When someone Googles you on the Web, they will evaluate your presence based on five measures of online identity:
In the last posts, I discussed how to increase the Purity of your Google results, as well as the Volume and Relevance, and Validation. In this post, I will discuss the Diversity of your Google results.
When someone Googles you, you need to make sure that you have a diversity of content that shows up in the Google results. If all of the content that shows up in a search is text-based content, it is hard for people to get a complete picture of who you are and the value you can offer. If you can mix up your text-based content with video, images and real-time content, it gives people a more robust 3D view of who you are, and what you have to offer.
If you have not yet used the Online ID Calculator to make sense of your Google results, now would be a good time to do so. If you are Digitally Distinct, which is where you want to be, then you have excellent Diversity results.
If your Diversity results are lower than you hoped, here are some tips you can use to help improve on these measure of online ID. But, please make sure that you spend the time to determine and get clarity on what your brand is, before you begin to put things out on the web.
Tips to increase Diversity:
Professional Headshot: Having a professional headshot is a great way to connect a face with content and your name. The image(s) should reflect who you are and what you want people to know about you. You can even have images of you working with others, with clients, and/or giving presentations. Stats show that people are less likely to believe content on the web without a headshot about the person who posted the content. Make sure you have a professional headshot, with a crisp and clear image. (A full body photo of you at a picnic with friends drinking beer is probably not putting your best foot forward!!!!)
Make sure your photos are also loaded on other online photo-sharing sites like Flickr and Picasa-so that these show up as well when someone Googles you.
Real-time content is a great way to demonstrate that you are current and have something to say. Using Twitter, Google+ and updating your profiles on LinkedIn and Facebook are great ways to let others know what you are doing.
Video is the MOST exciting new tool in branded communications. Video allows you to deliver a complete communication message; many studies have shown that words only account for 7% of a communication. Video sets you apart from others who are not using it and allows people to create those emotional connections with you. There are many options for incorporating Video in your branded communications:
- Videobio: You could create a Videobio, that tells people who you are and what you are about. Here is a link to mine: http://www.videobio.com/rbussin/
- Thought-Leadership Videos: These videos let people know who you are, what you are about, what you offer, your passions or your skills. Here are some that I have done on a variety of topics: http://www.youtube.com/rbussin
Once you have created your Thought-Leadership videos, there are many places where you can post them online. Of course, Youtube is a great place to post on. But there are other video-sharing sites that you can use as well (Vimeo, for example).
And remember, if you are lucky enough to have the latest LinkedIn upgrade/user interface, you can post videos and slideshows on your profile. Check out mine for an example (http://www.linkedin.com/in/randibussin1 and click on view full profile at the bottom). These can be videos of you speaking at industry conferences or your thoughts on your areas of expertise. William Arruda has a few on his profile as well.
In summary, make sure your content is not just a bunch of text-based content. Make sure you include videos, headshots and real-time content and make sure you are putting your best face out there.