Presentation to London Met on Personal SEO

WTF is Personal SEO?

April 2010By Ben Cotton

[email protected]/bencottonwww.socialwebthing.comwww.linkedin.com/in/bencotton

Introduction

• Studied BA (Hons) Public Relations at Leeds Met and graduated in 2008

• Worked in the Leeds Met press office, Yorkshire CCC PR dept and PR research centre

• Been at Edelman Digital since Feb 2010

• Won blogging award in Feb 2010

www.socialwebthing.com

A quick vote


http://www.youtube.com/watch?v=NhPgUcjGQAw&feature=fvst

Personal Brand

“the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable.” (Tom Peters, 1997)


Outdated?


Personal Brand vs. SEO

• Personal brand is pre-google

• 1997 vs. 2010

• People mention personal brand or digital footprint, they are often referring to something that is better described as personal SEO

• People describe what happens when someone Google’s your name

• Having good stuff come up is the essence of personal SEO


What is Personal SEO?


• March 2006, Business Week


You are what you post

Why is it important?

Stephen Waddington, MD Speed Communications, 2009:

“Inevitably employers are using Google as a personal reputation engine and scrutinising these types of sites to review an individual’s career history and work ahead of hiring an individual.”


Why is it important?

Stuart Bruce, MD Wolfstar, 2010:

“As more and more people use Twitter, Facebook and blogs we know far more about people than we’ve ever done before. The first thing that I do when recruiting someone is check them out online. It’s a matter of few minutes to go back and read hundreds of their previous tweets and find out far more about the real them than any CV, reference or interview could ever reveal.”


• Potentially a much larger audience

• Show understanding of SEO

• Show you ‘get’ digital

• Enhance your reputation


Why?


Why?

Where to start?


Blogging

• Voice your opinion

• Improve writing

• Google loves blogs

• Familiarise yourself with industry issues


Blogging

• Guest blog

• Make use of a good title, tags and first sentence

• Promote!

• Networking opportunities


Real Work

• Presentation decks

• Examples of writing

• Clippings and coverage

• CV


Real Work

• E-portfolio?! Show digital skills

• Bridge the gap between academic and practical

• Great for search

• Impress employers


Networking

• Social networks

• Agree/disagree with people

• Let them know about your blog

• Let them know you are looking for a placement/job

• Find out about industry issues


Networking

• Great access to senior PR people

• Find out what senior PR people are thinking!

• Build up a reputation online


• Write for other blogs/websites

• Privacy settings

• Make your work sharable

• Make yourself contactable


Other considerations

• Tag

• Title

• Promote

• First Sentence

• Description

• Share


Practical tips!

• Jed Hallam, Wolfstar


Success stories

• Matthew Watson, Speed Communications


Success stories

Success Stories

Dave Turnbull, Skywrite Communications:

‘I believe that being able to produce something a little different, whilst also demonstrating proficiency with technology is something that appeals to employers.’


Pitfalls

• Client confidentiality

• Personal privacy

• Extremely public

• Could look stupid and damage reputation


Conclusions

• Look after your personal SEO

• The Y Generation are increasingly expected to ‘get’ this stuff

• You have a fantastic opportunity to allow employers to know lots of positive info about you - before they meet you


Q&A

Any questions?


Thank you

Contact details

[email protected]/bencottonwww.socialwebthing.comwww.linkedin.com/in/bencotton