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WTF is Personal SEO?


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

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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 Outdated?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]