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Improve Your Ranking in LinkedIn Searches: 10 Steps to Successful LinkedIn SEO

By Susan P. Joyce

10 Steps to Successful LinkedIn SEO - Being Find-able on LinkedIn

Even if you are happily employed or running your own successful business, being found inside LinkedIn is essential. People you are meeting with or possible clients/customers search to find you and people like you. And so, of course, do recruiters and potential employers.

The best way to be found is to leverage your best keywords and the LinkedIn search algorithm. The algorithm that determines rank in search results is not shared by LinkedIn.

Remember that the version of your name used on your LinkedIn Profile is your most important set of keywords!

Use that specific version of your name in all of your job applications, resumes, business cards, meeting name tags and badges, and ALL other professional visibility. This enables recruiters and others to "connect the dots" and to find you when they are searching for you by name.

The 10 Steps to Successful LinkedIn SEO

The result of well-executed LinkedIn SEO is a higher position in search results rankings, in searches inside of LinkedIn. This may also impact your appearance in Google and Bing search results.

Each LinkedIn member sees search results customized specifically for them, based on their LinkedIn network (connections) as well as what LinkedIn calls "relevancy to the searcher." When we analyzed LinkedIn search results, we concluded that job seekers can successfully optimize their Profile by focusing in these 10 specific areas:


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  1. Have a robust Profile.

    A "complete" Profile is the absolute minimum! Also known as "All Star" in LinkedIn terminology (LinkedIn definition), a complete Profile is the least effort needed to be found in LinkedIn search results. Don't stop there! Read 6 Great Ways to Optimize Keywords for a More Powerful LinkedIn Profile for examples and more details.

    Include contact information! Enable recruiters, potential clients, and network members to reach you when they are interested. Recruiters, in particular, are always in a hurry, so, often, if they can't quickly and easily contact you, they'll move on. Read Be Reachable to Be Hired for details on how and where to include contact information so your privacy isn't compromised.

    If you want your Profile to be found high up in search results, where a recruiter is more likely to click on your name, a robust Profile is necessary, beyond the All Star minimum. Complete every section possible, and don't skimp on descriptions of ALL of your jobs and employers (for the last 15 to 20 years), your quantified accomplishments in those jobs, projects, and education and training.

    You can also upload documents your have written, links to presentations you have made (and uploaded to SlideShare.net, owned by LinkedIn).

    NOTE: Be sure you are NOT sharing any confidential information of current or former employers.
  2. Be well connected.

    Unless a recruiter is using LinkedIn Recruiter or doing a search on a person's name, LinkedIn search results include only the people who are connected to the searcher as first, second, and third degree connections inside LinkedIn.

    The more connections you have, the greater the likelihood that you will appear in someone's search results, even if they are a third degree connection. Search results are not sorted by the degree of connection, so a third degree connection can be the top entry in search results.

    Clearly, if you have a limited number of connections, your visibility in LinkedIn is extremely limited.

    [MORE: Refusing or Accepting LinkedIn Connections?]
  3. Carefully choose appropriate Skills and get endorsements for them.

    The Skills and Endorsements section is a very important part of your Profile because Skills are a major part of the search function in LinkedIn Recruiter, often the first criteria a recruiter chooses.

    LinkedIn recommends members have at least 5 skills out of a maximum of 50. Members with 5 or more skills are contacted up to 33 times more often by recruiters and other LinkedIn members.

    While few people take them seriously, these are a major source of keywords (and a great place to shop for the best keywords for you). Choose the best LinkedIn Skills for you and your career, and collect endorsements to prove you have them. Only your first level connections can endorse you.
  4. Include your current (or your target) location.

    The contents of the Location field in your LinkedIn Profile is one of the key elements used to determine whether or not you should be included high up in someone's People search results. Location is also a main search criteria in LinkedIn Recruiter.

    You can restrict your location to simply a country, but that's a very generic location which means your Profile will probably be invisible. A MUCH better idea is to input your Zip or Postal Code which LinkedIn will usually translate to a specific city (from the Zip/Postal Code) or to a general region (like "Greater Boston Area"). You'll be able to protect your privacy while providing LinkedIn with a very valuable element in their search algorithm.

    If your goal is to move, my recommendation is to use a Zip/Postal Code for your target location. LinkedIn will accept this, and you will be visible in LinkedIn search results for that geography.
  5. Find and use the best keywords for you.

    Use these keywords in many different areas within your Profile such as your Professional Headline, Work Experience (job titles and job descriptions), Skills, and Profile Summary.

    Most people stop at dates and job titles, particularly of jobs in their past. This wastes a golden opportunity to promote their experience and to add important keywords, naturally, to their Profiles.

    If you have target employers, review their descriptions for the job you want, particularly the job titles they use as well as the skills, certifications, and other terms used consistently for the roles you want. Don't simply repeat the same keywords. Include them appropriately in the content of your Profile (another reason to have a robust Profile).

    [MORE: The 25 Best Keywords for Your Job Search and How to Identify EXACTLY the Right Keywords for Your LinkedIn Profile.]

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  1. Include a good headshot photo.

    LinkedIn calls your photo "your virtual handshake," and they are probably right. Members with photos receive 21 times more Profile views and up to 36 times more messages.

    Without a headshot photo, you are effectively invisible in LinkedIn regardless of how fabulous the rest of your Profile may be. You may appear in search results, but people are very much less likely to click on your name or contact you.

    People typically assume that a Profile lacking headshot is for someone who is clueless, hiding something, or fake. None of those reasons will encourage people to click on your name in search results, and your activity in LinkedIn will be very limited.

    People have told me that they skip the photo so they won't be discriminated against for a job. Unfortunately, omitting the photo does not reduce discrimination. It only impacts the timing of the discrimination -- if someone doesn't want to hire you because of your age, race, or gender, they won't hire you after a job interview, either.

    Skipping the photo is not likely to result in less discrimination. The true impact is a dramatic limit to your visibility inside LinkedIn.

    [MORE: How Recruiters View Your LinkedIn Photo and LinkedIn Profile Photos for Job Seekers Over 50.]
  2. Be consistently active on LinkedIn.

    The less active and visible you are on LinkedIn, the lower your name will probably appear in LinkedIn search results. Daily participation seems to be the best approach, and that participation can be for ten or fifteen minutes a day, possibly less.

    Make relevant updates. Share good information from solid sources. "Like" and comment professionally on content shared by others.

    The goal is to show LinkedIn (and recruiters) that you do visit regularly, so if you are found in search results and someone reaches out to you, you will respond within a reasonable amount of time.
  3. Demonstrate that you are a professional!

    Pay attention to your spelling and grammar. Bad spelling or grammar is one of the key reasons a person is ignored by recruiters and others. Misspelling an important keyword like "manager" (often replaced by "manger") eliminates you from search results for an important keyword.

    In addition, if you are rude or nasty to other members, resulting in being blocked or having your connections choose to disconnect, LinkedIn knows and is unlikely to place you very high in search results unless you have absolutely no competition.

    Don't confuse LinkedIn with Facebook. LinkedIn is for professional visibility, not for sharing your views on politics, religion, or sports, unless your profession is in politics, religion, or sports. Skip the party photos and other sharing unrelated to your profession.
  4. Share your LinkedIn URL.

    In the SEO world, this is known as creating "backlinks" but to your Profile in this instance, rather than to your website or blog. If you have a website or blog, add your LinkedIn URL to your bio or contact information, and include them in your LinkedIn Profile, if they are related to your profession.

    Also, include your LinkedIn URL in your resume and job applications, and don't forget to add it to your email "signature" at the bottom of all of your email messages.
  5. Keep your Profile up-to-date

    Keep your Profile current with what is happening in your career.

    Members with "up-to-date" positions are discovered up to 18 times more often in searches by recruiters and other members. Review your Profile on a monthly basis, or more often. Add new content, particularly new accomplishments and skills, training, and good news about your employer.

    Even if you are in transition between jobs, update your Profile. [Read The Best LinkedIn Job Title When You Are Unemployed for tips.]

Think of your LinkedIn Profile as a personal marketing portfolio. Consider: What would an employer like to know about you? Why would an employer hire you? Why would someone want to work with you? Include that information in your Profile.

Bottom Line

Be accurate, and avoid putting your current employment at risk. But, don't distort reality by claiming keywords that are not appropriate for you (don't use a job title that is your next, not your current, job). By following these Profile optimization tips, you increase the likelihood that you will show up in the search results when recruiters are searching for candidates that match your set of qualifications, education, and experiences. In addition, your Profile will add credibility to your current employer's online reputation, if you are employed.


About the author...

Online job search expert Susan P. Joyce has been observing the online job search world and teaching online job search skills since 1995. A veteran of the United States Marine Corps and a recent Visiting Scholar at the MIT Sloan School of Management, Susan is a two-time layoff “graduate” who has worked in human resources at Harvard University and in a compensation consulting firm. Since 1998, Susan has been editor and publisher of Job-Hunt.org. Follow Susan on Twitter at @jobhuntorg and on Facebook, LinkedIn, and Google+.