I was talking with a solopreneur who mentioned they had recently search engine optimised (SEO) their website. I asked her if she had search engine optimised her LinkedIn profile. Her response was she hadn’t actually thought about it.

As I explained, LinkedIn, first and foremost, is a search engine.

It’s similar to Google in that it’s designed for people to use to search for what they’re looking for.

Not only does this mean that you can turn up in a search result in LinkedIn; you can also turn up in a Google search if you optimised your profile. Gravitate Online reported that 94% of web visitors don’t go beyond the first page of their search results.

The advantage of this is that you can beat your competitors, even if they’re large organisations, in a Google as well as a LinkedIn search.

One of the first things you need to have in your profile is search engine optimisation or SEO. SEO is about having the correct words in your profile so that you turn up in search results and are found.

There are three main elements to keep in mind when search engine optimising your profile:


Ensure you use words that a customer uses when searching for you. For example, if you’re a facilitator in leadership, a customer could type in “Leadership Facilitator Sydney”, but there are also people who might type in “Leadership Trainer Sydney” or “Leadership Training Sydney”.

Ensuring you have enough of the words in your profile means that people can find you for what you want to be found for.


Some keywords will be more competitive than others. This means that to get a strong, targeted result, you may need to be more specific.

For example, the keyword “coach” would be a competitive keyword. It is also not very specific to what you do. By making the keyword “junior AFL coach” or “executive coach”, you will get a more targeted response that aligns with your goals and ideal client.

Location of Keywords

The third element of SEO is the location of keywords in your profile. There are five areas that impact the SEO: Headline, Summary, Employment History and Endorsements

As I explained to this solopreneur, by having a search engine optimised LinkedIn profile she was in a positon to leverage her profile to be found by her ideal audience.

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