Professional Documents
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Contents
Linkedin for your business .................................................................... Error! Bookmark not defined.1 The purpose of Linkedin ......................................................................................................................... 3 SEO opportunities ................................................................................................................................... 4 Creating a profile, bio, keywording, SEO, privacy ................................................................................. 5 Improving your chances of getting found by other Linkedin contacts, and on Google search results ....................................................................................................................................................... 7 Applications on your Linkedin profile ................................................................................................... 9 Creating new connections .................................................................................................................... 10 Finding more connections .................................................................................................................... 10 Setting up a company page on Linkedin .............................................................................................. 12 Create a Linkedin group for your niche ............................................................................................... 15 Promoting your Linkedin group........................................................................................................... 16 Linkedin group strategies ..................................................................................................................... 18 New Personalised LinkedIn Profiles..19 LinkedIn Success Checklist..20
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SEO opportunities
One of LinkedIns biggest strengths is brand exposure - most specifically that of personal branding, or demonstrating your organisation's professional prowess. In that respect, LinkedIn might be the webs most powerful networking tool. LinkedIn has excellent SEO effects, as a users LinkedIn profile contains high validity and a strong PageRank. Google trusts LinkedIn and is ready to share the information on the site with the masses. Using a profile, and linking to that profile either by hyperlink or a widget can boost not only your other social networking profiles, but your blog or website. Since a LinkedIn profile is almost a dead cert to appear on page one of Google search results for your name, or the name of your company; for reputation management purposes it is very beneficial to create and keep up to date a LinkedIn profile.
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then ensure these are included in the specialities section. Think carefully about your background, experience and service offerings and how they can get you noticed and stand out from the rest when you write your specialities section. Every skillset should serve your ultimate professional or corporate goal otherwise youre just wasting profile space. 6. Recommendations really enhance your profile, both perceptually, and in terms of your profile appearing high up in search results. The best way to receive a recommendation is to give one first. Recommendations often result in a reciprocal action. For your LinkedIn profile to be deemed complete, you will require at least three recommendations. The completeness of your profile is key to ensure high search result visibility for your profile. 7. Ensure you complete the groups, associations and interests sections. Each of these sections in hyperlinked and improves your search result visibility. Also, if your profile is included in LinkedIn groups and associations, the groups pages are also indexed both internally and by Google, so this will again improve your SEO and result in your name appearing higher up on LinkedIn searches, and Google searches for that niche. Finally, ensure you list the companies you have worked for they may have their own LinkedIn pages.
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Improving your chances of getting found by other LinkedIn contacts, and on Google search results
8. Once you have completed your LinkedIn profile there are various tweaks which can be made to optimise your account. Firstly, it is well worth choosing a custom url (page address) for your LinkedIn profile. If you choose, for example, www.linkedin.com/in/your-name, then your profile is much more likely to rank highly in search results for your name on Google.
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9. In the websites section of your profile you can insert up to three urls. These could be links to your website, blog, or other social networking profiles. Using such links will boost the SEO to these external websites. When describing these external sites, using the other option, consider giving these sites a more descriptive explanation, using keywords for your niche, and not simply a website title. Also, there is a facility to include your Twitter profile(s). This is useful since LinkedIn will cache the bio text from your Twitter profile and embeds this into your LinkedIn profile a definite SEO benefit regarding Google search results. 10. Finally, ensure your LinkedIn profile is visible to everyone. This will maximise the effectiveness regarding SEO and vastly improve chances of people finding you. There are no effective privacy restrictions on LinkedIn and it is not possible to block people on this network therefore there are no benefits to restricting the visibility of your profile.
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The Word press / blog application allows the user to place excerpts of recent blog posts onto their LinkedIn profile. This inserts relevant content into your profile and also creates a real time link to your website or blog. The polls application allows the user to create a useful market research tool right on their profile. This can raise engagement and influence from the LinkedIn profile and the poll questions will be available to anyone within that users network. Ensure your polls is concise and intelligible and will engage and appeal to your audience in order to ensure a worthwhile response. For more details on managing your profile, click here.
Other sources of contacts worth exploiting are former classmates there are many LinkedIn alumni groups for schools, colleges and universities, and former work colleagues. Again, many companies have their own pages on LinkedIn which will provide you with a list of current and past employees. It is important to ensure you have completed the relevant sections of your LinkedIn profile regarding education and past employment in order for LinkedIn to place you in the relevant networks for alumni and companies. On the add connections tab, you will notice additional tabs for colleagues, alumni and people you may know. Check the colleagues and alumni tabs and add any other names you recognise. Again, it is worth personalising the standard LinkedIn greeting message. Finally, look at the names suggested on the people you may know tab. LinkedIn generates lists of potential contacts by looking at your first, second and third degree connections and the connections in your networks. The more connections you build, the more accurate this list will become.
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When completing your company profile, ensure that the text and description is in line with your company website, but avoid simply copying and pasting chunks of your company website. Google will consider this to be scraping and any SEO benefits to either site could well be lost. Be sure to complete the specialities section, using appropriate niche keywords, since this has a heavy weighting in the LinkedIn search engine process. Ensure the industry listing closely matches your niche. The location field allows you to input up to five locations useful for search results and also Googles local search listings. It is also possible to feed your company news RSS feed or blog posts through to your company LinkedIn profile allowing for near real time updates via your website. This is also a good way to generate inbound traffic to your website from a high page rank source.
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A LinkedIn group will contain a number of useful features to further target the already niche demographic you will capture. The discussion board is a powerful free feature, and comparable with jboards or php bulletin boards which can end up being very expensive to host. The polls feature is another powerful asset to your network interactivity. While not as configurable as for example poll daddy, it still offers good free functionality and a way to engage with users who are already in the honey trap of your group. The group system also allows free messaging to anyone who is subscribing to your group. When setting up your group, remember that you are trying to attract like minded professionals within your niche to discuss issues related to that niche. Therefore, dont use your company name on the group. Advertise the niche, not the company. The idea of using a group to promote your social marketing is to become an influencer, rather than a sales
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rep. Consider the name of the group carefully. It has to attract your niche demographic and leap out on a page of twenty other groups. Also, make sure you pick an engaging image or logo for the group profile picture. Groups with logos tend to have far more members than groups without. Avoid using your company logo, but you might want to brand the group logo to match the feel of your company logo, for example in terms of colour or typeface.
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For more details on adding your group to the groups directory, click here.
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Consider developing a strategy to develop discussions and raise current issues within your niche. Focus on areas which will generate discussion and debate rather than provide definitive discussion ending answers. Schedule times to initiate discussions or provide feedback, or send or group announcements. Possibly hold live discussion events or integrate webinars into your discussion area. Perhaps link the discussion area into your company blog, with the blog providing stimulus for the discussion, or a recap of the outcome of the debate. The announcement feature on the group settings is a powerful feature, but best practice is not to overuse it. It is better to schedule announcements for specific events or issues, at most once a week, and ideally a couple per month. Strategic events, whitepapers, free webinars, trade show stands, or invitations to download resources or materials are possible reasons to send out a group wide announcement.
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Credits:
Text by Zoe Olsberg www.dragonfly-associates.co.uk, Jason Sander & Tom Tolkien www.tomtolkien.com .
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