How to Leverage SEO in Your LinkedIn Profile to Attract More Leads


How to Leverage SEO in Your LinkedIn Profile to Attract More Leads

I recently worked with a client who wanted to launch a new service offering. And do it quickly. They already had a plan and knew exactly who to target. They wanted to know from me how they could change their profile to support this new initiative to achieve maximum impact.

I explained to them that one of the key factors for generating leads from a LinkedIn profile is to write content across the five key areas that contribute to SEO. By having the right SEO, they could get found by their ideal audience. A well-optimised profile can even be returned in Google search results.

As Peter Ducker explained, “The best way to predict the future is to create it.” And this is just as relevant for LinkedIn content.

The five key areas that contribute to SEO are the Headline, Summary, Employment Experience, Skills and Testimonials. Here are my top tips for writing content across these key areas:

1. Headline:

You have 120 characters to make a stand-out first impression. When someone searches via keywords on LinkedIn, your profile’s image, name and headline are first returned. This means your headline is key in getting people to ‘click through’ to your profile.  It’s a bit like when you do a search for something on Google. The headline is a determining factor on whether you click through to the website.

2. Summary:

Your summary is really key to your positioning on LinkedIn. It is important to look at this section through the lenses of your ideal client. Make it clear how you can help them, including specifying what results you can help them achieve.

3. Employment Experience:

Your LinkedIn profile is all about your future and not your past. And this is especially true for your employment history section. It is not merely a tribute to your past jobs, listing roles and responsibilities. With 2,000 characters for each role, it is to be used as a search engine optimised sales and marketing tool!

4. Skills (Endorsements):

Many clients I speak to are sceptical about the value of having their listed skills endorsed. However, this section of your profile is a significant contributor to SEO. By taking control of your skill endorsements, you can use them to support your goals and objectives. List skills that are consistent with your future business goals. This gives you the opportunity to be endorsed for it and supports SEO outcomes.  

5. Recommendations:

What others say is more important than what we say about ourselves. And a well-written recommendation should include SEO. When approaching people for a recommendation on LinkedIn, offer to draft the wording for them to approve and upload. This way you can include the right SEO and shape the message.

By focusing on these five key areas, this client was in a position to leverage SEO to support their business goals.

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  • roland hanekroot

    Thanks Kylie, Good simple rules to follow in Linkedin… very helpful

  • Kylie

    Thanks so much for your comment! Really appreciate it. Glad you found the article helpful.

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