Good Content Optimizers are always searching for ways to improve your content. Searcher Intent Optimizers find them.
Whether it’s how to optimize your LinkedIn profile and company pages, WordPress websites, or MailChimp email, there are always ways to make content clearer in the minds of both humans and machines. The goal is to make your content ‘speak’ to your audience in ways they expect. In ways they won’t resist.
You can please some of the people all of the time, you can please all of the people some of the time, but you [just] can’t please all of the people all of the time.
– John Lydgate
Why Is ‘Audience’ So Important?
John Lydgate’s quote about pleasing people sums it up nicely. It’s sorta like assigning a task to everyone, and watching no one do it. You know those tasks, like cleaning up after yourself in the office lunchroom. You’ve seen the signs.
Well, similarly with content, casting too wide a net only serves to dilute your message and reduce its impact on your intended audience. Result? Reduced anticipation, excitement, relevance, and urgency.
Q: I thought this article was about optimizing my LinkedIn profile. Why are we talking about my audience?
A: Because, contrary to popular belief, your LinkedIn profile isn’t about you (personally). A Searcher Intent Optimized LinkedIn profile is about the you that has value to your audience.
Seriously, if I see one more profile with a marital status that says anything other than “Married”, or one that has a complete birthday (year of birth included), I think I may just have an HR heart attack! LOL
And, unless you’re applying for a job actually selling Starbucks, or one that requires sailing, or fishing, take that stuff off of there as well. LinkedIn isn’t Facebook. The only people on LinkedIn interested in your Starbucks habit or in sailing and fishing with you are either energy drink salesmen or people trying to ‘befriend’ you. (facepalm)
Think about why someone (anyone) would even want to read your LinkedIn profile. Certainly not because they’re interested in getting to know you personally. That’s what dates are for, not job interviews. See LinkedIn Dating … Still Going Strong In 2016 if you’re interested in optimizing yoru profile for that sort of thing. (office romance much?)
Examples of Searcher Intent Optimized, audience-relevant items to include in your LinkedIn profile instead:
- Advanced skills relevant to work you seek, or services you provide. – e.g., Forensic accounting that exposes government fraud, Website Content Optimization Marketing for restaurant websites, Oceanic research to help save our oceans, Medical Cannabis Marketing, etc.
- Industry specific skills. – Oil & Gas Mechanical Engineering, Aviation Industry Hydraulic Repair, Web Design Marketing, eCommerce Marketing, etc.
- Targeted business sectors. – Non-Profit Emotional Intelligence Education, Medical Practice Sales, Legal Practice Sales, etc.
- Geographic interests. – Hurricanes Katrina and Rita Recovery Effort; Flint, Michigan Water Crisis Intervention Project, Florida Gulf Oil Spill Cleanup Project, etc.
Remember, each of these interests become live links in your profile that can be used to search other members with similar interests on LinkedIn. An added benefit is these interests are also indexed by Google if shown on your public profile. If you use the proper name of an entity (e.g., Hurricanes Katrina and Rita Recovery Effort), it may help increase exposure for your public profile when people search those terms in Google and Bing (which largely includes Yahoo as of 2015).