Everyone talks about Facebook, Twitter and to some extent Foursquare when addressing the power of social media. Sometimes – IPO news notwithstanding – it seems like LinkedIn is the forgotten stepchild. People know it’s there but they don’t know what to do with it. Companies may have a hard time viewing LinkedIn as anything more than an online resume repository. But like any other social network, LinkedIn offers opportunities to increase brand awareness and user reach in search space. When properly leveraged, LinkedIn can help you tap into your career-minded audience and build your professional network – connections that could drive client relationships.
Many companies place LinkedIn solely in the hands of human resources. LinkedIn is a great recruiting tool but it is also a great way to improve your page one rankings on Google, Bing and Yahoo; therefore, it should be part of any Search and Social optimization campaign. Incorporating relevant keywords into your LinkedIn profile and joining or creating LinkedIn Groups can build up your search authority on the major search engines. Also, utilizing the LinkedIn RSS feed is a great way to drive traffic to your corporate blog. According to HubSpot, small businesses that actively blog get, on average, 97% more inbound links, 434% more indexed pages and 55% more site visits. That is some serious SEO mojo you could be giving your LinkedIn page.
Unfortunately for LinkedIn, it is lacking the cool factor inherent in Facebook and Twitter. People don’t like – Facebook pun not intended – updating is as often. But content additions and revisions help improve search rankings, which makes incorporating them into LinkedIn important to your overall search strategy.