Just Who Is Visiting Your LinkedIn Profile? And Why?

“Did you check the Captain’s LinkedIn profile?”

 

Most people think their LinkedIn profile is something they can use so that whoever it is they want to have find them – suppliers, customers, potential business partners, possible future employers – can find them. 

But is that the case? 

In one word: No. In two words: Heck, no.

How do I know this? Well, I did some research. As most of you know, I have a Sales Navigator account. And with that account comes an expanded version of WHo Viewed Your Profile. I can see who viewed my profile for the past ninety days. When LinkedIn can identify where your individual profile viewers came from, they do so. You will see such things as: My Network, Homepage, Messaging and Search.

I was reviewing my profile viewers and one thing that struck me was hardly anyone seemed to be finding me via Search. So I went back and counted them all over the past ninety days. Out of all the people who had viewed my profile over the past ninety days, the percentage who came across my profile via search was….a smidgeon over one percent. 1.08% to be exact. 

Now, my LinkedIn profile is pretty good. I know my SEO basics and I know the keywords that should be there, and what people should be searching for to find someone like me. But one percent? That’s it?

So where was everyone else coming from? We’re talking about hundreds of people a month here. Well, some came from Messaging, which makes sense when you think about it. In a typical situation, you are trading messages, usually with a new connection, and you want to check something on their profile. But the vast majority of my viewers had either seen something I had written, or I was mentioned, or someone they knew had mentioned my name, or I had commented on something and that brought them to my profile. The bottom line was people were coming to my profile for one of two reasons. They are asking:

  • Just who is this guy?
  • Is he who he says he is?

What it amounts to is people are looking at my profile as a kind of reference check. They are curious about me and they want to know more, in my case, usually more about why I talk like I am an expert at using LinkedIn.

So what does this imply for you? 

Your profile does not have to be an SEO machine. There just are not that many people looking for you or what you do. 

Or if they are looking for someone like you, they are doing it through their network, not LinkedIn search.

What your profile has to be is a reference check. When someone comes to your profile they want to know why you are an expert in your field and the implied question they have is “What can this person do to help me?” 

And there you go. Those are the questions your profile needs to answer:

  • What can you do for your ideal reader?
  • What benefits can you provide?
  • What questions are you uniquely qualified to answer?

The idea that someone will find you via search is a myth. They will find you from your display of what you know, or from hearing about your from someone else. So what does your profile have to do? It’s not a showcase, it’s a reference check.