As a digital marketer or business owner, monitoring keyword performance on LinkedIn can provide valuable insights to help optimize your LinkedIn presence and reach your target audience. LinkedIn has over 530 million members, making it a key platform for B2B marketing. Tracking how people search and engage with content on LinkedIn can inform effective keyword and content strategies.
Here are some tips to monitor keywords on LinkedIn effectively:
Use LinkedIn’s analytics
LinkedIn provides analytics to page owners that can give helpful keyword insights. Under the Analytics tab for your LinkedIn page, find the Followers section. This shows keywords people searched for to find your page. You can sort by top keywords this week or month. This data reveals popular search terms you could focus on in your profile and content.
Check competitor keywords
Research competitors’ or industry leaders’ LinkedIn pages. Look under their Analytics to see their top follower keywords. These are likely relevant terms for your target audience too. You may find valuable long-tail versions of keywords to include.
Use social media listening tools
Social listening platforms like Mention, Hootsuite, Sprout Social, and more index public posts on LinkedIn. You can enter target keywords to see their volume and sentiment across LinkedIn. Some tools break down keywords by gender, seniority, industry, and other filters to further inform your strategy.
Search LinkedIn organically
Don’t underestimate manual searches on LinkedIn. Try different keyword variations in LinkedIn’s search bar. Note which autocomplete suggestions appear for each term. Search volume indicates which queries are most common. Browse the type of content that ranks highly. This can shape your keyword targeting.
Set up Google Alerts
Google Alerts track mentions of keywords across the web and in Google Search. Include “site:linkedin.com” in alerts to only get results from LinkedIn. See which keyword versions and topic angles gain traction. Tailor your keywords and messaging accordingly.
Analyze target audience networks
Join LinkedIn Groups related to your target audience and niche. Engage regularly to understand common questions, pain points, keyword terms, and ways people search. You could also connect with your ideal clients on LinkedIn to get firsthand insights from them.
Check Keyword Planner
Google’s free Keyword Planner tool provides LinkedIn keyword data from paid advertising. Though based on a small sample size, it offers estimated monthly searches on LinkedIn for given terms. This surfaces more potential keywords to target.
Run LinkedIn Sponsored Content campaigns
Active campaigns through LinkedIn’s advertising platform will show you top performing keywords. Monitor metrics like click-through rate, cost per click, and conversion rate. The keywords driving best results are ones to hone in on in organic content.
Use advanced social listening filters
Social listening tools like BuzzSumo and Talkwalker offer advanced filters to analyze LinkedIn keyword data. Look at year-over-year comparisons, influencer usage, and recent spikes for terms. Prioritize rising and high-traction keywords.
Study competitor Sponsored Content ads
Pay attention to keywords competitors use in their LinkedIn Sponsored Content and Text Ads. These are terms they have identified as worth bidding on to reach their target market. Consider incorporating these into your own organic and paid efforts.
Ask your audience
Don’t overlook directly surveying your audience or ideal clients. Ask them: What keyword terms do you use when searching for [your product/service] on LinkedIn? What topics and questions do you search for? Their feedback can outline valuable keywords to guide your strategy.
Track over time
Keyword usage changes over time. Continuously track your target keywords using the above tactics. Maintain an updated list of top terms each month. Identify new rising keywords and deprioritize outdated ones.
Optimize based on findings
Apply insights from LinkedIn keyword monitoring to strengthen your presence. Update your LinkedIn profile, job titles, and description with relevant terms. Incorporate language into your Showcase Pages and content. Respond to discussions using keyword phrases. Bid on timely search terms for Sponsored Content.
Conclusion
Monitoring keyword performance provides crucial insights to connect with your audience on LinkedIn. Use a mix of organic search, social listening tools, LinkedIn’s analytics, and competitor research to identify and optimize around high-potential search terms. Consistently tracking keyword usage over time and tailoring your strategy in response will help you maximize your LinkedIn visibility and engagement.