LinkedIn has the unfortunate reputation of being a platform for CEOs, spammers and student salespeople College who were forced to create a profile in their university skills course. .
For this reason, many business owners and marketers treat their LinkedIn profile (if they have one) as an online resume. They list their references, add a little explanatory text about their identity and hope that someone is sufficiently intrigued to make contacts or engage them.
Not only that, but this traffic can very well turn into valuable business relationships and new customers.
It's time to stop to sleep on this platform and to exploit this power.
LinkedIn is not that a summary
The LinkedIn Optimization allows you to build relationships with some of the best and brightest in your industry and directly attract your ideal customers to your profile and inbox.
Optimizing the profile at SEO going through content viewing and engagement, this guide covers everything you need in to transform your LinkedIn profile. in a sound Generator d, lead generator.
More Than SEO – Full LinkedIn Optimization
Many LinkedIn optimization guides start and end in SEO, but I say that SEO is only the tip of the iceberg.
As for your professional website, the success of your incoming marketing via LinkedIn depends not only on the traffic, but also on the optimization of the conversion.
If you focus all your efforts on SEO, without optimizing your entire profile for conversions, you do not get the most out of incoming traffic.
That's why I put to the test all the best practices in SEO SEO and apply my expertise in converting, writing and selling funnels and optimizing conversion.
The result of these tests is this guide, which includes sections on the aesthetics of profiles, creating a lead funnel, writing a compelling copy of your profile and much more. other things.
The LinkedIn optimiza The publication guide covers:
You will also learn how to develop a highly converting welcome message for new connections, to attract your ideal customers directly into your profile and to reinforce your authority with LinkedIn articles.
1. Enhance the aesthetics of your profile
One of the best things about your LinkedIn profile is the degree of "goodness". optimization you have in real estate.
Of course, the main obvious points are your title, your summary and your experience. sections, but you can also take advantage of sections of your profile picture and cover photo. That's what I call optimizing your profile aesthetics because you do not add SEO keywords, but adapt the appearance of your profile to your target audience.
Does appearance really matter? You tell me.
How important is the design of your company's website to attract customers / potential customers?
Maximize the Appeal of Your Profile
I am a strong believer in making everything happen on a platform so it works for my business. When it comes to LinkedIn, it means not only talking, but watching.
To optimize the "attractiveness" of your profile, you will focus on two features: the profile picture and the cover photo.
We all know the dull and grainy photos of LinkedIn. If you want to take your LinkedIn brand seriously, I tell you: dare to stand out!
Looking for a professional, high-quality image that highlights your personality and your business.
High quality image: sharp, non-pixelatedClose on your faceSimple bottom, appropriate attireSmile!
LinkedIn suggests to have an image at the place where your face occupies 60% of the frame . (I'm not that suggestion myself – oops!)
For some industries, your look may include professional attire and work experience. For others, this could be more laid back. The key is to appeal to what your target audience knows best by working with people like you.
I am an SEO Content Editor who usually works with my laptop all over the world. My clients know this and do not expect me to wear pants and sit in an office. But if I were trying to reach high quality business consulting clients for my SEO company, I would probably have a different aesthetic.
And, please, give up the selfie. I highly recommend investing in a professional headshot for this. This will make a huge difference – you will pass from an amateur to an expert.
The cover photo section also gives you enough real estate to tell visitors about your profile what you (and your business) are.
The default cover photo for LinkedIn's profile is a blue background with geometric shapes and points. With respect to business owners, this is a loss of almost seven inches of office property.
Let's make it count.
You can easily create a custom cover image with the help of Photoshop or Canva, which includes a professional background and a copy that appeals to your target audience.
The best practices are as follows:
Added a slogan telling visitors to your profile what you are doing and to whom you are sending themAdd URL of your website and social media descriptors Have an attractive background image that attracts your target audience Including a call to action or letting users know how to contact you
In the & 90 [[[[[[[[[[[[[exampleaboveweseehowthisLinkedInprofileextensivelyexploitsthecoverphotosectionbyincludingaphotoofthebusinessownerataconferenceabolddescriptionofwhathedoes("ExpandyourFBGroupexpandyourbusiness!")AndaclearCTAtovisititswebsite
Users know at a glance what he does, who he helps and what is the best way to do it. achieve it – all without having to dig all his profile. Users can sign up for their free training – and their mailing list – right away.
By optimizing the appearance of your profile, you give the best possible impression to your potential relationships. You also help potential customers understand what concerns you and how to contact you.
Once your profile is nice, it's time to move on to the rest of the sections.
2. Write an attractive copy of the profile
As a writer and editor of SEO content, I had the nostalgia to realize that LinkedIn was a great place to implement writing. It's really a no-brainer.
Unfortunately, many of us have treated our LinkedIn profile as a resume – concise, professional but boring.
LinkedIn was built around the idea of connecting professionals with other professionals. You will not do it effectively if your profile reads like in the ingredients section on the back of a cereal flake box.
Write Thinking About Your Target Audience
Write your LinkedIn profile instead. like your online dating profile, only, more professional.
Make it interesting, add spice and write it to please the people you want to attract.
There are a few The main areas in which you can do this are: title, summary and experience.
Your title is the line of text located directly under your name in your profile. LinkedIn gives you about 120 characters of space to tell visitors who you are and what you are proposing.
Your title must include a combination of LinkedIn keywords related to SEO (which we will discuss in the third part of this guide) and convincing. copy. This is because it works both to attract traffic and keep users connected to your profile.
You want to be very clear about what you are doing. This is not a space reserved for spiritual slogans such as "Probably out of fishing" or "I am classifying it, you are paying in the bank!". Not only titles like these do not include keywords, but they can let profile visitors feel lost knowing what you're doing.
I suggest keeping your title stuffed with keywords, with a little bit of precision ("I'm a digital marketing strategist who helps small businesses reach more online customers".) Or taking the time to create a compelling title with conversion writing.
In the above example, this business owner goes straight to the point by simply indicating the title of her position and the services she proposes. . It's good. It includes appropriate keywords that could potentially attract people seeking services such as his own.
On the other hand, this business owner focuses less on keywords than on people seeking "commercial success" through a "best-in-" partnership. class ".
Note that both examples fill in their copy and keyword titles, ensuring that no space is wasted.
You are not a great writer? You may want to contact a professional copywriter to help you write a message that will appeal to your target audience.
We will see later how to find the LinkedIn SEO keywords to include in your profile.
Your summary section is by far the largest space devoted to adding a compelling copy and to LinkedIn keywords on SEO. With more than 100 words of space, you can not afford to NOT optimize this section.
Visitors will be able to learn more about you, your business, and the services you offer.
I like to compare it to the page about a company website. And every major copywriter will tell you that your page about your audience, not you.
You must develop a summary that matches what your target audience is looking for. This is not a place to highlight your achievements and your services.
Ask yourself: What is my potential audience looking for when to work with someone like me?
Market research will be able to answer this question.
If you have done a market research before adding a copy to your professional website, you can apply the same concepts here. If you have not done market research to understand the difficulties, difficulties, needs and desires of your audience, you will want to do it first .
Once your market research is in hand, you will write a summary that will appeal to your target audience / ideal clients. You will simply tackle their main fight and how you can help them overcome it.
In the example above, you can see how I solve the main problems faced by SEO agencies in terms of SEO outsourcing. content: mediocre quality and lack of knowledge in SEO writers. I then explain how I do things differently, what to expect when working with me and what is the best way to contact me.
Your resume section should not continue to walk you; it should be concise, focused and written with purpose. Get your message across as efficiently as possible so that visitors can move around in the funnel of your profile without delay.
The Experience section is one where most business owners become lazy and treat their profile as a resume. I did it myself. Not anymore.
Your "Experience" section is another place to include LinkedIn keywords and a compelling copy that convinces users that you are the right person for them.
You can do this by writing each experience in a way that highlights what you got from the work in that business and the results you got for them.
Above, a LinkedIn user used the Experience section to include detailed summaries of the work that she has done in some of the companies, projects in which she has participated, and results that it has generated. projects.
For your own profile, you can mention items such as the percentage of traffic increase that you generated for an SEO client, an increase in conversions for a Facebook or Facebook ads client. the way you have increased a client's income from year to year. .
Highlighting these results is a great way to show visitors to your profile that you not only have experience, but also that you can reproduce them.
I suggest writing naturally here, rather than including a bulleted list of everything you did. Choose your best examples by hand and make them super convincing. Talk about what your potential customers are looking for and explain to them how you can generate the results they want.
Add experience articles for each of your most active clients (and link to their company profile). ), making sure to describe the work you have done and the results you have generated for them. Use profane terms as much as possible. Do not assume that your audience knows what "CTR", "schema markup", "KPI", "keyword cannibalization" or other industry terms mean. Delete any non-relevant experience examples for the audience you want to serve. If you offer SEO services to law firms, they will not need to know that you were a scout in sixth grade or that you were the president of the fraternity party at your college.Include references to publications You Are Writing for
3. Implement LinkedIn SEO
LinkedIn SEO differs from normal SEO due to the fact that keywords entered by users to search for services and businesses on LinkedIn are not always the ones same as those entered in Google.
Indeed, the average user does not consider that LinkedIn is a search engine. They use it as intended – as a social media platform – and therefore use short terms that match the titles of the users.
Users can use keywords such as "small business writing services" in Google, they are more likely to use terms such as "writer" or "writer" on LinkedIn.
However, when users search in long or short terms in Google, LinkedIn profiles have the option of appearing in the SERPs. That's why I suggest optimizing your profile with the SEO keywords and what I call the LinkedIn LinkedIn keyword.
Keyword Research SEO
To find SEO keywords to use in your profile, just search for keywords. as you would if you found keywords for your professional website.
What do you want your profile to be rated for?
Do these terms get a decent search volume, with low competition?
Do they correspond to the intention of your target audience?
These are all questions you will want to consider.
Generate a list of terms that deserve to be ranked and whose search volume is reasonable. With this list, you will start your keyword research on LinkedIn and then optimize your profile with a combination of these terms.
Find LinkedIn Keywords on SEO
Unfortunately, I have not found any keyword yet. a tool that provides search volume data for keywords used on LinkedIn.
Therefore, this is not a hard science. However, if you master SEO, you can make informed assumptions around on the use of keywords on LinkedIn .
Here is my key-word research process on LinkedIn:
1. Search for the shortest and widest term associated with the services you offer.
Use the LinkedIn search box to search for the broadest term that applies to your business.
If you have an SEO agency, use the term "SEO" or even "marketing". As an expert in Facebook ads, it would be "Facebook ads" or "ads" or even "social media".
LinkedIn will automatically show you the best results for this term on your network (for more on this later).
2. View the full results.
Below the results list, the option "Show all results for " will appear. "Click on this option to display the complete results page.
This will take you to a page that displays all the results associated with that keyword, including the number of results, that they are connections, companies, groups, location of results and much more.
You will notice that the best results are probably connections already present on your network, identified by a "1st", "2nd" or "3rd" connection annotation, which means that you do not see the TRUE search results, because LinkedIn gives priority to showing people and companies you are already connected to.
Our task then is to determine the terms that generate the greatest volume and the best match results in all fields.
3. Take note of the volume of the
Before going on to the next step, write down the number of results obtained by your initial search.
You can do this by looking at the initial total or by filtering it by people and companies. Do not add yet other filters.
Basically, you want to know how many results are displayed when users search for this term to find people or companies offering services such as yours.
 4. View detailed results for first, second and third degree connections.
Once you have saved the original "volume", filter the results by checking the connection options.
This will show the profiles of people you are logged in with, as well as those with whom you are not logged in.
There is no good way to see what others see when searching for your target keyword, but it brings you closer. It will show you the keywords used by the profiles in your network and outside your network, as well as the ranking of these profiles in LinkedIn for these terms.
This "volume of research" will guide you in the choice of terms. the terms are worth using in your profile.
5. Analyze the keywords used in the results.
Just as for analyzing the competing websites of your niche, you will now want to identify the keywords used in the "top of the leaderboard" profiles.
(Do not forget that these are not the true search results because they are biased according to your degree of connection).
Note how your keyword is used in the resulting profiles.
Do Profiles Use "SEO Strategist" or "SEO Specialist"? Are they just the list "SEO, SEM, SMM" Or are they more specific? See if you can find trends here.
Finally, determine which terms best match the type of traffic you are trying to attract on your profile.
In the example above, we can see that most of these profiles use the term "SEO" at the very beginning of the title, which we also wish to implement. The term "SEO strategist" was also used.
Make a list of these terms. Then, enter these terms again in the search box and see what type of results appear. Repeat this procedure to get a list of the top 3 to 5 most used terms related to the initial "seed" keyword.
6. Reference your list of SEO keywords.
Finally, compare your list of LinkedIn keywords to your list of standard keywords.
Is there an overlap? If so, keep these terms.
Are there any terms used on LinkedIn that may not match the search engines perfectly? Determine if you need to replace this option with a keyword of SEO SEO very bulky and uncompetitive.
You may get a mix of terms that can generate significant traffic for both LinkedIn searches and Google searches.
Adding LinkedIn and SEO Keywords to Your Profile
Once you have a complete list of keywords, you want to incorporate them into your LinkedIn profile.
A positive side with LinkedIn, compared For Google, there is no evidence that keyword stuffing is sanctioned here. However, you want to keep your audience in mind and make sure that your keywords integrate perfectly into your text, in a natural and convincing way.
For my profile above, I determined that more profiles were using "SEO Content", "Content Editor" and "Editor" than "SEO Editor" – despite the fact that the "SEO Editor" gets a good amount of Google's search volume.
I also saw the terms "freelance" and "negro" widely used. Finally, I've included keywords such as "B2B" and "SaaS" to attract the types of companies I work with.
A few areas to add keywords:
If there are regular referrals The keywords you do not want to leave out, your Experience section is a good one place to add them.
If you have found any trends regarding the inclusion of these keywords in the highest ranked profiles, try to follow. this in your own profile. At the same time, do not compromise if you think your profile copy is stronger by taking a different approach.
4. Create a Profile "Funnel"
Wondering why writing is so important to your LinkedIn profile?
Well, that's because your goal is to turn your profile into a funnel of new leads.
While many LinkedIn users rely on visitors to take the initiative and contact them directly by message, you and I will do things differently. We will make the conversion easier for people.
To do this, we channel visitors to the bottom of the page – from your cover photo and title, to your abstract, to your media section, and finally to your inbox or landing page.
Photos & Title – Awareness
Once visitors have read the text of your cover photo and title, they must have a pretty clear idea of who you are. and who are you helping. They will then decide if they want to know more about you.
Summary – Interests
This summary section allows you to review your hot spots, to communicate your unique selling point. and briefly cover the types of services you offer. According to the market research you conducted previously, it is extremely important to understand your message.
Media – Decision
The Media section of your LinkedIn profile allows you to add links to your websites and blogs or download videos. This content can make all the difference to convince visitors that you are the ideal candidate for them.
Although directing visitors to a page or message may be effective, this approach involves moving them away from your profile. There is a risk of creating a bottleneck here because visitors are likely to waste time due to inconvenience or the fact that it takes them longer to read a text in relation to a short video.
That's why I suggest adding a video. to your media section instead. This video, again, should address the main difficulties of your audience, explain how you are going to help them and include a clear call for action.
If you do it effectively, you will develop trust with your profile. visitors and convince them to contact you directly.
Boîte de réception ou page de destination – Action
L’appel à l’action de votre vidéo doit indiquer aux visiteurs comment vous contacter au mieux. Ce sera probablement via un message direct LinkedIn ou via votre site Web. Vous voudrez peut-être inclure une page de destination unique pour les pistes LinkedIn.
Votre appel à l'action devrait ressembler à ceci: «Pour les services x, envoyez-moi un message [on my website/through LinkedIn/through this link]."
Soyez précis sur la manière dont les visiteurs doivent vous atteindre et sur ce à quoi ils doivent s’attendre après leur contact. «Envoyez-moi un message LinkedIn pour un devis personnalisé» est beaucoup plus convaincant que «Visitez le site Web mywebsite.com pour plus d'informations».
En créant un entonnoir de profil, vous êtes plus susceptible de tirer parti du trafic venant de votre profil. Sans entonnoir, il incombe aux visiteurs de déterminer ce que vous proposez, de rechercher les détails sur votre site Web et de savoir comment vous contacter.
5. Établissez des connexions SMART
Alors que LinkedIn SEO et la création d'un entonnoir de profils exploitent le pouvoir du marketing entrant sur LinkedIn, il existe un autre moyen d'attirer vos clients idéaux vers votre profil.
Cette méthode implique la création de liens. avec votre public cible et les professionnels de votre secteur.
Comme nous l’avons vu dans la section Référencement de ce guide, LinkedIn donne la priorité à vous montrer vos relations au premier, deuxième et troisième degrés lorsque vous recherchez un mot clé. Cela fonctionne de la même manière pour vos clients potentiels. Si vous êtes connecté à des personnes de leur réseau, votre profil apparaîtra plus facilement lorsqu'elles rechercheront l'un de vos mots clés.
Par conséquent, plus vous avez de contacts dans l'industrie, mieux ce sera.
Établir le bon type de relations
De nombreux utilisateurs de LinkedIn se connectent avec toutes les personnes possibles (en plus des profils clairement spammés).
Bien que cela reste à tester, je suis de vous estimez que cela peut potentiellement affaiblir votre profil, car vous allez devenir associé à des profils extérieurs à votre secteur, ce qui le rend moins susceptible d'être associé à vos mots-clés cibles.
Est-il bénéfique d'être connecté à des charges? des graphistes en Inde si vous fournissez des services de référencement juridique aux États-Unis? Le bon sens dirait non. (N'hésitez pas à prouver que j'ai tort, cependant.)
Mon idée est qu'il est logique de créer des liens au sein de votre secteur et des secteurs de votre public cible.
En tant qu'expert juridique en référencement naturel , cela signifierait la connexion avec d’autres agences de référencement juridique, des experts en marketing numérique, des cabinets d’avocats, des rédacteurs de blogs, etc. Vous pouvez toujours avoir une vision assez large.
Soyez avisé du type de relations que vous souhaitez établir et de la manière dont elles pourraient bénéficier à votre entreprise à court et à long terme.
Trouver votre cible audience on LinkedIn
Bien que la connexion avec d'autres personnes de votre secteur soit simple, vous voudrez consacrer plus de temps et d'énergie à la connexion avec des personnes qui correspondent à votre personnalité de client idéale.
Si vous avez été en affaires depuis un moment, vous saurez probablement déjà à quoi ressemblent ces personnes. Il peut s'agir de propriétaires de petites entreprises, d'entrepreneurs technologiques, d'entreprises SaaS, d'entreprises Fortune 500, de cabinets d'avocats, etc. Ceci étant dit, vous utiliserez simplement ces identifiants pour trouver les profils correspondants sur LinkedIn.
Si vous venez juste de commencer Pour ce faire, vous devez savoir quels termes votre public cible utilise pour se décrire sur LinkedIn.
Vous pouvez le faire en recherchant des termes généraux que vous connaissez de votre public (comme "petite entreprise" ou "entrepreneur "Ou" maman blogueur ") et voir ce qui apparaît dans les résultats de LinkedIn.
Fouillez jusqu'à ce que vous trouviez des personnes qui correspondent à votre personnalité de client idéale et notez quels termes ils ont utilisés dans leur titre et leur résumé. Ensuite, utilisez ces termes pour trouver d'autres personnes avec lesquelles vous connecter.
Tisser des liens et dire «Bonjour»
L'une des raisons pour lesquelles LinkedIn a la mauvaise réputation d'être terne et spammy les utilisateurs utilisent la plate-forme pour lancer à froid leurs nouvelles connexions. Nous ne ferons pas cela.
Chaque fois que vous adressez une demande de connexion à une personne, envoyez-lui un message vous présentant et expliquant pourquoi vous souhaitez vous connecter avec elle.
N'oubliez pas – vous êtes pratiquement étrangers. Il leur faudra un peu de confiance en vous et déterminer si la connexion en vaut la peine.
Plutôt que de sauter dans le vif du sujet, suivez des scripts similaires à ceux ci-dessous (qui m'ont valu un taux de réponse proche de 100% ):
Script de mise en réseau
“Bonjour [ name ]
Merci de votre connexion. Je vois que nous sommes tous les deux dans l'industrie [ niche ]. Je suis moi-même [ industry title ]. Travaillez-vous sur quelque chose d'intéressant ces derniers temps? On parle plus tard! – [your name ] ”
Ce script implique que la personne s'est déjà connectée avec vous ou a peut-être déjà étendu la connexion. It creates a sense of familiarity versus making it seem like a random stranger is connecting with them.
It also gives a reason for the connection, instead of leaving room for the person to suspect ulterior motives. They know what you do, so they can decide whether the connection is worth their time.
Finally, it prompts the person to respond by asking them about themselves. This puts the ball in their court. And, if they happen to be working on a project that you could potentially help them with, it opens the door to having that conversation without you coming across as salesy.
Potential client script
“Hello [ name ],
Thanks for connecting. I see that you [ run a small business/have a law firm/are a tech entrepreneur/etc ]. I wanted to reach out because I [ help businesses like yours do x ]. Maybe there’s potential to work together. Are you working on anything interesting lately?”
Similar to the previous script, this script lets the person know who you are and why you want to connect with them, and leaves it up to them to respond to you.
There’s no pitch that implies that you know how you can help them – you don’t yet – or starts rambling about the services you offer.
This keeps the conversation more open and prevents the risk of you pitching them on one service when they may have asked you about a different service that you didn’t think to mention.
Let the conversation flow more naturally and they will likely ask you about services that are most relevant to them. Another benefit of this approach is that you avoid drawing in leads that may not be the best fit for you.
A final note about connections
Try to build as many connections as possible (following the process I outlined above), or at least reach that “500+” mark. This helps you build a more expansive network and appear as a trusted person in your industry.
6. Gather recommendations, skills and endorsements
Again, LinkedIn SEO isn’t quite as measurable as website SEO, but that’s part of the fun. By optimizing certain sections for keywords, you can test what works and what doesn’t and come up with your own lead generation strategy.
The recommendations, skills and endorsements sections are all areas where you can add LinkedIn SEO keywords, but they don’t bring any hard evidence that says they move the needle in terms of SEO. They may, however, move the needle when it comes to conversions.
LinkedIn recommendations are the “reviews” of your profile. This is where references and past clients can talk about their experience working with you and the results you have gotten for them.
Your clients will likely include keywords naturally here, which may or may not play a role in your profile SEO. If you prompt your network contact for recommendations, you may want to suggest that they include those target keywords, just in case.
SEO aside, recommendations are great social proof to show that you know what you are doing and that you bring awesome results for your clients. If visitors see loads of positive recommendations on your profile, this could be the final push they need in order to hire you.
LinkedIn allows you to add a list of skills to your profile that tells visitors what you are best at.
This is another area where it may be smart to include things that have your target keywords.
You can have three “top” skills, as well as a longer list of other skills that you have. I recommend listing your primary skills in the top three section, as these are the most likely to get endorsed (as they are seen first).
Endorsements are when other users endorse you for the skills on your profile. Again, this serves as social proof that you have the skills that you say you have.
You can reach out to users on LinkedIn to endorse your skills in order to boost your numbers. You can also endorse users for their skills, which could prompt them to contact you or endorse you back.
7. Post the right kind of content, consistently
Posting on LinkedIn can be hit or miss, as few guides have covered how to “hack” the algorithm. That’s why I believe your success on LinkedIn (in terms of posting) depends on what works best for you and your audience.
Try different content methods – long-form posts, images, videos, shared blog posts, etc. – to see which get the best engagement. Repeat what works, ditch what doesn’t and pretty soon you will have a LinkedIn content strategy that fits your audience and business.
One thing to note is that it is difficult to test the success of your content without being consistent. You should post different types of content, multiple times throughout the day and then assess the results. If you are simply posting one short post per day, it’s unlikely that you will get any tangible data.
You may also want to look at what your competitors are posting and which types of posting are getting the most engagement there.
The exception to this “post and pray” method is LinkedIn Articles.
LinkedIn gives that added algorithmic push to articles that are published on their platform.
While a shared blog post may attract a small handful of website visits, an article published on LinkedIn can easily trigger 2x, 3x or 5x the number of views.
For this reason, it may make sense to republish your existing blog content on LinkedIn. Just be aware of the ramifications of having two identical pieces of content competing for the same keywords. However, if website SEO isn’t a major concern to you, it could be worth taking this approach for the social traffic alone.
8. Give engagement, get engagement
While posting on LinkedIn can yield spotty results, engaging with other users on the platform appears to be much more promising.
That’s because whenever you engage on a post, your comment and name pops up on your connections’ LinkedIn feed. You can also pop up as a second- or third-degree Connection to users in their network, expanding your reach.
That is, the more of a presence you have on LinkedIn, the more likely you are to be seen by people inside and outside of your network.
It stands to reason then that most of your time on LinkedIn should be spent engaging with other peoples’ content, rather than posting your own content (until you come up with a content strategy that works). It’s the best way to connect with users one-on-one and reach profiles outside of your immediate network.
That’s not to say that you shouldn’t post on LinkedIn at all, but in terms of the numbers, it’s clear that more new traffic is driven to your profile through engaging with other peoples’ posts.
When users see your comment they are likely to click into your profile to learn more about you. You can then reach out to these new viewers through a request to connect.
9. Understanding your LinkedIn analytics
No optimization guide is worth its weight without showing the results in terms of cold, hard numbers. That’s why I was sure to test all of the LinkedIn best practices I encountered, as well as any optimization hacks I came up with on my own.
I recommend that marketers and business owners do the same, as LinkedIn optimization is still not cut-and-dry. The success of your LinkedIn strategy also depends on what works best for your target audience.
Profile views, connections and search appearances
LinkedIn offers you rather limited (but enough) data to see how your profile is performing.
You can see how many people have viewed your profile, how many have viewed your posts, how many people you have connected with, and how often you have appeared in the search results.
You can also see who has viewed your profile (unless they have a protected account) and examine trends over time.
Since implementing my own LinkedIn SEO strategy in January, I saw a 173% increase in profile views over the course of 30 days.
Post March 26, my average number of profile views has been around 50 per day. That is with very little posting or engaging on LinkedIn (roughly 1-3 times per day).
I have also grown my number of connections from 325 to 900-plus in 90 days, and have generated at least 10 qualified leads in that time (without outreach).
These results have come from a process of near constant testing. I have told others to implement micro-optimizations and analyze their LinkedIn analytics to see what is working and what isn’t.
Track your conversions
The goal of LinkedIn optimization isn’t merely more traffic and connections, though.
If you are starting on your own LinkedIn optimization journey, I recommend tracking how many leads you generate as a result of your efforts (LinkedIn does not track this for you). Only then will you truly know whether your strategy is paying off.
You can tap into your Google Analytics to see how many visitors you are getting from LinkedIn, and then set up conversion tracking there. However, if you are directing users to your LinkedIn inbox, you will have to track this manually or with a bot.
The numbers don’t lie. Follow what works and you will certainly see an uptick in connections, traffic and leads over time.
Turn your LinkedIn profile into a lead-generation machine
By following the LinkedIn optimization tips above and testing your own ideas for optimization, you can generate high-volume traffic to your profile and convert that traffic into qualified leads for your business.
The foundation of this strategy consists of conducting LinkedIn SEO keyword research, optimizing your profile aesthetic, building quality connections, and directing visitors through your custom profile funnel. Then, it’s just a matter of making adjustments based on what works for your target audience and business model.
Are you making the most of your LinkedIn profile? If not, start today.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Jessica Foster is the Founder and lead SEO Strategist at Keys&Copy – an SEO agency with a focus on content marketing and SEO copywriting. She is also the founder of TrueToast Magazine, an online resource for and by millennial entrepreneurs. She lives in the very beautiful and very hipster Seattle, Washington.