Staying active on social media platforms such as Facebook, Twitter, and Instagram but neglecting the most professional, which is LinkedIn, is one mistake that entrepreneurs make.
When it comes to job hunt and career management, LinkedIn is the preferred platform for serious-minded individuals. Small business owners who decide to try the LinkedIn way will also benefit from LinkedIn's presence and its proactivity. Small business owners will also learn business-building strategies over the years if they remain committed and stay up-to-date with happenings in their industry.
In this guide, we'll share some of those strategies that we have learned over the years which will improve your business, regardless of what level it is at the moment. We also guarantee that these tips will help you save time, increase your impact, and better market your business before your target audience.
What is LinkedIn SEO? How does it work, and why is it so important?
Search Engine Optimization (SEO), in a nutshell, is all about keywords. These are a set of words and phrases that people search online for information on various topics that relate to their business or niche.
You need to know that millions of LinkedIn members use search engines like Google and that of LinkedIn to find businesses that either catch their attention or meet their needs.
Potential customers will find you by strategically placing the right keywords at the right places on your LinkedIn profile.
So the next question now will be, how do I find the right keywords for my business?
The first step is to identify and understand your target audience. Without detailed knowledge of your target audience, you cannot create engaging marketing content that resonates with them.
Remember, your marketing messages will resonate with only those who are most likely to be interested in your products or services. That is why you need to be extra careful when drafting your marketing strategies.
You should know that there are so many brands and niches on LinkedIn, but you will notice a positive and remarkable change once you limit your target audience to only top-level executives. Your business will begin to flourish almost immediately once you give it a try.
The following are other steps that you can take to maximize the use of LinkedIn SEO for your business.
1. Start by listing the products and services that you offer
You are the boss, so you should have a perfect idea of what your products and services offer and also where you want your business to be in the coming years.
List those services clearly for your target audience to easily read once they arrive at your profile.
You can also:
- Add the geographic location of your business
- Include your area of expertise
- Add the best possible keywords for your business
- Some tools that you can use to do keyword research include:
- Google Search Console/Keyword Planning
- Moz Keyword Explorer
2. Use Keywords
The need to include relevant keywords in your profile cannot be over-emphasized. Ensure that you fill every section of your profile with content, paying attention to keyword density.
One rule of thumb that will guide you is this –the more content you have, the better chance you will also have to include relevant keywords that will improve the visibility of your business. The problem that many small businesses have is that they don't have enough content on their profiles. You'll be a lot more successful if you have more content that ranks well over time.
You can equally use your keywords to add to your profile content. However, what's most important is that you need to be aware of how to appeal to both search engines and human beings. Branding is not achieved by simply including keywords in all sections. Take it a step further by ensuring that your profile has a chemistry that real people easily understand.
Here's some advice that you need to consider before you start:
Monitor your competitors
Would you mind considering the LinkedIn profiles of other small-business owners to get a pre-knowledge on the keywords they use? It will equally help you know how to create your content.
Don't let others write what you want
It's fine to use a keyword or two similar to that which your competitors use but don't copy their entire content. Remember that every online publication is copyrighted to the person publishing it, regardless of whether the copyright symbol is present or not. LinkedIn prohibits duplicate content and can shut down accounts of those found wanting of this crime. Another reason you should abstain from this is that it can make you lose customers drastically if caught.
Do not cut corners
This is still in line with the last point that addresses plagiarism. Take the time to create unique content that represents your company and you.
As with any page on your LinkedIn profile, the most important SEO spots are the ones that are highest up, such as the ones that we have listed below. Be mindful of keyword density and always ensure you include your keywords in all content.
The following areas are necessary when it comes to keywords on LinkedIn
Your Name Field
In this category, try to include any education and certifications relevant to your last name field. These may be the things that people look for when looking for businesses similar to yours.
Headline and tagline for your profile
Below your name section is the headline for your profile. If you don't modify or optimize it, what will be as the default will be the most recent job title that is located in your experience section. So, take a second look at your headline and make the necessary edits. Note; Ensure you include what you do and what services your brand renders under this category. Again, if you know the relevant keywords that will make your brand more visible, now is the time to include them. In this section, you should aim at including a few compelling words in your headline.
In this section, you will need to create an engaging overview with the keywords that you feel are relevant to your niche. Your about section will also help answers any questions your audience may have. The following guidelines are recommended for this area:
- Vision - What your brand tends to achieve in the coming years
- Mission- How can we make that future possible?
- Values- Who are we? What is our work process?
- Positioning- How is our brand unique from our competitors?
- The tagline- One line sums up our brand.
Other things that you need to take note of concerning your LinkedIn 'About section' include;
- Pay attention to the first few sentences
The 'About section' will become visible when your profile is viewed. And one doesn't have to click on "see more" to view the entire section.
- When creating content for clients
Try to strike the right balance between your personality (personal branding) and your areas of expertise. You can start with a few questions about what you do for customers to get interested in your services. Let them know they can reach you for help with their current problems.
Skills & Endorsements
This section is located further down your LinkedIn profile but is optimized for LinkedIn SEO. Your relevant keywords will most likely be your skills. Include the types of services and products you offer in this category.
3. Linkedin SEO beyond your LinkedIn profile
Your keywords can have the most impact if they are used properly in your profile. When you promote your brand, products and services, keywords can be very useful to be found and interact with your network.
Here are some ways they can get the word out about your business and connect with others:
- Keep posting updates.
- Comment, share and react to the updates of others.
- Join LinkedIn Groups to get involved, join in discussions, and start your own.
- Include relevant hashtags (#) with all the above.
4. Use hashtags to group keywords and phrases
Hashtags are used to identify themes and topics in social media messages. This allows them to be categorized and makes it easier for people to find these keywords online. Keywords are also easier to find when hashtags are used alongside other keywords. LinkedIn's hashtag search allows you to refine your keywords to find the most effective ones for promoting your business.
In the LinkedIn search box at the top, type your keywords followed by the hashtag symbol (#). You will see suggestions as you type. Next, select each option one at a time. You'll then be taken to a page that shows the number of followers for each keyword. Note- You should only use the phrases and keywords that have the most followers, as they will help increase the visibility of your profile on LinkedIn.
These are four powerful tips that will help any business (regardless of its level) to grow. Infusing it into your daily routine will position your brand for success.