search engine optimization for personal branding · 3, 2010 sponsored links/ ... drupal, joomla…)...
TRANSCRIPT
![Page 1: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/1.jpg)
Search Engine Optimization for Personal Branding
Leveraging the power of the web to gain a competitive edge
JeffreyWhiteJWhiteResearchOctober3,2010
![Page 2: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/2.jpg)
Sponsoredlinks/payperclick(PPC)
Usuallysponsoredlinksareheretoobutnotforthiskeyword
VerGcalsearchfilterchoices
![Page 3: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/3.jpg)
Universal/Blended Search
Standardresults
Newsresults
Googlelocal/placesresults
![Page 4: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/4.jpg)
How do search engines work?
• Proprietary Algorithms unique to each engine • Text reading robots/spiders
![Page 5: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/5.jpg)
Whatwesee…
![Page 6: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/6.jpg)
Whatsearchenginessee…
![Page 7: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/7.jpg)
How do search engines work?
• Proprietary Algorithms unique to each engine • Text reading robots/spiders • Placement and density of keywords/
phrases
OnPagedensityandplacementofsearch
term:JeffreyWhite
![Page 8: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/8.jpg)
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
![Page 9: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/9.jpg)
YoursiteInternalLinks:Linkstopageswithin
yoursite
ExternalLinks:Linkstoyoursitefromothersites
Imagesource:SEOmoz.org
Illustration of link types
![Page 10: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/10.jpg)
[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
![Page 11: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/11.jpg)
![Page 12: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/12.jpg)
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
![Page 13: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/13.jpg)
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
![Page 14: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/14.jpg)
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
![Page 15: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/15.jpg)
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...
![Page 16: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/16.jpg)
[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
![Page 17: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/17.jpg)
[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
![Page 18: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/18.jpg)
[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
![Page 19: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/19.jpg)
[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
![Page 20: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/20.jpg)
Power of Google Profile GoogleSERP1
![Page 21: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/21.jpg)
Power of Google Profile GoogleSERP1
GoogleProfileresultsatthebo_om
![Page 22: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/22.jpg)
[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
![Page 23: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/23.jpg)
[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
![Page 24: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/24.jpg)
[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
![Page 25: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/25.jpg)
[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
![Page 26: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/26.jpg)
SEO Roadmap
![Page 27: Search Engine Optimization for Personal Branding · 3, 2010 Sponsored links/ ... Drupal, Joomla…) are available and make it pretty simple [5] Optimize for Search: On page • Brand](https://reader033.vdocuments.mx/reader033/viewer/2022050111/5f487da6008e2a0a610c3ae8/html5/thumbnails/27.jpg)
• 6 techniques to build your brand online • Proprietary algorithms common to search
engines • SEO Roadmap
Conclusion
Helpful Links and Advanced Search
Operators Document