Last month, a client came to us for help increasing their business’ local online presence. At first, they were hesitant to use LinkedIn as a local SEO tool.
But here in Cyprus, the social network has a high profile and is used by almost every business in town as far as the company’s industry is concerned.
So after some research, we started using LinkedIn as part of the local SEO strategy, as another tool, and the company is now seeing amazing results.
But how did we do it?
That’s what you’ll take away from this article today. You’ll know the steps you should take when pursuing a local SEO strategy.
Limassol and Nicosia are the two main regions we target for our clients’ local SEO strategy.
These are the main steps required for a successful local SEO strategy in Cyprus using LinkedIn:
- Create a keyword-rich profile.
- Backlink to your business profile.
- Publish articles, PDFs, videos, etc., regularly.
- Enrich your business profile with the best about your business.
- Interact with groups.
- Expand your network.
- Name your pictures appropriately.
- Use hashtags
1. Create a keyword-rich LinkedIn profile.
The goal is to keep your profile relevant by including relevant keywords to help your business profile be found in LinkedIn search results. You can use any combination of keywords – brand-related keywords, industry-related keywords.
LinkedIn experts also advise including keywords in your profile page to increase its visibility.
For example, if your local business represents a car dealership, you should include keywords like [car], [vehicle], and the brand-related keyword representing the dealership in your description.
The keywords should be used naturally and not just for “SEO purposes”. Make sure your business represents the intent of these keywords used in your business page profile.
2. Backlink to your LinkedIn business profile.
Like all your main social networking profiles, LinkedIn is a must on your website. You can start by adding a link to your LinkedIn profile on your website.
This backlinking will surely help your profile if your website domain has high authority.
If your company has other profiles on third party websites, it is a good practice to add the profiles of your company’s social networks, like LinkedIn, if they allow it.
Creating these types of backlinks to your LinkedIn profile can provide some benefits:
- Your company profile page could rank higher on Google, leading to more impressions (views), endorsements, and engagements.
- With all the additional views and engagements, the value of your profile increases.
- Exposure of your company profile ranks higher internally in LinkedIn’s search algorithm.
3. Publish articles, PDFs, videos, etc., regularly.
Make sure your profile on LinkedIn is visible to your target audience, mainly the one relevant to your Local marketing effort. One of the best ways to do this is to post different types of content on your LinkedIn page profile.
Remember to post content that is relevant to your niche or local industry.
⚫ Post case studies – Tell your audience how your products or services have helped others improve productivity or achieve the expected goal.
⚫ Bring news and research – Position yourself as an expert in your field by showing what you know about the industry. People who are impressed by this could become lifelong customers.
⚫ List Format Content – Your content should be skimmable, format it into a list. Allow readers to easily skim your post without missing information that could be relevant to them.
⚫ How-to guides – Share your expertise in your industry, let your audience know how to do something. Always keep the content relevant to your audience in your industry.
⚫ Post-Fast Tips – These types of posts are quick-witted advice that your audience can understand in a few seconds.
⚫ Captivating videos – You should post video content that grabs people’s attention. Have a professional edit your video (it will cost a bit of money, but it’s worth it). You can create “explainer” videos that are both informative and entertaining. You don’t have to be an expert at creating videos if you want to do it yourself. You can use a whiteboard and use it to explain something that your audience will appreciate.
Check this video to have a better understanding of the type of content you should be posting on your LinkedIn profile:
4. Enrich your business profile with the best about your business.
Your business profile is where you can display the most interesting details about your business, such as your location, products, services, and other unique details.
Don’t forget to include relevant keywords that will help customers find your business and give you relevant testimonials.
You need to give people reasons to engage with you on LinkedIn.
Completing your LinkedIn profile will definitely help you do that.
Your business profile needs to be updated as often as necessary, based on the changes you feel are necessary to share with your audience.
5. Interact with groups.
When you join a conversation and help others with relevant information, you build a reputation as a thought leader (this also applies to Twitter and Facebook). And when appropriate, share with this group content you’ve created or posted on your website.
That, in turn, will drive more local traffic back to your website, but first to your profile. What you see here is nothing less than a win-win situation.
Remember that LinkedIn is another social network, and you should understand it as such. LinkedIn is a place to connect with other professionals. That’s all the more reason for you to use it for your local SEO.
6 LinkedIn seminars
Using LinkedIn to generate Local leads can help you promote your business and increase your Local SEO exposure. One excellent feature that we find useful is the seminar feature.
When we offer valuable content, the feature turns into a lead generation machine. If the content is important to an audience, users will likely be interested in attending.
Some content ideas to use are live videos like webinars or online lessons, as well as contests.
A pro tip is to distribute your offer to multiple people, depending on the audience profile you want to target. Through them, others from the same field will follow.
Remember to focus on generating quality material; otherwise, the contacts/leads you gather will not live up to the expectation of converting them into your potential customers. It would help if you had users who want to buy your products or services.
7 Expand your network
Your network in LinkedIn is basically the professional relationships you build with others in your industry. You need to focus on networking with people who you believe can provide you with short and/or long term business opportunities on LinkedIn.
Networking seems like an easy task, but it’s not. Many business social managers do not know how to network on social networking sites like LD. This is a mistake that prevents them from getting the expected results.
But you are not alone, contact us for a quote on how we can help you use Linkedin as part of your SEO Local strategy.
8 Name your pictures appropriately
As with your website, the images you post on your social networks, especially LinkedIn, need to be branded, well named and engaging.
So if you’re using LinkedIn to increase your local SEO presence, try to let viewers of the images know where you are. For example, the location can be as simple as a city or a map.
You need to be specific, as different audiences tend to search for your city rather than your brand name.
9 Use hashtags
LinkedIn hashtags make it easy to follow a topic or a network of people interested in a topic.
As with other social networks, you can use hashtags when you share a post on Linkedin. And by doing so, you help your local SEO presence.
These are some ways you can use hashtags on LD:
- Adding hashtags within the text of a post
- Using hashtags on your company page.
- You can also use hashtags in comments you make on other profiles
- Hashtags can also be used in the text extract
Implementing a local SEO strategy with LinkedIn.
I’m a big proponent of using LinkedIn as part of your local SEO strategy. The reason is that it has a powerful Local Search presence that allows your business to connect directly with your potential customers or employees.
LinkedIn is a platform that connects different industries, but there are two main categories that work better than any other social network:
Have you already optimized your LinkedIn profile? If not, then you should apply these LinkedIn SEO optimization steps to your business profile. You’re more likely to increase your online presence and get noticed. Focus on understanding what you need to rank for and apply this guide to put it into action.
Wrapping this thing up!
The entire goal of optimizing your LinkedIn profile is to build trust and engagement. Optimizing your LinkedIn profile will not only get you noticed more, but it will also help your business attract potential customers through better engagement.
Such engagement will eventually build trust in your brand and the people around it. This can ultimately help increase lead acquisition and ROI.
A word of advice: great brands don’t just focus on selling and acquiring leads.
You need to focus on providing value to your target audience.
Every time you post on your LinkedIn company page or LinkedIn profile, think about your target customer persona.
Stop posting on LinkedIn just to show a little life on your page. Give something worth reading or looking at. It is where posting with purpose and nice offers, and your target audience will enjoy your business value.