We may all know that Google has become the go-to for most Web queries. But what you may not know is that search results can vary tremendously depending on how often you update your professional links. A high-quality headshot, an engaging story and a diverse list of experience and education are a good starting point, but to ensure that personal branding is working in your favor, there are a few important things to consider.
“Most people are reactive when it comes to managing their online profiles and don’t even think about their Google search results until something negative pops up,” said Peter Sterlacci, a pioneer in personal branding who reaches clients in 26 countries and 20 percent of Fortune 100 companies.
Taking a proactive approach to managing your online profile can yield better results, he said. Here are some simple ways to start:
Create Content. Promote your expertise by starting your own blog, guest blogging for others and posting comments on LinkedIn groups.
Set up Google Authorship. If you don’t have a Google+ account, set one up and link it to your online posts. This helps protect what you write and share as your own.
Set up Google Alerts. Make sure to check the box for “all results” and not just “only the best results” to ensure that everything with your name will be monitored and reported to you.
Ego Surf. Make it a regular habit to Google your own name to see how the world sees you. Monitor your online presence at all times.
Fixing the Blemishes
What happens when — after working hard to create a professional online profile — less-than-flattering search results eclipse the ones you’d prefer show up? This could include any content, like embarrassing images, controversial blog posts or even negative comments about you – anything you’d rather a potential employer didn’t see.
“The best thing you can do is go directly to the source where the unprofessional results appear and simply ask them to delete it,” said Sterlacci. “If the source is not very obvious, then visit Whois.net and see who owns the website.”
If you’re still having trouble cleaning up your professional image online, there are fee-based online reputation management sites that help people remove bad press from the first page of search results. “Brandyourself.com, for example, offers an incredibly useful service at a very reasonable fee,” said Sterlacci. Others include Vizibility.com and Reputation.com.
Investing in your online reputation can literally make or break your career. That’s why it’s important to not only have a visible Web presence that showcases your best assets, but to keep it regularly updated and connected to social media sites.
“You need to have a presence on LinkedIn,” said Sterlacci. “LinkedIn ranks higher than all other social networks on the first page of Google search results. But keep in mind that simply opening a LinkedIn page for Google ranking and leaving it blank can actually be damaging to your reputation. Take the time to create a complete LinkedIn profile with the branded presence (with video) that compels people to connect with you.”
Natalie Hope McDonald is a writer and editor based in Philadelphia.
