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Optimize your LinkedIn profile — become a search result

The world of social media rewards activity, and LinkedIn is no different. Posting frequent updates can increase your chances of being found on LinkedIn, becoming recognized as a trusted resource, and becoming familiar to the prospects and companies that can help you achieve your goals.

What's more, you need to be findable online. Completing your LinkedIn profile in a thoughtful way is essential if you want to be found in a search. Have you added your professional headshot and written your headline? Great! We'll discuss what else you should do. 

Follow these steps to fine tune your LinkedIn profile and unlock potential networking opportunities:

  • 1

    Keep connecting — you'll improve your visibility

    When you add connections, you increase the likelihood that people will see your profile when they’re searching for someone with your expertise. In addition to making you more visible in search results, you’ll cultivate a pool of potential clients. People generally want to work with providers whom their friends know and trust.

  • 2

    Complete your profile — more details means more ways to be found

    Craft your profile as if it were an executive bio: include past companies, education, affiliations, and activities. Fill it out until the “profile strength” indicator reads “All-Star.”

    Profile strength

    Tip: Add a link to your LinkedIn profile in your e-mail signature, to increase potential exposure to your page.

  • 3

    Customize your "summary" — tell your story and include searchable keywords

    Your LinkedIn summary is where you can build a powerful and distinctive marketing message that highlights your specific skills. Here, you can detail your expertise, depth of knowledge, and your value proposition. Include important keywords that highlight what you do as a financial advisor.

    Do you specialize in pension plans, 401(k) rollovers, or 529s? Include those terms in your summary to increase your chances of being found in targeted searches.

    LinkedIn summary

  • 4

    Make your profile public — improve your Google PageRank

    LinkedIn allows you to make your profile information available for search engines to index. To do this, create a public profile and select “Full View” in your profile settings.

    Many advisors believe there is some benefit in keeping their profile information hidden. But, remember, your goal is to be found, to engage, and to network. Hiding your LinkedIn profile may send the message to potential clients and valuable referral sources that you’re not fully invested in connecting and networking. Furthermore, you are limiting your ability to move up to page one in Google PageRank.

    Public profile

    Because LinkedIn profiles receive a fairly high PageRank in Google, making your profile public can be a great way to influence what people see when they search for you online.

  • 5

    Customize your LinkedIn URL — improve your Google PageRank even further

    Help improve your Google PageRank even further by changing your public profile URL to include your name, which helps searchers find you more easily. Here is mine for example: www.linkedin.com/in/brucethedigitalfa.

    Follow these steps to customize your LinkedIn profile:

    1. Under "Profile," choose "Edit Profile."
    2. Beneath your profile photo, click "Edit" next to your personal URL.
    3. In the "Your public profile URL" section, click "Customize your public profile URL."
    4. Type the new ending for your custom URL.
    5. Click "Set Custom URL."

    Custom URL

  • 6

    Name your websites — don't let a keyword go to waste

    In the contact information of your LinkedIn profile you can include up to three websites. Using the dropdown menu, you can choose a preselected category for each, such as “Personal Website” or “Company Website.” 

    We suggest choosing “Other” in the dropdown menu, since the preselected labels are generic and don't say much. This allows you to modify the name of the website as it’s displayed in your profile — for example, displaying the name of your company rather than simply “Company Website” — giving you a better chance of ranking higher for those particular keywords in search engines.

    Adding website

For more tips on leveraging LinkedIn for your practice, contact your Delaware Investments® regional director today.

D. Bruce Johnston speaks regularly with wealth managers and financial advisors nationwide about social media engagement strategy, often in partnership with Delaware Investments® regional directors.

He is a 30-year financial services career sales executive and a social media expert. His website TheDigitalFA.com is dedicated exclusively to the social media, technology, and digital marketing needs of financial advisors.


FINRA regulates the use of social media. Advisors should consult their compliance departments about restrictions regarding the use of social media before accessing any social media networks for a business purpose.

This content is for informational purposes only and is not an endorsement of any content on LinkedIn, or any app, service, or publicly traded company. It is also not a recommendation to buy or sell a particular security.

D. Bruce Johnston and Mobi Digital are not affiliates or entities of Delaware Investments or Macquarie Group. Mobi Digital is a private firm, providing enterprise level marketing automation solutions to entrepreneurs, small business, service providers, and institutions worldwide. Mobi Digital is responsible for the information in this presentation regarding D. Bruce Johnston and Mobi Digital.

All third-party marks cited are the property of their respective owners.

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