@paulwilson As long as the description of the business, the keywords for the business and website is congruent then your social profile will be useful. Example… I’m currently doing social profiles for a landscape designer, all of her keywords are about landscape design, plants, patios, water features, xeriscape… in her social profile business description I talk about how she is a landscaper designer specializing in xeriscape landscape design in San Diego, uses drought tolerant plants, water conserving water features, etc. Her website is optimized for landscape designer, xeriscape san diego. landscape design, drought tolerant landscape etc. All three pieces of this optimization puzzle are congruent.
Each social profile site has different rules about links and what type of links you can use. I just do a lot of testing to see what will work for each individual social profile.
There are TONS of social profiles out there. I like to think that a social profile is like a mini website for my client. So I never want to use the same content on any sites or profiles. I also go back and claim/verify every single social profile. It’s an extra step and is time consuming. But it really pays off in the long run.