Excerpt from Maximum Success with LinkedIn by Dan Sherman.

Everyone has a brand. I am talking about You, Inc. What do you want to be known for? What’s your specialty? What sets you apart? Once you make that decision and have it written down in a few words, then you can create your LinkedIn profile in such a way that when people are searching for someone with those skills, your profile is number one or at least on page one.

Wouldn’t it be great for people to find you rather than you always making calls and contacting other people to achieve your goals? In this chapter, you’ll learn how to make that happen, and I’ll start off by using myself as an example.

I want to be known as the LinkedIn Expert. Now, I have 23 million people in my network, and when I do a simple search (by entering LinkedIn Expert into the search box in the upper right next to People), I get over 9,000 results for that term and my profile appears as number one. As a result, I get media opportunities and consulting requests just by people finding me.

Bear in mind that your search would be different. If you searched on LinkedIn Expert but I am not in your network, I won’t show up, of course. But within my network, I do. And that means more people will click on my profile, visit my websites, download my brochure and articles, and so on. The reason I show up first is that I optimized my profile by adding in the term LinkedIn Expert and LinkedIn in several key places. Now we’ll cover exactly how you can appear on page one of LinkedIn searches so you become known as the expert, gain credibility and authority status, and get the sale or job or whatever you are seeking.

Four Required Places for Your Keywords

The first step is to pick your keywords. What do you want to be found for? Next, optimize your profile by putting the keywords in the four main places that will help you show up as number one for the keywords that describe your brand or expertise. Once you make these changes in your profile, you should see some instant results in how you appear in LinkedIn searches. When you’re ready to optimize your profile, here are the four places to put your keywords to instantly move up in LinkedIn searches:

  1.  Headline
  2. Current Work Experience
  3. Past Work Experience
  4. Summary