LinkedIn: A Strategic partner for Company Website SEO

What is LinkedIn For

LinkedIn is a professional social media platform primarily designed for connections among professionals, businesses, and recruiters.

As of late 2023, LinkedIn boasts 17.19 million users in Italy and over 839 million worldwide. Among them, 56.3% are male, and 43.7% are female.

The data is even better globally:

• United States = 211 million.
• India = 117 million.
• Brazil = 70 million.
• United Kingdom = 37 million.
• France = 28 million.
• Indonesia = 25 million.
• Canada = 22 million.
• Mexico = 21 million.
• Spain = 18 million.

Furthermore, there are over 58 million companies with their profile page and their connected employees.

The use of the professional platform LinkedIn is important for companies for:

1. Networking: LinkedIn allows companies to connect with other industry professionals, potential clients, and business partners. By building a solid network of contacts, companies can expand their presence and build valuable professional relationships.

2. Brand building: Companies can use LinkedIn to build and promote their brand. Through sharing relevant content, company updates, informative articles, and more, companies can increase brand awareness and improve audience perception.

3. Recruiting: LinkedIn is a valuable resource for talent sourcing and hiring. Companies can post job ads, search for qualified candidates, engage with potential hires, and connect with talented professionals in their industry.

4. Marketing and advertising: LinkedIn offers various marketing and advertising options that allow companies to reach their target audience effectively. Companies can use sponsored ads, sponsored posts, and other forms of advertising to promote their products or services and generate potential leads.

5. Lead generation: With LinkedIn’s advanced targeting features, companies can identify and reach potential customers interested in their products or services. Through targeted lead generation strategies, companies can capture prospects’ interest and convert them into customers.

But there’s one aspect that is often overlooked among the reasons for using LinkedIn consistently, SEO.

The importance of LinkedIn for SEO

In a digitally dominated world, for the time being, still by search engines, SEO (Search Engine Optimization) plays a crucial role in the online visibility of any company. Among the various SEO strategies, LinkedIn stands out as a valuable ally, offering a range of benefits that can translate into an improvement in your website’s ranking in search results:

1. High-quality backlinks:

LinkedIn is an ideal platform for obtaining high-quality backlinks. The content you publish, such as articles and posts, can include links to your website, increasing its authority in the eyes (or rather, the algorithms) of Google, Microsoft, and others, and strengthening your SEO profile.

2. Increased organic traffic:

LinkedIn provides broad visibility for businesses. By publishing valuable and engaging content, you can attract the attention of potential clients and direct organic traffic to your website.

3. Lead generation:

As mentioned earlier, LinkedIn is an effective tool for lead generation. You can use the platform to create targeted advertising campaigns or leverage messaging to connect with potential clients, start conversations, and nurture your sales pipeline, using website links and increasing inbound links.

4. Strengthening brand reputation:

Regularly publishing high-quality content on LinkedIn allows you to build a strong brand reputation and position yourself as an expert in your field. This can increase the trust of potential customers and positively influence their purchasing decisions. Indirectly, they may also use your website as a reference or mention it in their own writings.

5. Networking and relationships:

LinkedIn facilitates the creation of relationships with other professionals in your industry. Participating in groups, interacting with other users, and creating contacts can lead to new business opportunities and greater visibility for your website.

Therefore, a strategy should be adopted to optimize SEO, including LinkedIn among the tools and platforms to be used.

Strategies to Optimize Your Presence on LinkedIn for SEO:

To create a stable presence that produces results, planning is essential:

• Create a complete and optimized company profile: Ensure you include all relevant information about your company, such as your mission, products or services, and contacts.
• Regularly publish high-quality and engaging content: Choose topics relevant to your industry and target audience, focusing on the informativeness and originality of your content.
• Use relevant keywords: Integrate strategic keywords into titles, meta descriptions, and content texts to increase visibility in search engines.
• Join groups and participate in discussions relevant to your industry: This will increase your visibility, build relationships with other professionals, and obtain backlinks to your website.
• Respond to comments and messages promptly: Your interaction with users is essential to create an active community and improve your online reputation.
• Promote your LinkedIn profile on your other online channels: Include the link to your LinkedIn profile on your website, social media, and any other online platforms used by your company.

In conclusion, LinkedIn is a fundamental piece for an effective SEO strategy. By implementing the right strategies and leveraging the potential of this platform, you can improve your website’s visibility, increase organic traffic, and achieve your business goals.

With consistent commitment and strategic planning, LinkedIn can become a valuable ally for the growth of your online business.

We frequently discuss LinkedIn and its strategic importance in the digital presence of companies at HT&T Consulting: here is where we summarized some Best Practices to improve your LinkedIn Social Selling Index (SSI), a determining factor for increasing the relevance of your profile and the content you produce and interact with.