LinkedIn seems complex and this has nothing to do with its interface. Rather, we are referring to getting visibility, engagements and maximizing its other features. Aside from being a global hub for professionals and career-minded individuals, LinkedIn functions as a vast professional search engine.
Every day, recruiters and executives search for candidates, experts, and companies by keywords and phrases. LinkedIn now counts over 1.2 billion users worldwide, and a staggering majority of them are involved in business decisions.
The reality of things is that you might have the best credentials or product, but it matters little if the platform does not surface your profile or page. As one marketing report wryly notes, even the most impressive LinkedIn resume is pointless “if no one ever sees it”.
At DottsMediaHouse, we treat LinkedIn SEO as the foundation of professional visibility. Using targeted keywords and optimised content, we ensure our clients appear at the top of relevant searches, making discovery by partners and prospective customers virtually guaranteed.
LinkedIn’s Present Reach
LinkedIn is the undisputed leader in B2B social networks. About 86% of B2B marketers rely on LinkedIn, and nearly all of them use it to distribute content. This heavy adoption translates into real results: LinkedIn’s own data suggests roughly 80% of B2B leads originate on the platform.
Even better, LinkedIn’s users tend to convert at higher rates: its site-to-lead conversion (~2.74%) is several times higher than on Facebook or Twitter. In short, LinkedIn exposes you to tens of millions of professionals (many of them decision-makers) who are primed for your offering. Neglecting LinkedIn SEO cedes that attention to competitors; optimising it gives you a competitive edge.
The numbers speak for themselves: if 57% of marketers are planning to increase organic LinkedIn efforts, it is because they recognise where the value lies.
Simply put, ranking well on LinkedIn searches can unlock more leads and partnerships than almost any other channel. Now, upon understanding this, let’s get into the business of utilising SEO on LinkedIn properly
Optimise Your Profile
Your profile is the centrepiece of LinkedIn SEO. Start by choosing 3–5 core keywords that define your expertise or role, and weave them naturally into your profile. For instance, include those terms in your headline and the About section, as well as in your job titles and company descriptions.
You can even build keywords into your custom URL (e.g. linkedin.com/in/digital-marketing-specialist). Each placement tells LinkedIn’s algorithm (and even Google) what you do. It does not end there, as you will still need to complete every section of your profile.
LinkedIn notes that fully filled-out pages (and profiles) earn about 30% more weekly views. That means having a clear profile photo and banner, a detailed work history, a bullet list of skills, and any relevant media (publications, presentations, etc.). Every field is another chance to repeat or reinforce your keywords in context.
Finally, expand your network strategically. LinkedIn’s search algorithm favours profiles with larger, relevant networks. The more connections and shared group memberships you have, the more frequently your profile will appear in other people’s searches. In short: think of your profile as a living, keyword-rich web page, one that you continuously update and perfect.
Content and Engagement
Now to the gritty part of LinkedIn, getting engagements. LinkedIn rewards relevant, value-driven posts, so think of your publishing schedule as part of your SEO plan. Aim to post at least once or twice a week; LinkedIn data shows that consistent weekly updates can roughly double engagement. When you publish, include 3–5 targeted hashtags to help people find the topic, and tag relevant colleagues or companies to provide context. End each post with a clear question or call to action (for example, “What do you think?”) to encourage conversation. Every comment and share on your post is another vote of confidence that signals relevance.
Equally important is content quality. LinkedIn’s algorithm now favours expert insights over fluff. Posts that share practical tips, industry trends or how-to advice not only build credibility but also reach more viewers. (On LinkedIn, informative text posts often outperform generic one-line updates.) Adding images or short videos can boost engagement, but always keep the focus on your keywords and the value you’re providing. Finally, do not silo your LinkedIn activity: cross-promote it.
Sharing a new LinkedIn post via your company newsletter, internal Slack, or other channels can spark initial engagement, which in turn signals to LinkedIn that your content is valuable. In practice, these tactics mean that your posts will get served more often in the LinkedIn newsfeed and search results, leading to a snowball effect that only grows over time.
Leverage LinkedIn Features
In your bid to stay relevant on LinkedIn, do not get carried away and forget the other parts of LinkedIn’s ecosystem. If you have a company, fully optimise its LinkedIn Page. Use keyword-rich language in the page name, tagline and “About” section, and fill out every detail (location, industry, website, specialities, etc.).
LinkedIn finds that complete pages earn about 30% more views each week. On your company page, post company news and thought leadership content just as you would on a personal profile. Add a clear call-to-action button (e.g. “Visit Website” or “Contact Us”) to drive desired outcomes.
Showcase Pages for specific products or brands work the same way – treat every page as searchable content. Encourage your employees to become brand ambassadors. Each like, comment, and share by a coworker is another signal to the LinkedIn algorithm that your content matters.
Finally, use LinkedIn’s built-in Analytics. Track which posts and keywords drive the most profile views, followers, or leads, and let that data guide your strategy. Key opinion leaders we advise always return to the numbers: if a topic or keyword is gaining traction, do more of it; if not, iterate. LinkedIn’s analytics dashboard will show you what works, allowing you to refine your profile and content strategy over time.
In a Nutshell
LinkedIn SEO is not a one-time fix, but an ongoing strategy. By optimising your profile and posts with the right keywords, publishing useful content, and leveraging LinkedIn’s tools, you ensure that you or your brand are seen by the right audience. The data proves this approach: LinkedIn’s network drives a disproportionate share of B2B leads, and a majority of marketers (57%) are planning to ramp up their organic LinkedIn efforts.
In practice, this means regularly reviewing and refreshing your keywords and content strategy. Over time, those efforts compound and add more visibility that brings more connections, inquiries and opportunities. Mastering LinkedIn SEO turns your presence on the platform into a powerful career and marketing asset. We are proven experts and leaders in search engine optimization for any platform, so if optimizing LinkedIn seems to be challenging, contact us to fix it and get more eyes on your page.
