To attract opportunities and engage with relevant and influential people on LinkedIn, it’s important to remember that everything you do works for or against you.
As it is for all of the other social networks, LinkedIn SEO today is contextual. Let’s look into how to improve the 5 elements that most contribute to LinkedIn search results.
1. Personal profile
2. Connections in common
3. Degrees of separation
4. Shared groups
5. Rich media
Your Network Tells Your Story
One of the fascinating aspects of digital marketing is how data tells a story. In addition to the story that you tell, your digital connections and associations tell a story too, and LinkedIn is using it all.
It knows what you are sharing and when, and it pays attention to your commitment to the network. For example, if you consistently publish daily updates, LinkedIn rewards your behavior by reaching nearly 2/3 of your network.
The key to achieving organic search results is understanding SEO is about influence and authority. Building both requires regular attention to the 5 elements above.
Here are tips you can implement to make that happen.
1. Profile – This is you! So, write in the first person and demonstrate authentic enthusiasm for what you do. And be sure to use keywords that align with the opportunities you are trying to attract.
2. Connections – Don’t be afraid to connect with anyone that shares common interests and aspirations. If you are not sure or ready yet, just view their profile and they will see that (and so will LinkedIn). It’s like digital eye contact.
3. Degrees of Separation – There are many people within your 2nd-degree connections that you should connect with directly because you have 1st-degree connections in common. This deepens your relationships across the entire network.
4. Shared Groups – People and networks judge you by the company you keep. So, choose well and get involved.
5. Rich Media – This is the fuel that ignites your profile. Throughout your profile, and especially within the LinkedIn Publisher posts that sit at the top of it, you can add video with Slideshare to tell your story. This may include:
~ Problems you solve
~ People or businesses you are qualified to help
~ The unique process you use
~ Benefits derived from your solutions
~ The ultimate value that your customers enjoy
LinkedIn owns Slideshare, so it stands to reason they will tend to weight its content more favorably for SEO.
One last tip. If you have employees, you know they are your best advocates. Get their profiles rocking too, because even if (and often because) they move on they can connect you to new opportunities.
Think of your network as an ecosystem that supports everyone that contributes to its success.
Now go out there and make a contribution.