A keyword-rich LinkedIn profile can bring more views to your profile through search. Learn more about search engine optimization (SEO), as well as keywords and where to insert them.
- [Instructor] There are a lot of myths out there regarding search engine optimization, or SEO. Let me help you with busting a few of these. First, what are keywords? They are all the words that are relevant for your target audience in order to find you. Since you don't know what they're search criteria are, this might be a challenge. On the other hand, you should know your target audience. Get into their minds and research their thinking patterns, and especially their search patterns. Tools like Google Adwords are really helpful.
When it comes to keywords, it still surprises me how many people have not thought things through. Most people would only look at it from their perspective. Let me share a little anecdote to illustrate the problem. Team Leader, or Team Manager, is the leader of a team of call agents in a call center. However, a certain telecom company calls them Team Coach. When recruiting new Team Coaches, LinkedIn was not considered a great recruitment channel because a lot of profiles applying for a job were not fit for the role.
In most cases, a Team Coach is kind of a consultant that would come in and fix a team that is broken or elevate the team to the next level. By using a different term that did not speak the language of their target audience, it attracted the wrong type. So bringing it back to you, although you're profile is about you, it is not for you. You really need to take a step back and think about how your target audience would search for you, and all of the words, phrases, and even spelling that they would use.
Here's an example, the word senior. How would you put it in your profile? Let's assume you're a senior project manager. Here are some options for you. This is fairly easy with only six letters, so let's look at another example. How do you spell VP? Long story short, you need to make sure that all of these spelling versions are somewhere in your profile. Again, making sure you cast your net as wide as possible. Back in the early days of SEO, the search algorithm would promote pages with a higher keyword density over pages with a lower keyword density.
For example, if you're an investment banker and one of your keywords would be profit, you would have this words dozens if not hundreds of times on your page. This way you would end up higher in the search results. Of course people started to outsmart these algorithms by adding the same keyword over and over again. Most of these webpages became artificially infused with certain keywords. If you would read them as a normal person it would be a weird experience. Long story short, extreme keyword density no longer works.
Not for search engines, but also not for LinkedIn. As a matter of fact, you do get punished for it and actually end up lower than you should have if you keep practicing extreme keyword density. Now, some old school marketers and other LinkedIn trainers might still want to convince you to do it, but now you know better. So think about which keywords and their alternatives you would like to insert into your profile. Basically, it doesn't matter much where you put them because every word is searchable on your profile as long as they are there and preferably in a natural way, not an artificial way.
So, why would you do this? Next to the activities on LinkedIn, know that there are people out there looking for you. If you apply these keywords, you significantly increase the odds of being found. If people find you, read your content on your profile, and then get in touch with you, that is exactly what you want.
- Identify strategies to make your profile more easily discovered.
- Recognize the characteristics of an effective profile picture.
- Determine the best structure and content for a profile headline.
- Explain the main objective of a profile summary.
- Recall two elements of a LinkedIn profile that will increase the likelihood that people will find you in searches and follow with the next step.
- Recognize the types of information LinkedIn can facilitate within the education section.
- Identify the best way to keep your LinkedIn profile up-to-date and complete.