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5 Steps to Optimize Your LinkedIn Profile

Bronagh Loughlin | 22 Nov 2019

With over 500 million professional profiles, LinkedIn allows you to form a strong network between other professionals and like-minded individuals. LinkedIn has the ability to connect you with potential employers through their powerful job board, offer you the opportunity to build your professional brand, can help rank your name on Google, keep you up to date on industry news and help you to grow your personal network. 

In an era where online presence is continuing to grow in importance, it has never been more necessary to work on your personal branding. It may appear as though your profile is lost amongst the millions of others, however, making your profile stand out may be simpler than you think. To ensure your profile does not go overlooked, here are 5 crucial steps to optimize your LinkedIn profile. 

  • Make Your Profile Attractive & Well Rounded

The best method to this is filling out as much of your profile as you can. The more information you include on your profile, the better your chances are of gaining new connections and standing out to potential employers or customers. It is also crucial to keep the content on your page clear and easy to follow so your profile visitors will see the information they are looking for without having to sift through content that is irrelevant. 

Another way to make your profile easier to find is by customizing your URL. Customizing your URL serves as a quick, easy way to make your profile standout over others. A custom URL also comes across as a cleaner look if you desire to include your LinkedIn profile on business cards or your email signature. 

  • Make Your Profile Easier to Find with Keywords

If you desire more profile visits, it is crucial to ensure that your profile is easy to find. This can be done by using keywords throughout your profile. Keywords will gain you a higher search engine page ranking, which in return will allow prospective customers to discover you easily. 

The effective application of Search Engine Optimization (SEO) techniques can potentially double, or even triple, visitor traffic to your profile. Aside from your name, your Professional Headline is the most highly rated field in the index. 

It is crucial to have keywords listed in your headline field to boost your ranking amongst other users who have the same terms. Keywords can also be added to your title. For example, rather than having the title “Senior Consultant”, adding “Senior Consultant – IT Project Management” will help to give a clearer explanation of your position whilst getting in as many appropriate keywords as possible. Having skills that are endorsed also plays a heavy factor into your profile searchability, so it is beneficial to include keywords and accept endorsements on them. 

Whilst not everyone may comprehend SEO concepts, it is crucial to remember that more content to your profile, particularly with relevant keywords, will result in more visitors. 

  • Use Status Updates to Your Advantage

LinkedIn status updates serve as the perfect opportunity to improve your personal brand, expand your influence and generate leads. LinkedIn performed its own research which shows that by posting every weekday, you will reach 60% of your unique audience. Another study showed that people looking for jobs improved their chances of being contacted by a recruiter ten times just by posting weekly status updates. 

LinkedIn status updates have the ability to have a major impact, unlike status updates on other social media platforms. This is primarily because a LinkedIn status update showcases your professional status and features your photo, name, title, business and engagement metrics. 

You can use LinkedIn status updates to your advantage by sharing news stories about your company or updates about your work with those in your network. You can post an article that your followers find compelling or an image that engages and provides value. Updating your status regularly shows your network that you are active in your industry and that you keep up to date with relevant news. 

  • Join and Create LinkedIn Groups

Whether you create a group or join an industry related group, the icons for those groups will appear on your profile. LinkedIn Groups have useful management features that are not available on other social media platforms. These features allow you to send an overview of daily or weekly activities that occurred within the group to members as a summary. When creating a LinkedIn Group for your brand, it is vital to make the focus on topics that your customers care about, rather than focusing on promoting your company. This will spark more conversation and engagement amongst your customers in the group. Successfully run LinkedIn Groups can help provide you with a great place to build your professional community. 

  • Give & Receive Quality Recommendations

Asking and giving recommendations broadens your network and establishes a positive reputation. Whilst having recommendations and endorsements can help you to stand out in a sea of profiles, vague recommendations can actually have the opposite effect. A good way to begin is by improving the quality of recommendations that you provide for others. If you have asked for a recommendation in return, you can provide that person with some guidelines to help the recommendation to stand out. 

A good recommendation will include:

  • Your key strengths
  • Why it was enjoyable to work with you
  • One word that the person writing your recommendation would describe you with
  • A problem that the person writing your recommendation had which you helped them to overcome. 

To make all of these points stronger, it is crucial to reinforce each idea with a specific example. Whilst any recommendation is great to receive, highlighting your benefits and the value that you bring can really help you to stand out in a crowded job market.


With all that being said, LinkedIn is a great platform for your business but it is important to know how to optimize it . These five tips to optimize your LinkedIn profile should put you in the right direction. Remember: make your profile attractive and well rounded, make your profile easily discoverable with keywords, use status updates to your advantage, join and create LinkedIn groups and finally give and receive quality recommendations. You have it in the bag now, best of luck!



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