By Paul Morris
Note: This article presumes you understand basic LinkedIn SEO, what the new LinkedIn endorsements are and what the hell Klout is
I have been irritated by articles such as this one essentially slagging off the new LinkedIn endorsements feature. Whilst I agree that the LinkedIn endorsements feature has some fundamental issues (difficult to differentiate between endorsements, open to spam, the dumbing down of a professionals portal, etc) it’s far too easy to be negative about the development
Essentially as I wrote in my tips for optimising your LinkedIn profile post it’s far too easy to game the LinkedIn Search algorithm at present. If you use keyword stuffing intelligently, network your ass off and become a LION you can far too easily game LinkedIn. Let’s put it this way; I could go top of the SERPS for ‘ballet dancer’ tomorrow and despite my fleet of foot-ed-ness this should not be possible.
What I like about endorsements is if LinkedIn are willing to couple this development with some investment in advanced Klout-esque Search algorithm maths then they can use LinkedIn endorsements to help clean up their SERPS.
By ‘simply’ understanding the number of endorsements (volume of inbound votes), types (keyword endorsement anchor text relevancy to your profile keyword density), authority (how powerful is the person making the endorsement) and relevancy (is the person making the endorsement in the same sector as you or has similar endorsements themselves) of inbound endorsements then LinkedIn can massively clean up their act and weight individuals LinkedIn search positioning partly based on these factors.
Here’s hoping endorsements has not been thought up to spike short-medium term engagement (visitor frequency = more text ad/ display advertising $’s) and sell our souls to the recruiters (more data = better recruitment targeting = more advertising $’s for LinkedIn) and is here as a foundation for improved engagement and a sign of LinkedIn search algorithm intent.