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Increase Your SEO, Visibility and Personal Branding Using LinkedIn

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Increase Your SEO, Visibility and Personal Branding Using LinkedIn Powered By Docstoc
					    Be Found - Increase Your SEO,
Visibility, and Personal Branding Using
                 LinkedIn
                   Vince Ferraro
           http://www.linkedin.com/in/vlferraro
   Read My Blog At: http://www.techmarketingpeitho.com
                  vlferraro@hotmail.com
                       858-759-5041
                     Revised: May, 2010
                 A Disclaimer
1) I am not a LinkedIn guru. I am a user like you.
2) I have spent many hours optimizing and fine-tuning my
LinkedIn profile.
3) I have learned from these experiences and the mistakes I
and others have made.
4) Individual results may vary – this is an art not a science.
5) My perspective is as a pragmatic “best practices” user and
not as a “technical” expert.
Taking LinkedIn A Little Too Far
Tips On Developing A Great Profile
 • Complete your profile 100% - an online version of resume
 • Update your status often (and it should say more than just
 “looking for a job”)
 • Have a clear, compelling, leadership headline
 • Study people you admire and who are highly ranked in
 Linkedin SEO
 • Tailor your profile to look similar to people whose careers
 you want – not what you are doing today
 • Have a clear, compelling headline – update it often
 • Get recommendations (and give them too!)
 • Add up to 3 relevant web links (e.g. blogs, VisualCV,
 company web site, articles)
 • Set your profile to public and use a vanity URL
 • Settings (contact info, visibility of connections, receive In
 Mail, etc.) – use them if you want to be contacted
Anatomy of a Profile
Now - The Meat of the Presentation
8 Rules of the Road for LinkedIn
1. Complete your profile with a professional
   photo
2. Create a compelling tag line and summary
   that sells your unique brand
3. Connect with other social media
4. Give and receive recommendations
5. Categorize and organize your relationships
6. Optimize your profile for LinkedIn SEO
7. Utilize 3rd party applications
8. It is social media – so start socializing!
1. Complete Profile with Pro Photo

 Good photo



 Can Improve



 • Invest in a great photo shoot – get casual and formal shots
 • Photo should be warm, friendly, and inviting
 • Head/shoulder shot – don’t get clever!
 • Wear your “power outfit”
 • Crop to 400 x 400 pixels picture size. LinkedIn will size it down
 • Professional you not the personal you
 • Make sure you have digital repro rights for online photos
 • Like online dating – people are likely to connect more often with
 people they see.
2a. Create a Compelling Tag Line
            Quality                 Tag Line
  BEST                 Chief Marketing Officer | CMO |
                       VP | Consultant | Pragmatic
                       Marketing that Grows Revenue &
                       Market Share!
  BEST                 Corporate Social Media Solutions |
                       Social Media ROI Strategist |
                       Author | Speaker | CEO at
                       DemingHill
  BETTER               Director of Talent Acquisition at PC
                       Mall, Inc.
  BETTER               President/Principal of Woo Agency

  IMPROVEMENT NEEDED   Recently Retired
  IMPROVEMENT NEEDED   Currently looking out for a Senior
                       position with ITES Companies.(All
                       Invites Accepted)
2b. Create a Compelling Summary
 Don’t :

 • Speak of yourself in the 3rd person as a company, entity, or
 celebrity.
 • Paste copy from your website bio or resume. This is boring and
 makes you seem small - incapable of writing a few original
 sentences beyond your website or resume.
 • Write one big block of text
 • Be too conversational or unprofessional. That’s what Facebook is
 for.

 Do:

 • Grow your personal brand with a unique, differentiated message
 • Write your LinkedIn profile for your future, not your past job
 • Incorporate your elevator pitch
 • Utilize all of the real estate – include your most important URLs
3. Connect with Other Social Media
                          Some Examples

                          • Email with name
                          • Blog with name/tag line
                          • Using “websites” to
                          make connections to
                          other social media
                          • Include email or
                          website link in summary
                          or contact settings
                          • Can connect to Twitter
                          too!


                     Spammer Alert - Do not use
                     primary email account!
4. Give and Receive
Recommendations
           • At least 3 – more than 10 is
           probably overkill
           • Find the people with whom you
           had great working relationships
           • Quid pro quo – offer to write
           somebody else’s
           recommendation first – pay it
           forward!
           • Get recommendations across
           many jobs you have had – just
           not the last one or two
           • They can be different or same
           as your formal “employment”
           references (mine are different)
           • Managers, peers, and
           subordinates
5. Organize Your Connections
   Who Should You Connect With?
           My Strategy
Should you know everyone you are connected with on
LinkedIn?

• My strategy is a hybrid approach
• 75% I know – colleagues, business connections, people who
I have met networking, recruiters, etc.
• 15% are people for school, professional groups, etc. that
want to connected
• 10% are strategic people – LinkedIn LION’s, recruiters,
rainmakers, etc. that know people I want to connect with.
• Some LinkedIn searches have relevance to people to whom
you are connected to. They show up first in search results.
• Quality more than quantity, but quantity gets you some
access.
• LI Groups give you direct email access rights (up to 50)
 6. Optimize Profile for LinkedIn SEO


                                 Keywords listed as a
                                 separate job listing




Keywords added under each role
 Summary: Ways to Optimize LI SEO
• Repeat key words over and over and over again!
• Place key words everywhere – jobs descriptions, interests, titles of
jobs – everywhere. Be creative
• Place the name of the city in your job title to be found in that city
or county
• Set up more than one current job (especially if you are a
consultant, advisor, BOD member, etc.) to magnify search results
• Connecting with more people … seems to be an algorithm in SEO
• Key words can be jobs, roles, strengths, geographies,
competencies, etc.
• Customize your URL with your name (www.linkedin.com/vlferraro)
• Add custom “anchor” text to three web site links and a Twitter
link
• Find popular key words at:
http://searchenginewatch.com/2156041
Does This Work? My SEO Results
                             #1 for CMO



                                          #2 Marketing




 # 1 San Diego + Marketing
  SEO Optimized – My First Page
            Results
• CMO - #1 out of 18K
• Chief Marketing Officer - #2 out of 88K
• Marketing - #2 out of 4.8M
• Business - #5 out of 8.3M
• San Diego - #4 out of 228K
• San Diego Marketing - #1 out of 48K
• San Diego Business - #1 out of 76K
• San Diego CMO - #1 out of 260
• San Diego Chief Marketing Officer - #1 out of 1552
• Hewlett-Packard Marketing - #1 out of 46K
• Hewlett-Packard Business - #1 out of 87K
       My Favorite Applications
• SlideShare – for presentation sharing
• Box.net – store your resume and bio online for
instant downloading
• Twitter – link “tweets” to LinkedIn
• Tripit – connect with people where you travel to
• Amazon Reading List – my favorite books
• WordPress – links to my blog postings
• TypePad’s Blog Link – my connections’ blogs
Access in “Edit Profile” – just under your profile “Summary”
8. It is Social Media - So Start Socializing!

                                6 Ideas to Get Started

                                • Join LinkedIn Groups
                                and participate in
                                discussions
                                • Ask and answer
                                questions
                                • Start a blog and connect
                                into LinkedIn
                                • Find interesting people
                                and develop them as a
                                connection
                                • Update your profile
                                frequently
                                • Make and respond to
                                announcements of others
                                •Update your network on
                                your status
    Create a Signature File to Promote
         Your Social Media Links
Regards, Vince

Vincent L. Ferraro
PMB 9, PO Box 5000
Rancho Santa Fe, CA 92067-5000

vlferraro@hotmail.com
Office/Fax: 858-759-5041
Cell: 858-837-1837
Read my blog at: http://www.techmarketingpeitho.com




                   Links:
                   Wise Stamp: http://www.wisestamp.com/
                   Social Media Icons: http://www.evohosting.co.uk/blog/web-
                   development/design/more-free-social-media-icons/
How to Insert Videos in Linkedin
1. Upload your presentation to SlideShare as usual.
2. Copy the URL of the YouTube video you want to insert
3. Once your presentation converts, go to the Edit
Slideshow and choose Insert YouTube Videos and paste the
above URL in the form
4. Add the SlideShare application on your LinkedIn profile
and link your account.
5. Go to the Settings page and choose “Show complete
presentation in player”
6. That’s it. Your presentation (with the embedded YouTube
video) is on your LinkedIn profile!

Complete instructions can be found at:
http://blog.slideshare.net/category/linkedin/
     Some Additional Resources
Official LinkedIn Blog: http://blog.linkedin.com/

LinkedIn LIONS: http://www.toplinked.com/top50.html

Xobni : Outlook Plug-In that merges social networking and email
http://www.xobni.com/

Outlook Social Connector:
http://www.microsoft.com/downloads/details.aspx?FamilyID=c87e257c-d76f-4785-a09b-
af36babd6e32&displaylang=en

Top LinkedIn Gurus:
Neal Schaffer, Windmill Networking Blog: http://windmillnetworking.com/#axzz0hWr3LZKw
Chuck Hester, Pay It Forward Blog: http://chuckhester.com/
Barbara Tip, LinkedIn for Recruiters: http://www.risetrends.com/blog/how-to/easy-linkedin-
recruiter-resources/
Viveka von Rosen, LinkedIn to Business Blog: http://linkedintobusiness.com/

Personal Branding:
Reach Personal Branding: http://www.reachcc.com/
Kirsten Dixon: http://www.kirstendixson.com/
Personal Branding Blog: http://www.personalbrandingblog.com/
Brand Yourself: http://brand-yourself.com/
8 Rules of the Road for LinkedIn
1. Complete your profile with a professional
   photo
2. Create a compelling tag line and summary
   that sells your unique brand
3. Connect with other social media
4. Give and receive recommendations
5. Categorize and organize your relationships
6. Optimize your profile for LinkedIn SEO
7. Utilize 3rd party applications
8. It is social media – so start socializing!
Questions and Thank
       You!
     Download the Presentation At:
  http://www.linkedin.com/in/vlferraro

        vlferraro@hotmail.com

				
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Description: A Step By Step Guide to Increase Your SEO, Visibility and Personal Branding Using LinkedIn