Utilizing Linkedin to Improve SEO and Organic Visibility

Your company and its employees are on Linkedin, but are you optimizing their presence?

I read a recent article from Search Engine Land that talked about the link between Search Engine Optimization and Linkedin. It was a fascinating look at how a properly optimized Linkedin page, both company and employees’, can boost SEO and organic visibility. The author, George Aspland, CEO of eVision, sums it up perfectly:

Having a company page with associated employees (each with optimized profiles) who are active with a large number of connections, can increase the visibility of your content both on LinkedIn and with search engines, while giving you an effective online networking tool to communicate with hundreds or thousands of connections.”

It got me thinking how great this would be if every Marketo employee had an optimized Linkedin profile that linking to the Marketo company page and actively sharing Marketo content and news. Pretty much every one of our employees was already on Linkedin, we just needed to help them optimize their profile and encourage them to share. As part of the Social Media Month initiative that I wrote about last week, one of the workshops that I put together was based around this very concept; Marketo picture day and Linkedin profile optimization.

“Sharing updates with these connections should help increase awareness of your messages and the Web content you link to in your updates, and possibly increase the rankings of that content as your connections share, bookmark/like, and link to your content.”

In an effort to get everyone excited and ready to put their best virtual foot forward, I hired a professional photographer to come in and take new headshots of the entire staff. The photographer captured multiple shots with several different poses of each employee. We encouraged employees to come a few minutes early with their laptops opened up to Linkedin where they could have a Linkedin expert give them tips to optimize their profile.

Click for full image.

At the end of the day we were able to give 111 Marketo employees stunning new headshots to update their Linkedin profiles and other social networks if they chose to do so.

For individuals, it’s a great way to build connections in the industry, with vendors and partners, and for Marketo, it’s a fantastic way to share our B2B Marketing Blog updates and exciting company news. Marketo requires employees to disclose all affiliations and be fully compliant with our Social Media Policy, and this effort supports that as well.

We then took it a step further by repurposing the photos as nameplates on our desks. Adding a bit of fun and personality to the project, we asked each employee to submit a fun fact about themselves along with their favorite quote.

This is a fantastic way to synergize and encourage cross functional engagement and collaboration across our different departments.

What do you think of our initiative here at Marketo? Are you encouraging your employees to optimize their Linkein profiles and share content with their networks? Are they linking back to your company page?

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  • http://www.blog.marketo.com/ Jason Miller

    Hey Brian! Thanks for the comment. Looking forward to checking out your book! As for Silent Cry, after Nirvana came out they single-handedly killed the “Hair Metal” genre so I was forced to move on. Still playing in my free time though. Rock on!

  • http://MarketingNinjas.com Jeff Schneider

    Good post and great tips Jason. The only thing I disagree strongly with is “latest tweet synched to LinkedIn Updates”.

    Twitter and LinkedIn are two completely different networks made up of totally different audiences. If LinkedIn is a business mixer, Twitter is a pub. The mundane conversations and tweets with your Twitter community (although important and play a role in engaging your audience) only plugs up the LinkedIn updates column. 
    The definition of spam in today’s overwhelmed information-age is “if I don’t want it right now, it’s spam”. As a professional on LinkedIn, I don’t want to see what you had for lunch, or joking about that last pass on the football game. I want to see what other professionals in my network are up to. 

    If I want to see the more personal side of things (and I commonly do – business is personal) then I’ll go and check out your Twitter stream. I think it’s wrong to mix the two with auto-posting. LinkedIn updates are congested with people’s irrelevant Twitter updates now and it’s frustrating for professionals to see what’s really going on in their professional network.Like I said, I feel strongly about it, but I totally agree with the rest of your article. Well written. Very good. Cheers!

  • http://www.blog.marketo.com/ Jason Miller

     Hi Jeff,

    Thanks for the comment! I totally agree with you on the syncing point you make. I should have been more clear as I meant synching your Linkedin account to your Tweets and then selectively posting which tweets show up by using the #in hashtag and not posting every tweet into your Linkedin stream.

    Love the analogy you use “If LinkedIn is a business mixer, Twitter is a pub.”

    Nice insights, thanks again.


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  • http://MarketingNinjas.com Jeff Schneider

    Thanks Jason  = )

  • Pingback: How To Use LinkedIn For B2B Lead Generation - Marketo - B2B Marketing()

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  • http://www.mazero.com/HOME SEO

    Optimizing your website by using the LinkedIn will increase the possibility of getting your website visibility to other people you may know on LinkedIn. Using this platforms will help you fully optimized your website by getting more audiences to your account, acquiring some good visitors on your page to know about your business.

  • http://www.onlineseomarketingservices.com/ Online Seo Marketing Services

    You made good quality points there. I did a search on the topic and found a lot of people will believe your blog post

Jason Miller is Senior Manager of Content Marketing at LinkedIn. Previously, Jason was Senior Manager of Social Media at Marketo and focused on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs such as Social Media Examiner, Social Media Today, and Marketing Profs.

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Utilizing Linkedin to Improve SEO and Organic Visibility

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