While everyone's scrambling to crack Google's algorithm, there's this massive opportunity sitting right under our noses. That’s LinkedIn SEO.

LinkedIn isn’t just a place to post job updates and humblebrag about promotions anymore.

When you nail LinkedIn optimization, you're actually killing two birds with one stone. You can rank on both LinkedIn and Google simultaneously.

We’re not talking about stuffing your headline with hashtags or spamming the word “strategist” ten times. We’re talking about real, strategic visibility on LinkedIn and Google.

What Is LinkedIn SEO?

If you've ever searched for a “Software Engineer” or “Talent Acquisition Specialist” on LinkedIn, congratulations! You’ve interacted with LinkedIn SEO,  whether you realized it or not.

LinkedIn SEO (Search Engine Optimization on LinkedIn) is the process of optimizing your profile and content so that they appear in both LinkedIn's internal search and Google’s search results.

Most people aren’t aware that what you post on LinkedIn can actually rank on Google, too.

But here’s the twist: the way LinkedIn ranks content internally isn’t identical to how Google does it.

LinkedIn weighs engagement and relevance among your network. Google looks at keyword intent, backlinks, and structure. So, if you want your LinkedIn presence to work double-time, you need to hit both angles.

Understanding How LinkedIn Search Works

LinkedIn’s search algorithm is built on relevance and personalization. It tailors what you see based on your network, activity, and the kind of content you engage with.

When someone searches for a service provider or expert, LinkedIn pulls results using a mix of signals. LinkedIn’s search engine pulls results based on a mix of:

• Keywords in your profile and content

• Engagement (likes, comments, shares on your posts)

• Network proximity (shared connections, similar roles or industries)

• Profile activity (how often you post or update sections)

• Hashtags and how frequently you interact with them

It also looks at your work history, skills, and education to better match you with relevant search terms.

Let’s say two people both call themselves “B2B Marketers.” One posts weekly, interacts with their audience, and shows up in industry conversations. The other hasn’t posted in six months.

Who do you think ranks higher when someone searches “B2B LinkedIn Marketer”?

Of course, it’s the active one.

If you want to get discovered on LinkedIn, it’s not just about the right keywords. It’s about how often you show up and who is interacting with your content.

Does SEO Work on LinkedIn?

Absolutely. LinkedIn SEO is real and powerful.

When you optimize your profile and content with the right keywords and structure, you’re making your profile pretty and discoverable. That means more eyes on your profile, more relevant connections, and more chances for leads to land in your inbox.

Think of LinkedIn as a kind of mini-Google, but just for professionals. It has its own search engine.

When you search “Marketing Manager”, LinkedIn’s internal algorithm pulls up the most relevant profiles and posts that match that query.

But that’s not all.

Google indexes LinkedIn profiles and even some public posts. Your LinkedIn profile could show up in Google search results if it’s optimized.

Think of LinkedIn SEO as a two-front strategy. You want your content to rank on LinkedIn’s internal search and show up on Google.

Double visibility. Double credibility. And ideally? Double the leads.

Optimizing Your LinkedIn Profile for Search

This is your home base. Your LinkedIn profile should be searchable and strategically aligned with how your ideal audience thinks.

Insert Keywords Strategically

Image from Backlinko

Every word you include can impact whether you show up in someone’s search.

Let’s start with the headline. Instead of “Social Media Manager,” try something like “Social Media Strategist | Helping B2B Companies Generate Leads Through LinkedIn Content Marketing.”

See the difference? You’ve just told LinkedIn and Google:

• What you do

• Who you serve

• What tools do you specialize in

All in a single job title through using keywords properly.

Now apply that same principle across your profile:

• About section: Tell your story using natural, keyword-rich phrasing

• Experience titles: Use searchable job descriptions, not vague labels

• Skills and Endorsements: Choose terms your clients actually search for

• Featured section: Highlight content or portfolio with embedded keywords

Enhance Your About Section

People treat the About section like a resume summary or a blog intro. Here’s a better approach: Write like you’re talking directly to your ideal client. Hit their pain points, explain your services, and sprinkle in searchable terms.

Example:

“I help B2B companies turn LinkedIn into a lead-generation channel through strategic content marketing. With experience in B2B SaaS, professional services, and startup marketing, I know what works (and what doesn’t) in the crowded LinkedIn space. Connect if you're ready to turn LinkedIn into your top-performing channel.”

Notice how human that feels? It’s friendly and human. But it also includes keywords like lead generation, content marketing, B2B SaaS, and startup marketing. That’s strategic writing for both people and platforms.

Write for Both Algorithms and Humans

A golden rule of LinkedIn SEO is that if your profile reads like a robot wrote it, people won’t read it, even if it ranks.

Bad example:
“Email copywriter email strategy email automation sequences marketing email funnels”

Instead of stuffing keywords, use them naturally. Say:

“I help online businesses scale through high-converting email sequences.”

Customize Your LinkedIn URL and Backlinks

A clean, branded LinkedIn URL (like.linkedin.com/in/ryanroslansky/) looks professional and improves visibility.

Want an extra boost? Follow these simple tips:

• Share your LinkedIn content in your newsletter or blog

• Get featured or quoted on guest posts that link back to your LinkedIn

• Embed your LinkedIn posts in blogs or landing pages

• Encourage backlinks to your LinkedIn profile from your personal website

Every external touchpoint sends Google a message that your profile is trustworthy and deserves to rank

Focus on Your LinkedIn Content Strategy

It’s not just your profile that matters; your content can rank too. Sometimes, it can outperform traditional blogs and articles.

SEO for LinkedIn Posts

Image from LinkedIn

Posts are micro-content shared through the LinkedIn feed. These are usually short and punchy updates that show your expertise.

Your LinkedIn posts may include media (photos or videos) and third-party content. Here’s how you can create scroll-stopping posts on LinkedIn:

• Start with a strong hook using your main keyword

• Use 3-5 niche-specific hashtags

• Add alt text to images for accessibility and SEO

• Post high-value content consistently

SEO for LinkedIn Articles

Image from LinkedIn

Long-form posts are your secret weapon.

While everyone else is posting quick updates, you’re publishing mini-articles that establish expertise. These posts often rank for specific long-tail keywords on Google, especially when they solve real problems your audience faces.

Tips for writing them:

• Use clear headings (H1, H2) to break up the post

• Insert keywords in your title, intro, and subheadings

• Link to other articles or posts you’ve written for internal linking purposes

• Always include a CTA to invite conversation, offer a freebie, or direct traffic to your personal website

The best part is that Google sometimes shows LinkedIn articles higher than blog posts on the same topic.

Does Engagement Affect LinkedIn SEO?

You know what separates content that ranks from content that disappears?

Engagement, plain and simple.

LinkedIn loves comments, shares, and meaningful interactions. When your post generates genuine discussion, LinkedIn's algorithm takes notice and pushes it to more feeds.

Google, meanwhile, looks at these engagement signals as indicators of content quality and relevance.

So yes, engagement fuels visibility on both platforms. Here are some ways to increase engagement:

• Post when your audience is most active (test timing!)

• Use formats that perform well: carousels, polls, videos

• Tag relevant people, reply to every comment, and be present in others’ conversations

Final Thoughts

You don’t need to go viral. You just need to be searchable, be it on LinkedIn or Google.

That’s achievable through a solid profile, valuable content, and consistent engagement with your audience.

What makes it easier to stay consistent are tools that make your workflow a lot smoother.

That’s where Loopify makes a difference. It’s built for people who want strategy and simplicity.

Whether you're managing multiple clients or your own brand, Loopify helps you schedule posts, repurpose high-performing content, and stay on top of analytics.

You can plan LinkedIn content in batches, stay consistent without burning out.

Join our waitlist and be notified about our launch!