Type ‘keywords’ LinkedIn into Google. What do you see? Your first page of search results will include three types of article. Firstly, keyword and search engine optimisation advice. Secondly, a list of verbs to include in your profile. Thirdly, a list of words not to include in your LinkedIn profile. While this advice will help candidates get their profiles through automated candidate–screening processes, it won’t help them make a great impression. This is because the principles that make for good search engine optimisation are the opposite of principles of influential language use.