LinkedIn, now boasting over 70 million businesses across 200 countries, has evolved from a professional networking platform into a marketing machine, providing unprecedented access to B2B buyers and the pulse of industry conversations.
Since its mid-2023 algorithm update, LinkedIn posts have been taking up more and more real estate on the first page of Google, and B2B marketers are taking note. The platform's enhanced visibility on search engines significantly boosts organic SEO traffic. Indeed, recent studies indicate that LinkedIn posts are 277% more effective for lead generation than content from X.com (formerly Twitter) and Facebook.
This article will explore how LinkedIn can supercharge your SEO strategy and provide actionable tips for maximising its lead-generating potential.
Last year, LinkedIn enhanced its capabilities as a search engine by enabling users to add SEO-optimised titles and meta description tags to their posts through the Publishing Menu.
Incorporating relevant keywords into publishing tags and body text allows Google to index posts, increasing their visibility in organic search results. This means your LinkedIn SEO directly contributes to a brand's overall SEO performance, making the platform essential for any B2B marketing strategy.
Subsequently, marketers worldwide have been adding high volumes of content to their social media profiles. To illustrate, the number of articles posted on LinkedIn's advice pages over the past 12 months has risen from 38,000 to 295,000, with traffic increasing from 73,000 to 1.2 million.
Sharing valuable insights on LinkedIn is a surefire way to get noticed. However, the algorithm doesn't view all this new advice-driven content as equal. Unfortunately, reposting your existing 'How to' articles from your blog to LinkedIn with no changes isn't enough to drive organic traffic to your website.
Since Google has yet to support canonical tagging, LinkedIn won't recognise your website as your post's original content source. Therefore, you must refresh your SEO strategy to help LinkedIn drive more leads to your brand.
In the next section, we'll run through some actionable tips for supercharging your organic reach using proven SEO tactics.
Instead of simply reposting website content, put a fresh spin on it for LinkedIn. Add newsworthy insights to your industry guides, or include expert interviews to validate your thought leadership pieces.
Always link back to the original content on your website to demonstrate ownership and avoid duplicate content issues. Repurposing content strategically helps you increase engagement and boost your posts' discoverability, even months after they were first published.
You can learn more about LinkedIn discoverability in 2024 in this previous CopyHouse article.
Incorporate a mix of long-tail and short-tail keywords throughout your LinkedIn profile and content. Long-tail keywords can help potential customers find your website, while short-tail keywords improve the discoverability of your LinkedIn page.
Recent findings suggest that 97% of LinkedIn visitors won't click 'see more' on your ‘About’ section, so ensure that your most relevant keywords appear in the first few lines of copy.
Additionally, it's important to note that LinkedIn's spam detection algorithms flag posts that overuse keywords. With this in mind, ensure that the phrases you use flow naturally and mimic the terms your target audience would use.
Turning on LinkedIn Creator Mode enhances your content's discoverability and provides you with the tools to explore new content forms. For example, this feature allows you to create Newsletters and schedule Live Streams (attracting 24x more comments than standard in-feed posts).
Enabling Creator Mode also reorganises your LinkedIn profile layout to display your great content more prominently on your business page, so make sure you take advantage of this using graphics and headlines that directly address your audience's business challenges.
Leverage your LinkedIn Analytics to understand which types of content and topics resonate with your audience and tailor your LinkedIn strategy accordingly.
Aim for an SSI score of 70 or above to signal to LinkedIn's algorithm that you're a valuable, active account your followers can trust. Higher SSI scores enjoy a 45% visibility boost, so make sure your LinkedIn strategy prioritises replying to other users' posts, joining like-minded communities and building genuine relationships with your network.
Foster meaningful connections with your target audience segments to attract qualified leads to your brand. Use social listening tools, like Hootsuite and Sprout Social, to find the topics your audience is most interested in, and create high-quality articles and content that encourage backlinks from other websites to your LinkedIn profile.
For example, partnering with niche influencers on a LinkedIn Live or contributing a thought leadership article tailored to their audience is a great way to improve your reach and credibility.
LinkedIn is no longer just a social media site — it's a powerful SEO tool that can supercharge your B2B brand's visibility on Google's search engine result pages (SERPs).
To maximise your brand's reach and drive qualified leads, prioritise content optimisation, foster engagement, and leverage LinkedIn creator features.
CopyHouse applies strategic content marketing to tech-led B2B clients, both domestically and internationally. Find out more about how we can help optimise your use of LinkedIn and align it with your campaigns and content activity — contact us.
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