How to boost your B2B SEO through LinkedIn
Have you noticed that 90% of all articles searched under “B2B SEO Tips” regurgitate the same five suggestions? I certainly have. In fact, I’ve come to realize one singular fact while researching how to best optimize my site. That fact is that I won’t get anywhere if I do the same five things as everyone else.
Reading the same five tips that your competition does is part of that problem. If you want specific, specialized B2B SEO then you’ll have to read through 50 different articles just to find a single piece of original, useful advice.
Well, you’re in luck! I’ve personally poured over hundreds of B2B SEO articles so you don’t have to! I’ve compiled the most useful tips and secrets into a digestible list that I hope you’ll get some use out of.
In particular, I’ve compiled LinkedIn secrets that can help with local search engine optimization. 80% of B2B leads are generated through LinkedIn. Despite this, it’s often one of the most under-utilized platforms at a business’s disposal.
LinkedIn as a publishing-platform is often neglected because many believe that publishing content directly to their blog is more valuable. On top of that, some people feel that cross-publishing the same content could lead to lower SEO due to duplication.
This couldn’t be further from the truth. Google loves LinkedIn. While LinkedIn articles won’t help your website by way of backlink building, it can and will benefit your business in other ways.
With that in mind, here are 21 tips to improve your business’s B2B SEO through LinkedIn:
1. Have 8 Images For Every Published LinkedIn Article
Articles published on LinkedIn are powerful because they are seen by users that have similar interests. A study by Paul Shapiro found that LinkedIn articles tend to perform better when they have visual aids. Eight images, in particular, performed better than even nine or ten. Eight really is the magic number.
2. Provide Alt-Text To Your Images
Viveka Von Rosen of Vengreso suggests inserting keywords to our headshots before uploading them to our profiles. This same concept carries over into uploading images to our articles. This is essentially providing an “alt-text’ to our images that will help your article appear when people search for your image’s key terms.
3. Write Content With “Hyper-Targeted” Keywords
If you want your business’s LinkedIn content, and by extension business profile, to reach a specific industry then you need to write your content around keywords that trend within it. Look up specific business profiles you would like your content to be associated with and view their job description and specialties sections. There, you’ll find keywords that are most associated with said profiles and implement them into your content.
4. Be Cautious When Adding Multimedia assets
Content that includes additional media assets outside of LinkedIn associates with lower performance than those that do not. Remember, correlation is not causation. You could have an article that engages with potential clients and businesses by including multimedia assets, just remember that the majority of successful LinkedIn posts do not.
5. Update Your Organization’s Profile Regularly
LinkedIn’s algorithm prioritizes profiles that actively engage with their community. If you can show that your organization is actively participating with users on its site, it will begin prioritizing your profile over others in their search. If you’ve inserted relevant keywords into your profile, then your organization’s profile will be one of the first to show up in LinkedIn searches.
How Does This Help Me?
Becoming a regular user on LinkedIn is a more reliable way to build contacts with other businesses than any other social media platform. If your business is primarily B2B then you want to be focusing your efforts on LinkedIn. Once your organization has built a relationship with a userbase, they’re far more likely to do business with you.
It’s definitely a slower process than some might expect, but staying consistent with one’s LinkedIn presence can more than double a B2B organization’s ROI when compared to traditional social media marketing avenues.
A strong business/client relationship doesn’t just end at LinkedIn. If your organization’s website doesn’t meet the standard your business’s LinkedIn profile conveys to your userbase, then you could be lowering your CTA. Studies show that a business’s homepage can have a near-instantaneous influence on one’s opinion of an organization despite social media efforts.
If you want to learn more about free methods to monitor site-strength, get a website checkup. If you want me to write more articles like this one, let me know in the comments!