How to optimise LinkedIn company and profile pages | Varn


18 March 2021

How to optimise your LinkedIn company and profile page

LinkedIn has grown a lot as a platform in recent years and both businesses and working professionals have started to take advantage. 

LinkedIn is used for networking, advertisements, and of course as a general social media platform. 

In our latest blog, we take a look at how you can optimise your company and personal pages for LinkedIn to gain visibility across the platform.


Optimise your company LinkedIn Page

How to get started

Start by clicking on the ‘create a company page’ button on LinkedIn under the work tab. After this, you will be prompted to select the type of page you are creating, ranging from a small business of fewer than 200 employees to educational institutions.

After this, you will put in your page identity, and your company profile details. Make sure the page name is the registered business name and is consistent across all social profiles. 

You should then make sure that you go through the following steps to ensure the page is well optimised:

  1. LinkedIn public URL: Edit the LinkedIn public URL to the company name or something similar if the name is taken.

  1. Company logo: Choose a logo that is consistent with the branding of the company. This is one of the first steps to take when creating a company profile. 

Company logo dimensions: 300x300px (JPG, JPEG, PNG)

  1. Cover image: Add a cover image that is on brand to add extra branding for the company page. 

Cover image dimensions: 1128 x 191px (JPG, JPEG, PNG)

  1. Tagline: Used an approved slogan as the tagline, with keywords added organically relating to the industry. 

  1. Take advantage of showcase pages: These are free extensions for a company page and are used to highlight an individual brand or initiative. 

  1. LinkedIn completion metre: Make sure the ‘completion metre’ shown when creating the page is 100% done after finishing the page. 

  1. Company industry: Add the industry for the company page to increase the visibility in search results. 

  1. Company size: Include the size of the company (0-10 employees) to increase the page visibility. 

  1. Company description: Add a sizable company description, this can be up to 2000 words. 

  1. Hashtags for the company: Include hashtags for the company page that are relevant to the industry. 

  1. Custom button: Custom buttons can be: visit the website, contact us, learn more, register, and sign up.

Optimise your personal LinkedIn Page

A lot of the same rules apply to the personal page that were useful for the company pages. Essentially you want to give as much accurate information as possible to increase the overall quality of the page. 

  1. Professional profile photo: Try and add a professional headshot to your profile. Avoid selfies, and a straightforward smile will work well. 

Photo dimensions: 400x400px (JPG, JPEG, PNG)

  1. Background image: Include a background image that is professional, and if possible related to your company/industry. 

Cover image dimensions: 1128 x 191px (JPG, JPEG, PNG)

  1. Optimised headline: Add an optimised headline that promotes you, it can be up to 120 characters. 
  1. Write a good profile summary: Your profile summary should give a detailed account of you and your professional experience. It can be up to 2000 characters long. 
  1. Add the relevant work and education experience: Adding your work experience and education will increase the chances of you appearing in relevant searches for different industries. 
  1. Add the relevant skills (endorsed by your connections): Adding skills will show employers and other connections what your areas of expertise are. If you can get connections to endorse them, even better! ]
  1. Request recommendations from connections: Recommendations are a good way to demonstrate that you have made good connections in the industry and left a good impression with people. Try and get clients and colleagues to give you recommendations on LinkedIn. 
  1. Edit your personal page URL: Editing your personal URL will give you more control over your LinkedIn page. It adds a touch of professionalism that many people often miss. 
  1. Check the LinkedIn page completion metre: Like the company page, the linkedIn completion metre shows you how far you have to go before your profile is complete. 
  1. Add samples for your work: Adding samples of your work will give potential clients a better idea of what you are capable of. 
  1. Add any relevant qualifications, courses and projects: Adding your relevant qualifications, courses and experiences will help demonstrate your aptitude in certain areas and appear in more job searches! 

Engage with the community! 

Often when people complain about not getting enough traction on LinkedIn it is because they are not engaging with the community enough. If you want to get more likes, shares, and job offers, you need to interact with people. This is one of the ways to increase your long-term visibility on the platform. 

Find out more about the power of Linkedin!

If you want to find out more about the power of LinkedIn and how it can help drive value for your business, feel free to get in touch with a member of our Bristol based SEO team.

Article by: David, SEO Account Manager More articles by David

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