LinkedIn is one of the key digital platforms where professionals, businesses, employers and potential customers meet. People use its search to find experts, suppliers and jobs, so how your profile or company page is written decides whether you appear.
In this guide we explain what LinkedIn SEO is and who it helps (job seekers, freelancers, businesses, experts), how LinkedIn search works and how it differs from Google SEO, and how to optimize a personal profile (keywords, name, photo, cover, headline, About section, experience, numbers, skills, education, projects, featured, URL, visibility, contact details) and a company page (name, tagline, description, completeness, URL, employees), content and measurement.
What Is LinkedIn SEO?
The optimization work done so that a personal profile, company page and content are easier to find in LinkedIn searches.
What Is LinkedIn SEO For?
- For job seekers: recruiters find you for the right roles.
- For freelancers: clients find your service. See flexible economy and freelance work.
- For businesses: buyers and partners find your company.
- For experts: your authority becomes visible.
How Does LinkedIn Search Work?
LinkedIn matches the words in a search with the text in profiles, titles, skills and content, then ranks results by relevance, connection level and profile completeness. The exact ranking isn’t public.
LinkedIn SEO vs. Google SEO
Google ranks web pages across the internet; LinkedIn ranks people, companies and posts inside its own network. The core idea, matching relevant words with a clear, credible page, is shared. See what does SEO mean.
How to Do LinkedIn Profile SEO
Do LinkedIn Keyword Research
Find the words your target audience would search. See how to find the right keyword.
Choose Primary and Secondary Keywords
- Primary keyword: your core role or service.
- Secondary keywords: related skills and specialties.
- Location keywords: the city or region you serve.
How to Write the Profile Name
Use your real name. Avoid stuffing keywords or emoji into it.
What the Profile Photo Should Be Like
A clear, professional, recent photo of your face.
How to Prepare the Cover Image
Use it to show what you do and how to get in touch.
How to Write the Professional Headline
The headline is one of the most important text areas. Say your role, specialty and the benefit you offer.
- Headline formula: Role | Specialty | Who you help or result you deliver.
- Weak headline examples: “Looking for opportunities,” “Manager at XYZ.”
- Keywords in the headline: include the words your audience would search.
How to Write the About Section
State your expertise, audience, services, experience, achievements and a call to action.
- Structure: a hook, what you do, proof, how to work with you.
- Mistakes: an empty or generic section, long unbroken text, no contact path.
How to Optimize the Experience Section
Describe results, not just duties.
- Weak: “Responsible for social media.”
- Better: “Planned and ran the social media of 12 clients, growing average engagement by 35% in six months.”
Show results with numbers, and link each role to its company page.
How to Organize the Skills Section
Choose skills that match your target keywords and pin the top ones. Avoid long lists of irrelevant skills.
Education and Certificates
Add relevant degrees and certifications.
Use the Projects Section
Showcase work with links.
Use the Featured Section
Pin your best posts, articles, links and a landing page. See what is a landing page.
How to Customize the Profile URL
Shorten the public address to your name.
Check Profile Visibility
A public profile can appear in search engines, depending on your settings.
Update Contact Information
How to Do LinkedIn Company Page SEO
- Use the company name correctly.
- Write a tagline.
- Write the description: what you do, for whom, your strengths and focus areas.
- Fill out the page completely: industry, size, location, website and specialties.
- Customize the page URL.
- Encourage employees to link their profiles to the page and share its content.
Content and Engagement
Post regularly on topics tied to your keywords. See social media content production, Call to Action and the AIDA model. Use hashtags only when directly related to the topic and audience; they aren’t mandatory.
Measuring Results
Watch profile views, search appearances, post impressions and follower growth. Test changes one at a time; see A/B testing.
Going Further
For B2B growth, see B2B marketing, what is a target audience, LinkedIn ad formats and how to install the LinkedIn Insight Tag. For help, see our digital marketing service.
Frequently Asked Questions
What is LinkedIn SEO?
Optimization work to make a personal profile, company page and content easier to find in LinkedIn searches.
How is LinkedIn SEO done?
Define target keywords, then align the headline, About section, experience, skills, URL and content with them.
Where do I put keywords on a LinkedIn profile?
Naturally in the headline, About section, experience descriptions, skills, projects and posts.
What should the LinkedIn headline be like?
It should clearly say the person’s profession, field of expertise and the benefit they provide.
How is the About section written?
Explain your expertise, audience, services, experience, achievements and a call to action.
Can the LinkedIn URL be changed?
Yes. The public address can be customized with a short URL matching your name.
Does a LinkedIn profile appear on Google?
If public profile visibility is enabled, the profile can appear in search engines. Visibility depends on account settings.
How is company page SEO done?
Fill in the company name, tagline, description, industry, location, website and specialties completely, and post regular, relevant content.
Are hashtags necessary on LinkedIn?
No. If used, choose tags directly related to the topic and audience of the post.
