Personal brand diagnosis 8: Digital identity by keywords

In the 7 previous chapters have focused on perceived identity (external feedback), in its own (self-diagnosis tests) and in the digital identity by name searchers and on social media..

This chapter discusses our ability to be found online through keywords, and not by our name. We should not assume that whoever conducts a search knows us by name. But you may come to us looking for keywords. Difficulty level increases, No doubt. But there are paths.

If you're short on time, I invite you to see this summary:

Defining keywords (keywords)

It's usually a term used in online positioning (Seo). Javier Marcilla, of the NinjaSEO, defines keywords like this: "are essentially questions you ask Google and that strives to answer in the best way possible. And Google's way of answering them is to provide the most relevant pages in the results."

At Personal Branding (managing our personal brand), keywords are what define our main areas of activity. And well-used, become a hook that attracts those who use search engines and social media to find experts in those areas of activity.

Keyword types in Personal Branding

When we talk about Keywords, we speak in the plural. Try to get strong on a keyword like "Facebook", For example, it's almost impossible, since you fight a monster.

That's why, what's really operational is working with key phrases. In the example above, if you add one more word, for example "Facebook campaigns", you already specify your area of activity and you can compete. And if you add another one "effective Facebook campaigns", defines also a benefit.

If you're looking for a personal brand consultant, surely you won't put the word "Consultant" but the phrase "person brandl" or better "personal brand consultant", which will take you straight to a post from my colleague and friend Cláudio Inácio (thank you Cláudio for your help with this post).

And the nuances are interesting. If you're looking for information on how Personal Branding works in the company, the key phrase is "Personal Branding company", what - possibly- take you to a page or post of my website.

See the difference? In one case we are talking about an open model, B2C personal consulting, in the other a B2B model focused on companies.

The effectiveness of the blog binomial + Keywords: the case of Joan Clotet

To show that you don't need to be a digital marketing expert to be found by key words or phrases, I explain my friend's case Joan Clotet. Joan has been self-defining as “Digital Humanist”. I attest that it is, and the best. And beyond self-defining, Joan created many years ago a blog whose main title is that: Digital Humanism.

So far it may seem normal to you. The peculiar thing is that Joan, when he created that blog (and several profiles on different social media), he was employed by a large company. That's already been seen., at that time, as something exceptional.

What happened to Joan and the keywords? In his words:

It was the first Digital Humanism Forum which was being done in Colombia, organized by the Andean Area University Foundation. They contacted me because the last few years they collected information about the concept “Digital Humanism” and they found me ubiquitously. In addition, the vice-chancellor of the university was a s closer follower of my blog. I can say that thanks to the blog and the keywords they found me. My contents gave me the authority.

Joan Clotet
Joan Clotet in her speech in Colombia

The lesson learned with Joan is exemplary in terms of personal branding:

  • Focus: Digital Humanism
  • Vision: Be an area benchmark
  • Communication: create a platform like a blog to express reflections on the focus
  • Consistency: publish frequently (once a month, Approximately) always with the people and technology binomial, their great passions and specialties.

By the way, don't miss his presentation, it's really worth it:

Diagnosis, business model, communication plan and keywords

Keywords relate to essential stages in personal branding:

  1. Diagnosis. It's the object of this post. Here we analyze - raw- what are the words why our customers and other stakeholders should come to us. And of course, we test them for search engines to see where we are (if we're) and who we're competing against. It's a starting situation analysis.
  2. The business model, because Activities that we have defined in the model are possibly the basis of our key words or phrases. The value proposition it's hard to turn it into a key phrase, because it's usually a broad draft. But activity can be a phrase: for example "content writer" is a key phrase. "Valuable content that produces Leads for your brand thanks to expert and bilingual writing" is a value proposition.
  3. The communication plan: That's where we define the keywords and phrases we want to position. To do this, we'll use tools to help us understand the relevance and scope of these keywords. Cláudio Inácio recommends using Semrush, and has recently prepared the SEMrush Guide 2020: what it is and how to use its tools to improve your personal brand. And there are more tools:
    3. KW Finder
    4. Keyword Planner Tool de Google
    5. Keyword Suggestion Tool by Small SEO Tools
    6. Google Trends
    7. Soolve
    8. Keyword Shitter
    9. Google Keyword Planner and Auto Suggest
    10. Ninja Search Combination Tool
    11. Keywords Everywhere
    12. AnswerThePublic

Face keyword search in diagnostic mode

The above tools are useful in the communication plan, when you meet DAFO, Objectives, value proposition, business model...

For diagnostic mode, we simply type those key phrases into the search engine that we intuitively believe best define our competencies. For example: "civil engineer Madrid". I'll let you know., it's hard to go out in that search if you don't have your own website, blog or published works.

Strategically, if you think divergently, a way to be there is to register the domain At the time of writing this post, dominance is free. And posting with some regularity, it wouldn't be hard to be on the first page of search engines before a year.

Remember that using keywords doesn't just reinforce your "finding" and your business. If you're looking for a job, The recruiters also use keywords to find you. Keep that in mind. Happy week!


Stock Photos from GarageStock / Shutterstock



Damn routine! Article in The Economist

This week I appeared as a guest of the journalist Ramon Oliver in the article Damn routine! Repetitive activities affect the motivation of professionals at The Economist. In the text, In addition, tabloid sharing with Antonio Pamos, CEO of Facthum Spain, Carlos Herreros, neuroscience expert, And Carmen Lopez, CEO of Business Psychology.

My ideas about the routine are reflected here:

  • I don't think the job is designed to have fun, but to be a stimulating and purpose-built activity. There is still a long way to go before companies, Generalizing, have considered these two factors to increase the motivation to work.
  • It would be interesting if professionals could adhere to a system of work similar to that of the Open Innovation, a way to import and export routines and methods from outside companies to constantly improve and innovate
  • To the routine, Paradoxically, it's over it by creating new routines.
  • Against the routine, there is also the possibility of incorporating new method elements, Rotations, alternate face-to-face work with tele-work, changing work equipment, ask for transfers to other departments, to other branches that the organization may have. Creativity in power.

9 hours and 20 Personal Brand minutes to prevent your brand from being managed by others

If math doesn't fool me, four days at the rate of 2:20daily hours would give us 9 hours and 20 minutes of pills personal brand. That's the Personal Online Brand Congress that starts Monday 4 May and ends on Thursday 7 May. With morning times in America and afternoon in Spain, this congress is a sequential tour of the three major areas of Personal Branding: Self, Strategy and Visibility.

You're still in time to sign up for this link:

And remember, what has value is usually not free.

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