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Mark from the LinkedInformed Podcast is a god of the trial and error, experimenting with SEO techniques through LinkedIn's search feature to see which factors contribute most to SEO impact and profile ranking. You'll be surprised by which areas make the biggest difference, and which not so much. For instance, while your network and endorsed skills do little to crank you up the ladder, activity, particularly commenting, has a massive impact, as the algorithm recognizes you as more responsive to potential employers.
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anyway, Aside from that, let me tell you what I did. So, first of all, I wanted to look at this from four different perspectives. Now, mainly just on my account. Okay, so I went into my account in the basic user interface in Neptune. If you like on Did a search for the for the word copywriter. I'm looking at job titles here. I just wanted to search for the keyword copywriter or one word. Okay, genuinely. I was looking for a copywriter, so it was a really exercise for May as well. So did that. But I also did it across four different in four different ways, really across three different accounts. So did it. On my account on Neptune. Basic user interface. And it on my account in sales navigator. Now, the sales navigator results are quickly deal with that now is completely different. Okay, Completely different on doesn't surprise with different search engine and also different priorities to that. So, um, on. But to be honest with you, it was interesting to see that it was different, not particularly relevant from optimization point of view, because very few people are gonna be searching for us sales navigating the sales people that you sales Navigator, not the buyers. So it's not really likely toe happen Eso anyway. Unless, of course, I suppose if salespeople in your market, um anyway, that I think is a bit on the side, three other to account. So one with zero connections, just a dummy account with zero connections just to see. That's like a very pure result, because network doesn't come into it. Nor does activity, because this is an inactive account with no connections and then within account, that's fairly inactive but does have a number of connections, 100 or so something like that. And so just testing it across those three, mainly, really into seeing what the difference is, but mainly analyzing those on my account. Now look at 10 different areas. Okay, 10 different things that can affect a search. Results that I thought traditionally have affected search results and what I've done in the past. I've always concentrated on these things, so they are keywords. But keywords anywhere is the first type of keywords anywhere in the profile, just the word itself. How many times does the word appear somewhere in the profile? Secondly, key words in the headline. Thirdly, keywords in job titles number four keywords in company names. Okay, now, different times. All of those have been important in different ways. Okay, on bats changed over the years, then network in two areas to network. First of all, the effect of how close someone is to you in your network. So it's the first here above a second tier of other third tier etcetera on, then shared connection. So is it relevant if you've got a lot of shared connections? Is that person more likely to come higher in your search results or low in your search results, or does it make any difference at all aan den location, you know. So if I'm doing a search and I'm saying Show me a copywriter, would it be that it's gonna give me a copywriter that's based just, you know, five minutes down the road Or is it gonna give me someone who's based in Kuala Lumpur? I mean, how does that work? I'm not specified. Location. I've just done a copywriter as the search. So where does that come into it? Skills and endorsements. Do they affect the search result? As it happens, I picked a skill, a keyword that isn't actually a skill in itself. But there was a skill of copyrighting on. It may well be that the algorithm could kind of link those two things, but, you know, if you have it, it is a skill does that count? And also if that skill is particularly highly endorsed. So if someone had 50 endorsements as opposed to 10, would they come higher in the search results? Etcetera, etcetera Number nine is interests. And I don't mean interest in the traditional sense that we used to think of interest, like badminton and hockey on the weekends or whatever the interest section now ISMM or who you're following. So that's that's sort of three things who you're following as an influences. Secondly, which companies you're following and 30 which groups you're following their three areas that you will see in that section on what I'm looking at. There is whether, if you have things in common to follow the same people or you follow the same companies, that type of thing, well, then that makes a difference. And then finally, profile strength, which has definitely been a factor in the past. Does that still count I'm seeing now showing us profile strength again. Now, obviously, I can't assess somebody's profile strength that I don't know. You know, that's something only you see in your own account. But what I can do is make an educated guess, just looking at their profile. Andi, things that I know that count in terms of profile strengths. If there's anything missing that would suggest that they're not, ah, high profile strength. And yet if they come high in the search result, that perhaps would discount profile strength as a key factor. So they're the 10. All right now you might think that there are others, but there's certainly the 10 that I looked at for this particular exercise. Now what I've done is I've actually made a video off this actual exercise itself. Onda uh, that there's a way of getting access to that which I'll show you in the show notes. You just have toe subscribe. You have to give you your email address because this isn't a video that I'm just gonna put out for anybody. But if you want access and toe to see how it actually works, how, actually do that search on do the actual results of it on. Then you just need to fill in your details. You're just gonna be sent a link to a bit like a private link to a video that you only converge you if you like. So that will be in the show. Notes at Lincoln form dot com forward slash episode 161 Okay, so that's what I looked at on, Bond. You know, as I say, it's not the most scientific of searches. But, you know, it took me quite a long time to do it, going through it bit by bit. As I say, this sounds Navigator. Forget that that wasn't really particularly relevant. But the result that I got was very interesting. Eso just quickly going through all of those points. Really keywords throughout the profile. Not really a factor, to be honest, the one that came top had it, I think, four times the word copywriter in their profile four times So clearly not important key words in the headline. Definitely all top 10 in the search result had it in their headline. That's always been the case, and it's even more so now than ever, I think, certainly at least as much as it's ever been before. So definitely a factor. Key words in the headline is still very, very important. Keywords in job titles This one has been important in the past. It might be a little bit, but not much. I don't think the reason I say that is again you. If you look at the video, you'll see what I mean. Basically, it looked like it was because the one that came top had it three times in job titles. But then when I looked at somebody much further down the search results 10th in the search result, they had it even Maurin job titles and came way down so it clear didn't wait that high. But it was a factor. I think, to a certain degree, keywords in company names in this particular search results. Not important now. I have to say in the past that one has been important. Um, but you know, it's probably a bad example, because it's unlikely that someone's gonna mention the word copywriter in their title. Now, remember that Lincoln have removed the opportunity to add words into the company name in your profile used to be a feature called edit display name that's now gone. Now that would suggest to me that it is important because basically people like me were showing people like you that you could use that feature to optimize your profile because they've removed it would suggest to me it would still be a a sensitive area. They just don't want you kind of fixing it. Maybe, maybe not. I mean, I always think when I'm thinking about optimization, I think about recruitment because that's a massive audience for linked in. And there were 60% of revenues coming from recruiters, so they need to be focused on making sure these recruiters get great results to their searches. So it makes sense to me that the kind of things that recruiters search for are highly optimized. All those fields are. But it is certainly in this particular exercise that didn't rank it all keywords. Sorry, not keywords. Network was the next one network the effect of 1st, 2nd or third. This was a surprising one. Hardly any effect at all. Ah, now, this used to be a fact. I'm pretty much up until the new u I. It was pretty much you could guarantee top of your search results Gonna be a first tier rare that it wasn't now way down. The search result appears to have very little if any impact whatsoever. Now they got shared connections. I saw nothing in shared connections. It all their people with very high number of shared connections further down the search results location. Now, that was an interesting one. What? I found Waas. That location did count per country. Now, in one of the when I did the search on the accounts with less connections, one of those is was in the north of England. On one of them was in London on the one in London. All the top 10 results were all in London now. The one in the north of England were varied included some London. But they were all in the UK. Mine were all in the UK and varied. There were some quite close to me, but the top one was in Edinburgh. Eso not that close to me, but still UK. And so you know my, my my interpretation of that is that the search result is taken into consideration country primarily now that may be different in the States it may be looking at ST primarily because obviously, you know, a state in the U. S is Bigas. The U. K is a country so may be different in the state, but are in Canada as well, probably. But in the UK, it was just looking at the country. I think s O that was location. And then we got skills and endorsements. I didn't really see any correlation then. I've tested skin endorsements a little bit more in the past previous algorithm on, but it did seem to play a bit of a part, but it was it was minimal. And that may well still be the case because in this particular result, it was hard to tell. As I say, there wasn't a skill for copywriter there Waas for copyrighting, but that didn't appear to have any effect on the surgeries or by people who are highly endorsed with copyrighting is a skill were coming a lower than someone who had less endorsements. Um, but, you know, uh, it's difficult to tell. I couldn't really make any conclusions from that. My guess would be if you push me on it, that it probably still counts a little bit interests now. This was interesting. Excuse the pun e. I did see a bit of a correlation here. There appeared to bay. If you follow the same people, then you're telling the algorithm you got things in common and so that appeared to be relevant. Now it also potentially. And this is perhaps giving linked in more credit than their Jew. In the particular exercise that I did, there was, uh, Joe Policy has been a guest on the show. Not this one, but my other podcast that isn't currently running, but the wind business in Podcast, the social sunning podcast. Well, I had him as a guest on this show. Onda. He's a content marketing guru, right? Obviously this was copyrighting or copywriter was the search that I was doing on the person that came top in. My searchers are also followed him, as do I. So it might have been that we're following the same person on that could be a tick, but it could also be an extra tick. Or this may be the main tick is that it's a relevant person to follow for that particular keyword on both I and he followed that person or it might be just that he followed that person, and that person is an expert in copyrighting, possibly eso. I do think that who you follow is relevant. I don't follow many companies, so I couldn't really test that. But groups in common definitely seemed to be a factor as well. So high ranking people had groups in common with May, so that did appear to be a factor in the past that has Bean as well on then finally, profile strength. Hard to tell. As I said before, I don't know what someone's profile strength is. What I can tell you is that on some of us, not the search that I did on my account. But the search that I did on the accounts with less connections some of the people that came up in high on their search results had no profile picture, and you absolutely need a profile picture to get a high profile score in terms of strength so you wouldn't get to all star or even advanced. I don't think without a profile photo Andi. Some people rank very high with that, so I think profile strength is not a factor. I don't think that is a factor at all. Um, the most interesting of all, though, is one that I haven't mentioned in any of those on that WAAS activity Andi engagement and to a lesser degree, content as well. So what I mean by that is I noticed that people that were ranking high in that search result And also, to be honest, when I've done this since because I was so amazed at the result, I've double tested a double check this on a number of other searches since Andi. It definitely seems to be the case that high levels of activity, particularly comments, are ranking people higher in search results. Isn't that interesting? That does kind of make sense to May, because that is a clear indication off activity now, obviously linked in know whether you're logging in or not. But you could just be browsing the app, just literally tapping on the app and not really bothering on. They want people to be active in search results. Sorry. They want people to come high in search results who are highly active because they're the people that recruiters are more like to be able to successfully contact. So it can. It does make sense to me that it would be like that, but it But it's even more interesting. I thought that there's different types of activity that seemed to rank more on. It could just be a coincidence, but it seemed to may that comments were outstripping. Likes you. I was looking at people who were first two connections Mawr mutual connections. Ah, lot of things that you would think would rank them higher in the search results on they were pretty active, but they were mainly just liking. Where is the person that came? Top was a big commenter. They also had produced content about a post a month. Um on there were other people that had posted mawr than that more content, more articles than that who came further down the search result. But all of the ones that came in the top 10 at least had posted content. So they were all actively doing articles. Not many some of them, you know, I think some of the ones sort of lower down in the search result. 89 10 were sort of, you know, once every few months. But they had all posted articles of some sorts of that may also be a factor. But the one that really struck out was definitely engagement or comments, really. Activity and engagement, that's all posts that seemed to rank quite high. That the winner, the person who came top, if you like, had about one article a month about one post a week. Andi regularly every day, was commenting on liking occasionally. But mainly commenting on those things seemed to be the one thing that really set him aside from everything else. Nothing else really stood out against all the others in the top 10, but that seemed to be the thing that seemed to make the biggest difference. So they're Ugo, you know, in some regards that didn't surprise me. But in others it is. It's something that I've been a bit suspicious might be the case, but that it's not hard evidence. As I say, it's not the most scientific of experiments, but it's the nearest I've got to a kind of a thumbs up to say. Actually, yeah, activity and commenting is really important. In many respects. Of course it's important. Full stop. Um, not just for this, but it certainly seems to play its part
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