5 Steps to Find Competitor Keywords on LinkedIn

If you're looking to refine your LinkedIn strategy, analyzing competitor keywords is a powerful way to better understand your audience and improve engagement. Here's a quick summary of the process:

1. Identify Competitors: Use LinkedIn's advanced search to find companies targeting your ideal customer profile (ICP). Focus on businesses aligned with your audience, using filters like industry, company size, and location.
2. Review Competitor Profiles: Analyze headlines, about sections, experience, skills, and company pages to gather keyword ideas. Look for recurring phrases, industry-specific terms, and value propositions.
3. Leverage LinkedIn Search: Use LinkedIn's autocomplete and Boolean operators to discover popular keyword variations. Test these terms to ensure relevance to your ICP.
4. Expand with External Tools: Use keyword research tools to uncover search trends and validate LinkedIn keywords. Combine these insights for a more comprehensive strategy.
5. Organize and Prioritize: Create a system to track and rank keywords based on relevance, search volume, and competition. Focus on terms that resonate with your audience and drive engagement.

How To Do Competitor Analysis with AI

Step 1: Find Your Competitors on LinkedIn

Start by identifying competitors that are actively targeting your ideal customer profile (ICP), rather than just focusing on businesses offering similar products.

Focus on Competitors Aligned with Your ICP

Zero in on companies that align with your ICP - those most likely to benefit from your offerings.

To define your ICP, consider factors like employee size, industries served, and geographic locations. Once you’ve built this framework, you can pinpoint competitors chasing the same customer base.

After identifying these competitors, use LinkedIn’s tools to create an accurate and detailed list.

Leverage LinkedIn's Advanced Search Tools

LinkedIn’s advanced search features are invaluable for compiling a targeted list of competitors. With its professional audience and precise filters, LinkedIn has become the go-to platform for B2B lead generation, used by 77% of B2B marketers.

To get started, click on "All filters" in LinkedIn’s search bar. Use filters like Industry, Company Size, and Location to narrow down businesses that fit your ICP.

For instance, if your focus is on mid-market SaaS companies in financial services, set the Industry filter to "Financial Services", the Company Size to "51-200 employees", and specify your key geographic regions. Combining multiple filters ensures your search is tailored to competitors targeting similar prospects.

Save your search results for ongoing refinement. As you build your competitor list, document not only the company names but also the criteria that make them relevant. This will help you stay organized and focused.

Don’t overlook LinkedIn’s "People also viewed" and "Similar companies" sections on competitor profiles. These suggestions can uncover additional businesses you might have missed, giving you a more comprehensive list to analyze for keyword opportunities.

Once your list is complete, move on to reviewing their profiles for actionable keyword insights.

Step 2: Review Competitor Profiles and Company Pages

Once you've pinpointed your competitors, the next step is to dive into their LinkedIn profiles and company pages. This process helps you uncover the keywords and phrases they use to position themselves and attract the same audience you’re targeting.

Key Areas to Focus on for Keywords

Analyzing competitor profiles gives you a clearer picture of the terms your audience is searching for. Start with the headline, as it carries significant SEO weight.

"The most prominent branding message on your LinkedIn Profile is also the most critical when it comes to SEO. Next to your name, your Professional Headline, the phrase that appears below your name, is the most highly rated field in the index." - Laura Smith-Proulx, Executive Director of An Expert Resume

Pay attention to how competitors combine job titles with essential skills in their headlines to create a concise, keyword-rich description.

The About section is another treasure trove for keywords. Competitors often use this space to weave relevant terms into their personal narratives, emphasizing their experience, goals, and expertise. Look for industry-specific language, skill sets, and value propositions that align with your shared audience’s interests.

In the Experience section, examine job titles and role descriptions. Many competitors include both industry-standard titles and internal company names, often paired with detailed descriptions of tools, methodologies, and accomplishments. These descriptions frequently contain the exact keywords your audience might type into LinkedIn’s search bar.

The Skills section is particularly important because it’s searchable and plays a key role in LinkedIn’s algorithm. Take note of the hard skills (like "Project Management" or "Salesforce") and soft skills (like "Leadership" or "Strategic Planning") that competitors highlight and receive endorsements for.

Don’t overlook sections like Projects, Certifications, and Honors & Awards. These areas often concentrate keywords that reinforce expertise and credibility.

For company pages, focus on their company descriptions and recent posts or articles. These sections reveal how competitors position their businesses and the language they use to engage their audience.

Once you’ve gathered keywords from these sections, compare them across multiple profiles to identify recurring patterns.

Identifying Common Phrases

As you sift through competitor profiles, start spotting patterns in how they use language. Look for recurring phrases, terminology, and positioning statements that multiple competitors use to appeal to your ideal customer profile (ICP).

"Knowing where to place those keywords is just as important as having them. Strategic placement helps the LinkedIn algorithm match your profile with recruiter searches and helps humans understand your strengths clearly." - Ana Goehner, Career Coach & Strategist, Digital Butterfly Communications, LLC

Compile a list of frequently used keywords and phrases. These often reflect the language your target audience expects and responds to. Pay close attention to how competitors articulate their value propositions, target industries, and core services or solutions.

Notice if competitors lean on future-focused language - terms that highlight where they aim to position themselves rather than just describing past achievements. This type of language can reveal clues about emerging trends and opportunities in your market.

Also, take note of the balance between technical jargon and more broadly understood language. Some competitors might use highly specialized terms, while others stick to simpler, more universal phrasing. Both approaches can inform different angles of your outreach and messaging strategy.

Step 3: Use LinkedIn Search and Autocomplete

LinkedIn's search bar is an incredibly useful tool for uncovering keyword variations and spotting search trends that might not be obvious just by analyzing competitor profiles.

Discover Popular Keyword Suggestions

As you type into LinkedIn's search bar, the autocomplete feature starts working immediately. It pulls from a huge database of user searches, showing terms that people frequently use when searching for professionals, companies, or content. For instance, typing something broad like might prompt suggestions such as or

Experiment with different input terms to explore a wider range of search patterns. You can also check the "People also searched for" section to find extra keyword ideas and context.

Don’t forget to use Boolean operators to refine your searches. For example:

• Use quotation marks to search for exact phrases.
• Use "OR" to combine terms. A search like can help you compare which term delivers better results.

Evaluate Keyword Relevance

Once you have a list of suggested keywords, test each one to see how well it aligns with your ideal customer profile (ICP). Look at the search results to ensure they bring up profiles or companies that match your target audience. Pay attention to any modifiers like geographic regions or industries that appear - terms such as or often signal a more specific intent.

At Artemis Leads, we rely on these strategies to fine-tune our LinkedIn outreach efforts, ensuring our messaging connects with the right audience. After refining your keyword list, the next step is to use external tools to expand and validate it further.

Step 4: Use External Tools for More Keywords

LinkedIn's search features are a great starting point, but external keyword research tools can help you uncover even more opportunities. These tools reveal search trends and keyword variations that might not be obvious within LinkedIn itself. When paired with your LinkedIn insights, this external data can strengthen your keyword strategy and ensure you're targeting the right audience.

Research Keywords with Analysis Tools

External tools can provide detailed insights into the keywords your competitors rank for on search engines. Why is this important? Because many people find LinkedIn profiles through Google, not just LinkedIn's search bar.

By plugging a competitor's URL into one of these tools, you can see which keywords they rank for, especially long-tail phrases like "B2B lead generation for SaaS companies" or "enterprise sales development services." These longer, more specific terms often reveal buyer intent and can guide your strategy.

Look for keywords with moderate search volumes - they often indicate a sweet spot: enough interest without overwhelming competition. Keyword difficulty scores are another helpful metric. Lower difficulty scores suggest terms that are easier to rank for and may point to less crowded niches on LinkedIn. Pay close attention to keywords where your competitors rank highly, as these are likely central to their strategy.

Match Keywords with LinkedIn Data

The real magic happens when you combine external keyword insights with LinkedIn's platform-specific data. Take the keywords you've identified with external tools and test them in LinkedIn's search bar. Observe the profiles, content, and posts that appear - this will give you a sense of how these keywords perform in LinkedIn's ecosystem.

Cross-check these keywords with the language patterns you noticed in competitor profiles during Step 2. For example, if a competitor ranks well for "demand generation strategy" on Google, see how they use this phrase in their LinkedIn headline, summary, and posts. This can highlight which terms are central to their positioning.

Geographic modifiers from external tools can also be helpful. Phrases like "Chicago marketing consultant" or "West Coast sales training" can uncover regional networking opportunities and help you tailor your outreach efforts.

Finally, consider the intent behind the keywords. Informational phrases like "how to generate leads" might inspire LinkedIn content ideas, while commercial terms like "lead generation services" could guide how you optimize your profile or craft direct outreach messages.

At Artemis Leads, blending external keyword research with LinkedIn testing ensures your strategy is both grounded in broader search behaviors and fine-tuned for LinkedIn's unique environment. This dual approach helps you stay relevant while targeting the right audience effectively.

Step 5: Organize and Prioritize Keywords

Now that you've gathered competitor keywords from LinkedIn profiles, search features, and external tools, it's time to transform that data into a focused strategy. The next step is identifying which keywords will drive the most engagement and align with your goals.

How to Prioritize Keywords

Start by focusing on keywords that are closely tied to your target audience's job roles, industries, or common challenges.

Search volume and competition level are key factors to evaluate. High-volume keywords like "B2B sales" might appear appealing but are often highly competitive. Instead, aim for moderate-volume keywords with less competition - these often provide the best opportunity to gain visibility on LinkedIn without getting lost in the noise.

To make prioritization easier, assign a weighted priority score to each keyword. Here's an example:

Keyword	Relevance	Search Volume	Competition	Priority Score
ERP for manufacturers	High	Medium	Medium	85
Supply chain analytics	High	Medium	Low	90
Manufacturing software	High	High	High	75
Digital transformation	Medium	High	High	60

Focus on high-relevance, moderate-competition keywords for quick wins. For instance, "supply chain analytics" scores well because it’s highly relevant and faces less competition compared to broader terms.

Also, consider engagement trends from your competitor analysis. If certain keywords consistently generate more comments or shares from your target audience, those terms might deserve higher priority scores. Real-world engagement insights often reveal opportunities that raw search data might miss.

Set Up a Keyword Tracking System

To make your keyword research actionable, you’ll need a well-structured tracking system. Tools like Google Sheets or Excel are great for customizing your setup.

Your tracking sheet should include columns for keyword, source, relevance score, search volume, competition level, and context notes. The context notes are especially useful - record where you found each keyword (like a competitor’s profile, post, or company page) and any observations about its effectiveness.

Organize keywords into themes to align them with specific campaign goals. For example, you can create separate sections for industry-specific terms, solution-based keywords, or those addressing customer pain points. This makes it easier for your sales and marketing teams to find the terms that matter most for their outreach efforts.

To make your system even more user-friendly, consider color-coding your keywords. For example:

• Green for high-priority terms
• Yellow for medium-priority terms
• Red for lower-priority terms

This visual approach helps teams quickly identify where to focus their efforts, especially during busy campaign periods.

Keep your keyword list updated - review it at least quarterly to account for changes in competitor strategies and trends on LinkedIn. For larger campaigns, you might want to explore keyword management tools that offer automated tracking.

Finally, tie your keywords to performance metrics like profile views, connection requests, or meetings booked. This helps refine your priorities over time and ensures your strategy remains effective.

Artemis Leads illustrates how organized keyword research can power multi-channel outreach. When keywords are prioritized and tracked systematically, they become essential tools for creating personalized messages that resonate with decision-makers across platforms. This approach lays the groundwork for a cohesive and effective outreach strategy.

Multichannel Outreach with Competitor Keywords

Once you've sorted and prioritized competitor keywords, their real value lies in how you apply them across multiple channels. While LinkedIn is a strong platform, it can't capture every Ideal Customer Profile (ICP) segment. Some decision-makers prefer email, while others gravitate toward social media.

The insights you gain from LinkedIn keywords go beyond the platform itself. They reveal the language your prospects use, the challenges they face, and the solutions they’re after. For example, using phrases like in email subject lines can significantly boost open rates. The same language that resonates on LinkedIn often translates into better email engagement by addressing your audience's specific needs.

Your LinkedIn messages and email sequences should work together, not compete. Say a prospect doesn’t reply to a LinkedIn connection request mentioning A follow-up email could reference a related term like This approach keeps your messaging aligned and ensures it evolves naturally across channels. By integrating timing, such as using LinkedIn activity insights to schedule email follow-ups, you can better align your outreach with client behavior.

A great example of this strategy in action is Artemis Leads. They use systematic keyword research to power multichannel outreach, combining LinkedIn insights with targeted email campaigns to cover their clients’ entire ICP.

This multichannel approach also provides valuable feedback for refining your keyword strategy. By monitoring metrics like email open rates, response rates, and LinkedIn engagement, you can identify which keywords perform best on each platform. For instance, if drives high engagement on LinkedIn but underperforms in emails, you can experiment with channel-specific alternatives.

To streamline your efforts, build message templates around your top-performing competitor keywords. Personalize these templates for individual prospects to maintain authenticity while saving time. Once your templates are in place, track performance rigorously to see how keywords perform across different channels.

Maintaining consistent messaging across platforms reinforces your expertise and builds trust with your audience. At the same time, varying related terms prevents your outreach from feeling repetitive. By closely tracking channel-specific metrics, you can fine-tune your strategy, learning which keywords work best for initial outreach and which are more effective in follow-ups.

Conclusion: Key Points for Competitor Keyword Analysis

Our five-step process transforms B2B prospecting into a focused and effective strategy. By following this method, you can pinpoint the language that resonates with your audience and shape your outreach to achieve better results.

Start by analyzing key competitor profiles and pages to identify impactful keywords. Use insights from LinkedIn, such as search and autocomplete suggestions, alongside external keyword tools to gather data on search volumes and competition. This combination provides a well-rounded view of the terms that matter most.

The key to success lies in prioritizing keywords that align with your ideal customer profile. Avoid chasing high-volume terms that might not lead to conversions. For example, a SaaS company targeting HR professionals saw a 30% boost in connection acceptance rates by using specific terms like "talent acquisition" and "employee engagement" in their outreach messaging.

Regularly update your keyword list to adapt to evolving competitor strategies and shifting LinkedIn trends. Staying proactive ensures your approach remains effective over time.

Once you’ve prioritized your keywords, the next step is applying them across multiple channels. LinkedIn keyword insights don’t just enhance performance on the platform - they can also strengthen your email campaigns and follow-up messages. By integrating these language patterns, you create a cohesive and engaging experience for prospects. For instance, Artemis Leads uses this strategy in their targeted email outreach, ensuring they consistently generate meeting-ready leads.

Companies that embrace this structured approach to competitor keyword analysis often see measurable improvements in lead quality and conversion rates. Keep refining your strategy, and you’ll continue to secure high-quality leads and drive meaningful results.

FAQs

How can I use competitor keywords from LinkedIn to improve my profile and attract more connections?

To make the most of competitor keywords, start by diving into the profiles and posts of leading players in your industry. Pay attention to the keywords and phrases they use frequently - especially those that resonate with your target audience and align with your professional goals.

Once you've identified these keywords, weave them naturally into key parts of your LinkedIn profile, like your headline, summary, and experience sections. This not only makes your profile more appealing but also boosts its visibility in search results, helping decision-makers and potential clients discover you more easily.

Another smart move? Engage with posts and discussions that feature these keywords. This increases your profile's activity and relevance on LinkedIn, giving you a better chance to connect with the right audience and expand your professional network.

What tools can help validate and enhance LinkedIn keyword research for better B2B lead generation?

To refine your LinkedIn keyword research, tools like Google Keyword Planner, SEMrush, Ahrefs, and AnswerThePublic can be incredibly helpful. These platforms offer insights into search volume, keyword competition, and related terms, giving you the data needed to fine-tune your approach and discover fresh opportunities.

Pairing this information with LinkedIn's built-in tools allows you to craft a more precise and effective keyword strategy, ensuring your B2B outreach connects with the right audience.

How can I organize and prioritize competitor keywords to better align with my target audience and business goals?

To get the most out of competitor keywords, start by pinpointing the ones that align closely with your audience's needs and your business goals. Think about the phrases your ideal customers might type into a search engine when looking for solutions.

Organize these keywords by intent - whether they’re informational (seeking knowledge), navigational (looking for a specific website), or transactional (ready to make a purchase). This helps you cater to different stages of the buyer's journey. Aim for keywords that strike a balance between high search volume and low competition to boost your chances of being discovered.

Keep your keyword strategy fresh by regularly analyzing performance data and adjusting for any changes in your business priorities. This way, your efforts stay on track and continue to deliver results.

Related posts

• LinkedIn vs Email: Which Channel Converts Better for B2B?
• How to Measure LinkedIn Outreach Engagement
• How to Find Decision-Makers on LinkedIn
• Boolean Search with Industry Keywords on LinkedIn