In my recent article, ‘5 ways to get your LinkedIn profile found in LinkedIn and Google’, I spoke about how LinkedIn is a database that is searchable.
This means that people can search LinkedIn for keywords and profiles are returned. The other thing that I like about LinkedIn is that you can have your LinkedIn profile returned in Google search results.
For example, if you search “LinkedIn Expert Brisbane” you can see my LinkedIn profile is returned in search results. You will see it is the first organic result. Under paid advertising. It is returned about my personal website.
To get this to happen one of the first things you need to do is ensure that your LinkedIn profile includes the right key words. In the right areas of your profile.
Your headline is one of those areas.
You have 120 characters to make a stand-out first impression. When someone searches via keywords on LinkedIn, your profile’s image, name and headline are first returned.
This means your headline is key in getting people to ‘click through’ to your profile. It’s a bit like when you do a search for something on Google. The headline is a determining factor on whether you click through to the website.
The headline looks like this:
The title or headline of your LinkedIn profile sits under your name. The default setting on LinkedIn will set your title to be exactly the same as your current role. Most of the clients we see make a fundamental mistake and leave it that way.
Why is this so important to change?
Without the correct heading, you will be pigeonholed into the category people think you belong to, rather than perceived how you want to be.
For example, if you have “CEO of Pegasus Pty Ltd”, that doesn’t tell me how you help me. It’s not clear to your reader how you can help them. Your ideal client will pigeonhole you as a CEO who can’t help them, when in fact you can. You haven’t sold it early enough in your profile.
Firstly, when your profile is returned in search results, the name, headline and photo will be the only sections of your profile that are visible.
This means that the photo, headline and name are the determining factors for whether somebody is going to click through to your profile.
It is imperative you use your title as a positioning statement for how you want to be found. When somebody is viewing your profile in search results, you only have three to four seconds to make an impact. The best way to do this is with a standout headline.
Top Tip #1: Use typology symbols to break up words, increase readability and minimise conjoint words.
Here are some great examples of headlines:
- Executive Gemologist serving CEOs. Cut, Polishing and Resetting the Inner Diamonds of Executives and their Companies.
- Business Development Co-ordinator ♦ Health Insurance ♦ Enhancing the Customer Experience for Teachers and Union Members.
- Environmental Leadership ♦ Project Manager ♦ Oil & Gas, Perth ♦ Positively Impacting the Environment, Safety and People.
- Specialist Technical Trainer – Providing WH&S, Rehabilitation and Return-to-Work Services to the Health Insurance Sector.
- Industrial Relations (IR) Specialist – Driving Major IR Projects in the Australian Oil, Gas and Iron Ore Sectors.
Top Tip #2: If the location is part of your SEO strategy, use it in your headline.
We have worked with clients to create multiple headlines, and then tested them on a rotational basis to see what achieves the best click-through. You can do this to see what gets you the best results.
Would you like to use your LinkedIn profile to generate leads, get more clients and make sales easier?
On the Friday the 6th of October at 11 am I am hosting a 1-hour free, online training session.
In this live session I will share with you:
* The 5-step process for successful and sustainable LinkedIn lead generation;
* How to convert your connections to customers;
* What the latest (and upcoming) LinkedIn changes mean for you and your business.
– Limited Spaces Available –
Click here find out more and to save your place in training today. I look forward to seeing you then!