How to optimize LinkedIn Profile – Step by Step Guide

LinkedIn Profile Optimization: A Step-By-Step Guide

When it comes to personal branding, LinkedIn is one of the most underutilized platforms that are out there.

Not only does it help build a personal brand, but also, helps you find freelancing opportunities, jobs, build new connections, and find leads for your business.

Research says that out of 600 million monthly users, only 5% of them are active users who make full use of the platform.

This actually is good news for you because the organic reach on the platform still a LOT higher as compared to other social networking platforms such as Facebook or Instagram.

So, how to make full use of the platform to your advantage?

Well, the very first step is to Optimize your LinkedIn Profile fully so that you rank high in the LinkedIn search results.

Conversions only happen when your profile is Searchable, Clickable, and Approachable.

When searched, you will be ranked for the following factors:

  • Name
  • Title
  • About
  • Location
  • Past experience
  • Description
  • Endorsements
  • Shared connections

While all of these factors would help you rank better in the search results, having a certain visual appeal to your profile will certainly help you big time as well. I’ll start off with optimizing your Profile Picture, Cover Picture, and LinkedIn URL and then go on about explaining the above-mentioned list.

Profile Picture, Cover Picture, and LinkedIn URL:

-For the Profile Picture, make sure you have a clear headshot that makes you look professional and identifiable. A picture of you chilling at the beach with a beer in hand won’t cut it!

-To make the best use of Cover Picture, it’d be excellent if you could list your services/skills as shown in the picture below. I have clearly mentioned that I can deliver awesome content in 48 hours for Email, Social Media, and blogs. Likewise, you can mention the services that you provide.

Note: The size of a LinkedIn cover picture is 1584 x 396 pixels.

-LinkedIn URL acts as your personal address on the platform. The good thing is that you can easily edit your LinkedIn URL by clicking the “Edit public profile & URL” button as shown below.

Earlier my URL used to be something like which didn’t look as appealing and I had to shorten it with an external tool.

With the edit URL button, you can easily change your URL to anything. But do make sure it’s neat and easily remembered. My URL now goes like


Now, let’s start with  Name, Title, Location, and About

Name: Make it crisp and clear. No usage of any online tools to change the font or usage of any sort of nickname like cool boy 123. Remember this is not Instagram or Facebook!

Title: Write at least 3-4 keywords you want to be searched for. For example, I want to be searched for Digital Marketing, Content Writing, and Personal Branding, hence I have mentioned them before all the other keywords as seen below.

Location: Location is another important factor because LinkedIn also provides an option to filter results by Location. So type in your accurate location. Here, when a user would search for Digital Marketer in Mumbai, my profile is bound to pop-up in search results.

About: Be elaborate about your past experiences, the skills you have, and your interests. Make sure to add keywords that you want to be searched for in the About section as well as shown below.


-Past Experience and Description: 

Make sure that you elaborate on your past work experience and your achievements to further improve your credibility. Mention big names you have worked with or collaborations for that matter.

If you don’t have any big names to mention, that’s not a problem at all. Simply talk about the projects you have worked upon in the past which still would contribute to Optimize your LinkedIn Profile.


-Endorsements and Shared Connections: Endorsements are basically signals that people vouch for you saying you’re proficient at that particular skill. Make sure that you pin 3 skills that you’re best at on the top. Post that, ask your connections to endorse you for them.

Tip: If you do not want to ask the person, then simply go to their profile and endorse them for their skills. LinkedIn will send them a notification that you have endorsed them and post that there are high chances that the person will endorse you for your skills voluntarily 🙂

-Shared connections will help you break the ice. The higher the number of shared connections, the greater the chances of the person accepting your connection request. So keep on adding people from your industry or your target audience.


I hope this helps you guys and you start getting your desired results out of LinkedIn. Just follow this step by step guide and you’re gold!

You might also have heard about Google’s recently launched “Add me to search” feature which basically helps you create a virtual visiting card. You can link your LinkedIn Profile in the card which again would help your LI profile visibility. Here’s a guide on how to make a virtual visiting card.

In the upcoming post, I will also talk about what sort of connections you should be adding depending upon the objective you’re planning to derive.

Till then, any questions on this particular post, please feel free to drop a comment down below. As always, I’ll be glad to help!

Leave a Comment