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

Contact Me:

JeffreyWhite310‐503‐7435

JWhiteResearch@gmail.com

www.JeffreyWhite.orgwww.JWhiteResearch.com