spreading the word.
LinkedIn is distinct from other social platforms on the web due to its professional nature, which creates a sense of trust and credibility for your Page. As such, it’s no surprise that 80% of B2B social media leads come from LinkedIn.
Benefits of Making Your Company’s LinkedIn Page SEO-friendly
Here are a couple 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 User Experience
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.
How To Use Keywords to Optimize Your Company’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?
What Are Keywords?
Keywords are the words and phrases users are searching for online. They’re what your audience members type into Google and other search engines in hopes of finding helpful results. They’re how normal people talk about things related to your business, so keep this in mind as you enter the discovery phase. Sometimes, what people are searching for is not what you call your products or services.
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:
- Google Search Console/Keyword Planner
- Moz Keyword Explorer
Why Are Keywords Important for SEO on LinkedIn?
LinkedIn Pages are crawled by search engines, so if you aren’t making your target keywords prominent you might be missing an opportunity. And it’s not just about technical SEO — you always want to provide clarity for a curious user.
For example, 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 company tagline, helping the search engine and its users quickly understand what you’re about.
How to Incorporate Keywords in Your Tagline
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 who you serve.
Here’s a straightforward example from Biesse Group:
And another from our own LMS LinkedIn Showcase Page:
How To Optimize Your LinkedIn Page ‘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.
Write 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:
- Vision. What future do we want to help create?
- Mission. How do we create that future?
- Values. Who are we? How do we work?
- Positioning. What makes our brand different?
- Tagline. Our brand summed up in one line.
- Products/Services. Here’s what we provide.
Link to Your Website
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.
How To Add Compelling Imagery to Your LinkedIn Page
Last, but not least, think about the imagery included on your company’s Page. 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. Recommend specs for you LinkedIn banner image are 1536 x 768 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 active and valuable source of information.
Get Discoverable with an SEO-Friendly LinkedIn Page
To make the most of your presence on LinkedIn, it’s important that your company 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.