How to do SEO on LinkedIn?

by Moises Hamui

LinkedIn is one of the most popular and used professional social networks in the world.

It allows you to create and maintain your professional profile, connect with other professionals in your sector or of interest, search for and offer job opportunities, share and consume valuable content, and much more.

Within this social network you can also implement SEO to improve your visibility and reach potential clients or recruiters. Find out how.

What is LinkedIn SEO?

LinkedIn SEO is the process of optimizing your professional profile so that it appears at the top of search results performed by other users on this social network.

This way, you can increase your visibility and attract more job opportunities, contacts, clients or partners.

What is the LinkedIn algorithm and how does it work?

LinkedIn's algorithm is the set of rules that determines what content is shown to each user in their feed, based on their interests, preferences, and behavior.

The algorithm aims to offer a personalized and relevant experience to each user, showing them the content that can provide the most professional value.

LinkedIn's algorithm works in four steps:

  • The first step is an automatic filter that classifies content into three categories: spam, low quality, or clear . Content that is deemed spammy or low quality will be removed or penalized, while clear content will move on to the next step.
  • The second step is an engagement test, which measures the interaction that the content generates among users . The algorithm evaluates the number and quality of comments, reactions and shares that the content receives, as well as the time that users spend viewing it. Content that has a good level of engagement will move on to the next step.
  • The third step is an estimation of the probability of real virality , which is based on the interaction history of the content author and his audience. The algorithm analyzes the author's profile, his level of activity, his number of contacts and his reputation. It also analyzes the profile of users who interact with the content, their degree of connection with the author and their relevance to the topic. Content that has a high probability of real virality will move on to the next step.
  • The fourth step is a human review , which is conducted by a team of editors who check the quality and appropriateness of the content. Editors can confirm, modify or reject the algorithm's ranking, and can give feedback to the content author to improve its performance.

How to do SEO on LinkedIn?

To achieve good LinkedIn SEO, you must take into account several aspects, such as:

Choose the keywords you want to be found for

Keywords are the terms that users use to search for people, companies, or content related to their interests on LinkedIn. For example, if someone searches for “digital marketing specialist,” they are likely looking to find professionals who specialize in that field.

So, if you are one of them, you should use that keyword in your profile, so that LinkedIn's algorithm shows you as a relevant result.

To choose the best keywords for your profile, you can use tools like [Google Keyword Planner] or [Ubersuggest], which allow you to know the search volume, competition, and difficulty of each term.

Repeat your keywords several times in your profile

Once you've chosen your keywords, you should include them in the most important parts of your profile, such as your headline, summary, experiences, and skills.
  • Your title is the first thing users see when they search on LinkedIn, so it should be clear, concise, and contain your main keyword.
  • The summary is a brief introduction about yourself, where you can summarize your background, your goals and your values, also using your keywords.
  • Experiences is the section where you can detail your work history, highlighting your achievements and results, and using action verbs and keywords.
  • Skills are the abilities you possess and can demonstrate with proof or endorsements. You should choose the most relevant ones for your industry and keywords, and rank them by importance.

Complete your profile to the maximum

LinkedIn values ​​complete profiles and gives them a higher level of relevance. To make your profile as complete as possible, you should include relevant and up-to-date information about your education, achievements, projects, and recommendations.
  • Training is the section where you can indicate your academic level, the courses you have taken and the certifications you have obtained.
  • Achievements are the recognition or awards you have received for your work or for your participation in some activity.
  • Projects are the projects or initiatives that you have collaborated on or led, and that can serve as a demonstration of your experience and quality. Recommendations are the testimonials that other users write about you, evaluating your professional or personal performance.
These elements help you give credibility and trust to your profile.


Customize your profile URL

Your profile URL is the web address that identifies your page on LinkedIn. By default, LinkedIn assigns a URL with random numbers and characters, which is not very attractive or easy to remember.
For this reason, it is advisable to personalize your profile URL, removing these elements and using your first and last name or your personal brand. This will make it easier for you to share your profile and improve your professional image.


Create and share valuable content

Content is a way to demonstrate your authority, your knowledge and your passion for your sector. It also allows you to generate interaction with your audience, increase your visibility on LinkedIn and position yourself as a reference.
To create and share valuable content, you need to consider the needs and interests of your target audience, offer useful and relevant information, use an appropriate and professional tone, include attention-grabbing images or videos, use hashtags related to your topic and keywords, and respond to the comments you receive.


Expand your network of contacts

Networking is one of LinkedIn's greatest assets, as it allows you to access more job opportunities, contacts, clients, and partners.
To expand your network of contacts, you must connect with people who are relevant to your profession, such as colleagues, former colleagues, potential clients or industry experts.
You can also participate in groups and events related to your interests or areas of expertise, where you can interact with other users, share opinions and learn new things.
Additionally, you can give recommendations and receive endorsements for your skills, which will improve your reputation on LinkedIn.

Written by Moises Hamui Abadi: I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or are looking for other options to profile your ideal client, you will find the solution you need at MHA. Schedule a call.

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