LinkedIn SEO: How To Optimize Your Profile & Improve Your Ranking

LinkedIn SEO

LinkedIn has made its name as the go-to professional social media platform for networking and making work-related connections. It is also very helpful for businesses looking to communicate with their target audience and increase brand awareness.

You may not realize that Google frequently crawls through LinkedIn pages as one of its most dynamic resources. This means that optimizing your organization’s and your profiles is important.

Why Your LinkedIn Profile Needs SEO

Simply put, optimizing your profile on Linkedln will increase your page’s visibility, just like normal SEO for a website. An optimized profile will create leads and appear in more search results, leading to more networking conversations. Above all, it will help you attract more clients and build more connections with professionals within your industry.

6 Ways to Incorporate SEO in Your LinkedIn Profile

To create connections and rank as high as possible, follow the below steps to optimize your LinkedIn SEO on your company or personal page:

1. Customize Your Profile URL

When you first set up a LinkedIn account and navigate to your profile page, you may notice that the URL reads something like followed by a string of random numbers and characters. That isn’t something that looks cute added to your resume or business card. Fortunately, one of LinkedIn’s many free features allows you to customize your profile’s URL so that your own name or your company’s name is featured in the link.

A LinkedIn business page or profile that has a customized URL ranks better organically when other users are researching your organization or name. Linked in takes you step by step how to update your company page or personal profile URL.

2. Add Keywords

Like traditional website SEO, optimizing your LinkedIn SEO means that your page and profile should include main keywords that your target audience is most likely using in their searches. Do a little keyword research to find out what these words are.

Include keywords in these areas:

  • About
  • Tagline
  • Experience
  • Skills

In addition, it is recommended that you include additional sections (outside of those listed) as well. The more sections you add, the more keyword phrases and words you can squeeze in to hit as much of your target audience as possible.

Try leveraging the Featured or Accomplishments sections for advertising your products and services, if you haven’t already.

3. Name Your Photos

Planning on updating your background photo or headshot image on your LinkedIn profile? Before uploading next time, rename the photo locally to include relevant keywords or your name. Google uses this information to index the images, allowing your company logo or face to appear in another user’s image search.

4. Update Frequently

One of the biggest factors of ranking higher in search engine results is the consistency of your posting. In order for Google to crawl through new information, you should post updates consistently.
LinkedIn is one of the best platforms for sharing guides, blogs, ebooks, and other content marketing materials to support your company. Therefore, articles on LinkedIn can be used for repurposing blog content. Just make sure you’re not posting any duplicate articles.

5. Create Backlinks

The heart of Google’s page rank algorithm is the backlink. Incorporate backlinks from your profile page on LinkedIn by including links to it within your website or blog posts. For example, you can utilize the author section of your blog to link to your profile or your website’s company page to link to your company’s LinkedIn profile.

6. Check Analytics

After implementing all of these SEO efforts, be sure to follow up by checking on the data. Both company and personal profile pages have viewable analytic reports from LinkedIn. The data shown in these analytics includes the search appearances, post views, and the number of profile views that your profile has received.

This site also tracks the number of post impressions, unique visitors, and new followers to visit your page. Conversions is another important aspect to track. You can determine how many leads were generated for your website from your LinkedIn profile by checking your Web Analytics.


If you approach upgrading your LinkedIn SEO using these six steps, Google is sure to index your page beneficially for you and your company. Publish original content, use relevant keywords and keyword phrases, and analyze your data frequently. If you continue to put out optimized content, organic web traffic will follow.

Are you running a local business? Check out this Local SEO Guide for 2021.