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How To Optimize LinkedIn For Better Connections & More Leads [Podcast]



How To Optimize LinkedIn For Better Connections & More Leads [Podcast]

Whether you’re in B2B or B2C, LinkedIn is the place to network with colleagues, peers, mentors, and your customers.

Jessica Foster, the Senior SEO Strategist at Media Monks and Founder of Keys & Copy, joined me to talk about LinkedIn optimization tips and strategies.

We discussed enhancing your LinkedIn profile to make better connections and drive more leads.

There are not many people who are writing about LinkedIn SEO or even considering LinkedIn as a search algorithm algorithmically driven platform. –Jessica Foster, 05:06

If you can grow your following and your influence, you can generate leads through LinkedIn and not just use it for applying for jobs. –Jessica Foster, 13:40

Linkedin, by far, gets us the most ebook downloads and the most newsletter subscriptions from all of these micro-events that we’ve set up for tracking on SEJ. So LinkedIn outperforms any other social media looking at the user’s numbers and quality. –Loren Baker, 15:15

[00:00] – About Jessica.
[03:26] – Difference between content optimization and SEO.
[12:13] – How did LinkedIn get so popular again?
[19:03] – How the algorithm works in LinkedIn.
[25:47] – Get insights from Jessica’s LinkedIn profile walkthrough.
[31:33] – How important is filling in skills & endorsements?
[34:43] – How to optimize your LinkedIn profile.
[40:34] – Should you link back to original articles on LinkedIn?
[42:16] – Things Jessica enjoys doing outside of SEO.


Resources mentioned:
Keys and Copy:

People are craving a little bit of professionalism on social media. –Loren Baker, 16:56

I honestly find LinkedIn to be refreshing. It’s a little less of people fighting out in the comments. But, for the most part, it’s people sharing precious insights and genuinely looking for networking opportunities with people in their industry. –Jessica Foster, 17:02

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If you have a limited scope of connections, don’t let that stop you from engaging with other content publishers on the platform and publishing your content because it can increase. –Jessica Foster, 25:18

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Connect with Jessica Foster:
Jessica is the Senior SEO Strategist at Media Monks and has founded her own company, Keys & Copy. She has extensive experience in SEO and copywriting and knows what it takes to create content that will attract and engage your target audience. Jessica, who possesses both original ideas and solid strategies, helps clients rank highly on Google using her unique skills.

Connect with Jessica on LinkedIn:–foster/
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Connect with Loren Baker, Founder of Search Engine Journal:
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Connect with him on LinkedIn:


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What Happens When Google Picks The Wrong Canonical URL?



What Happens When Google Picks The Wrong Canonical URL?

Despite your best effort to implement canonical tags, Google won’t always choose the same URL to display in search results. How can this be fixed?

This topic is addressed by Google Search Advocate John Mueller in a Reddit thread on the r/TechSEO forum.

An individual asks why Google is displaying the wrong URL in search results, even though they’re making every effort to indicate which page should be displayed.

In addition to canonical tags, this individual is using hreflang tags, and sitemaps, and has the correct settings configured in Google Search Console.

Google continues to display a different URL in search results.

Mueller first explains why Google isn’t displaying the intended URL and describes what can be done to get Google surfacing a different page.

Canonical Tags: Why Isn’t Google Displaying The Correct URL?

A canonical tag sends a signal to Google indicating which URL is the correct one to show in search results when you have similar pieces of content.


In this particular example, the Reddit user notes they’re dealing with a brand’s website that has multiple country code top-level domains (ccTLDs).

Instead of displaying in Canadian search results, for example, Google is displaying instead.

There are multiple reasons why this is happening.

Duplicate Content Leading To Wrong Canonicals

The Reddit user believes the pages across domains are different enough to not be seen as duplicate content. However, Mueller informs him otherwise.

Mueller says Google sees the pages as duplicates and indexes only one version in search results, dropping the others from its index.

“What’s happening here is that these pages are overall significantly similar, so that Google de-duplicates them by indexing a canonical version. However, with the hreflang annotations, the correct URL is still shown in the search results (at least where the hreflang is recognized, etc).”

Interesting to learn hreflang is what helped ensure the correct URL was shown in certain cases.

Page Titles Leading To Wrong Canonicals

Mueller notes the way the Reddit user has their page titles written could be confusing to Google.

When dealing with a website that has multiple ccTLDs, Mueller suggests keeping the domain extension out of page titles.


“One confusing part here is that your page titles use compantyname.TLD. This means the URL shown is the version, but the title includes You can fix that by changing the page titles to just use Companyname.”

How Do You Fix An Issue With Wrong Canonicals?

There’s no easy fix to this one. It’s not simply a matter of adding more tags or changing page titles.

If you want to prevent Google from de-duplicating your pages in search results then you have to make the content significantly different.

Mueller states in the Reddit thread:

“If you wanted to change the indexing / canonicalization here, you’d have to make sure that the pages are significantly different, not just a bit different.”

Is This A Major Problem?

While it may be distressing to see Google displaying the wrong URL in search results, Mueller says this is not an urgent problem.

There’s no disadvantage when it comes to search rankings, and Google Search Console reports are the same as they would be if your preferred URL was selected.

“Despite what Search Console says, the position, impressions, and clicks of these URLs will be fine. They will appear the same way as if the actual URL were also selected as canonical. There’s no ranking disadvantage to things being indexed like this — and there’s an advantage of there being fewer URLs that need to be crawled & refreshed across your sites (faster inventory updates, etc).”

To be clear, The above statement applies to domain properties you own.

If you want Google to index and display your chosen canonical URL, the solution is to make the content different from the page Google is choosing to display instead.

When it comes to fixing the issue, Mueller suggests it might not be worth the effort.


“Given that the search results would essentially be the same, I don’t know if that’s really worthwhile for you — at least it probably wouldn’t be an urgent problem to solve.”

Source: Reddit

Featured Image: fizkes/Shutterstock

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