Since May 2003, LinkedIn has managed to maintain a leadership position in the highly competitive landscape of social media. LinkedIn may not be the world’s most popular social network, but it is the leading social media platform for companies, brands, and business professionals. If you want your brand or company to benefit from the positive image that an active LinkedIn profile can bring, here are a few recommendations when setting up profiles:
Search Engine Optimization
The “About” section of LinkedIn company pages is perfect for inserting SEO keywords, particularly those you have already used to optimize websites. Some SEO agencies recommend using long-tail key phrases on this section because certain searchers who type these longer queries are more likely to click on LinkedIn results. Companies that only do business on social media and not through websites can use as many keywords as reasonably possible.
High Quality Images
You really want to select the best-looking digital images of your logos and company photographs for your LinkedIn banner and profile image. We are talking about the kind of high resolution images that marketing agencies insist upon. While it is true that LinkedIn will compress images after you upload them, you still want to work with the best you can get. The company logo is always adequate for the profile image; you can get creative with the banner if you wish, but the image should match your brand image guidelines.
To get the most out of your LinkedIn company page, you want to keep an active and engaging presence, which means that you should start making connections and thinking about the content you will share with others. LinkedIn users tend to be picky about the content they expect to see on the network, so you will want to keep this in mind before posting. Articles relevant to your industry or sector are still preferred because LinkedIn users tend to be readers, although younger users are more likely to enjoy short videos.
Don’t Overdo It With the SEO
It does not matter if your LinkedIn company profiled is verified and vetted by the network; you should not use it as an SEO crutch held together by keyword stuffing. At any rate, the Google search engine algorithm will pick up on this at some point, and your LinkedIn profile will get buried deep down the Google results page.
Don’t Step Out of Professional Bounds
Since the beginning of the coronavirus pandemic, many LinkedIn users have complained about the network becoming too much like Facebook, which means that quite a few users are getting too personal and comfortable, thus straying from the business and professional goals expected from a place such as LinkedIn. Even though this mostly happens with regard to individual profiles, some LinkedIn company pages have also been guilty of this, and you do not want to join this club. If an employee or digital marketing agency manages your LinkedIn page, don’t forget to check their work often.
Don’t Get Political
The last thing LinkedIn users want to see is their favorite business social media platform become another version of Twitter. Taking a political stance on LinkedIn is not recommended at all; in fact, you should never allow any kind of political commentary to be associated with your company page. The exception to this rule would be organizations dedicated to activism.