Google has changed - promote your brand this way now:
This process is so simple that people are ignoring it.
But it’s real and it works!
Read on..it’ll help you get to the top of Google for what counts in your industry.
Over the last year, Google has changed a lot.
We are seeing big personal brands, or brands generally, on page 1 of Google for various searches.
Nothing new there.
BUT - they are now dominating not just with their websites, but also with their Google Business Profiles, Facebook Pages, YouTube channels, Instagram accounts, etc etc.
Page 1 of Google is NO LONGER just about websites.
It’s about a wide variety of digital assets, that Google feels still answer the query being pumped into the Google machine.
SO - what to do now.
This outline below is about a real person, Laura McCabe, just starting on their Google journey.
We’ll outline the steps to take, to create a personal brand on Google, and steal top rankings along the way, that will turn into business leads for her.
Let’s work through the process.
If you do this yourself for 6 months, you’ll be shocked at what happens to your results on Google.
1️⃣ Who / What / Where
First step is your who, what, and where.
This should be EVERYWHERE online so it’s obvious what you do.
Google likes that, and people like it too.
We’ll introduce our casestudy now.
This is Laura McCabe - Human Resources Consultant - Bay of Plenty.
We’ll apply this process to Laura and her desired business outcomes.
If you need help applying this to yourself, reach out.
Sometimes, JUST clarifying your who / what / where across all of your social media channels can not only help Google pick you up and rank you quickly, but you’ll also get real leads for your business simply because people didn’t know what you actually do for a living!
Name - what you do - where you are.
Easy.
2️⃣ BullsEye Phrase
This is a crucial thing to know.
Summary - the Bullseye Phrase is THE most obvious thing people would Google when looking for a business such as yours.
For Laura, this is clearly “Human Resources Consultant”.
We’ve used our preferred tool KW Finder to do the research, and this phrase gets the most traffic for her niche, and just makes sense.
She also has a strong interest in DEI consulting (Diversity, Equity, Inclusion), so that will be a focal point as well down the track, but for now, we are doing for Captain Obvious and the BullsEye Phrase.
Ask friends, family, even clients “if you were looking for a business like mine, what would you Google?”
Basic - obvious phrases.
This phrase will form the basis of a lot of your upcoming work.
3️⃣ Things you need
This next step is pretty easy, you probably already have these platforms set up.
For Laura, we’ll recommend our “playground” is a combination of:
A personal LinkedIn profile
Google Business Profile
Company Facebook page
possibly a YouTube channel as well.
This will be different for each person / business.
Google DOES like those 4 though, they are all taken very seriously by Google as high level trust factors.
If you want to streamline things, and make the next phase easier, grab a social media posting tool as well.
We recommend Publer, it’s got a very generous free plan.
4️⃣ The Work
This is the easiest part!
It’s also the thing that people get wrong because they give up too early, and don’t stay consistent.
Google is a giant Question and Answer machine.
SO….we find questions in our niche, and we answer them, with mind numbing consistency for a long time. And we win.
That’s the game!
We don’t sell, or plug things, we just get busy listing out questions from our industry, and we answer them.
Try and get a Q and A out almost every single day if you can.
Try different formats - long answers, short answers, images as answers, short videos, data - whatever - just get busy finding answers, and posting them in your places.
This can take literally less than 1 minute per day!
For Example, using a combination of Google and some common sense, here are some questions that Laura could answer, and get onto her social platforms:
What is DEI? (of course, Google will always then suggest “People Also Ask”, so Google is giving you more for the future)
What does an HR consultant do?
IS HR consulting a good career?
What is an Employee Value Proposition?
What are the 5 pillars of EVP?
How to tell HR you’re not happy.
I know very little about this industry. Laura will know a LOT.
Generating questions to answer is very easy, and very quick.
If you ever get stuck, use Answer the Public, a very handy website that will give you plenty of ideas.
5️⃣ Putting it together
So, once you have lots of questions to answer, just get busy getting them out there. Watch the data, see what’s working and what’s not.
When you post something, make sure at the BOTTOM of the post, you include your Who, What, Where, and also ensure that your questions are all related to your BullsEye Phrase.
It really is that simple.
For example Laura might answer something, and at the bottom of that post:
“Laura McCabe | Human Resources Consultant | Bay of Plenty”.
Her Bullseye phrase and “what she does” are the same thing, so that will do the job perfectly, and she’ll be answering questions in that niche often.
6️⃣ Summary points
If I had a budget of $0 for SEO - improving rankings on Google, 100% I would simply follow the path above.
I’ve seen enough of the Google changes over the last 12 months to know what they are looking for, and we’ve helped several clients now transition into this exact model to support some of the other work we are doing for them, and the results are just fantastic.
You’ll see more about this method on our YouTube channel HERE: https://www.youtube.com/@CoreyHinde
Hopefully this information is useful, if you are needing any help, please reach out.
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