LinkedIn Search Optimization (LSO) Critical for B2B Marketers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Excellent write up, very important in this changing landscape.
Thank You!
Marc Belsher
@Marc – Agreed – the landscape really is shifting – thanks for commenting!
Paul,
Great piece – will definitely be forwarding that along to our team to have a look at. Do you have any sense of the stats on search volume on LinkedIn? Obviously it is far smaller than Google, but do you have a sense of either how much smaller, or what type of terms it does have relevant volume in?
Steve
Thanks Steve – its too new to tell – but my sense is that we need to keep an eye on it
If I find any stats I will send them your way!
Thanks for this insightful post. I haven’t seen anything written on LinkedIn search optimization. I’ll admit to thinking to myself when reading this, “oh man, *another* thing to think about…” Change, change, change – it’s our field!
@ Tracey – LOL – I totally said the same thing when I saw the profile in the picture I included on this post!
When talking about B2B Marketers, I think we need to add a distinction here between people and companies. I often use LinkedIn to check the companies I’m talking to. What if you are an Internet company and your company LinkedIn profile looks poor. Optimizing the company’s profile is also important for improved visibility and credibility.
@Carl – great point – I tend to think of my company’s brand as the sum total of our thought leaders – but you are right you need to think about the company brand as well – Bravo!
thanks for commenting
Excellent post, Paul. I think to date most people have thought of LinkedIn SEO primarily in the context of…
(a) people finding them for new employment opps
(b) people searching only within LinkedIn vs. search engines
The big exception to (a) has been service professionals & individual contractors, who have always optimized their profiles to get “found” so that they can deliver their service/product. So the B2B employees of the world have a lot to learn from individual professionals/contractors who’ve been at this for a few years.
Thanks again for the post. I’m definitely going to get our sales folks to optimize their LinkedIn profiles with similar company, product, and industry keywords that we use for classic website SEO.
Cheers,
-marc
@perramond
@ Marc – good point – I guess I was freaked when I saw other marketers really optimized for search and concluded its time for that to go mainstream now.
thanks for commenting!
i am a newbie in Search Engine Optimization but i think that the submission of articles in article directories is one of the best ways to gain backlinks. *
Good point Erna!
I love how you catch the essence of the message, truly good writting taste, I enojoyed it!
The long-established workstation has certain approach to the laptop mainframe and can currently be beside yourself to everywhere
one wants to do suchlike they do on the computer.
Outdoor sleeve are good; even so they don’t do awfully much to envelop whatever thing moreover the body type of the
person. The final choice to make when looking for a shoulder tote
bag is what many consider the most important, the style of the bag.