Let’s just start this article by answering this question:
Should SEO professionals even try to build a presence on LinkedIn?
Whether you love, hate, or are indifferent to LinkedIn – the fact is that it is the number one social platform for professionals.
Most people on this social networking site use it for:
- Maintaining their resumes
- Staying in touch with their colleagues and business partners
- Growing their professional network
- Keeping tabs on what’s happening in the industry
As an SEO professional, you can use it for the same. Or, you can use it to gain customers. And that is why it is important for you to build a presence on LinkedIn.
4 Reasons Why SEO Professionals Should Be on LinkedIn
1. Your potential customers are on LinkedIn
Who are your potential customers? Small business owners, people in senior marketing positions in bog companies, people trying to get their website off the ground, people who manage large ecommerce stores – it depends on the buyer persona you have defined for yourself. Not only can you count on every brand persona to be on LinkedIn, you can also easily find people based on their job description and connect with them.
2. You can establish yourself as an authority in your niche
You can do so by posting text and video content about SEO, talk about different projects and techniques to provide those who find your profile with social proof of your expertise. You can also post full length articles on LinkedIn, interact with other SEOs, and share your opinions on topics related to SEO. You can also post helpful content that appeals to your buyer persona and helps solve some of their common SEO problems. Some SEOs also do live question/answer sessions and offer free consultation services. It is a great platform to garner engagement and establish yourself as an authority in your niche.
3. Gain traffic on your website
You can do paid and unpaid campaigns on LinkedIn to gain valuable traffic on your website. There are multiple groups on LinkedIn where you can drop links to your website (if relevant) and you can always post links to your latest articles on your own profile.
Paid marketing on LinkedIn can be a bit on the expensive side but it allows you to target an audience like no other online platform out there. You can do ads targeting specific job descriptions, specific groups, and even specific companies.
4. Build Your Brand
Social signals are one of the many factors that Google and other search engines look for when ranking a webpage. You can use LinkedIn to get reviews, recommendations, and testimonials. You can build your brand there and get your current and past customers involved to build a strong social signal profile.
How to Build a Presence on LinkedIn as an SEO Professional
Step 1: Instead of creating a new page, turn your profile into your brand
You can always create a LinkedIn page using the name of your SEO agency, but people prefer to interact with people. You can use your personal LinkedIn profile to build your brand, connect and interact with people, post engaging content and turn your name into a brand.
This can be a long process but if you post original content consistently, you will be able to establish yourself as an influencer and a thought-leader.
Step 2: Create a LinkedIn Content Calendar and follow it religiously
When you start, your head will be filled with ideas of what to post, and you may even post multiple times a day. However, as the days go by, you will start posting less and less, and soon days will go by before you post anything on LinkedIn or interact with anyone there. To avoid this, you should create a monthly content calendar and follow it to make sure you are posting content regularly.
You can go off script from time to time and share content based on new ideas you have or if something happens in the industry, but your LinkedIn content calendar will keep you afloat when ideas run dry.
Here’s how you can use your LinkedIn calendar to absolutely optimize your content efforts:
- Use downtime to jot down new ideas for both the short and long term
- Align your messaging, keeping your points and advice consistent, or referencing updates to your previous SEO posts
- Use it to plan posts for when important events in the SEO landscape are going to take place
- You can map your content in a campaign with a larger theme such as #SEOTipFridays or some post series of the like.
Your LinkedIn content calendar can follow this template:
|February 1 2021||Monday||How to reduce page load time||Article|
|February 2 2021||Tuesday||Social signals are better than backlinks||Video|
|February 3 2021||Wednesday||5 types of backlinks you need to disavow||Article|
|February 4 2021||Thursday||What are your top on-page SEO challenges?||Short LinkedIn post|
|February 5 2021||Friday||How accurate are the search volume numbers?||Article|
You can also add more columns that can mention the following:
And you can also use infographics, post articles directly on LinkedIn, post slides and more.
Step 3: Choose Helpful Content to Share
As an SEO, you already know how to do keyword research and how to search for content ideas. Put those skills to practice and choose topics that are:
- Helpful to your target audience and offer solutions to their problems
- Work with your content plan for your website/blog
You can also share some content that’s not related to SEO and shows your human side. Sahring relevant news articles, blogs, videos etc. from other websites is also a good idea – you shouldn’t just only post stuff that’s on your website.
One last tip on content: don’t be afraid to check out fellow content creators not just in SEO but also in other niches to see what kinds of posts are performing well and how you can apply them to your content ideas.
Step 4: Join relevant groups
There are multiple SEO groups on LinkedIn that you can join. You can post questions there, provide answers, share your opinions, and connect with other SEOs. The discussions happening in some of these groups can give you new ideas and help you keep up with the latest in the industry.
Step 5: Network, Collaborate, Grow
One way you can do this is by connecting with other SEO professionals.
This will help you in a number of ways:
- By interacting with other SEOs you will gain knowledge, get new ideas, learn new skills
- You will share your knowledge with them and improve your reputation in the industry
- You will open yourself up to chances of collaboration and be invited to write guest posts and participate in webinars
- There are many possibilities of you getting new customers referred to you by other SEOs.
That last point needs a bit of explanation. Not all SEOs do everything. Some are good at link building, others great at producing keyword enriched content, some specialize in on-page SEO… you get the idea. So there’s always a chance that someone will come to you with an opportunity to work together on a website and bring your expertise to a project that’s big enough for multiple SEOs.
Apart from SEOs, you should also connect with people that fit your buyer persona and HR professionals:
- Connecting with potential customers helps you understand their problems and there’s always a chance to gain more customers.
- Connecting with HR professionals tells you a lot about the state of the industry and the packages being offered to SEOs out there
While it can be tempting to pursue everything at once, make sure you align all your efforts with your goals related to LinkedIn.
Measuring Success on LinkedIn
Here is what you should consider as key performance indicators for your LinkedIn activities:
- Number of connections: You should have a specific number of connections that you want to gain
- Engagement: You should keep track of the likes, shares, and comments you are getting and make sure you have target in mind when it comes to engagement percentage
- Traffic: If you are trying to get traffic on your website from LinkedIn, it would be a good idea to have a specific number of sessions or unique users as a target
- Leads: This is the holy grail of all of your LinkedIn marketing efforts. Keep track of the number and quality of leads you get from LinkedIn each month.
- Greater branded searches for you and your brand: This can take a while but once you establish yourself as a brand, people should be searching for you by name
To summarize, LinkedIn can be a powerful platform for you to establish yourself as a brand, build your network, gain traffic for your website and gain leads as an SEO. Follow the steps mentioned in this article and let us know how it’s going for you in the comments section.