WTF is Personal SEO?


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Ben Cotton gave a presentation to London Met students on Personal SEO.

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  • Right then before I start – I just thought I’d give you a quick idea of my background
  • Quick show of hands…I imagine you are all on Facebook, so how many are on Twitter? Linked In? Blog What about a portfolio…an e-portfolio? Hopefully, this presentation may give you a few things to think about
  • What I’ve come to speak to you guys today is about personal SEO, but to get there we need to look at how to this point. The concept of personal brand I think is somewhat outdated and it has evolved beyond Tom Peter’s description, much beyond. Tom Peter’s phrased was coined before Google was even born. So I think the term personal SEO is better suited
  • I googled Personal Brand and this came up – this, like the phrase I think is outdated
  • Hopefully, today there will be a few practical things you can takeaway and think about
  • There are some quite easy things you can do to improve your personal SEO. These are not definitive, but using social media you can blog, display real work and network, creating strong personal SEO They should make you score well on search and hopefully stand out from the crowd
  • And here Stephen talks about personal SEO again straight from the horses mouth
  • And here Stuart talks about personal SEO
  • There are a couple of things you can do to check out your Personal SEO and monitor it
  • Great opportunity to network, demonstrate your writing and share your opinion. Great SEO
  • Great opportunity to network, demonstrate your writing and share your opinion. Great SEO
  • Visibly demonstrate work that you have done and great personal SEO
  • Visibly demonstrate work that you have done and great personal SEO
  • Make yourself contactable, you can find out a lot about people online
  • These were basically my initial thoughts
  • Dave mentioned the ‘wow’ factor and being able to demonstrate something a little bit different. It’s all about standing out from the crowd.
  • However, there are some pitfalls to consider
  • WTF is Personal SEO?

    1. 1. WTF is Personal SEO? April 2010 By Ben Cotton [email_address]
    2. 2. Introduction <ul><ul><li>Studied BA (Hons) Public Relations at Leeds Met and graduated in 2008 </li></ul></ul><ul><ul><li>Worked in the Leeds Met press office, Yorkshire CCC PR dept and PR research centre </li></ul></ul><ul><ul><li>Been at Edelman Digital since Feb 2010 </li></ul></ul><ul><ul><li>Won blogging award in Feb 2010 </li></ul></ul>www .social web thing. com
    3. 3. A quick vote www .social web thing. com
    4. 4. Personal Brand “ the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable.” (Tom Peters, 1997) www .social web thing. com
    5. 5. Outdated? www .social web thing. com
    6. 6. Personal Brand vs. SEO <ul><li>Personal brand is pre-google </li></ul><ul><li>1997 vs. 2010 </li></ul><ul><li>People mention personal brand or digital footprint, they are often referring to something that is better described as personal SEO </li></ul><ul><li>People describe what happens when someone Google’s your name </li></ul><ul><li>Having good stuff come up is the essence of personal SEO </li></ul>www .social web thing. com
    7. 7. What is Personal SEO? www .social web thing. com
    8. 8. <ul><ul><li>March 2006, Business Week </li></ul></ul>www .social web thing. com You are what you post
    9. 9. Why is it important? Stephen Waddington, MD Speed Communications, 2009: “ Inevitably employers are using Google as a personal reputation engine and scrutinising these types of sites to review an individual’s career history and work ahead of hiring an individual.” www .social web thing. com
    10. 10. Why is it important? Stuart Bruce, MD Wolfstar, 2010: “ As more and more people use Twitter, Facebook and blogs we know far more about people than we’ve ever done before. The first thing that I do when recruiting someone is check them out online. It’s a matter of few minutes to go back and read hundreds of their previous tweets and find out far more about the real them than any CV, reference or interview could ever reveal.” www .social web thing. com
    11. 11. <ul><ul><li>Potentially a much larger audience </li></ul></ul><ul><ul><li>Show understanding of SEO </li></ul></ul><ul><ul><li>Show you ‘get’ digital </li></ul></ul><ul><ul><li>Enhance your reputation </li></ul></ul>www .social web thing. com Why?
    12. 12. www .social web thing. com Why?
    13. 13. Where to start? www .social web thing. com
    14. 14. Blogging <ul><ul><li>Voice your opinion </li></ul></ul><ul><ul><li>Improve writing </li></ul></ul><ul><ul><li>Google loves blogs </li></ul></ul><ul><ul><li>Familiarise yourself with industry issues </li></ul></ul>www .social web thing. com
    15. 15. Blogging <ul><ul><li>Guest blog </li></ul></ul><ul><ul><li>Make use of a good title, tags and first sentence </li></ul></ul><ul><ul><li>Promote! </li></ul></ul><ul><ul><li>Networking opportunities </li></ul></ul>www .social web thing. com
    16. 16. Real Work <ul><ul><li>Presentation decks </li></ul></ul><ul><ul><li>Examples of writing </li></ul></ul><ul><ul><li>Clippings and coverage </li></ul></ul><ul><ul><li>CV </li></ul></ul>www .social web thing. com
    17. 17. Real Work <ul><ul><li>E-portfolio?! Show digital skills </li></ul></ul><ul><ul><li>Bridge the gap between academic and practical </li></ul></ul><ul><ul><li>Great for search </li></ul></ul><ul><ul><li>Impress employers </li></ul></ul>www .social web thing. com
    18. 18. Networking <ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Agree/disagree with people </li></ul></ul><ul><ul><li>Let them know about your blog </li></ul></ul><ul><ul><li>Let them know you are looking for a placement/job </li></ul></ul><ul><ul><li>Find out about industry issues </li></ul></ul>www .social web thing. com
    19. 19. Networking <ul><ul><li>Great access to senior PR people </li></ul></ul><ul><ul><li>Find out what senior PR people are thinking! </li></ul></ul><ul><ul><li>Build up a reputation online </li></ul></ul>www .social web thing. com
    20. 20. <ul><ul><li>Write for other blogs/websites </li></ul></ul><ul><ul><li>Privacy settings </li></ul></ul><ul><ul><li>Make your work sharable </li></ul></ul><ul><ul><li>Make yourself contactable </li></ul></ul>www .social web thing. com Other considerations
    21. 21. <ul><ul><li>Tag </li></ul></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Promote </li></ul></ul><ul><ul><li>First Sentence </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>Share </li></ul></ul>www .social web thing. com Practical tips!
    22. 22. <ul><ul><li>Jed Hallam, Wolfstar </li></ul></ul>www .social web thing. com Success stories
    23. 23. <ul><ul><li>Matthew Watson, Speed Communications </li></ul></ul>www .social web thing. com Success stories
    24. 24. Success Stories Dave Turnbull, Skywrite Communications: ‘ I believe that being able to produce something a little different, whilst also demonstrating proficiency with technology is something that appeals to employers.’ www .social web thing. com
    25. 25. Pitfalls <ul><ul><li>Client confidentiality </li></ul></ul><ul><ul><li>Personal privacy </li></ul></ul><ul><ul><li>Extremely public </li></ul></ul><ul><ul><li>Could look stupid and damage reputation </li></ul></ul>www .social web thing. com
    26. 26. Conclusions <ul><ul><li>Look after your personal SEO </li></ul></ul><ul><ul><li>The Y Generation are increasingly expected to ‘get’ this stuff </li></ul></ul><ul><ul><li>You have a fantastic opportunity to allow employers to know lots of positive info about you - before they meet you </li></ul></ul>www .social web thing. com
    27. 27. Q&A Any questions? www .social web thing. com
    28. 28. Thank you Contact details [email_address]