SEO Today, Influence Tomorrow
Updated: May 13
The truth is I have never jumped on the SEO ship for small medium B2B firms in their first year of business development. SEO is absolutely important - AND when compared to the list of priorities to be done in your first year of business development efforts, SEO does not make the list. Focus, specificity, and follow through on the top 3 priorities means making tough decisions.
When you're just setting out in your business development efforts, laying a solid foundation is mission critical. Building the empire on that foundation is 2nd. SEO is 2nd.
This wee article is simply to highlight the enormous value of investing in SEO today, to yield influence tomorrow assuming you have your foundation in place already.
Influence is about Being Sought Out
for your expertise, reputation or skill set.
Being Sought Out means:
The Assistant Professor of Engineering, Newcastle University, Singapore, determines that in this day and age, engineers really need to consider the value of a personal brand for their career prospects. Knowing nothing about Personal Branding she takes to the Google and punches in 3 words
"Personal Brand Covid"
She hits search.
Google returns her a list of results that contain Personal Brand Covid.
One of those entries that gets her interest more than the others, is this one:
She selects the [GUIDE] Setting up your Personal Brand and reads the article.
The [GUIDE] impresses her.
It reflects the answers and ideas she is looking for as it relates to her graduating class of engineers. It's thorough, helpful and she already learned so much from that article, she feels confident that there is sufficient expertise here to be of value.
I received a call from Noori in Singapore asking me about my article - and presenting her idea to me. She has a class of graduating engineers who she feels would be best served by having a personal brand to support their career prospects. Would I deliver a workshop to the class of engineers on Personal Branding & Influence? I said yes. We worked out the details and the workshop happened.
Addresses one of the fundamentals in human behaviour; familiarity & certainty. Both are required in a new situation to give us humans a degree of comfort when it comes to trusting you.
If you're visible everywhere, unconsciously I know you already, I trust you to a degree on that subject matter, and I am more inclined to say - yes, I'll go like, listen, follow, attend, and join that thing of yours.
If I have never heard of you, and I have never seen you - I am immediately on my back foot, I am skeptical, and I am far less interested in giving you any of my time, energy and attention. There is too much uncertainty for me.
How exactly does SEO support my Influence?
Being Found: "Personal Brand Covid 19" is the search term Noori entered into her google search box that pulled my [GUIDE] into her search results.
Noori found me because her problem of "Personal Brand Covid19" that went into the google, matched my solution that included an SEO tag "Personal Brand Covid19".
I had those keywords in my article title, and I tagged the images with those keywords and I used those keyword in the article many times.
Being Credible: And that means, producing quality content that gives your brand new guest the certainty, trust and confidence they need to determine you have the expertise, skillset and insight to resolve their query.
SEO Your Personal Brand
Being Visible: SEO your website, articles, images at a minimum.
Use titles of your articles that contain the keywords people will be entering into Google in order to find you.
And that means, producing quality content that gives your brand new guest the certainty, trust and confidence they need to determine you have the expertise, skillset and insight to resolve their query.
Shannon Eastman, Growth Consultant
Inside Growth Podcast
Shannon Eastman is a growth consultant, human behaviour expert, communications adviser, management consultant, mentor and business coach. Shannon is the Host of inside GROWTH, Founder of Funds Ireland MiniCon and an Advisor to starts ups in the Middle East.