The creation and posting of a good profile is step one of a solid LinkedIn presence.  However, it should not be the same as a lawyer’s website bio.  Instead, it should be designed to satisfy the unique needs of LinkedIn’s search algorithm.

“LinkedIn’s algorithm uses a metric to quantify profile strength, which has a huge effect on search results,” said Nugent.  “Different areas of your LinkedIn profile carry different weights.  You should aim for a profile-strength of “all-star,” or as close to 100 percent as possible.”

Nugent discussed and gave specific recommendations regarding the algorithm’s weights.

Name and title (25 percent) — Do not make the mistake of simply listing a generic job title in this very important space.  It should include carefully selected keywords – the keywords that those searching for someone like you are likely to use.  The title category can be as long as 120 characters, or about 18 words. 

Photo (5 percent) – A profile that includes a photo is seven times more likely to be viewed than one without a photo. Be sure that the photo is both professional and recent.

Summary (10 percent) – Use your summary to tell a compelling story about how you help clients solve their legal problems.  This section should include plenty of keywords.  It can include up to 2,000 characters, or about 350 words.  Spell check is always recommended.

Education (15 percent)

Previous two jobs (30 percent)

Three recommendations (15 percent) 

Another smart tactic for promotion of your LinkedIn presence is to customize your profile’s URL.  LinkedIn automatically generates a random URL, but this easily can be changed to a much shorter version featuring your name.  Additionally, you should be sure to add links to your website and blog.

On the “Edit Profile” page you can add content modules that include projects, publications, honors and awards, patents, certifications and languages.

“Throughout your LinkedIn profile, remember that content is king,” said Nugent.  “The copy should be compelling and should include plain-English keywords that are the same words that will be used by your target market or your ideal clients.  These keywords should indicate who you are and what you do.  Avoid ‘legalese’ — unless your clients use it, too.”

Once you have prepared and posted a strong LinkedIn profile, you want to make sure that people can actually gain access to it.  Go to the “privacy controls” section of your profile and choose the settings that allow “everyone” to view your profile photo and visibility.

This is part two of a four-part article.  For the entire article:

 

LinkedIn (or left out) for lawyers