Evan Prokop

New LinkedIn Profile Features: 4 Tips to Optimize Your Presence

Evan Prokop     LinkedIn, Online Marketing, Social Media

LinkedIn Profile Optimization

Never one to rest on its laurels, LinkedIn recently announced some interesting new profile features that can help you stand out, be found and measure the impact of your LinkedIn presence (disclosure, LinkedIn is a TopRank client).

Here are 4 ways you can take advantage of the new LinkedIn profile updates: 

Stand out With New Profile Image Options

The trend towards getting more visual has taken hold of all aspects of social media and LinkedIn profiles are about to get the same treatment.

Some new image features to be on the lookout for are:

  • Larger headshot photos
  • Expanded profile headers
  • Free gallery of background images

When deciding on which images to include in your profile, think about what kind of imagery could add a tasteful yet personal touch and tell a story about you and your professional background. Some great examples of this are:

  • Richard Branson: His upward gazing profile image on a background of clouds symbolizes his reputation for sky high ideas (and also that he owns a very successful airline).

Richard Branson Optimized LinkedIn Profile

  • Lee Odden: The background header showing his book Optimize speaks to his reputation as an author and marketing subject matter expert.

Lee Odden Optimized LinkedIn Profile

Get Found With Keyword Optimization Suggestions

Including the right keywords in your LinkedIn profile is one of the best ways to increase your chances of showing up in relevant search results (for prospects, customers, recruiters, etc.). However, for folks who may not be experienced with keyword research or search optimization, this can be a challenge. LinkedIn is aiming to help by providing personalized keyword suggestions.

Some key areas of your profile to include keywords:

  • Headline
  • Summary
  • Experience
  • Skills

With the recent rollout of LinkedIn’s ‘Galene’ search architecture that improves the speed, relevance and scope of internal searches, it’s extra important to make sure you are optimizing your profile with the right keywords.

Open Up Your Profiles Accessibility

One of the defining characteristics of LinkedIn has been the privacy of your profile details and inbox from members who are not close connections with you. In what could be a dramatic shift, LinkedIn is introducing a new setting called Open Profile. This option allows you to make your full profile visible to all LinkedIn members as well as allow anyone to send you direct messages.

LinkedIn Open Profile

Whether this update will result in more connections with customers or a deluge of spam remains to be seen, but it’s certainly worth testing Open Profile. After all, you can always turn it off.

Measure and Compare Your Visibility

A popular feature of LinkedIn is the ‘Who’s Viewed Your Profile’ report, and it’s about to get an upgrade that allows for viewing a full 90 day time range of profile views.

Curious to see how popular you are compared to your LinkedIn peers? The new ‘How You Rank’ report will show where you fit into the top 100 most viewed profiles among your company and first degree connections.

LinkedIn How You Rank Report

LinkedIn has been making some major updates this year that impact both members and brands. Smart marketers should take notice.

What do you think about these new LinkedIn features?

PoorSo SoOKGoodAwesome (4 votes, average: 4.00 out of 5)


  1. Nice tips Evan 😉 Branson branded himself perfectly. Thanks!

  2. In my opinion, Showing best useful information at preferred place on a webpage is very important, and that is the reason for design and structure change made by many of the web platforms.

    And that’s almost what I felt after reading LinkedIn’s design update post on LinkedIn blog. It seems like LinkedIn is also making it easier to optimize one’s profile as per relevant keywords and skills to stand out in SERP on Google or any other search engine.

    Well, the new design seems more user friendly and quite attractive too. Let’s see what else is there in the new design.

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  4. Linkedin is a decent place for building your business profile.

  5. Well said, Evan! These new LinkedIn features are great in optimizing your social presence. Everyone has its own strategy to stand out.

  6. Avatar Cyril Bladier says

    as far as I know, keywords in the headline don’t weigh so much for LinkedIn. Headline is important for Google, not for LinkedIn. LinkedIn weighs what’s in current job position.

    • Avatar Evan Prokop says

      That’s interesting, but I have to respectfully disagree. Keywords may weigh heavier into search algorithms, but from experience working with clients as well as personally, they are important to LinkedIn profile optimization too, both for showing up in LinkedIn searches and for getting clicks through to your profile.

      After all, I would certainly be much more likely to click through to a profile that has a headline containing the title / skills / services (these are all keywords) that I was searching for, wouldn’t you?

      Keyword optimizing your current and past job descriptions (in a natural way of course) is definitely important too, but nobody will see that if they don’t get past your headline.

      Thanks for sharing!

      • Avatar Cyril Bladier says

        This is absolutely not what I wrote. And I think we are on the same line. One thing is to come up in search results and one thing is to get clicked : if you don’t show up in search you will never get clicked.
        What I wrote is that to be present in LinkedIn search results, headline is almost useless.
        But (and we totally agree on this point), one you come up in search, headline is the only important thing.

        And I don’t think you’ll click on a profile containing your keywords. Keywords are for algorithms, not for humans. You kwow that if you see a profile in search results, this is because he contains your keywords. You ‘ll click on a profile with a catchy, personalized style.
        If your keywords are “IT, sales, HR, solutions”, I think that between “IT sales solutions at Company X” and “Helping recruitment leaders unlock the true potential of Solution X”, I’m sure you will prefer the second one. I’ve been sales director and I would click on the second one.

        And you’re totally right : “Keyword optimizing your current and past job descriptions (in a natural
        way of course) is definitely important too, but nobody will see that if
        they don’t get past your headline”. But if you job titles don’t have your keywords you won’t be in search results because this is where LinkedIn takes the information to understand who you are.

  7. Very good tips! Profile image is very important indeed.

  8. Good to see LInkedin play to visual and emotions. That’s how most decisions are made. B2B and B2C is now H2H

  9. Thank you for sharing. LinkedIn is a very big social network that offers a lot of opportunity.

  10. I read through the article it was simply amazing.I came to know everything about linked in.It is a social networking site.

  11. By posting contents in company page, Linkedin can be used as a B2B oriented social channel that can be compared to traditionnal B2C tools such as Facebook or Twitter.