LinkedIn Stats to Guide Your Strategy

With more business taking place online, more people are seeing the value of LinkedIn for professional networking. In fact, a Pew Research Center survey conducted in early April finds that 53% of U.S. adults now find the Internet essential for them.

For professionals, a key place is LinkedIn. This is the social platform to find people, check on credentials, and expand our networks.

Consider these 2019 stats, and know that these numbers are certain to grow in 2020.

  • 7 out of 10 professionals describe LI as a trustworthy source of professional content
  • 50% of business-to-business buyers use LI when making purchasing decisions
  • 46% of LI users are women, 54% men
  • 3 million users share content on a weekly basis
  • Links, videos and photos all get high engagement
  • B-to-B companies report that 80% of social media leads come via LI
  • 40% of social media traffic coming to B-to-B websites is from LinkedIn

Now is the time to amp up your LinkedIn marketing strategy or to get a strategy in place.  Connect with professionals to find the best services, market your services, or find that next great team member.

SEO Done Right

Want to show up well in major search engines like Google? You will hear a lot of things that make it sound hard. But, really, SEO is all about paying attention to the basics of having a good web presence.

Provide Excellent Content

Create the best quality content that you can, and consistently review and improve on it. Your content should demonstrate your expertise.

  • Say something worth reading
  • Be current
  • Answer the questions your audience is asking
  • Use the words your audience uses (not insider or corporate jargon)

Speak to Your Audience

Focus on what your audience wants and needs. If you offer the content that your audience is searching for, you will come up well in searches.

Make sure your website offers the things your audience needs in a straightforward manner. Don’t hide the good stuff in a lot or paragraphs and words. Straight up, offer the info that people are looking for. Make it about your user, not yourself!

Be Authentic

You may be tempted by offers to quickly get you to the top of search results, to sell you leads, to manage your Adwords campaign and more. Don’t.

Search engines have a very fine tuned radar for anything that does not appear to be authentic to the site. If your content or activity gets flagged you are worse off than when you started. It can takes weeks or months to get back on track. Your reputation may suffer irreversible damage.

Give your visitors high-quality content, a great user experience and a secure, technically superior website. It may take more time, but it will build you the right base.

Optimize Site Speed

As far as search engines are concerned, the fastest websites are the best websites. This is because people expect content to served to them quickly. Nobody waits.

Build Links

Make sure that related content within your site is interlinked. Don’t rely on navigation or your site search to do this for you. If content is related, link it.

Likewise, link to external sites that will help your audience. The better you are at completely serving their interests, the more valuable you become.

When you have great content, it also puts you in a great position to earn links from other sites. Reach out to places that make sense and ask for links. Be sure to be specific about what page and where your content is a good fit. Make it as easy as possible for the webmaster to act on your request.

Stay Fresh

Search engines love new content because people do, too. This means removing content that is out of date or no longer relevant. You can move it to draft if you think you may need it some day. Just don’t keep it live on your site to clutter out the newest, best content.

Also, make sure to keep track of your content and the topics it covers helps to avoid keyword cannibalization. Offering too much similar, competing content can actually harm your SEO.

Do a site search for one of your most important keywords and see what comes up. Do articles overlap, and do you still need to keep everything? How are pages performing? Merge or delete content as warranted.

The Duplicate Content SEO Penalty

Search engines like Google do not like duplicate content. In fact, they downgrade content that appears to be a duplicate, harming your SEO. This is something that is easily avoided.

Duplicate content means that similar content appears at multiple locations on the web. Search engines don’t know which URL to show in the search results, so they penalize all instances with low rankings.

Duplicate Content Can Harm SEO

Duplicate content is content which is available on multiple URLs on the web. Because more than one URL shows the same content, search engines don’t know which URL is the original or more authoritative source. Therefore they might rank both URLs lower and give preference to other web pages.

Google’s definition of duplicate content is as follows:

“Duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar. Mostly, this is not deceptive in origin.”

Provide Original Content

Google is focused on quality. It is always on the lookout for the best possible piece of content that fits the user’s intent best. The better you are at providing content that meets that objective, the better you will do with SEO.

  • Have a lot of similar content? Consolidate it.
  • Using content published elsewhere? Make it clear by using blockqoute or other ways of acknowledging the source.
  • Want to share content at more than one site? Publish it in full at one location and ink to it from all other locations.

Technical Fixes for Duplicate Content

There are many technical issues that can cause duplicate content. Make sure that a Canonical URL is set for any content that is used in multiple instances at a website.

Once you’ve decided which URL is the canonical URL for your piece of content, you have to tell search engines about the canonical version of a page. There are four methods of solving the problem, in order of preference:

  1. Not creating duplicate content
  2. Redirecting duplicate content to the canonical URL
  3. Adding a canonical link element to the duplicate page
  4. Adding an HTML link from the duplicate page to the canonical page