This is a checklist of how we at LinkedIn optimize a webpage for search engines.

1. SEO CHECKLIST
LSMS CONTENT MARKETING
CANNONICAL TAG: IF THE CONTENT IS DUPLICATE, USE THE CANONICAL
TAG TO TELL SEARCH ENGINES THAT A PAGE URL IS THE CORRECT ONE TO
CREDIT (ASK BEN FOR HELP).
URL STRUCTURE
Avoid including stop words (such as and,
but, etc.) to limit character count. Use
hyphens (-) instead of underscores. Should
be less than 100 characters.
THE URL SHOULD CONTAIN
THE KEYWORD
H1 TAG
Populate your secondary and tertiary
headers with related, secondary
keywords.
YOUR H1 TAG SHOULD
INCLUDE THE KEYWORD
BODY COPY
THE COPY MUST MENTION
THE KEYWORD IN THE
FIRST 200 WORDS.
TITLE TAG
The title should contain less than 60
characters so that it displays completely
on the search results page. Use AMI’s
headline analyzer to create a more
compelling headline.
FRONT-LOAD YOUR
KEYWORD IN THE TITLE TAG
META DESCRIPTION
INCLUDE KEYWORD &
CLEAR CALL TO ACTION (TO
DRIVE CLICKS).
CONTENT ASSETS
CAN YOU ADD VIDEOS,
IMAGES, SCREENSHOTS,
SLIDESHARES?
INTERNAL LINKING
Use a relevant keyword as anchor text for
the linked content.
COPY SHOULD CONTAIN AT
LEAST 1-2 LINKS TO
CONTENT ON YOUR SITE.
EXTERNAL LINKING
COPY SHOULD LINK TO 1-2
EXTERNAL AUTHORITATIVE
SITES.
CONTENT STRUCTURE
BREAK UP LARGE BLOCKS
OF TEXT FOR
SCANNABILITY.
TARGET KEYWORD
MAKE SURE THIS IS
IDENTIFIED AT THE TOP OF
THE DRAFT.
IMAGE OPTIMIZATION
ALL FILE NAMES & ALT TEXT
CONTAIN THE KEYWORD.
CONTENT STRUCTURE
ADD KEYWORD TO SOCIAL
OPEN GRAPH META TAGS.