How To Optimize Your LinkedIn Company Page For SEO

Intro

Since LinkedIn is a professional network, it’s a great tool for sourcing talent and connecting with market leaders and other brands. It is also a great place to get industry news.

With more than 720 million users, LinkedIn can also be an effective tool for marketing your business. You get to expand your reach and take your brand to new heights.

However, you’ll need to optimize your LinkedIn Company page for SEO to boost its discoverability.

In this article, we take you through six ways to boost your LinkedIn SEO. Let’s get started.

1. Properly Name Your Images

According to LinkedIn data, companies gain two times more comments on posts with images than on posts without images. A collage—a collection of three to four images—can take the number of comments even higher.

Unfortunately, too many people make the mistake of leaving their images with names consisting of numbers or simple names. That’s a lost opportunity. Optimize your images to expand their reach on LinkedIn and other search engines.

To optimize your images and make them even more discoverable, rename them to include your company’s name and relevant keywords before posting. The same way you optimize your website images.

Doing so helps search engines to index the images correctly. That means Google will show your company logo and other images in image search results, boosting your search engine optimization.

Use a short phrase describing what the photo entails and what’s happening in it. For instance, the correct description for the image below would be “child-on-blanket-playing-with-toys. The other two names do not describe what’s happening and cannot guide the reader if the image is not displayed.

So, as you create LinkedIn posts and incorporate images, make sure to write image titles that will make you discoverable on search engines to boost your LinkedIn SEO.

2. Include Relevant Keywords

Keyword density matters for all SEO. You must add relevant keywords throughout your company profile and posts to boost your LinkedIn SEO.

The first place to include keywords is in your company’s LinkedIn tagline. Think of it as your elevator pitch.

Secondly, you can keyword-optimize your “About” section to reflect your organization’s mission, values, and vision. Your company’s location, specialties, and the industry you belong to are all important keywords to include in your LinkedIn profile.

See how HubSpot has highlighted these and more on their LinkedIn profile below.

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To do this, you need to conduct in-depth SEO keyword research to identify target keywords that are relevant to your audience.

You may find that what people are searching for is not what you have named your products or offerings. Therefore, keyword research will help you identify the terms they use and then utilize them to position your company page strategically.

A pro tip is to use tools like Ranktracker, Google Search Console, and Keyword Planner to research relevant keywords. And once you have your keyword list, you can use them throughout your company’s LinkedIn profile to aid in LinkedIn SEO.

3. Complete Every Section of Your Profile

An incomplete LinkedIn profile is like an incomplete puzzle. Completing each section of your company profile means that your audience will get the full picture of who you are as a brand and what you offer. Nothing will be left to chance, and potential clients will not fall through the cracks.

Statistics show that companies with a complete LinkedIn profile get 30% more views than those without. So simply completing all your profile sections can boost your search visibility and LinkedIn SEO exponentially.

Some key sections to complete on your company’s LinkedIn profile include:

• Company Name
• Headline
• Company logo as the profile photo
• Cover image
• About section
• Featured section
• Licenses and certification
• Experience
• Recommendations

Make use of additional sections like the “Accomplishment” section. Here, you can include the awards your company has won or the publications and projects you have been involved in.

You can tag other people who were also involved in these accomplishments. This will show up on their profile, and you can leverage their following on search results.

4. Publish SEO-focused Content

All the content you share on your LinkedIn company profile should be optimized for LinkedIn SEO. This means that it should be valuable content and include relevant keywords from the keyword list we talked about earlier.

Try not to duplicate content. This should be original content that will be relevant to your target audience. It’s also best to publish native content to LinkedIn. Don’t just copy-paste the same blog post you have on your website. This can boost your reach, as it’s reported LinkedIn prefers native content.

Therefore, focus on posting top-notch, high-quality content that is fresh and interesting to your readers. Your posts will reach more people helping you boost your brand exposure. Moreover, it’ll help you gain followers rapidly.

That’s why companies like Zendesk put in the effort to create native LinkedIn content.

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Try writing a keyword-rich, compelling snippet derived from the blog’s most interesting findings. Then post this on LinkedIn and add the link to the full article below the text.

If you go ahead and add relevant hashtags and a compelling image to the posts, you’re well on your way to sweet SEO success.

LinkedIn is also known to favor some forms of content over others. For instance, the LinkedIn algorithm pushes video content (native) more than blog posts or articles.

Research by Search Engine Land found that native videos and LinkedIn articles are likely to be seen by three to four times as many people as shared blogs. Therefore, posting more of this kind of content will further boost your Linkedin SEO.

5. Optimize Your Profile URL for Search

You can modify the URL of your LinkedIn company profile to a more custom one that is relevant to your business. This means replacing the automatic characters assigned by LinkedIn with your company name.

Here’s an example.

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A custom URL will make your profile rank higher on organic search results whenever people look for your business on the platform.

There’s a LinkedIn guide that shows you how to customize your company profile URL for search. Here are a few things to keep in mind when creating a custom page URL on LinkedIn:

• Page URLs must align with the page name (as shown in the example above)—this prevents any misleading or ambiguous URLs from being created.
• If you change your page name, your page URL will not automatically change.
• Your old page URL will redirect to your new URL as long as the old URL has not been assigned to another profile (this can only be done on request).
• It may take some time before search engines can direct traffic to the new URL.
• Your old profile URL is available for use by another page or profile on request.
• You can only change your page URL once in 30 days.

Another thing to note is that profile URLs are subject to availability. If the URL has already been taken, you can’t use it. Therefore, it’s best to get on it as soon as you can to beat your competitors to it and get the URL that will drive the highest traffic to your site.

6. Build Backlinks

At the core of SEO are backlinks. Therefore, to boost LinkedIn SEO, create backlinks to your company profile. You can do this by linking to your LinkedIn profile in your company blog posts. If your company blog has a high domain authority, you can reap massive benefits linking to your company’s LinkedIn profile.

If your blog is still growing and doesn’t have as much authority at the moment, seek guest posting opportunities and use them as an opportunity to link back to your LinkedIn company profile. This will boost your LinkedIn SEO and rank your profile higher on SERPs and increase your profile score.

The profile score increases because of the increase in profile views and page interactions. This could potentially increase page endorsement and your business authority in the industry.

Use backlink-checking tools like Ranktracker Backlink Checker to see how many backlinks your site or profile has gained so far. This will help you develop a solid backlink strategy for your company’s future.

In Closing

LinkedIn is a must-have for every company to succeed in today’s market. More than a social network, it is a place to communicate brand authority and connect with talent as well as industry experts.

To boost your LinkedIn SEO, make sure to name your images properly. This makes them more discoverable by search engines and appears on image search results. Include relevant keywords throughout your entire profile to make it more discoverable to those searching for what you offer.

Be sure to complete every section of your profile to give searchers a full view of who you are and what you offer. Publish SEO-focused, relevant content like LinkedIn articles that give value to the audience. Optimize your profile URL and build backlinks for your LinkedIn profile to boost your search rankings.

Implementing these tips will set you on the path to LinkedIn SEO success.