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Search Engine Optimization for Personal Branding
Leveraging the power of the web to gain a competitive edge
JeffreyWhiteJWhiteResearchOctober3,2010
Sponsoredlinks/payperclick(PPC)
Usuallysponsoredlinksareheretoobutnotforthiskeyword
VerGcalsearchfilterchoices
Universal/Blended Search
Standardresults
Newsresults
Googlelocal/placesresults
How do search engines work?
• Proprietary Algorithms unique to each engine • Text reading robots/spiders
Whatwesee…
Whatsearchenginessee…
How do search engines work?
• Proprietary Algorithms unique to each engine • Text reading robots/spiders • Placement and density of keywords/
phrases
OnPagedensityandplacementofsearch
term:JeffreyWhite
How do search engines work?
• Proprietary Algorithms unique to each engine • Text reading robots/spiders • Placement and density of keywords/phrases • Analyze links both • Within your site and • To your site from others • More links=higher page rank
YoursiteInternalLinks:Linkstopageswithin
yoursite
ExternalLinks:Linkstoyoursitefromothersites
Imagesource:SEOmoz.org
Illustration of link types
[1] It starts with RESEARCH • Do a little Ego surfing to find what’s
there • Little or no presence at all • Unique names • Establish and position online brand
Ego Surfing USA • Little or no presence at all • Unique names • Establish and position online brand
• A lot of duplicate content • Common names and surnames • More aggressive SEO is needed here
Ego Surfing USA • Little or no presence at all • Unique names • Establish and position online brand
• A lot of duplicate content • Common names and surnames • More aggressive SEO is needed here
• Negative/inaccurate presence • Brand Problem • Most aggressive SEO, Detective work
Ego Surfing USA • Little or no presence at all • Unique names • Establish and position online brand
• A lot of duplicate content • Common names and surnames • More aggressive SEO is needed here
• Negative/inaccurate presence • Brand Problem • Most aggressive SEO, Detective work
Advanced/Refined Search • Use name variations, alternate spelling • Jeff, Jeffrey • Jon, John
• Use exact search term • “Jeffrey White”
• Add additional keywords • + research • + LAUSD • + Los Angeles
• Repeat in Vertical search, Twitter, Facebook, LinkedIn, Pipl...
[2] Clean up your digital dirt
• Provocative/inappropriate photos or info • Drinking/using drugs
• Bad-mouthed employer • Poor communications skills • Discriminatory comments
• Lied about qualifications • Shared confidential info about employer
[2] Clean up your digital dirt
• More dirt • Repair bad domain, @handle, email
addresses • Remove disreputable “friends” • Unsubscribe to questionable social
games • Un-like questionable Facebook pages • Remove postings about extreme
political beliefs
[3] Set-up brand profile pages • Why bother? • Strong online brand… • sets you apart from typical candidate • makes it easier for client or employer to
choose you • "Themajorityofkidscomingoutofcollegeare
essenGallygeneric"TimeMagazine,It’sabrandyouworld.• “18%ofemployersreportedtheyhavefoundcontent
onsocialnetworkingsitesthatcausedthemtohirethecandidate.”CareerBuilderemployersurvey
[3] Set-up brand profile pages
• Facebook pages • LinkedIn Page • Twitter @handle • Google profile • My favorite • One of the easiest ways right now for a
personal brand to get on Google page 1
Power of Google Profile GoogleSERP1
Power of Google Profile GoogleSERP1
GoogleProfileresultsatthebo_om
[4] Build a website
• Register a domain name for your brand • Search “WhoIs” database for available domains • More common names taken first • TLD hierarchy - .com, .net, .org …
• Select hosting provider • Cost: $100-$300 per year • You can find hosting service review on the web
• Design and post website • Consistent with your brand • Predesigned themes with CMS (Wordpress, Drupal,
Joomla…) are available and make it pretty simple
[5] Optimize for Search: On page
• Brand keyword in URL address • Brand keyword in page titles • Page description includes keyword and
accurately describes your brand • Videos, pictures and internal links include
keywords • Web page content • Design for target audience, conversion • Keyword included multiple times
[5] SEO: Off page
• Submit URL and XML site map to major search engines
• List web pages on local and niche directories for your brand area
• Generate links to your site from others • Engaging content to attract links • Direct requests for links • Manual social media link creation
[6] Maintain, Nurture, Protect Brand
• Position yourself as an expert in your field • LinkedIn Answers, Twitter and blog
posting, e-zine articles • Join and participate in groups in your
content area and in your clients areas • Keep profiles fresh and up to date • Always be listening and always be testing • Set up a Google Alert for brand • Insert Google Analytics on your website
SEO Roadmap
• 6 techniques to build your brand online • Proprietary algorithms common to search
engines • SEO Roadmap
Conclusion
Helpful Links and Advanced Search
Operators Document
