If you’re using LinkedIn for your business, you know how important it is for your content to be seen by the right people. Making sure your content stands out and is discoverable is critical. LinkedIn’s recent upgrade to its search engine could be a game-changer for you, and here’s why it matters for your business.
LinkedIn’s Old Problem: Keyword Limitations
Imagine you’re a small business owner looking for a reliable supplier of eco-friendly packaging materials. In the past, LinkedIn’s search was a bit like a phone book—it would only show you companies with the exact phrase “eco-friendly packaging materials” in their profile, even if there were fantastic suppliers specializing in “sustainable packaging solutions.” You’d end up missing great options!
This meant your content about unique products, services, or niche expertise could get lost in the shuffle if it used a different keyword than the exact keywords people were searching for.
LinkedIn’s Answer: Understanding Your Audience
LinkedIn’s new search engine is like a business consultant who understands your industry and needs. It doesn’t just look for exact word matches; it grasps the meaning behind your search. (Impressive, right?)
Now, if you’re looking for information on “customer retention strategies,” it will also show you content related to “building customer loyalty” or “reducing churn.” Basically, this means your posts have a much better chance of reaching the right audience, even if they use slightly different phrasing in their searches.
What This Means for Your Business
- Increased Visibility. Your content could be discovered by a broader range of people who are genuinely interested in what you have to say.
- Better Engagement. You will likely see more likes, comments, and shares when your posts reach the right people.
- Stronger Connections. By providing valuable content to the right people, you’ll build trust and establish yourself as a thought leader in your industry.
How to Take Advantage
- Focus on Quality. Create helpful content that genuinely answers your target audience’s questions. Think about creating content that helps them along the buyer’s journey (without being pushy-salesy about it).
- Use Natural Language. Don’t worry about stuffing your posts with keywords. Write in a way that feels natural and engaging. This is the same rule of thumb you should be using with ALL of your content, including your blogs.
- Think Beyond Keywords. Consider the underlying concepts and ideas your audience is interested in. When you think about what your customer needs to know to understand the value of your solution best, use those ideas to create a variety of different types of content.
LinkedIn Best Practices to Keep in Mind
- Optimize Your Profile. Make sure you fill out all of the sections for your company page, including the call to action.
- Create Content. As mentioned above, you need to create high quality, engaging content. If you aren’t creating content, you aren’t able to fully use this change!
- Respond to People. Social media is social. Even LinkedIn. If someone comments, make sure to answer.
The Bottom Line
LinkedIn’s improved search is hopefully an excellent tool for businesses. By understanding the intent behind searches, it could connect your content with the people who need it (and you) most.
So, keep creating valuable content, and let LinkedIn’s smarter search do the rest!
If you are struggling to come up with content ideas for your LinkedIn or other social media channels, we’re here to help! Book a consulting call today.