Читать книгу LinkedIn Profile Optimization For Dummies - Donna Serdula - Страница 31

SEO stands for search engine optimization. It is the process of making certain strategic changes to a profile to boost its search ranking. By putting in a little effort, you can improve your profile’s ranking so it appears more often and higher in search. Certain areas within your profile are highly sensitive to the addition of keywords. When you add keywords to these areas, the LinkedIn search algorithm treats these keywords with more weight and your profile ranks higher on the search results page. These highly sensitive SEO fields are:

 Headline

 About section

 Skills & Endorsements section

 Job titles (especially current)

 Job descriptions

Make sure these five areas are rich in your chosen keywords. Don’t just list keywords in the summary and job description fields. Use your keywords intentionally yet naturally in your narrative. Write for your reader first and the search engine second.

The more times a keyword is repeated throughout your profile, the higher you may rank for that keyword in LinkedIn search results. Although repeating keywords is a good thing, it’s easy to become obnoxious, so be careful not to overdo it!

Figure 2-10 demonstrates the difference between strategic keyword usage and obnoxious keyword stuffing.

FIGURE 2-10: Don’t overstuff your profile with keywords; use them strategically.

You can rank higher by repeating your keywords ad nauseam, but when your target reader opens your profile and sees the repetition, they are turned off and exit from your profile and move on to the next search result listing. Keyword abuse doesn’t impress anyone. In fact, LinkedIn has been known to delete profiles that are abusive in their keyword stuffing technique. Ultimately, you want to be strategic and smart when peppering your profile with keywords, not obnoxious.