Twenty queries, six profiles, one map
Most LinkedIn work in India is content work wearing a search label. Someone posts five times a week, engagement goes up, and nobody can name a single query the account now appears for.
We start the other way round. Twenty queries a buyer would actually type into the LinkedIn search bar or into Google — job titles they're hiring for, problems they're solving, tools they're replacing, the category name as they say it rather than as your deck says it. Then we map those twenty across six surfaces: the company page and five employee profiles.
Splitting them matters. If all six profiles say "helping businesses grow", you have one weak signal repeated six times. If the founder owns the category term, the sales lead owns the buyer's job title, and the technical lead owns the integration terms, you have six pages competing for six different searches and reinforcing each other on all of them.
| Surface | What it owns | Roughly how many queries |
|---|---|---|
| Company page | Category term, product names, the industry you serve, the city | 4–6 |
| Founder / CEO profile | The category term again, the problem language, the strategic queries | 5–7 |
| Sales or partnerships lead | Buyer job titles, deal-shaped terms, segment and geography | 3–4 |
| Technical or product lead | Integrations, stack names, implementation language | 3–4 |
| Delivery or customer lead | Onboarding, migration, support and outcome language | 2–3 |
| A specialist of your choosing | Whatever the twenty-query map leaves uncovered | 1–3 |
Why the founder's profile beats the company page
This is uncomfortable if you've spent a year building the brand page, but it's how the platform works. LinkedIn is built around people. Its search results, its feed ranking and its notification logic all favour a human account over a corporate one, and the personalisation makes it worse for brands — results are weighted by how close the searcher is to you in the network. A person accumulates first and second-degree connections. A company page mostly doesn't.
In Indian B2B this gets even more lopsided, because buying committees check the founder before they check the company. A ₹40 lakh contract is a trust decision, and the trust attaches to a face.
So we don't fight it. The company page becomes the credential layer — clear category, real employee count, live jobs, consistent naming — and the profiles do the discovery work. Both get maintained; only one gets treated as the front door.
The fields LinkedIn search actually reads
There's a lot of folklore here. What's reliably true is that LinkedIn's people search matches keyword text most strongly in the headline and in current and past job titles, then in skills, then in the rest of the profile. Rank is then adjusted for network distance and activity. So the work is field-specific, not a general polish.
- Headline (220 characters). The single most valuable text on the profile. Not "Founder & CEO". Something closer to "Founder at [company] — warehouse automation for Indian 3PLs | WMS, robotics, pick-path software". Job title, category, buyer, and the terms they search.
- Current job title. LinkedIn treats this as a separate matchable field from the headline. If your title is "Chief Everything Officer", search cannot use it. Keep the funny version for your bio.
- About (roughly 2,600 characters). Weak for search, strong for conversion. Only the first two lines show before the fold, so the qualifying sentence goes there — who you help, with what, and what happens next.
- Skills — up to 50, three pinned. Skills are matchable and the pinned three appear high on the profile. Pin the ones from your query map, not the ones colleagues endorsed you for in 2019.
- Custom URL.
linkedin.com/in/firstname-lastname-categoryrather than the auto-generated string of digits. It's a small Google signal and a large credibility one. - Featured section and experience descriptions. Where you put the proof: a case write-up, a talk, a product page. This is also the only reliable place to put a link that isn't buried.
Posting cadence, without the daily content theatre
You do not need to post every day. The advice comes from people whose business is being seen on LinkedIn, which is not your business.
What activity actually does for search is keep the profile classified as active, which affects whether you surface at all, and generate the connection growth that improves your network proximity to future searchers. Both are achievable at two posts a week per profile.
We run a cadence of two posts a week from the founder, one a week from each of the other four, and two from the company page — with the company page mostly amplifying rather than originating. Every post is written against one of the twenty queries, so the archive slowly becomes a body of work about the same handful of subjects instead of a scroll of unrelated opinions.
Comments count too, and they're cheaper. Fifteen minutes of substantive replies on other people's posts moves more connection growth than a post that took two hours. We schedule that as work because otherwise it doesn't happen.
What ₹30,000 a month covers, and what it doesn't
LinkedIn SEO sits inside our organic social retainer — ₹30,000, ₹50,000 or ₹70,000 a month ex-GST depending on volume across channels. We don't sell it as a standalone product, because the profile-side work is finite: roughly two weeks of rewriting, then it's a content and connection cadence.
| Area | Included | Not included |
|---|---|---|
| Query map | Twenty buyer queries researched and split across the company page and five profiles, reviewed quarterly | Search volume figures. LinkedIn publishes none, and anyone quoting them is showing you Google data with a LinkedIn logo on it. |
| Profiles | Headline, job title, About, experience descriptions, skills and pinned three, custom URL, Featured section, banner copy — for five people | Profiles six and up. Each additional profile is scoped separately, because it's real writing rather than a template fill. |
| Company page | Tagline, About, specialities, location and industry fields, hiring and product tabs, page-level consistency with your website | Employer branding programmes, careers-site builds and recruitment marketing. |
| Content | Two posts a week from the founder, one a week from four others, two from the page — all mapped to the query set | Ghostwritten opinions we can't verify. We write from your calls and your material, not from imagination. |
| Outreach | Connection strategy that improves your proximity to the buyers you want to be found by | Automated connection requests, scraping, and InMail spam tooling. It gets accounts restricted and it's not a service we'll run. |
| Measurement | Monthly read on search appearances, profile views, and where those viewers work — against your frozen baseline | Follower targets on the company page. It's the least predictive number LinkedIn reports. |
The baseline we freeze, and what the guarantee covers
On day one we write down two numbers from every profile in the set and freeze them: search appearances over the trailing 90 days, and profile views over the same window. LinkedIn reports both natively, which is why we use them — they're your data, visible in your own analytics tab, not something we compute and ask you to trust.
Search appearances is the honest leading indicator here. It tells you how often you turned up in someone's search results, and it responds to headline and title changes within two to three weeks. Profile views follow. Conversations follow those, and no dashboard will ever prove that link cleanly — we'd rather say so than draw an attribution arrow we can't defend.
The commitment is the same one we make everywhere: never a promised position and never a promised follower count. We beat your own frozen 90-day baseline within 90 days, or we keep working free until we do. It's the reason we cap intake at three new clients a month.
If your buyers search Google more than they search LinkedIn — and for most Indian B2B categories they still do — the bigger budget belongs in SEO or on the B2B industry page, with LinkedIn as the trust layer that closes what search opens.