The document discusses effective strategies for optimizing LinkedIn profiles and using search keywords for career advancement. It emphasizes the importance of key profile sections like summary, skills, and experience while leveraging tools like Google AdWords for keyword research and search engine optimization. Additionally, it introduces various search techniques and other resources for enhancing keyword selection.

1. Keywords for Linked‐In and Search
Where to find them
Presented to CNM McLean
Presented to CNM McLean
September 25, 2012
Jim Hayes
Moving Products Forward
‐Product Marketing & Alliance Leadership

2. Linked In Features
Linked In Features
• Professional Identity
(Profile) Start
• Look for
Look for point
i t
Opportunities
• Collaborate
• Connect &
Communicate
• Seek Information
• Create & Publish
• Research
• Help Each Other
Help Each Other

3. Profile
‐ Key Sections
Profile is machine searched
Profile is machine searched
and person read.
•Summary (Priority in SEO results)
•Narrative 2000 Character
•Headline 120 Characters
•Skills & Expertise
Skills & Expertise
•List selection
•Specialties 500 Characters
•Experience
•Titles 100 Characters (Priority 2 in SEO)
Descriptions 2000 Characters
•Descriptions 2000 Characters

4. So where to begin
So where to begin

5. Keyword Starting Point
LinkedIn –
LinkedIn More
More
Skills &
Experience

6. Starting Point
LinkedIn – Skills & Expertise
Description with key words Trending Info
Ideas
Ideas
for
Profile
Section

7. Google
– The Search Powerhouse
•Adwords
•Positions
•Locations
•Salary
•Other Info

8. Adwords.Google.com
‐ Start; Search Position Title
• AdWords is a tool advertisers use when bidding on
search terms
– Identify who sees a specific ad
Identify who sees a specific ad
– Price bid and total program budget affect number of
exposures
• Search Engine Optimization (SEO)
– Efforts to get the highest impact for the promotional
program
• Pay Per Click (PPC)

9. Adwords.Google.com
‐ Start; Search Position Title
Word or Phrase
‐ Position Title
Position Title
United States
English

10. Adwords
‐ Results List
Columns
•Keyword ideas
•Competition
(How Valuable)
•Global Monthly
Searches
•Local Monthly
Searches

11. ‐ Salary Research
Does What you’re expecting match with position?

12. Find Interview Questions
‐ Position Specific
Does your
profile fit the
position?

13. Search Positions
‐Another way to find leads

14. Google Results
‐ Maps & Preview
Mousing
over the
over the
chevrons
shows
preview
of the
p g
page

15. Structuring Search
‐ Tips
• ‘Multiple Words’ / Phrases
Multiple Words / Phrases
– i.e., ‘product manage’ ‘project manager’
• Word Order
Word Order
• Case sensitivity
(
(Doesn’t matter)
)
• Punctuation
(seldom considered by Google)
• Synonyms (~)
finds similar words i.e. ~auto will include car,
cars, trucks etc.
cars trucks etc

16. Search Operators
Search Operators
Refinement Operators
f
• Site:
– site:sprint.com site:.gov
• Filetype:
– Filetype:.doc
filetype:.pdf
• D t
Daterange:
– Requires Julian date
format
• Define:
– Define:slapdash
For broad list of operators
search on search operators
search on ‘search operators’

17. Google Guide
‐ Advanced Tools & Subsections
Expand the
Search Column
for specifics:
•Recent press
•Videos
•Blogs (people
post valuable info on
their blog & in
their blog & in
discussion groups.)

18. Advanced Search
‐ Easy way to refine search

19. Other Tools & Ideas for Keywords
Other Tools & Ideas for Keywords
• Wordle
‐ www.wordle.net
• Word Frequency Counter
– Software that counts how often individual
words or phrases are used
words or phrases are used
– Match positions results to resume and cover
letter
• Your local librarian

20. Final Answer There is no final answer
Final Answer –”There is no final answer”