Optimizing LinkedIn for Your Business

Updated March 3, 2025

Reading Time: 3 minutes

 The Professional Network

LinkedIn is the most often neglected social network when it comes to businesses, but if you’re a B2B business then you can’t afford to ignore your LinkedIn profile. Building a robust LinkedIn profile can be a great tool for sending visitors to your website and for keeping in touch with existing customers. So take a look at these tips on how to make the most from the professional social network by optimizing LinkedIn.

Images

If you don’t have photos on your profile. Add them. You should have a profile photo and a banner image. In 2018 when everyone has a high quality phone on their cell phone there really is no excuse not to have images on social media. For the profile photo we recommend you use your company logo. For the banner image you can be more creative and use a graphic you’ve created especially for LinkedIn, but we like it when companies take team photos. It helps to convey the human side of a business. Maybe all of your team holding up a banner with the company’s name?

Keyword Optimization

Keyword optimization isn’t usually something you’d think of when you’re using LinkedIn, but they have their own search engine, and just like Google’s, it works based on keywords. So make sure you mention your keywords in your profile. The algorithm on LinkedIn isn’t as sophisticated as Google, so you can probably get away with a bit more black hat keyword stuffing than Google would let you, but don’t go overboard. Remember humans will be reading what you’ve written on your company profile too.

These keywords should be sprinkled around your “About Us” section, which should be as detailed as the one you (hopefully) have on your website. Many people that come to you on LinkedIn will have no idea who you are, so make sure they can find out quickly and easily.

Build a Showcase Page

Showcase pages are pages that….showcase… what your business does. A simple example could be a Headhunting firm. They might have a showcase page for Clients, and another for Candidates. Different sides of the same business, that will attract different types of the visitor so need slightly tailored content. If you haven’t already built these for your company you should consider doing so. Not only will it mean there is more information about your services on LinkedIn, but I am willing to bet that LinkedIn promotes companies that have these pages in their search algorithm a little bit more than those who don’t.

Duplicate Content

Don’t be afraid to rework content from your blog into articles for LinkedIn. Adding an extra platform that you need to create content for can be daunting. But writing for LinkedIn doesn’t need to be a stress. You can rehash old articles from your blog into LinkedIn friendly pieces. Our general rule is that LinkedIn content needs to be jargon free, and as accessable as possible. It’s unlikely you’re going to be speaking to tech geeks or subject matter experts, so keep things broad. It is important to remeber that you can’t copy your articles word for word, because that could risk a Google penalty. So make sure you are making changes to any content you decide to duplicated, before publishing it on LinkedIn.

Optimizing LinkedIn ROI

Do you get leads from LinkedIn? For us, LinkedIn is an excellent source of customers, but we’d love to hear what tricks you use to get the most out of the professional social network.