Here's a 10-minute fix that pays dividends forever.
By default, LinkedIn gives you a URL like linkedin.com/in/john-smith-3847291. Try putting that on a business card. Try saying it out loud. Try remembering it tomorrow.
Now imagine: linkedin.com/in/johnsmith
Which one would you actually type?
How to claim your custom URL:
- Go to your profile
- Click "Edit public profile & URL" (right sidebar on desktop)
- Click the pencil next to your URL
- Enter your preferred URL (LinkedIn Help Center, 2025)
Best practices:
- Use your name - linkedin.com/in/johnsmith is ideal (LinkedIn Help Center, 2025)
- Add a differentiator if taken - linkedin.com/in/johnsmithSF or linkedin.com/in/johnsmithmarketing
- Keep it short - Easier to share, remember, and print
- Avoid random numbers - Unless they're meaningful (founding year, etc.)
Now, let's talk SEO:
Here's something most people don't realize: LinkedIn profiles rank in Google.
Search your name right now. Your LinkedIn profile probably appears on page one. What shows up? Your headline (that's Google's title). The first ~150 characters of your About (that's Google's description) (LinkedIn Business Blog, 2024).
Making your profile search-friendly:
- Keywords in your headline - What terms would your ideal client Google?
- Keywords in your About - First 150 characters are most important
- Keywords in Experience - Job descriptions are indexed
- Keywords in Skills - All 50 skills matter for search
The keyword research shortcut:
Think about what your ideal audience would type into Google:
- "B2B sales trainer San Francisco"
- "Startup CFO advisor"
- "React developer fintech"
If those terms aren't somewhere in your profile, you're invisible to those searches (LinkedIn Business Blog, 2024).
Check your competition:
Google keywords you want to rank for. See which LinkedIn profiles appear. Study what they've done. That's your benchmark.
The visibility check:
Make sure your profile is set to public:
- Settings → Visibility → Profile visibility: Everyone
- Profile discovery: On
Private profiles don't rank. If you're not public, you're hiding (LinkedIn Help Center, 2025).
The compound effect:
A well-optimized profile doesn't just help people find you on LinkedIn. It helps people find you on Google. That's two search engines working for you, 24/7, for free.
Spend 10 minutes on this. Reap the benefits for years.
"Your LinkedIn presence is a compounding asset. Every post, comment, and connection adds to your professional equity." - Justin Welsh, LinkedIn creator with 1M+ followers, founder of The Saturday Solopreneur
Frequently Asked Questions
Why is a custom LinkedIn URL important?
A custom URL (e.g., linkedin.com/in/yourname) is professional, memorable, and easier to share on resumes or business cards. It also removes the random string of numbers LinkedIn assigns by default, which can look untidy (LinkedIn Help Center, 2025).
How do keywords in my About section help with SEO?
LinkedIn's internal search engine and Google both index the text in your About section. By naturally including keywords that your target audience or recruiters search for, you increase the likelihood of appearing in their results (LinkedIn Business Blog, 2024).
Does my job title in the Experience section affect my search ranking?
Significantly. Instead of just using a generic internal title, try adding context or keywords. For example, "Product Manager" could be "Product Manager | B2B SaaS & Fintech," which helps you show up for more specific and relevant searches (LinkedIn Business Blog, 2024).