7 Ways to SEO Your LinkedIn Account

By Adam Heitzman

 

LinkedIn is slowly introducing more and more options that can be optimized and help users improve their profiles for LinkedIn search. The site will even tell you, with its new How You Rank feature, the percentile you’re in when it comes to views in your industry. This essentially means you can see if you’re in the top 5 percent of views versus the top 50 percent, and you can see changes to this number in real time. For many, the number isn’t what they had hoped (especially if you’re looking for a new job). This means optimization attention is on the rise, and it’s time to SEO your LinkedIn account.

Tips for Optimizing Your LinkedIn Account for Better Visibility

Many of the LinkedIn optimization options are changing and becoming more advanced, so even if you went through and tweaked your profile a few years ago, it’s a good idea to give it a second look. Here are a few tips:

  1. Use the publisher option.

The publisher option is fairly new and allows you to post articles directly to LinkedIn. This not only helps you show your expertise, but it gives the LinkedIn bots more content and information to work with. It also shows you’re active, and helps your name and face show up in the news feeds of your followers.

In an article on Search Engine Watch, Amanda DiSilvestro writes about how the publisher option works and how to cater your content to LinkedIn. In short, all you have to do is visit your homepage and click the little pencil icon, which will be below your photo. You can then copy and paste and publish, and check metrics for the post once it’s live. The post will show up in your connections’ news feeds as well as be on your LinkedIn profile page, under the Posts section.

  1. Promote your LinkedIn profile elsewhere on the Web.

Part of SEO-ing a LinkedIn profile is getting it a little bit of publicity. You should put a link to your profile in your email signature as well as on other social networking accounts so you can start creating inbound links. If you ever publisher something interesting on LinkedIn, you can link back to that post on your Facebook profile. You have to be careful mixing social audiences, but as long as you’re sharing something relevant, this is a great way to give your profile a little extra visibility, hopefully form some new connections, and maybe even build links.

  1. Customize your anchor text links.

You may have noticed that your LinkedIn profile can have up to three links, including company website and blog. What most people don’t realize, however, is that you can actually change the anchor text to something more descriptive. All you have to do is select the Other option.

See all 7 ways and the complete Inc. article

Social Recruiting Success Principles – LinkedIn Groups

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In this social recruiting series, we’ve focused on how you can make social media channels a more integral part of your recruiting strategy. In our last post we looked at general principles for undertaking social recruiting on LinkedIn. Here we’ll be focusing in on how you can leverage LinkedIn Groups specifically as a key component of your social recruiting efforts.

LinkedIn Groups allow like minded members to congregate in one place and share content of mutual interest, answer one another’s questions and network – publicly or privately. As such, they have the potential to be fertile ground for recruiters wanting to connect with future hires. But many are also plagued by spammers and so devoid of interaction. Your challenges will therefore be to:

  • Decide whether to form your own group(s) or purely become a member of existing groups
  • Work out which groups are worth joining
  • Devise a plan for how you will engage in those groups
  • Ensure your personal profile drives the desired behaviour when members click through to check it

Should you create your own LinkedIn Group?

Creating your own group brings significant benefits. For a recruiter, principal amongst these are:

– The ability to put forward a timely, consistent and effective message to your group network. The trouble I have found with a lot of LinkedIn Groups is that they have fundamentally been created to serve the aims of the group owners, rather than acting in the best interests of the broader group membership. Examples of this would include:

– Group moderators being able to add discussions and comment on questions instantly; whilst members are subjected to lengthy delays in their new discussions or comments being approved. You can lose a lot of time responding in groups, only to find your responses appear only some time later – or never at all if you are pointing members to an external resource that answers their question

– Group moderators ensuring that their own discussions – rather than those initiated by other members – remain the most active within the group (through selective moderation of comments), so that the coveted place in “Still Active Discussions” within the group digest email alert that goes out to members reinforces the credentials of the group owners rather than someone from another company.

– The credibility that is bestowed on your brand (personal or corporate) from running a growing and well moderated group. Certainly for smaller businesses – or those trying to strengthen their position in a niche – this can be a very worthwhile reason for proceeding. Seasoned LinkedIn Group members will know that many groups are poorly run and spam-ridden, so a well run group really stands out and reflects well on the group owner. A spin off benefit is that there’s also a flow of invitation requests that come over time as you interact with group members, so your regular LinkedIn network is also strengthened.

– The ability to engage your LinkedIn Group members by email. Whilst group owners cannot control (other than through selective moderation) what appears in the weekly / daily group digest emails, there are two valuable email touch points:

– Firstly, at the point of joining, new members are sent a welcome message from the group owner, customisable so that you can provide links to your website, brochure, social media profiles, etc. This is automatically emailed out and appears to have a very high deliverability rate.

– Secondly, once each week the group moderator is allowed to send an email broadcast to group members – providing the opportunity to seek group feedback on a particular issue, flag a forthcoming event, point members to other online resources, etc. This helps to maintain engagement and provides a form of email subscription that many recruiters might otherwise not have at their disposal.

– The search engine benefits that can come from group discussions. Depending on the settings you choose for your group (covered below), it may be open to being indexed by search engines such as Google. Our own experiences have been that LinkedIn group content ranks highly on Google and so provides a means of garnering search engine traffic that is of itself quite valuable.

These upsides can be particularly attractive for recruiters who do not have the ability to quickly do these things on their own corporate website, or insufficient traffic there to make such initiatives worthwhile. However, there are some significant downsides to this approach which mean it’ll not be for everyone. For an in depth assessment of these and other pointers on how to run your own group see the following LinkedIn Groups article.

Read the full article to see:

Which groups should you join?

Devising a plan to engage in groups

Tweaking your personal profile to generate results

 

10 Tips for Writing LinkedIn Blog Posts That Expand Your Influence

By Glenn Leibowitz

I just hit publish on my 100th blog post on LinkedIn.

When I started writing on LinkedIn nearly two and a half years ago, I wasn’t sure about what I would even write about. I just knew I wanted to write.

After a few posts that attracted only a few hundred views, I struck LinkedIn gold with my first viral post: A personal account about how my parents spent a good chunk of their savings to buy my first computer, an Apple II+.

The response that post generated was overwhelming. It attracted over 34,000 views, more than 580 likes and over 160 comments from readers around the world. It quickly rose to become the third most popular post on LinkedIn Pulse.

I was hooked.

Since that first viral post, I’ve continued to write on a nearly weekly basis. I’ve published on a wide range of topics: writing well, self-driving cars, podcasting, succeeding at summer internships, tweeting in outer space, motivating staff members, writing emails that sound more “human”, self-publishing books, and more.

My posts have attracted over a million views and tens of thousands of likes, comments, and social shares.

Last December, I received an unexpected email from the editors at LinkedIn with some special news: They had crunched the numbers on the 1 million members who had published posts over the prior 12 months, and from them, selected 90 “Top Voices” on the basis of views, reader engagement, and how many times their posts were featured by LinkedIn’s editors.

I was selected as one of their Top Voices in marketing and social media.

Through my experience conceiving, writing, editing, publishing, and sharing blog posts, I’ve learned a great deal about what gets traction on LinkedIn – and what doesn’t.

Here are a few of the lessons I’ve learned from publishing 100 posts on LinkedIn:

2. Write about what you’re most passionate about.

In addition to writing about what you know best, sometimes the best topics are the ones that you have a particularly strong interest in. Some of my most popular posts on LinkedIn were on topics I felt strongly about, topics on which I felt compelled to share my perspective. Those posts were some of the quickest ones I’ve written. When I’m passionate about a topic, the thoughts flow more quickly from my mind to my fingers.

3. Write about trending topics.

While “evergreen” topics work well on LinkedIn, you’ll notice some of the most popular pieces that are promoted by the LinkedIn editors, and the ones that take off and quickly go viral, are the ones that address a trending topic in the news. LinkedIn’s editors, I’ve noticed, are on the look out for such posts, and are more likely to promote them under one or several of the LinkedIn Pulse channels.

4. Become an idea machine.

Writing consistently means you need to have a reservoir of topics you can choose from when you sit down to write. When an idea comes to mind, I immediately write a headline and maybe a sentence or two about what the post is about using Evernote, the note-taking app. If I can, I’ll jot down an outline with sub-headlines for the post. And if I’m feeling particularly inspired, I’ll try to write out a complete rough draft as quickly as I can.

See all 10 and the complete Inc.com article

Is this the End of XRay Search on LinkedIn?

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Something’s happening on LinkedIn, recruiters. If you have a basic LinkedIn account and you regularly do X-ray searches on Google to find candidates on LinkedIn, there’s a good chance that you may have stumbled upon this message over the past week or so…

link

Nooooooooo!!!! As if the commercial search limit on search wasn’t bad enough, now we have to deal with this too?! So we got to thinking. Does this mean the end of X-ray search on LinkedIn as we know it? Well, the answer is no. Technically not, anyway. Of course, you can continue to search for candidates within the LinkedIn platform, that much is obvious. But as seasoned recruiters, we know that there’s a case to be made for going down the X-ray route when searching on the platform just doesn’t give the results that you need (for example if you’re looking a candidate that is fluent in two languages, or for someone that is available immediately for a temp position). Let’s go over what we actually do know so far…

The limit of profile views is unknown

The jury’s still out as to what the exact number of profiles you can view from external searches is before you reach your limit. From various experiments, we’ve found that this can really range from one account holder to another and could potentially be linked to your own job function (depending on whether you’re in recruitment, sales, business development, etc). So don’t quit X-ray searching just yet, guys and gals. Your limit could be far higher than the person sitting next to you, the only way to figure it out is to keep on searching!

Read the full SourceCon article

3 Brilliant LinkedIn Summaries That Will Inspire You to Update Yours Right Now

By Lily Zhang

Like your resume and your cover letter, you know that a LinkedIn profile is must-have in your job search. It’s not only a great platform for job seekers to showcase their work, but it also has the added benefit of having recruiters crawling all over it.

So, it makes perfect sense for people to optimize their profile’s potential. However, a surprising number of people ignore the most flexible and, arguably, most useful part: the “Summary” section.

I get it, though. It’s open-ended, and a blank canvas can be scary. To help you get a sense of what you can—and should—get across with your summary, here are three fantastic lessons (plus three great examples) to learn from.

1. Make Sure Your Personality Shines Through

From Jenny Foss

My business cards say such things as career strategist, recruiter and resume writer.

But when you get right down to it, I’m much more—I’m a marketer, an entrepreneur, a blogger, a social media strategist and a technical geek (ask me anything about robots, 18-wheelers or applicant tracking systems, seriously).

I’m also a big believer in the power of branding.

I believe that we, as humans, don’t buy “stuff.” We don’t make decisions based on features and benefits. We make decisions based on emotion, “gut feel” and brand promise.

We buy when we are moved. We buy when we are captivated and engaged to the point that we drop whatever it is we’re doing and say, “Oh, heck yes. I need me some of THAT.”

And so I teach people and companies how to create that reaction. I teach job seekers and corporations seeking new talent how to communicate their brands in memorable, engaging, and high personality ways, so that they will attract the right audiences and move them toward their core goals.

Specialties include: Job search strategy, career coaching, resume writing, recruiting, LinkedIn makeovers, copy writing, corporate outplacement, public speaking/presentations, social media marketing and branding. I’m also very good at Scrabble and I make a mean margarita.

I’m right over at jenny@jobjenny.com if you ever want to talk careers, job search or marketing. You can also find me at JobJenny.com.

Jenny Foss’ summary is unbelievable. It manages to cram so much personality into 250 words (or less!) that I feel like she’s a close friend, even though I’ve never met her before. Yes, LinkedIn is a professional social network, but that doesn’t mean you have to speak in the third person and drone on and on about how many years of experience you have.

Secondly, Jenny (see, I think I’m on a first name basis with her) has carefully woven in a pitch for her services without make you feel like you’re being sold something. The summary, rather than the experience section, is the perfect place for you to let people know what you have to offer. In fact, you don’t necessarily need to go into your experience too much since it’s right below the summary. Instead, dive further into your beliefs, motivations, or values—the intangibles that are generally harder to convey in your experience.

See 2,3, and the complete TheMuse article

10 Ways to Generate Leads and Build Influence on LinkedIn

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5. Post relevant content on groups (if that’s their approach) and answer targeted questions.

First figure out the rules of the group. If they allow content sharing, start building your credibility in the group by sharing relevant content that fits the interests of the group. This includes relevant blog posts, links to articles you have written, articles that quote you, and event notices for webinars. Be sure to stay sensitive to the dynamics of your group — don’t ever try to dominate the conversation. Your materials should be a helpful resource, not a sales pitch for you.

8. Search with Advanced Filters and use messaging aka InMail.

One of the best features of having a LinkedIn Premium or Sales Navigator account is being able to use Advanced Filters in search. Not only can you search by company and relationship, but Premium advanced search on LinkedIn allows you to search by function, location, seniority level, and company size, as well. Pair that with Messages (aka InMail), and now you can contact prospects directly without a referral.

When I write personal relevant emails using InMail with research I get via LinkedIn, I almost always get a response.

9. Create your own LinkedIn group

Starting your own group gives you control over its content and reach. You can choose to open the group only to people you know or (if appropriate, and if you have the time) you can open it up to a much larger audience. The goal is to engage your audience and leverage your thought leadership to make a difference with members of your group.

LinkedIn offers tips for consultants using the channel to build their business, demonstrate areas of expertise, and leverage their network. Check out the B2B Lead Gen Roundtable Group on LinkedIn. I started this group, and it’s all about sharing ideas that focus on the many aspects of B2B lead generation. The group has grown to 19,100 members, but I’m even more excited about what’s not happening. I’m learning a ton from members because we have rules about what can and can’t be posted, and it’s 100% discussion only. If you are going to do this, be ready for the time commitment this will need to be a successful group. I’ll be writing more on this later.

 See all 10 and the complete article