Inbound Marketing + Sales Blog

December 4, 2013

5 Ways to Optimize Your LinkedIn Profile for Inbound Marketing

2 min read

Written by: Olivia Perek  |  Share:

We all know that LinkedIn is a great professional tool, and one that many inbound marketers have found success with, but what many of us don't know is how to optimize our LinkedIn profile for success. Sure, you can simply follow those steps that LinkedIn lays out for you, but then your profile will be the same as everyone else's.

We've touched on this before, but your social media profiles can play a big role in getting found online (or your personal online visibility). Our goal in today's post is to help you optimize your LinkedIn profile for inbound marketing.

With your LinkedIn account you can start ranking higher for SEO and increase the traffic to your other social networking sites, as well as your business blog and website. Ultimately, growing your online presence and building success around your inbound marketing efforts. 

1. Claim your Vanity URL

Just like you might opt for a vanity plate on a car, you can opt for vanity URLs with your LinkedIn profile. Instead of keeping the standard URL that LinkedIn gives you when you first sign up that is an unmemorable mix of letters and numbers that don't apply to your profile, create a custom URL using your actual name. This way it's not only easier for people to find you, but for search engines to find you as well. A vanity URL on LinkedIn looks something like this:

2. Anything but Ordinary Website/Blog Links

When adding the URLs for your website and blog onto your profile, you have the option to choose the boring titles of “Website” or “Blog”, but then there is the mystical “Other.” option too. By clicking “Other” you are able to enter your own anchor text to be something that is relevant to you and your career, like “Inbound Marketing Blog.” This way it is more specific to your industry and more appealing and click-worthy to those who are viewing your profile.

3. Optimize your Profile for Search Engines

Just as you would do for a website, you can add keywords to make your profile more searchable. In your descriptions make sure to add keywords that relate to that section and your industry. For the best results, add keywords in prominent sections of your profile, such as job titles / headlines and your summary. If you're unsure what keywords to add to your profile, doing a quick job search can help. Go to a site like (or even use the LinkedIn Job Search tool) and search for similar positions to yours. From there, read the descriptions and pull out keywords that you notice are used in multiple postings and that fit with your own role.

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4. Post Relevant Content

Search engines love remarkable, compelling content. Instead of linking your Twitter or Facebook to your LinkedIn profile and just auto-sharing the same content you're posting on those platforms, take the time to find and post specific content for your connections on LinkedIn. Your LinkedIn network is most likely very different than your followers on Twitter or your friends on Facebook. In order to get the most out of your profile, you want to be sure that you're sharing information that your connections will find value in. And when you do share an article or blog post (especially from your own site), make sure that the content includes a link back to your post so they can read more.

5. Find and Join Groups

LinkedIn is the king of networking, so invest your time connecting with other professionals to get the most out of your profile. Start growing your online presence by searching for groups that are relevant to your industry, and keep these three things in mind to start engaging with the best of the best.

  1. Find groups at that are high-quality and have members who are engaging frequently.
  2. Join in on discussions that are relevant to your business and goals. If you want to get the most out of your profile, invest your time in places that it will count.
  3. Start new discussions, contribute content and provide answers to questions.

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Topics: Inbound Sales, Inbound Marketing

About The Author

Olivia is a Principal Inbound Strategist who focuses on lead generation and marketing and sales alignment. She excels at helping clients identify, build and execute scalable demand generation strategies using the HubSpot ecosystem.

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