LinkedIn Profile Optimization For Dummies. Donna Serdula
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is a daunting task. It’s important to make sure your search result listing showcases you in the best light. For example, many recruiters and hiring managers actually skip past profiles that do not have a profile picture. The omission of a profile picture typically means that the LinkedIn user doesn’t take the social network seriously, provides little detail to his or her career trajectory, and won’t respond when an InMail message is sent. (InMail is a message that you send to a member not directly connected to you. Only Premium members have the ability to send InMail messages.) By including a profile picture, you are proving that you are a serious LinkedIn user and networker. I show you how to upload a profile picture in Chapter 6.
Let’s see what your full search result listing looks like by performing a name search for you:
1 Type your name into the LinkedIn search bar and click the magnifying glass icon (or press Enter or Return).While you are typing, LinkedIn may provide you with suggestions from a drop-down list. Do not choose any of these suggestions. Upon pressing Enter or Return, search result listings appear.
2 Find your search result listing.Your search result listing may be the only result, or if you have a common name, your listing may reside farther down the list of search results.
3 Look at your search result and determine if it showcases you in the best light.Did you upload a professional profile picture? Is your headline engaging? Read through the chapters in Part 2 of this book to learn how to optimize these different areas.
Look at Figure 2-4 to see the difference between an optimized and an unoptimized search result listing and the differences between a free and a paid user listing.
FIGURE 2-4: An optimized search result versus an unoptimized result.
Understanding the Importance of Keywords
To appear in search results, you must identify what words people are using to find a person like you. What words would they type into LinkedIn search to find you? These search terms are your keywords.
How many keywords do you need? I suggest choosing five to ten main keywords to pepper throughout your profile. When you try to rank for too many keywords, you lose keyword density and you end up not ranking for anything.
Keywords don’t have to be just one word. A keyword could be a phrase. For example, profit and loss may be three words, but it is considered one keyword.
Keywords must be descriptive and exact. Problem-solver and dynamic professional are not good keywords. These words are too general and can describe anyone from a top executive to an office manager. Good keywords are specific and reflective of key skills, strengths, core competencies, specialties, and abilities that differentiate you.
Here are some questions to help you determine your keywords:
In what industries have you worked?
What positions have you held?
What certifications have you earned?
What skill sets were listed on your last job description or resume?
What computer applications do you know?
What languages do you speak?
What services do you provide?
What topics are you an expert in?
What products do you sell?
What additional strengths or skill sets do you have?
Answering these questions provides you with a starting point. Now that you have a few keywords, the next step is to use one of several online keyword tools to find additional, related keywords.
The following is a list of keyword examples to get you thinking. These are real meat-and-potato keywords. Highlight or star the keywords that seem to fit you and your role. Once you have that list, use the keyword tools described in the next section to dive in deeper and find more keywords that fit you.
Accounting
Account reconciliation
Auditing
Budgets/budgeting/budget control
Contract management
Corporate governance
Financial reporting/analysis
Financial statements
Fixed assets
General ledger
Internal controls
Inventory management
Investment finance
Investor relations
Tax accounting
Taxation
Engineering
3D modeling
Assembly design/modification
Conceptualization
Consistency and compatibility
Data collection and analysis
Design methodologies
Efficiency control
Integrated solutions and services
Job costing
Mission-critical programs
Process development
Process improvements
Project management
Prototypes
Resource allocation
Executive
Budgeting
Business plans
Change management
Deal negotiations
International business
IPOs
Joint ventures
Operational streamlining
P&L/Profit and loss
Policy development
Process reengineering
Profit building
Restructuring
Start-up operations
Turnaround strategies
Human Resources
Business reengineering
Compensation management/analysis
Deferred compensation
Dispute arbitration
Employee relations
Job description development
Labor relations