Building a community of women who work in technology – hosted by Betsy Speare, Jennifer Marsman & Helene Love Snell

SEO = Search Engine Optimization  – so how do you make sure people see what you want them to see?  Katrina Klier’s blog post is very interesting and gives some practical tips on how to be relevant on line!    The fun part is that I made up her bio below based on what I found when I searched for HER (including the pic) – I was hoping to find some dirt, but to no avail! 

Hope you have a Happy Thanksgiving – we’ll be taking a week off unless I get really motivated post-turkey to write something up – or you do! – Bets

—-

Betsy Speare, Principal Program Manager Lead, Windows Server Microsoft, Happy Family member, new Green Lake, Seattle Resident, 15 years at Microsoft, EWU CIS grad and chicken farmer!

What I found out about Katrina via search:

Katrina Klier is the Senior Director [for] Worldwide Digital Marketing at Microsoft.  She is the co-VP of Professional Development for IABC Seattle.  What She Does Best… Build new markets, grow channels, create brand synergy across multiple media, drive profitable growth, work with and learn from other amazing people. She is literally on every social media outlet I could think of plus some I wasn’t aware of like Quora.

PLUS – she has a GREAT BLOG!

Katrina's photo

SEO Yourself… Grow Your Career and Brand with Online Advocacy

With more than 2 billion people in the world active online, the first encounter someone has your personal brand starts with a simple online search of your name. Like it or not, your personal brand is primarily your digital brand, and further conversations with you will happen (or not) based on what people learn about you online. Advocating for yourself online is more important than ever, especially if you work in technology.

So how do you stand out? How do you advocate for yourself online? Well it is as simple as doing search engine optimization or SEO for yourself.

A few simple steps will have you on your way: Plan, Research, Engage and Focus your impact. Here’s how it works:

PLAN:

First you need to decide the top 3 things you want to be known for by anyone doing a search on your name. What are the most important things for people to know about you? List 3 things in priority order.

As an example, my list is:

1. I have an amazing track record of building new businesses with high profitability that is useful for my current and prospective employers.

2. I am an expert and executive in digital marketing and want to continue my career here.

3. I like to help people with marketing and career needs.

Your list may include all career items or a mix of career and personal items such as social or community contributions, political activities, or hobbies. There is no right or wrong answer as to what should be on your list. This is a personal choice and you are the only person qualified to make these choices for yourself. So list you top 3 things for people to know and move on to the research phase.

RESEARCH:

To improve your SEO standings you need to know where you are today, so fire up your favorite search engine and type in your name. What comes up on the first page of results? Is it populated with the many contact scraper sites that claim to have your email, phone number, etc.? Does it come back with lots of results for someone with the same name but who does things you do not want associated with your brand? Do any of the things on your top 3 list show up on page 1? Make note of the results, you will need them later on.

If you have a fairly common name, consider ways to make yourself stand out.These include using a middle initial in everything you do or using a nickname (but please nothing tacky or overly pop-culture-of-the-moment) or including a personal tag-line. The tag line is helpful if you have a unique title in your career or you own your own company.

Research the hubs of expertise and content in your top 3 list.Where are the centers of gravity online for what you want to be known for? As an individual, the fastest way to improve your SEO is to go where the traffic is. So look through the top search returns for your priorities; notice the types of sites, ways to engage on these sites and language used. True die-hard SEO has some very scientific ways to target sites and key words, most of which involve a marketing investment, but these simple steps will get you started for your personal brand. Choose no more than 3-5 target sites to focus your efforts so you avoid spreading yourself too thin in terms of both time and impact.

Using myself as an example, LinkedIn is the most prevalent professional networking site for what I do (my first priority); Twitter is a credibility booster (my second priority); and a blog is the best way to showcase original content (my third priority). So these sites became my targets to create my online center of gravity and improve my SEO.

ENGAGE:

First, go back to the search results for your name as they appear today.Look through all the links on the first 2 pages of search results and remove yourself from any lists or databases that do not support your overall top 3 list for your personal brand.

Second, go to your target sites found during your research and add yourself to the mix.Set up a profile on LinkedIn and add contacts as an example. Go all-in and be a full and active participant in these centers of gravity. Fill out your profile completely and double check all your privacy settings to make sure you are comfortable with them.

Third, create cross links in your target sites.It’s called the worldwide web for a reason and the search engines are spiders also for a reason. Spiders can’t crawl unless there is a connected web to maneuver. So… build your personal web. Create links across your profiles and content for yourself so the search engines connect you across the web.

It helps to choose a primary site or home base for yourself where you will direct the majority of searches for you. For me that meant deciding LinkedIn was the primary place I wanted to be found as it most closely supported my number one item on my list. From LinkedIn, you can find my Twitter feed and blogconnected to my profile. From my Twitter profile you’ll find a link back to my LinkedIn profile and on my blog you’ll find both my LinkedIn profile and my twitter feed again. These are my 3 target sites of my digital presence and you can get to all of them by starting at any one of them. So build your web by linking together your chosen sites and make sure you have content in these sites to support your top 3 priorities.

FOCUS:

Contribute regularly to your target sites.If you’ve cross-linked this is pretty easy to do and can be automated to a degree. As I mentioned, my Twitter feed is connected to both my LinkedIn profile and my blog so every time I tweet, the Twitter content automatically goes to LinkedIn and my blog without me having to do anything extra. If you are unsure what to contribute, start by simply forwarding or amplifying others’ content in your target sites. “Liking” or “sharing” within these sites is an easy way to introduce yourself to the community and show that you are a good community member. From there, you can add other outside content or unique content you developed yourself.

If you choose to use pictures in your profiles, make sure they are tasteful and support the brand you want to portray. Also make sure the picture quality renders well on the web and in the sites where you are profiled. This is the first intro most people will have to you so make sure it is of the highest quality. Remember the old saying “you never get a second chance to make a first impression.” This is very true in the online world as well.

Check your search results on a regular basis. Continue to remove yourself from places you don’t want to be. Also take note of which sites you have engaged that seem to pop you up in the search results so you continue to focus your contributions in places of impact. Over time, when someone searches for your name, you want the first page of search returns to come back with items aligned to your top 3 priorities. Other ways you can see how your SEO is progressing are through some free tools such as Klout, Identifiedand many more.

Doing a personal brand SEO effort helps you advocate for yourself and have control over what others know about you. Whether you’re looking to build your career or contribute to your community, people will find out about you first by how you show up online. I hope these tips will help you advocate for yourself and let people know what an amazing woman you are.

Good luck to you all and I’ll see you online!

Katrina

Comments on: "SEO Yourself… Grow Your Career and Brand with Online Advocacy" (2)

  1. […] I was thrilled to write a guest post for the Women in Technology Blog sponsored by some of my fabulous colleagues at Microsoft – Betsy Speare, Jennifer Marsman & Helene Love Snell.  This post was inspired by thoughts during PubCon Las Vegas – a great show for those of us who spend time in the land of SEO and SEM. This post includes ideas on how to apply some of the basics used by big brands to your own online brand and career.  Here’s the link to the original post. […]

  2. Thanks! This is really great advice. It’s an interesting exercise to search for yourself, too 🙂 Amazing what comes up…

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