LinkedIn SEO means using the words your buyers search for in your profile and company page so you appear in LinkedIn search and in Google. Put your main keywords in your headline, About section, experience and skills; use a clean custom URL; keep your company page complete with a keyword-rich description and specialties; and post useful content regularly so LinkedIn shows you to more of the right people.
Updated October 2026: this guide now covers both personal profiles and company pages for B2B businesses.
Why Does LinkedIn SEO Matter for B2B Businesses?
LinkedIn is where many B2B buyers, partners and job candidates look up companies and the people behind them. Profiles and company pages also rank in Google for names and roles, and AI assistants use them as sources about businesses and professionals. A well-optimized presence makes you easier to find and more credible when buyers check you out.
How Do You Choose LinkedIn Keywords?
Use the terms your buyers would type: job titles you want to reach, the services you provide, your industry and your location. Look at the language in competitors’ profiles and job postings in your field, and at the searches that bring people to your website in Google Search Console. Pick a primary phrase and a few supporting ones, and use them naturally.
How Do You Optimize a Personal LinkedIn Profile?
- Headline (up to 220 characters): what you do, for whom and the result, such as “Fractional CFO for Arizona Manufacturers | Cash Flow, Forecasting and Growth Planning”.
- About section: open with who you help and how, include your main keywords naturally, add proof such as results and clients you can name, and end with how to reach you.
- Custom URL: change it to your name, such as linkedin.com/in/firstname-lastname.
- Experience: describe what you accomplished in each role, using the same keywords where they fit.
- Skills: list the skills buyers search for and pin your top ones; endorsements from colleagues add credibility.
- Featured section: showcase case studies, articles, presentations or your website.
- Professional photo and banner that reinforce your brand.
- Recommendations from clients and colleagues that describe specific results.
- Public visibility: make sure your public profile settings allow search engines to show your profile.
How Do You Optimize a LinkedIn Company Page?
- Complete every field: logo, cover image, website, industry, company size and locations.
- Tagline: a short, keyword-rich statement of what you do.
- About description: lead with your services and who you serve in the first few lines, which also appear in search previews.
- Specialties: add the services and topics you want to be found for.
- Showcase pages for distinct product lines or divisions, if you have them.
- Employees: encourage your team to list the company correctly and link their profiles to the page.
- Regular posts: company news, case studies, insights and hiring updates keep the page active and visible.
How Does Posting Help Your Visibility?
LinkedIn shows active profiles and pages to more people. Share practical insights, short case studies and commentary on industry news a few times a week, use relevant hashtags sparingly, and reply to comments. The same habits work on other platforms; see our guides to Instagram SEO and building a social media strategy. Longer articles and newsletters can also appear in Google. Posts from people usually reach further than posts from company pages, so encourage leaders and team members to share and add their own perspective.
How Do You Measure LinkedIn Results?
Track profile views, search appearances, page followers and post engagement in LinkedIn analytics, and use UTM parameters on links to your website so Google Analytics 4 shows the visits and leads LinkedIn brings. For predictable lead flow, LinkedIn Ads can target by company, industry, job title and seniority. Make sure your sales team follows up quickly; see how to align marketing and sales.
Marketing to other businesses? See how we help manufacturing and B2B companies with LinkedIn, search and account-based campaigns.
