Updated January 2024.

1. Branding & SEO
Interior Design Show 2024

2. Hi!
I’m Daniela Furtado from
Findable Digital Marketing

3. Let me introduce you to …

4. Arthur Erickson John Parkin

5. John Parkin & Associates
● Famous work …
○ Ottawa Train Station
○ TD Centre
● Advocated for a corporate identity
○ Live beyond its partners
○ Entity vs. extension
○ Advancement for firm vs. creative
fulfillment
● Believed size of firm was important
○ Gain trust of large client
○ Communicate with politicians
○ Influence urban issues

7. Arthur Erickson & Associates
● Famous work …
○ Roy Thomson Hall,
○ Victoria Art Gallery
○ Yorkdale subway Station
● Promoted himself as the face of the
practice
● Communicated his architectural
philosophies
“Objective was to build beautiful buildings. Sacrificed
income and financial security to that goal. […] Objective was
to become a visible part of community by being there,
having a house and entertaining. Became part of inner
social circle.”

9. Personal
Branding
Corporate
Branding

10. Explore personal brands in the digital world.
➡ See
➡ Create
➡ Measure

11. See it

12. When Erikson was practicing,
personal branding was an abstract
concept.

13. Nowadays, it’s easier to see.
Thanks to the Internet.

14. * SERP: search engine results page

15. What if we searched for
someone that did not have
a personal brand?
Like my mom.

17. Anyone can be Googled but not all
stand out.

19. Knowledge Panel
● It’s a special layout or feature Google has
created to highlight people.
● This is what a personal brand looks in
2024.

20. Personal
Panel
For leaders, senior
creatives and sales
people in the
organization.
Corporate
Panel
For entire organization.

21. Create it

22. Do you want a Knowledge Panel?

23. It’s not an account you can just “sign
up for”. It’s automatically generated.
It’s created from demonstrating
expertise online consistently over
time. Google pulls information from
various credible websites to create a
profile.

24. On other words,
create a
self-confirming
“loop” to teach
Google about you.

25. This is a form of
search engine optimization.
It’s not just how you optimize
your website.
It’s how you optimize your
online presence across the
web.

26. The future of SEO is people-first.

27. In 2022, Google updated
its algorithm to push
people-first approach …
● Add another E to
E-E-A-T. Experience,
Expertise,
Authority,
Trustworthy.
● Helpful content
update.
Source: Google Search
Central

28. The industry is
speculating so.

29. You don’t
have to be
mega
famous for it
anymore.
Google is relying
less on Wikipedia –
40% in June and
12% in September.

30. How to create a knowledge panel
Entity Home ● Website domain – your name in the domain and H1
● Webpage – your name in the URl and H1
● Wikipedia page
Digital or Brand
Assets
● Book
● TV show
● Film
● Podcast
● YouTube
Social Media ● Social media handles
Expertise ● Regularly speak on the same topic
Authority ● Bylines and features in high-authority publications

31. Siamak Hariri
● The domain
includes his name.
● An about page
with name in the
URL.

32. Jude Kamal
● Author of a book –
a brand asset.
● Example of a
“young”
Knowledge Panel.

33. Lesley Lokko
● Social media
handles with her
name.
● Regularly featured
in authoritative
publications.
● Speaks on similar
topics.

34. This is what Google
sees.
Notice that Google has
access to more
information to create a
more “mature profile”
for Hariri vs. Kamal.

35. Gone Wrong

36. Sometimes people are found for the
wrong reasons.

37. Simon Nelson
The murderer or the
architect?

38. Ami McKay
The writer or the
designer?

39. Measure it

40. How do you measure the demand
and value of your personal brand?

41. Tools to Measure
● Proprietary Data
○ Google Analytics
○ Google Search Console
○ SEMRush or Ahrefs
● Third-Party Data
○ Google Trends
○ Exploding Topics

43. Let’s take a look at Washington, DC.

47. “Zoe Feldman” is creating more
demand for herself than “interior
designer Washington DC”.

48. Branding vs. Financial
Growth
● Increase perceived value.
● Potential clients comes to you,
instead of you chasing them.
● Increased revenue and
opportunities.

49. Thank you!

50. Let’s connect!
Daniela Furtado
Findable Digital Marketing