Key Takeaway
The two sets of words can be referred to each other, but the tasks are taken differently. Personal homepage keywords help buyers understand what you offer, and customer search words help you find which and people. If completely mixed, it may be possible to write the buyer’s position into his own business introduction, or to search for customers with the provider’s promotional word, resulting in a large number of colleagues and non-related objects.
Context & Preparation
Home terms should be surrounded by real roles, products and applications. To make your target readers know the industry and abilities you serve, you don’t need to list all job names. Priority expression guarantees accuracy and nature, search exposure cannot be sacrificed at the cost of readability. A clear customer value description is usually more helpful than a full of similar words.
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Action Steps
Customer searches are to distinguish the type of company and personal responsibilities. Brands, distributors and equipment manufacturers may use different company descriptions, and the role of purchases, engineering and product are also expressed in various positions. First using the ideal customer's website and public information to arrange the dictionary, then through the actual results to check out, cannot be translated only by Chinese product name once in a fixed use.
What to Measure
The vocabulary can be divided into three columns: what we offer, how buyers describe themselves, and what roles the purchasing chain has. Record the relationship between three columns, rather than merging into a set of keywords. For example, a particular piece may serve several equipment industries, each industry's buyer business model is different from the position and requires separate verification and maintenance.
Review & Improve
When you find the home page visitors or search results don’t match, go back to the corresponding vocabulary check. A homepage that attracts colleagues may be a positioning expression of too productive orientation; Searching unable to find buyers may be a company type word missing. First identify which task the problem occurs, then modify the corresponding part, and it is easier to judge the effect than changing all keywords at the same time.
Practical Exercise
When learning Advanced, you can use your home page to position as a business starting point and then create a customer dictionary outside. Both should be true, clear and up-to-date with market changes. The ultimate goal is to enable you to find the right customer and also allow customers to understand your services when they see the homepage, rather than let the same set of words appear in all locations.
Further Reference: Official LinkedIn Product Information. This article offers practical business guidance. Product access, limits and interfaces are subject to current official information.
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