LinkedIn is a powerful tool for executive job search. Being mindful of Personal SEO, and LinkedIn Profile SEO in particular, makes LinkedIn an even more powerful tool.
LinkedIn is THE social network for job search and career.
So it’s the best place online to reconnect with your neglected network, expand your network to include new people (including executive recruiters), and demonstrate your subject matter expertise and thought leadership.
Even if you passively sit back and don’t take advantage of the many networking activities and features LinkedIn offers, a fully fleshed out, keyword-rich, SEO-friendly LinkedIn profile will help you land a great-fit gig.
Your profile will sit there, drawing the right people to it, and to the unique value you offer.
But I strongly urge you not to be passive with LinkedIn, when you’re actively job-hunting.
What is SEO and Why Are Keywords So Important?
Keywords play an important role in your personal SEO. That is, the keywords and phrases you will use in your personal marketing materials (LinkedIn profile, resume, online presence, etc.) to help people find you online.
Here’s how it works:
Google and other search engines strive to deliver the most relevant, helpful search results, when you enter words and phrases in a browser or search field.
One of the many factors they use to prioritize search results is on-topic content with substance, that includes the words and phrases being searched (that is, relevant keywords).
When people look online to find people to meet their various needs, they search certain words and see what comes up.
You know this, if you’ve ever searched online for a professional to help you with home repairs, or other services, or if you’re researching various topics.
You search for, say, “heating contractor, city, state” and begin the process of assessment and selection, based on what you find.
It works pretty much the same way in job search.
Recruiters and hiring managers at the companies you’re targeting search on keywords relevant to the kinds of candidates they’re seeking, such as “Information Technology Executive, Enterprise Business Systems”.
Working from this understanding, you need to determine which are the right keywords for your particular job search.
Then you need to place those keywords in the right places in any job search-related content you create.
What is LinkedIn Profile SEO?
LinkedIn Profile SEO refers to optimizing your LinkedIn profile with the relevant keywords and phrases that will lead hiring decision makers to your profile.
Strategically placed, the right keywords elevate your search rankings in LinkedIn’s search engine, increasing your profile’s Search Engine Optimization (SEO) and significantly boosting the likelihood you’ll be found and considered by them.
Along with containing enough of the right keywords in the right places, it’s important for your LinkedIn profile to contain plenty of content.
More content = more relevant keywords = better findability
Some LinkedIn profile sections carry better SEO weight
The content in every section of your LinkedIn profile should contain the most-searched relevant keywords specific to your targets, and support your personal brand and the value you offer them.
But the content in certain sections – typically those that sit higher on the web page on which your profile sits – rank higher with LinkedIn’s search algorithm.
Especially important places for LinkedIn Profile SEO are your name field, profile headline, Skills section, and job titles.
But don’t neglect the About section.
With 2,600 characters at your disposal, the About section also needs to be packed with your most brand-reinforcing relevant keywords.
Same holds true for the other long profile sections, like Experience, Projects and Recommendations.
Since these sections allow for more content, they offer an excellent opportunity to flesh out with more of your relevant keywords.
Where do you find these make-or-break relevant keywords?
By researching each of the employers on your target list to determine which areas of expertise, strengths and other qualifications candidates must possess to help them meet certain challenges and needs of theirs.
But wait . . . Maybe you need to take a step back.
You need to start by identifying several target companies and/or organizations that will be a mutual good fit.
Then dive into researching them.
More About LinkedIn and Executive Job Search
Essential Checklist to Optimize LinkedIn For Executive Job Search
3 Ways To Make Your Social Networking Count