Search Engine Optimization for Personal Branding Leveraging the power of the web to gain a competitive edge

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1 Search Engine Optimization for Personal Branding Leveraging the power of the web to gain a competitive edge Jeffrey White J White Research October 3, 2010

2 Usually sponsored links are here too but not for this keyword Sponsored links/ pay per click (PPC) VerGcal search filter choices

3 Universal/Blended Search Standard results News results Google local/places results

4 How do search engines work? Proprietary Algorithms unique to each engine Text reading robots/spiders

5 What we see

6 What search engines see

7 How do search engines work? Proprietary Algorithms unique to each engine Text reading robots/spiders Placement and density of keywords/ phrases On Page density and placement of search term: Jeffrey White

8 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

9 Illustration of link types Internal Links: Links to pages within your site Your site External Links: Links to your site from other sites Image source: SEOmoz.org

10 [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

12 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

13 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

14 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

15 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...

16 [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

17 [2] Clean up your digital dirt More dirt Repair bad addresses Remove disreputable friends Unsubscribe to questionable social games Un-like questionable Facebook pages Remove postings about extreme political beliefs

18 [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 "The majority of kids coming out of college are essengally generic" Time Magazine, It s a brand you world. 18% of employers reported they have found content on social networking sites that caused them to hire the candidate. Career Builder employer survey

19 [3] Set-up brand profile pages Facebook pages LinkedIn Page Google profile My favorite One of the easiest ways right now for a personal brand to get on Google page 1

20 Power of Google Profile Google SERP 1

21 Power of Google Profile Google SERP 1 Google Profile results at the bo_om

22 [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

23 [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

24 [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

25 [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

26 SEO Roadmap

27 6 techniques to build your brand online Proprietary algorithms common to search engines SEO Roadmap Conclusion Helpful Links and Advanced Search Operators Document

28 Contact Me: Jeffrey White

INTERNET MARKETING SERVICES (IMS)

INTERNET MARKETING SERVICES (IMS) Package Level 1 Initial Client Consultation Content Analysis Organic Search Engine Placement Set Up Analytics Account Assure SEO/SEM Basics Initial Client Consultation SEO goal setting How we identify