LinkedIn® Company Page optimization is not about stuffing keywords into every available field. It is about making the organization clear enough that LinkedIn members and search engines can understand what it is, what it does and when it is relevant.
Start with clarity
Your organization’s name, description, industry, specialties, website, location and other Page information provide useful signals. Complete, accurate information also makes the Page more useful to somebody deciding whether to follow, engage with or contact the organization.
Use the language your audience uses
Describe products, services, sectors and areas of expertise using language a prospective customer, employee or partner would recognize. Internal terminology may be accurate inside the business while being almost useless to somebody searching from outside it.
Expert Tip
Write for the terminology your customers actually use, not just the terminology your company uses internally. The two are often surprisingly different.
Use Search Appearances as evidence
LinkedIn provides Search Appearances analytics for Page admins. Use the available search data to compare how people are finding the Page with the audiences and subjects the organization wants to be known for.
That makes optimization an ongoing process rather than a one-time rewrite.
Optimize the Page and the publishing
Discoverability is not limited to the About information. The subjects and language used in Page content also establish what the organization talks about. Use relevant search language where it improves clarity, rather than forcing terms into posts.
Do not optimize for everybody
A Page that attempts to include every possible keyword usually becomes less useful to humans. Prioritize the markets, services, expertise and audiences that actually matter to the organization.
Your task
Write down five to ten phrases you would expect the right person to use when looking for an organization like yours. Compare those phrases with your Page description, specialties, industry and recent content. Mark any important subject that is absent or described using only internal language.