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SEO Guide To Optimizing Your LinkedIn Profile For More Connections, Better Leads
LinkedIn has the unfortunate reputation of being a platform for stuffy CEOs, spammy salespeople and college students that were required to make a profile in their university career skills class.
For that reason, many business owners and marketers treat their LinkedIn profile (if they even have one) like an online resume. They list their credentials, add a little blurb about who they are and hope that someone is intrigued enough to network with or hire them.
What they – and likely you – don’t know about LinkedIn is that it is a powerful search engine that has the power to drive targeted, high-volume traffic to your profile.
Not only that, but that traffic can very well turn into valuable professional relationships and new clients.
It’s time to stop sleeping on this platform and start tapping into that power.
LinkedIn is not just a resume
With LinkedIn optimization, you will build connections with some of the best and brightest in your industry and attract your ideal clients directly to your profile and inbox.
From profile optimization and SEO to content posting and engagement, this guide covers everything you need in order to turn your LinkedIn profile into a brand-building, lead-generating machine.
More than SEO – Full throttle LinkedIn optimization
Many LinkedIn optimization guides start and end at SEO, but I say that SEO is just the tip of the iceberg.
As with your business website, the success of your inbound marketing through LinkedIn not only depends on traffic but also on conversion optimization.
If you focus all of your efforts on SEO, without fully optimizing your profile for conversions, you aren’t making the most of the traffic coming in.
That’s why I put all of the LinkedIn SEO best practices to the test AND applied my own expertise around conversion copywriting, sales funnels and conversion optimization.
The result of that testing is this guide – which includes sections about profile aesthetic, creating a lead funnel, writing compelling copy on your profile and much more.
The LinkedIn optimization guide covers:
You’ll also learn how to craft a high-converting “welcome” message for new connections, attract your ideal clients directly to your profile and build authority with LinkedIn articles.
Let’s get into it, shall we?
1. Spruce up your profile aesthetic
One of the best things about your LinkedIn profile is how much real estate you have in terms of optimization.
Sure, the obvious places are your headline, summary and experience sections, but you can also take advantage of your profile photo and cover photo sections. This is what I call optimizing your “profile aesthetic” – as you aren’t adding SEO keywords, but are tailoring the look of your profile to your target audience.
Do looks really matter? You tell me.
How important is the design of your business website to how it appeals to potential clients/customers?
Optimize your profile’s curb appeal
I’m a strong proponent of squeezing every bit of juice out of a platform in order to have it work for my business. When it comes to LinkedIn, that means not only having it talk the talk, but look the look.
To optimize your profile’s “curb appeal,” you are going to focus on two features: the profile photo and the cover photo.
We are all familiar with the dull, grainy headshots on LinkedIn. If you want to take your LinkedIn branding seriously, I say: Dare to stand out!
You’ll want a professional, high-quality image that highlights your personality and business. Something that your potential clients will find approachable.
• High-quality image – Clear, not pixelated
• Close shot of your face
• Simple background
• Appropriate attire
LinkedIn suggests having an image where your face takes up 60% of the frame. (I don’t follow this suggestion myself – oops!)
For some industries, your look may include professional attire and a corporate background. For others, it could be more casual. The key is to appeal to what your target audience is most familiar with in working with people like you.