Simple LIO (LinkedIn Optimization)

Want numbers like these when you do your vanity check?

What’s the first thing you do each time you load up LinkedIn? If you’re like me and countless others, you look for the “Who’s Viewed Your Profile?” section and hope to see big numbers.

But how do you influence LinkedIn so those numbers go up, and you get more connections requests, messages, and potentially job offers?

It all starts with a very simple optimization of your profile. This may feel like a time warp back to the days of “meta keywords” but for very simple, yet effective, LinkedIn optimization (LIO), follow these steps:

Think about what it is you do. Describe it in a series of keywords. Use the Google keyword tool if needed. Whittle this down to a core group of no more than 4-5 individual words. LinkedIn also has a new feature called “Skills”. Try it out yourself — type in a few words describing what you do in the LinkedIn search box (top right corner of the LinkedIn homepage). If it’s an in-demand skill, you may see “Skills” in the dropdown, which will then take you to a page like this, listing out related skills:

"Skills" are in beta, but do give you great ideas






Mine it for keyword ideas. Of course, if the “skills” section doesn’t show, just hit enter anyway after you’ve entered your phrases. At the bottom of the first screen, you may see “related searches”. More keyword ideas!

Look for these ideas at the bottom of your search page






Now that you’ve got your core phrases, do a search and see where YOU show for these. Document which page you’re on.

Now add those keywords and phrases to your headline, summary, job descriptions (where appropriate) and specialties. Don’t go overboard, but be thorough.

How to tell if you went far enough? Do another search and see if you’ve moved up. If not, continue your refinement.

For example, I was nowhere to be found on LinkedIn for a search on “business coach”, one of my important phrases. After implementing these simple changes, I’m now on the 3rd page of search results.

I have one more bonus tip — email me if you want it.

Brian Farrell is a coach, helping clients achieve their personal and professional goals. He's also the creator of the "QA2 Method". For more about Brian, visit