Posts by AndrewF

Getting listed: how to generate more traffic and mentions

Directory submission is a tactic that has evolved dramatically since it first became known. Firstly, it is no longer referred to as a directory submission, simply because the term has received some negativity over the years.

Secondly, the goals have changed: we no longer focus on link acquisition. When you come to think of it, the whole link-building strategy has undergone the same evolution: it has become more integrated, meaning that we now pursue non-link-building tactics while still hoping to get some links anyway.

Some of the non-link-building benefits of getting listed that may still result in links include:

  • Proactive reputation management (i.e. making sure your business name is mentioned a lot across the web)
  • Discoverability (i.e. making sure your business is there when people use the directory search to find what they need). This comes with traffic and leads, which is always nice.

Getting listed: the opportunities

If you think directories are dead, think again: there are plenty of new and old directories out there that can send you traffic and leads. Here are just a few categories to look into.

SaaS and B2B directories

Business directories

These come in several types and forms. Some are more traditional (free but with the option of charging you once for premium review):

While others charge you a monthly/yearly fee:

Local directories

These deserve a separate article (which you can find here). Apart from the ability to send local traffic (from people trying to discover a local service), they are also quite useful for so-called local citation building – in other words, they help search engines associate you with important locations.

Getting listed: the smart way

There are many more useful directories out there that can still drive sales, but choose wisely; in many cases, it’s an investment of some sort. In addition, it’s paramount to stay away from penalized directories. Here are a few tools I use to evaluate whether any directory or platform is worth the investment:

Find whether the platform ranks in Google

Does Google think a directory is good enough to rank it high in search results? Search positions are the most reliable sign of a site’s health.

There are not many sites that will let you see the stats for free, and Serpstat is one of the most affordable.

Simply run the domain in Serpstat to quickly see where it ranks and how its rankings are distributed among different search engines. There are also tools to analyze whether the domain is ever featured in Google, which is an important signal of health too. Here is the list of tools you can use.

Find whether the platform has any traffic

Since creating an alternative traffic source is one of the main goals here, this is vital. There aren’t many reliable ways to evaluate a website’s traffic unless you own it, but these are decent:

  • Alexa.com: its major data source is their own toolbar, which may mean it’s somewhat limited. Yet, it is the oldest player in the field, and therefore quite trustworthy
  • SimilarWeb.com: read more about their data sources here: “global ISP data, and thousands of add-ons, extensions, apps and plugins, plus a team of web crawlers that scan thousands of websites”.

Check whether your subcategory is linked to from elsewhere

I wouldn’t be an SEO if I paid no attention to backlinks, but in my defense, links are not just a sign of SEO ‘authority’ – they signal quality too; if someone links to it, it must be a good page.

I use Ahrefs bulk backlink analysis feature to quickly run a lot of pages and section to choose the best ones.

[NB: I only mention directories that have proven worth the investment based on their rankings and traffic.]

Have you listed your website in some directories and seen some solid traffic and leads? Share your tips and resources in the comments.

 

 

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Top time-saving tools for SEOs

I recently moved to a new position at a new company, with a new computer and a new, clean install of Google Chrome. It wasn’t clean for very long, though, as I logged into my Chrome account and watched my address bar shrink as all of my extension icons flooded the right-hand side of the window. I was determined to use this as an opportunity to pare down the extensions that I had accumulated over the years.

I didn’t do a great job cutting back. As an SEO, I lean heavily on these time-saving tools. So in the spirit of new beginnings and sharing knowledge, here’s a selection of my favorite Chrome SEO extensions (with a few apps sprinkled in).

The basics

These are the simple extensions I can’t live without, and often use outside of SEO work.

Word count tool

SEO is content (well, in part), and an important piece of content is length. One of those extensions that I didn’t know I needed until I had it, this basic word count tool makes roughly assessing a page’s content length a cinch. I generally use this in discussion about competitor pages or to quickly assert whether my client’s copywriters are hitting the length benchmarks they need.

Site lookup

If I can avoid opening a new tab to search, I will. That’s why so many of these extensions allow me to do things in-page. The ‘Search the current site’ plugin is a tiny tool that essentially auto-completes the ‘site:’ operator in a Google search for you.

Hunter

I’ve been using Hunter (formerly Email Hunter) for years now and not just for link building (though it’s been essential for that). It’s also great for following up with potential clients or employers when you haven’t been given an email address.

MailTester

Hunter gets it right a lot of the time, but MailTester can help you ensure the address is correct before you hit send. It’s got its limitations – many servers will block the request – but on the whole it’s a good insurance policy.

Link Klipper

There are a number of ways to pull the links from a page, whether it’s a SERP, a directory, or a partner page. Link Klipper’s handy click-and-drag function can help fill in the gaps by selecting a subset of links, or pulling them from tricky-to-isolate groups like dropdown menus.

Redirect path

How did I get here? Ayima’s simple Redirect Path tool lets you see how your browser arrived at a given page. This tool is particularly useful for isolating complicated or broken redirect paths and ensuring link equity is passing properly.

Advanced

Depending on the type of SEO you are, you may use one or all of these extensions, or have 15 others that offer similar functionality. Here’s what’s in my rotation right now.

MozBar

Every proprietary metric should be taken with a grain of salt, but Moz’s MozBar is still great for quickly assessing a site’s relative quality through its ‘Domain Authority (DA) mode that displays DA in the tool icon without crowding the page with other details (though you can still display those metrics by clicking on the icon).

Tip: As a bonus, MozBar allows you to quickly extract results when you’re on a SERP. It’ll only pull the displayed results so change your settings if you need more than 10 sites.

NoFollow

NoFollow is a simple plugin that highlights nofollow links on the page you’re viewing. You can also set it to check the robots.txt file against the links to indicate any disallowed pathways.

Web Developer

A powerful plugin with a robust suite of tools, Web Developer allows you to quickly disable JavaScript, cookies, CSS, as well as displaying web page info, styling tools, and more. Chances are if you want to modify, block, or load it, Web Developer can help.

BuiltWith Technology Profiler

See at a glance what’s going on in the background with this plugin from BuiltWith. With just a click, you’ll be able to identify tracking, frameworks, content delivery, and a lot more. Used in conjunction with Web Developer, you’ll be able to troubleshoot issues across myriad systems, all in-browser.

Ayima Page Insights

On-page issues plaguing you? Not sure why a particular page is underperforming? Ayima’s Page Insights extension can help you quickly identify issues like multiple H1 tags, alt attributes, and header problems. It can also display HTML elements like title and meta description without having to hunt through the source code.

Bonus: Chrome DevTools

One reason that Chrome is the first thing I install on a new computer is its powerful developer tools that let me dig into the guts of a web page. DevTools may not be easy to learn or master, but learning the ins and outs like how to view a page as various mobile devices, or manipulate HTML to mock up recommendations can make life a lot easier for an SEO.

Non-specific to SEO (but still helpful)

LastPass

As someone who is simultaneously forgetful and terrified of identity theft, I’ve become a LastPass evangelist over the past few years. Store all your passwords in one place, share them temporarily, and generate complex passwords that you don’t have to write down anywhere else. I’m slowly working my way towards only having to remember one password ever.

Google Dictionary

Double-click on a word to bring up its definition in pop-up bubble with a link to read more. Google Dictionary is very helpful when reading technical SEO documents (or Heidegger).

Super Simple Highlighter

I’ve recently been searching for better ways of keeping track of interesting points within articles. Super Simple Highlighter lets you highlight passages on page and store the URL for later perusing.

Nimbus Capture

Windows’ built-in snipping tool is extremely handy, but for more complex capture, you’ll have to use something more robust. Nimbus lets you capture all or part of your screen, a whole web page, select and scroll, and plenty more. You can also record a video – super helpful for demonstrating all of your other thousands of extensions.

For the writing of this article, I solicited recommendations from the SEO team at Croud, and as such am currently experimenting with even more extensions like Keywords Everywhere. Watch this space!

Adam Clemence is Senior SEO Manager at Croud

 

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Beyond keywords: What really matters in SEO content

— so important that a new sub-industry has squeezed its way into the search engine world: SEO content writing.

Otherwise referred to as “SEO copywriting,” SEO content writing has a bad reputation for being chock-full of keywords and little else. Though this may be more of a stereotype than reality, there is something to be said for going beyond keywords to write high-quality content that attracts new customers AND is SEO-friendly.

What’s the deal with ‘high-quality’ content?

The focus is typically on “high-quality” content — a term that becomes more subjective by the minute. It leads to questions like

  • What really makes SEO content “high-quality?”
  • Is it measurable?
  • More importantly, can it be recreated again and again?

The standard formula of:

keyword research + good writing + on-page SEO = high-quality content

may not be the move anymore. It’s simply not enough. In fact, keywords may be even less important than we all think.

Uh-oh.

Beyond keyword research

Being consistent with great SEO content writing doesn’t mean it should be formulaic.

Depending too much on robust keyword research and on-page SEO will result in dry content that appeals more to search engines than it does your target audience. Mastering the art of SEO content writing can be the difference between attracting a few website visitors and creating dedicated customers

That all being said, there is a sweet spot between creative content and “content” as we know it. The key lies in going far beyond keyword research and really understanding how words can be used to both attract traffic and drive conversions.

1. Keyword research, the right way

Though this post is all about going beyond keywords, it’s worth addressing what level of keyword research should be done before hopping into content writing. Keywords are still a component of SEO content — but perhaps shouldn’t be as important a component as traditionally thought.

First, your approach to writing new content should fit in with your existing SEO strategy. This should be a no-brainer, but it is a frequent issue I see in SEO content.

For instance, many business owners and SEOs outsource copywriting with little collaboration with the writer on what keywords are to be used. And, even if keywords are provided, it is unlikely that the writer really understands the fundamentals of using keywords in their writing beyond “keyword density.” This results in content that is incohesive and not SEO-friendly.

Second, when it comes to performing keyword research for your new content, look beyond the data. Sure, SEO tools can tell us a lot in terms of search volume and competition level, but can they tell us what content is really engaging to users? Doing a Google search on your target terms and seeing what post titles come up and how many comments and even social shares they get will give you some ideas as to what content is drawing people in and enticing them to engage.

Finally, SEOs and copywriters alike can spend far too much time focusing on terms they think are relevant without stepping back to see the full picture.

Sure, your rankings may increase due to great SEO, but there are many other factors to consider. Is your audience reading through the entire post? Are they sharing it? Are they opting into your calls to action? These elements of your writing should be your main focus. Be sure to have an outline in place, along with your keyword research, to ensure that you aren’t skimming over what matters most: what is going to help you drive conversions.

2. Get organized

How often have you had a new content idea pop into your head and instantly put fingers on the keyboard?

As much as I am a fan of writing when you feel inspired, there needs to be a structure for your content from the very beginning. Content that is too “stream-of-consciousness” or unorganized simply doesn’t convert well. There is a difference between having a conversational tone and writing whatever comes into your brain. I’m here to say that there is a way to capture that creative flow, all while putting out content that works.

Create an outline of the potential post or page, including the title and headings. Organize your content into sections that are cohesive and keep the reader interested. Figure out if and where the content fits into your website overall and what purpose it serves. You can even go as far as to decide what internal links will be used. Having a plan will both help in overall organization and ensure that it fits into the framework of your existing site.

3. On-brand is your best friend

One component of SEO content writing that is rarely, if ever, talked about is branding. As more SEO experts become aware of the intersection between SEO and a larger marketing strategy, it becomes apparent how big a role branding plays in a business’s success.

Your website content is no exception. This is why hiring out for copywriting outside of the brand, or even the industry, can be a risky move. For one, you risk having the overall tone of the writing shift and become incohesive with the rest of the brand message, and even the most subtle variations can be picked up by readers.

A good way to ensure that your content is on-brand and stays true to the business message is to utilize language that is used throughout the existing site and marketing materials.

For instance:

  • Does the brand use the word “passionate” rather than “driven?”
  • Are there elements of their tagline that can be broken down and used throughout the text?
  • Does their About page have a conversational tone or a professional one?

These are all subtleties to look out for that can make all the difference.

A great SEO copywriter will be able to pick up on the tone, vocabulary and message a brand is putting out and capture it in the posts and pages. There should be no question from the target audience who the content came from and what the message is.

On-brand content means that users can come to depend on the brand acting and sounding a certain way. It ultimately comes down to trust. If a user trusts a brand and understands its core mission, then they are more likely to buy.

4. Integrity & authenticity matter

Integrity and authenticity may seem like “fluffy” words that have no place in the often formulaic world of SEO. But when it comes to writing content that drives more than just traffic (i.e., sales), then these two elements can be the difference between website visitors and paying customers.

There are many SEO and marketing strategies that can drive traffic to a page. What matters is what actions users take once they get there. No amount of strong-arming will convince a user to buy. It takes integrity and authenticity to get them there.

People are becoming more and more aware of shady marketing tactics, and traditional methods of manipulation simply don’t work anymore. A website that makes it clear what the brand’s message is, the service it provides and how it can help potential customers truly has a leg up on the rest. Your content should be authentic, honest and in line with the ethics of your business. Otherwise, you will lose your customers before you even get them.

5.Know your target audience

 

Creating great SEO content goes beyond writing what you think your target audience wants to read to truly listening to what they want to know.

Are you in tune with their needs? Are there questions in the comments section that should be addressed? Are you writing down their common concerns and pain points? If so, these all open the door to creating solid content that will meet their immediate needs and drive them to seek out your services.

It is not enough to do keyword research to see what they are searching for. If that is the foundation of your content, you are likely to attract some readers but little else. But if you are able to keep them on site longer by creating a vast web of information, you are more likely to get them hooked from start to finish.

Even more, if you engage with them using language they understand and bring up their pain points, you are likely to convince them to fill out that contact form, subscribe or pick up the phone.

If you are struggling to think up fresh and engaging content ideas, be intentional about paying attention to what your customers and potential customers are telling you and asking for. Then, do a quick search to see if any other sites have addressed this issue, and how.

If you aren’t snatching up those opportunities, and another business is, you may be leaving money on the table.

6. Micro-engagement makes the difference

Long-form content can be a bore. For that reason, keeping readers engaged throughout the content can be quite difficult. However, mastering the art of micro-engagement can take your SEO content to the next level.

When it comes to informative content that can be a bit of a yawn, it’s a good move to try some different tactics to keep users engaged. Micro-engagement, as I refer to it here, means incorporating elements in your content to keep readers clicking, scrolling and reading more.

This is where a solid understanding of your target audience really comes into play. You should have a sense of what kind of content keeps your audience engaged. Testing different approaches and looking at the results can be a great data-driven method for seeing what works and what doesn’t.

Here are some suggestions to boost micro-engagement:

  • Numbered or bulleted lists.
  • Engaging photos (that are relevant to the text).
  • Funny GIFs or memes.
  • Informative and interesting videos.
  • Infographics.
  • Quizzes or surveys.
  • Visually appealing design.
  • Calls to action.
  • Block quotes.
  • Bold text.
  • Thought-provoking questions.
  • Stories.
  • Examples.
  • Helpful tips.

Incorporate a few of these ideas into your SEO content and see the difference. Over time, you will get a sense of what your audience likes, what keeps them engaged and what entices them to perform certain actions on your site. This list is by no means exhaustive; feel free to get creative with it and see what happens!

7. Content ‘freshness’ and competitive analysis where it counts

“Freshness” usually refers to having fresh new content on your website, but I believe this should extend beyond that. In other words, you should be putting unique ideas out into the world. How do you do that? By making competitive analysis a part of your SEO content strategy.

Scroll through any SEO or digital marketing site, and you are likely to find the basic posts and pages: “What is SEO?,” “Why You Should Hire an SEO Expert” and the like saturate these sites, and these topics are covered ad nauseam.

What these sites, and others outside of the SEO industry, fail to do is proper competitive analysis when coming up with new content ideas. That is, they are rewriting and reworking the same content that their competitors are using. This is not a good move.

What takes businesses to the top is looking at what competitors are doing and doing it better. Sometimes this even means doing something different. Whenever you are about to write a new piece of content, look to see what your competitors are doing, and consider how you can take it up a notch.

Your best approach is to stay ahead of the curve.

8. Data is everything

You simply can’t create great SEO content without looking at the data.

With a vast array of tools, SEOs and business owners alike should be looking to see what content is performing well, and why. They should be tracking conversions everywhere users are performing an action and seeing what works. This data will indicate the kind of content they can and should create in the future.

Staying on top of your analytics will not only show you the numbers in terms of traffic, but time on page, bounce rate and other valuable metrics that indicate how your content is performing. Through these, you can learn from your mistakes and imitate the strategies that are working. Without this knowledge, you are essentially flying blind and are again playing the guessing game.

Following the data throughout the process will help ensure that you are on the right track and that your utilization of the above principles is working for your business.

To close

There is no cookie-cutter approach to SEO content, but the fundamentals are still there. Write content for people, structure it for search engines and create an experience that is engaging and bound to drive the traffic you deserve.

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Best Chrome Extensions for Social Media Professionals

Every social media manager has a favorite set of tools that help make their job easier. But when a tool is coupled with a Chrome extension, it adds an additional time-saving element that we all need.

In light of the recent release of our Social Media Poster’s Chrome extension, we decided to compile a handy list of the best extensions available for social media managers. To help you handle the list, we split all the extensions by the stage of a social media manager’s workflow where they best fit.

Plan & Organize Your Activities

Todoist

Todoist is a great task management extension. It has all the organization features you need to manage your tasks right from your browser.

It takes just one click on the top right of your screen to plan and organize a new task: add a deadline, set a reminder and a priority, and off you go. Going on a business trip? No worries: the tool allows you to sync all your devices so that you can manage your tasks offline wherever you are.

An added benefit is that you can save websites, articles, Amazon and IMDB pages, and Google Docs for future reference; your task will link back to the original web page so you can refer to it when you need to. Your team collaboration can also become easier with Todoist because you can share your projects, assign tasks to your team members, and add comments where necessary.

To help you stay motivated and productive, Todoist also offers their Karma system, which will visually display your progress and achievements in easy to read graphs that are color-coded by project, giving you that sense of accomplishment at the end of each workday.

The tool’s motto is ‘do more and stress less,’ which is a fair statement considering how much routine work it can help you with. This simple yet powerful task manager will definitely free up your mental space!

Search for Relevant Content

Inoreader

One of Feedly’s main competitors, and a very decent one. The tool allows you to keep up with your top information sources, save pages from the web for viewing later, and subscribe to social feeds.

The greatest thing about Inoreader is that it doesn’t restrict the number of sources you can subscribe to in the free version, which gives it a huge competitive advantage over other newsreader services.

The extension’s design is minimal, so you don’t get distracted. You get to choose your favorite topics, and then all the related content starts coming straight to you, saving you from having to go and check every site on your own. Whenever you are not sure which topic you need, you can monitor news about specific keywords or regular expressions.

Oh, and remember that article you read a few days ago that you liked, but you can’t think of its title? With Inoreader, you can easily find the content you have read by some keyword, and it is free for everyone.

For those night owls who prefer reading articles at night, the tool also has a night mode!

Schedule & Post

SEMrush Social Media Poster

How many times have you come across a great article and regretted not being able to share it with all your followers across all social networks at once? The new SEMrush Social Media Poster extension makes it possible.

Whenever you find something your followers would find valuable or if you find a website where you have been mentioned, you can post it on all your social media accounts with one click. It’ll help streamline your social media posting giving you the option of posting immediately, scheduling for later, or saving as a draft. Choose ‘Share via Poster’ on the right click menu or click on the extension button for the wizard to pop up. The tool will automatically pull pictures from the article you are going to post, and you can also write a message to accompany it:

The same goes for retweeting – just click on the extension’s icon below a tweet. This feature works great for those who need to schedule their retweets to create powerful themed series or launch event-centered marketing campaigns.

Here is another great feature of this extension: if the article’s title is not a straightforward one, you can choose to post only the selected text:

SEMrush Poster also has a built-in link shortening service (Bitly) for posting on Twitter. Once a link appears in your posting wizard, it automatically gets shortened:

Social Media Poster

Schedule Your Next Post

Grammarly

Social media can be merciless if you make a mistake.

If everyone had Grammarly installed on their browsers, the social world would never have seen the ‘seizure salad’ and the ‘undateable human bean.’ Misspelling words or making grammar mistakes can make you look uneducated and diminishes your credibility; and if you are posting on behalf of a brand, a tiny mistake could change how people think about that brand.

With Grammarly, you can be sure that your grammar, spelling, and punctuation are perfect. It is an indispensable tool for social media managers, who are always at risk of making small errors. Use Grammarly to keep your brand’s reputation intact.

Find Hashtags

RiteTag

This is an absolute must-have for any social media manager. The tool gives you tag suggestions for images or text on any site and multiple social networks like Twitter, Instagram, Pinterest or Facebook. All it takes is a right click on the image or text!

RiteTag has their own color system in place to indicate the hashtag strength. For example, using a red hashtag puts your posts at risk of disappearing in the crowd, while green gives you all the chances of getting seen right now.

Choose the Visuals

Lightshot

This extension is a no-brainer, must-have solution for every social media professional. Make customizable screenshots of any selected area by hitting the Lightshot icon on the toolbar. What is great is that you instantly get a link to a screenshot you have just uploaded so you can share it with others very quickly. This is a simple, convenient, and, more importantly, lightweight tool!

Awesome Screenshot

If you want to get a little more advanced with your screenshot editing, try the Awesome Screenshot extension. There are lots of nice little tricks in it, like the ability to blur sensitive information and add annotations to the screenshot. With this extension, you can even record what is happening on your screen and upload it to YouTube or Google Drive immediately:

Pablo

Each social network has its own size and format requirements when it comes to images. Instead of keeping all that information in your head, try using Pablo — an extension that creates images with the perfect size and format for Twitter, Facebook, Instagram, and Pinterest, and allows you to share your images to popular social networks directly from Pablo.

You can add a background picture to an inspirational quote you found, or you can use your image and add text; it is simple. If you need an image, highlight your desired text and right click to see an option for opening that text in Pablo to create beautiful images. If you are looking to add text to an existing image, right click on it to open it in Pablo for editing and choose one of the stylish fonts it offers.

Colorzilla

This extension does all sorts of color-related magic, from color reading to gradient generator and color history. It can also help graphic and web designers analyze a page and inspect a palette of its colors. Color management is easy with Colorzilla thanks to the built-in palette browser, which allows you to choose colors from pre-defined color sets and save the most used colors in custom palettes.

Colorzilla

Giphy

Using a funny GIF every now and then is a way to keep your audience engaged and entertained. With GIFs being highly situational and only needed there and then, having an extension that can find you a relevant GIF in a matter of seconds is just amazing.

Piktochart

Have you ever tried creating infographics from scratch? Have too little time to fill your presentation with easy to understand graphs and charts? Then this extension is for you. Piktochart offers dozens of ready-made graphic templates and downloadable materials to turn anything from a slide to a poster into a designer masterpiece.

Why Extensions?

Chrome extensions can be your time-savers, advisers, and to some extent even tutors. Most of these are free, require no special skills or experience. They can quickly take on the role of a designer, proofreader, secretary, data analyst and more — if the task is not too difficult, of course.  We made this list based on time-proven preferences of our team members.

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How to use SEO on LinkedIn

SEO on LinkedIn is too often overlooked, and it’s time you start viewing LinkedIn, just like Google, as a search engine. With access to a whole network of professionals, the opportunities for those who are savvy enough can be endless. LinkedIn is the most popular platform for B2B companies to acquire new clients so being able to optimize your LinkedIn presence has a whole array of potential benefits – both for your personal profile and also for your business.

Due to its high domain authority, search engines deliver a lot of results from LinkedIn in the SERPs for certain search terms, particularly those revolving around job roles. This post considers how you can stand out and how to occupy the top spot for your business.

Devil in the detail

The first step is to fill out as much of your profile as you possibly can. Don’t be lazy and avoid cutting corners – provide the details which will help to elevate your profile. But don’t just mindlessly fill in all the fields; make sure to be descriptive, engaging and use carefully chosen words. Keep it descriptive but to the point through revealing the important information but leave a tad of intrigue. Use bullet points or lists to make it more digestible and encouraging to read.

Remember to upload a clear, professional picture. If you still have your graduation picture, it gives the wrong impression and suggests you are a university grad, not a respected professional with three years of valuable experience under your belt. Right or wrong, consciously or subconsciously, people will inevitably base their first impressions on your picture. Give it a little thought and don’t just publish a pixelated picture from that bar the other night. As a final picture tip, make sure it is named appropriately to increase your chances of appearing in image searches.

Think in keywords

Just like you target certain keywords when optimizing a website, you need to do the same when optimizing your LinkedIn and give considerable thought to user intent when approaching the SEO of a website.

As with optimizing a website, be sure not to overdo keywords. It’ll be so obvious to anyone reading if you’ve stuffed the keyword ‘content marketing expert’ into one paragraph seven times. Remember to be engaging and genuinely interesting. Getting people to find you is only the first step – what’s going to make them ‘convert’, or hit you up with a snazzy job offer / potential new business?

Make use of the summary section to further amplify your keywords. This is likely the first section people will read on your profile, so it goes without saying that you need to make it absolutely flipping fantastic. Self-promotion is great, but put the focus on how you help others. People aren’t visiting your profile to see you congratulate yourself; the chances are that they want something and you need to demonstrate how you’re the right person to speak with.

Customize your URL

If you’ve never previously thought about this, then just take a second to glance at the URL for your LinkedIn profile. A vague reference to your name is not helpful for anyone, particularly not for search engines. Take a second to update your custom URL to something that includes your full name. If you’ve got a painfully common name like myself then you may need to be a bit creative, but keep it professional and as clear as possible. An easy way of doing this is to think whether you’d be happy seeing that URL on your business card.

Network as much as is socially acceptable

LinkedIn is, at the end of day, an online space for networking. So don’t just make your profile pretty – you’ve got to use it. In a very similar way to building links in SEO, if you haven’t got any connections on LinkedIn then you’re far less likely to appear in the search results.

Networking is arguably one of the most important points here. LinkedIn’s search algorithm is based first and foremost on showing people with similar connections and groups. You’ve probably noticed that the results which are prioritized when you search on LinkedIn are those with 1st, 2nd or even 3rd level connections to you. It, therefore, follows that the more people you are connected with on LinkedIn, the more likely you are to show up in the search results. It’s a social network after all, so be social, and network.

Engagement and interaction

You’ve got opinions, so share them. You’ve got expert knowledge, so divulge it. You’ve got a voice, so use it. Like any social network, it’s absolutely imperative to engage with people if you want to make the most out of it. Although this may not directly increase your chances of being found in the search results, it does increase your exposure to other people on LinkedIn. And one thing always leads to another.

Participate in groups

This is an extension of the points about engaging and networking. Groups are an excellent way of finding like-minded people in your industry. Spend some time identifying the groups most relevant to your expertise and profession. It also makes you more visible, as joining a group with thousands of people will suddenly make you more relevant to them in terms of the search results. You’ve got nothing to lose and you’ll probably gain a lot along the way.

Collect endorsements

Nobody seems to know whether or not a higher number of endorsements or recommendations helps your profile appear higher in the search results. Either way, it’s certainly worth trying to collect as many of these as possible. Just like buying a product based on positive reviews, it’s the same theory for hiring humans. Endorsements and recommendations imbue a level of confidence and trust in the authority and credentials of a given person or business.

Just being really good at what you do, sitting back and waiting for the endorsements to come in probably isn’t going to cut it. Take a proactive approach and start endorsing or recommending people in your network. Don’t expect to get anything back as standard, but with any luck, you’ll get at least some people to return the favor.

Sharing is caring

Let’s admit it, one of the primary functions of LinkedIn is shameless self-promotion. This is a place where you can proudly share your work, show it off to the world, and create open discussions.  Just remember that sharing is caring but oversharing is overbearing. As long as you are sharing content and updates which are genuinely interesting and provide value to people, then you’re golden. Don’t approach it as a way to stroke your ego – that’s a recipe for disaster – rather, it’s about collaborating on ideas and sharing value. In short, it’ a great way of interacting with your network and reaching new people. This leads to new connections and a wider network and, a better chance at ranking highly.

Publish posts on LinkedIn

This is different to sharing articles you’ve written elsewhere. Just click on ‘Write an article’ underneath the status update and lay down your best words. Pushing out content as part of an SEO strategy helps boost your authority and ramp up those rankings and the same goes for LinkedIn. Publish some brilliant articles and you’ll be hailed as the go-to industry expert in no time at all. Actually, it does take a bit of time but it’s absolutely worth doing if you are looking to build your LinkedIn profile and enhance your personal brand.

Writing optimized content for LinkedIn is no different to writing content as part of an SEO campaign with all the same rules applying. You can also repurpose content you’ve written elsewhere – just don’t duplicate content because we all know how Google feels about that. For example, if you have an article on your blog that’s no longer doing particularly well, it’s worth including a synopsis of the post as an article on LinkedIn and then link to the full article on your blog. This can also work vice versa.

Generate links to your profile

If you’re even a little bit familiar with the world of digital marketing then you’ll understand the importance of backlinks. It’s no different when you’re trying to rank your LinkedIn profile higher. Always be aware of trying to gain backlinks to your LinkedIn profile at every possible opportunity.

If you’ve got a blog, be sure to link back to your profile. Add a link to your email signature. Promote your LinkedIn profile across other social media accounts. Guest posting is another great way to build on those links, as it’s very common practice to include social links in your author bio. You’ll then find a snowball effect – the more links you have, the more people will see your profile, the more people will engage with you, the higher your profile will rank and the more links you’ll get… you get the idea.

Final words

Many of the above points can be applied to both your personal profile and your business page. Make the most of SEO on LinkedIn and you’ll be able to reach new audiences, generate leads and build on your professional profile. As a final point, don’t forget to make absolutely sure that your LinkedIn public profile is visible and not hidden.

 

 

 

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