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Month: March 2025

LinkedIn Verification: what is it and should B2B marketers care?

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With great power comes great rewards

As both Voltaire and Spider Man’s Uncle Ben have said, with great power comes great responsibility. And this is true for social networks as well as superheroes.

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That is why LinkedIn, as the world’s largest professional networking platform, offers Page Verification, a feature designed to authenticate the legitimacy of a company or institution—and therefore build trust with its users.

Why LinkedIn Page Verification Matters

Getting your LinkedIn Page verified signals to users that your business is legitimate, reducing the risk of impersonation and fraud.  

A verified page: 

✅ Enhances credibility – Users and potential clients trust a verified business 

✅ Prevents impersonation – Reduces the risk of fake accounts misrepresenting your brand 

✅ Boosts engagement – People are more likely to follow and interact with verified pages 

How to Get Your LinkedIn Page Verified

Verification isn’t available for all Company Pages just yet. To find out if you’re one of the chosen ones, head over to your Company Page, click Settings on the bottom left controls and look out for Verification Controls.

If you can see Verification Controls, go ahead and click through to start the process of requesting verification.

LinkedIn tells us they are expanding verification all the time, but it might take weeks before your request is approved.

Once approved, there is a second step which requires adding a TXT record to your domain. This is almost certainly best done by your internal IT team or whoever is responsible for your website.

How to get that LinkedIn Verification Badge

Once your page is verified, you can add verified domains to your page which in turn enables domain verification for members.  

This feature allows employees to verify their association with your company by confirming that they have an email address with the approved domain.

The verification will be displayed on their LinkedIn profile in the About section of their Profile.

Note that LinkedIn will take it upon themselves to suggest domains to verify and will auto-verify them within 14 days of notification.

Is LinkedIn Verification Worth It? 

Absolutely yes, especially if you want to proactively signal trustworthiness in your market, your company name is the same as another, similar company, or if you have experienced any type of fraudulent activity associated with your company name.

We struggled to find any stats on page verification, possibly because it’s still early doors (though do let us know if you find any!).

However, according to LinkedIn, verified profiles get 60% more profile views, 50% more comments and reactions on their posts, and 30% more messages—so we can only assume verification will have a similar impact on company pages.

Have any questions on LinkedIn verification or any aspect of B2B digital marketing? Get in touch, we would be happy to help!

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    Optimising content discoverability for SEO and AI tools

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    EEATing AI for breakfast

    AI is quite literally everywhere at the minute, and we would be remiss if we didn’t rise and shine with some thoughts and tips for B2B marketers… So how can B2B marketers EEAT AI search for breakfast?

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    The good news is that the optimisations you make for standard SEO also benefit discoverability in AI tools.

    Rather than developing a new, AI-specific strategy, it’s even more important to follow SEO best practice. Which means you need to follow EEAT guidelines, with matching search intent being the key to AI search success. 

    What’s EEAT all about?

    If you would like a light refresher, check out our blog article on Practical Tips for B2B SEO Using Google’s E‑E‑A‑T Guidelines

    Or for the full English, download our EEAT guide and checklist for a takeaway on how to optimise your content for better rankings and experience

    Keep your kitchen website tidy

    As well as EEAT, good technical SEO hygiene like schema markup will also help you feature in AI content.

    Although there has been some debate around whether AI models and LLMs (large language models) use schema or structured data, Microsoft at least have recently confirmed they do.

    So, tidy, well-structured data remains essential not only to help search engines understand your content, but also to help you gain rich results in Google Search—and help LLMs understand your content.

    Keeping an eye on AI

    Finally, a quick note on analytics and understanding how people are discovering your B2B products and services.

    As more tools come into the market, you’ll want to monitor which ones are driving traffic to your site.

    If you’re using GA4, a note that the traffic won’t get picked up as SEO automatically because Google Analytics records it as a mix between referral, organic or sometimes even ‘not set’ as a medium. 

    So don’t just look at source type—across our clients, we are seeing a range of AI tools driving traffic, with ChatGPT at the top but also traffic from Perplexity, OpenAI, Gemini and AskAI.

    If you want to find out more about how to EEAT AI for breakfast, get in touch and one of our SEO experts will be happy to help with a free 30-minute consultation! 

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      Should Your B2B Organisation Be Using Microsoft Ads?

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      The Ads Challenge - Google vs Microsoft

      When it comes to B2B digital advertising, there’s no denying that Microsoft Ads is very much Pepsi to Google Ads’ Coke.

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      That said, Microsoft Ads (formerly Bing Ads) offers a powerful and often overlooked opportunity for businesses targeting professionals and decision-makers.

      If you aren’t already using Microsoft Ads, here’s why you should start:

      1. Reach High-Value B2B Decision-Makers

      Microsoft Ads campaigns also reach Bing, Yahoo and AOL users, and, according to Microsoft, a higher percentage of affluent and professional users than Google. In fact, Microsoft’s network includes: 

      ✔ Senior decision-makers and executives 
      ✔ Higher-income professionals 
      ✔ Users more likely to engage with B2B content 

      2. LinkedIn Profile Targeting

      One of our favourite features of Microsoft Ads is the ability to integrate with LinkedIn data, allowing you to target preferential users based on your LinkedIn audiences, which include target company lists, retargeting audiences and of course the usual audiences you will have developed using demographic targeting.

      3. Less Competition, Lower Costs

      Since fewer businesses use Microsoft Ads compared to Google Ads, competition is lower, meaning if you get the set up right, you will see: 

      ✔ Lower cost-per-click (CPC) 
      ✔ Better ad placements 
      ✔ Higher return on ad spend (ROAS) 

      4. Higher Intent and Conversion Rates

      Microsoft search users tend to be more serious buyers than Google search users, leading to higher engagement and conversion rates—especially for industries like SaaS, IT services, and enterprise solutions.

      5. Ease of set up

      Microsoft Ads has also cleverly designed import functionality which enables advertisers to import their Google Ads set up into Microsoft Ads. And while not perfect and still required manual intervention and refinement, it means that set up time can be reduced if you are already using Google Ads.

      Final Thoughts

      There is no doubt that MS Ads is a strategic complement to Google Ads, meaning B2B organisations that combine Google Ads + Microsoft Ads reach a broader audience, ensuring visibility across multiple search engines where decision-makers are active.

      If you’re a B2B company looking to reach professionals, lower costs, and drive high-quality leads, Microsoft Ads is a must-have in your marketing mix.

      Get in touch and we can show you how to leverage and optimise the power of this overlooked platform today!

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