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Have you ever googled yourself?
I know the answer is probably yes because when I ask the audience this question at my keynotes, virtually every hand goes up. Do you know what it’s called when you type your name into Google to see what’s out there? Egosurfing or narcissurfing.
Despite those humorous nicknames, googling yourself is not frivolous. It’s actually quite serious business. You need to do it regularly because it gives you a real-time digital-branding report card. People are googling you and forming a first impression of you from your results, and human beings have a hard time forgetting first impressions. It’s more and more likely that people will meet you online before they ever meet you in person. Focusing on the digital you is essential for all career-minded professionals. And since your Google results can change as often as Beyoncé changes costumes at a concert, make a plan to do it regularly. Gen-Z folks are already on it; 11% of them admit to narcissurfing daily. I’m not suggesting that you follow their compulsive lead, but egosurfing approximately once a month is a good habit.
I am often asked, “How do I evaluate my Google results to understand if they are helping me build my personal brand?” In this post, I’ll share my digital-branding advice for how you can make sense of what Google reveals. I’ll also help you influence those results and deliver an authentic, compelling impression to those who are checking you out.
For this post we are going to focus on Google because it is the most widely used search engine. With over 2 trillion searches a year, Google accounts for about 93% of all web searches in the U.S.
So open a browser and perform two searches. Since you aren’t sure which format researchers are using when they check you out, see how Google displays results for these two formats:
- Search your name without quotes, for example: William Arruda
- Search your name enclosed in quotes: “William Arruda”
Here’s how to evaluate your results:
Start with Page One
When you Google yourself, the first page of results is the one that matters most. Why? Most online researchers never go beyond that critical page one. In fact, 75% of all clicks go to results found on the first page, so those will likely be the ones people will use to make decisions about you. You’ll notice that your LinkedIn profile will likely show up at the top of the results – often in the top spot. That’s important because the top three listings get over 60% of the clicks. That means you need to make sure your LinkedIn profile is authentic, complete, compelling and current. To have the greatest impact on those who are researching you, focus on the three most important elements of your LinkedIn profile – your headline, headshot and summary (now called "about"). In the world of digital branding, they are the most powerful elements for delivering a magnetic first impression.
Make The Most Of Universal Search
This term describes the format in which the results are displayed. Instead of a series of text-based descriptions and links, a true multimedia depiction is displayed. You’ve surely seen it – on page one alongside the traditional text results, there will be a row (or two) of images, real-time content (from Twitter) and a row of videos. It’s been part of the way Google displays results since 2007. Multimedia provides a richer experience – so maximize the multimedia you have online. That means:
- The file name you give to your multimedia elements (photos, videos) matters. A lot. Name all the photos you post of yourself online – for your social media profiles, for example – yourname.jpg. That will make it more likely that they will show up in that row of images, and it’s also a good habit to get into for all of your social branding.
- Get your content in the video box by setting up a YouTube channel (Google owns YouTube) and posting your videos there. Producing just a few 2-minute value-rich thought-leadership pieces will help those who are checking you out experience you and learn about your expertise and passions.
Get A Knowledge Panel
Have you noticed that sometimes the page one result includes a box on the right with a distilled portfolio of text, images and videos? These knowledge panels, which were introduced in 2012, are a great way to provide an “at-a-glance” look at who you are and your accomplishments. The catch: You cannot create a knowledge panel for yourself. It’s something Google creates.
Although the formula Google uses to determine whether or not to produce a knowledge panel for you is a secret like the Colonel’s fried chicken recipe and the formula for Coke, search engine experts point to a few things they think will give Google a nudge:
- Have a profile in Wikipedia or Wikidata. Some of the content shown in knowledge panels comes directly from these sites.
- If you’re an entrepreneur with your own company, make sure it’s listed in Crunchbase. That will give Google a push to produce a knowledge panel for you.
- If you are a published author, make sure your books are available in amazon.com and other online booksellers.
People are googling you, and they’re making decisions about you based on what Google reveals. If you’re an ambitious professional seeking to build your personal brand so you can make your mark on the world, digital branding should be your top priority.
William Arruda is the cofounder of CareerBlast and co-creator of the free video course: The Insider’s Guide to Getting Noticed and Promoted.
