Heather Lloyd-Martin, ACC
Yes, Google Is a Ticket Out of Invisibility for Gen X Women. Here’s Why.
Updated: Feb 2
Have you decided that now is the time to build your personal brand and be seen online?
Here’s how Gen X women can use Google to get noticed – and authentically connect with readers interested in what you have to say.
Are you tired of feeling invisible and want to share your brilliance with more people?
If you choose, here’s a first step you can take…
Google your name.
Notice what pops up in the search results – plus any thoughts or emotions that break the surface.
Some of you are far along on your personal branding journey. You may see links to your beautiful website, a spectacular LinkedIn profile, and show-stopping videos.
You’ve got your Google-branding tight and wired.
Others may not feel…so far along. You may Google yourself and only see your anemic LinkedIn profile – the one you’ve meant to revise someday.
You may see an About page that may not feel right anymore. Or your company website may position in Google for your name (although it may not position for anything else.)
You may even see this after hiring someone to SEO your site. Or after writing content hoping to reach new readers and drive traffic.
I know how frustrating it can be when attempting to get Google positions, especially when you’re trying to piece together the “how to” on your own.
But please, if building your personal brand and connecting with your readers is important – don’t give up on getting good search positions on Google – because…
Google is the gateway.
If you want to build your online personal brand, be known as an expert, and help people know, like, and trust you, it’s helpful to have a solid Google presence.
Why? People will type your name into Google and see what comes up.
They may be looking for blog posts, interviews, videos – and, yes, your LinkedIn profile.
The person searching your name could be a possible employer, a prospect – or someone looking for speakers or an expert to interview.
The point is Google is the gateway to learning more.
Plus, if you work as a coach, consultant, or trainer, you can create content that reaches your target audience when they’re in the problem-identification stage.
Especially if you work in B2B, where Google search is a crucial part of the buyer's journey. (89 percent of B2B searchers turn to internet research.)
If your content strategy is tight and wired, people can find you through a case study, a blog post – and heck, even a LinkedIn newsletter.
They don’t even have to Google your name. They just have to Google a question, and ::boom:: your content pops up.
It’s all about writing standout content that authentically helps your reader and answers their questions.
(And yes, positions in Google’s top ten for the search terms your readers type into Google.)
So here’s the exciting thing.
If you felt overwhelmed, guilty, or annoyed (because, dammit, why AREN’T you positioning for something?) after checking out your Google results, know this is something you can control.
Although you can’t control Google, you can learn how to create content so it has a better chance of getting the Google positions you want.
This would take your personal brand from being invisible in Google to being seen for the search terms you target.
No, this doesn’t mean writing crappy content to appease the Google gods. I’m talking about writing amazing content and authentically sharing your passion and vision.
Plus, imagine seeing something you wrote positioning in Google's top-ten listings. For example, my first LinkedIn newsletter article is positioning number two for [gen x thought leader].
I still get a thrill when I see it.
I just reviewed the search positions for a page my B2B client wrote years ago. Even after all this time, their page is still positioned top-ten for 17 keyphrases and drives highly-targeted traffic.
When you do it right, your content can position for years. You can be found for multiple search terms – the ones important to your brand. And you have the opportunity to showcase your expertise and speak what’s on your mind.
Google is a ticket out of invisibility. All Google cares about is if this content is the best answer for the search query.
And yes, you can learn how to write authoritative content that gains good Google rankings.
There is a process and strategy for creating content that gets great Google positions. It’s different for every person, but there’s always a road map to doing things the easy(ish) way.
If you work for a company, this may mean writing for your external blog. Your company may offer a thought leadership content workshop where you learn how to develop topic ideas, research search terms, and structure your content.
If you work for yourself, you can write blog posts and case studies. You can create videos and repurpose transcripts. Sure, you can pay a writer to do it for you – but if you enjoy writing, why not work with someone who can give you step-by-step instructions?
You can shorten your learning curve by tapping into trusted resources instead of trying to figure everything out yourself.
Learning the ins and outs of Google is hard, and you’ll waste a lot of time trying.
Getting noticed on Google is a long-term strategy where you gradually build expertise, authority, and trust.
Yes, you can still write about what inspires you and not worry about “the Google” all the time.
However, you do need a solid understanding of your readers and an ongoing SEO content writing strategy.
It’s not a one-and-done thing.
I launched my Charisma Boost site two months ago, and I’m just now starting to gain Google positions. That’s normal. I expect this process to last a few months longer.
That’s why I’m tapping into other channels to reach my audience and get search positions another way.
Plus, as I mentioned in my last blog post, you don’t need to be everywhere and do everything. It’s learning how to work efficiently, focus on what matters, and strategically repurpose your content, so you don’t need to write new content all the time.
Because who has time for that?
After all, it’s hard for people to consider you invisible when you’re positioning top-ten in Google.
P.S. Before you say, “I have nothing to write about.”
I’ve seen who subscribes to this blog. You are movers and shakers with 20+ years of industry experience. You’ve led teams, mentored team members, created businesses, and reinvented yourself.
I think you have plenty to say.
Care to play a game?
If you had the opportunity to ask me one question, what would you ask?
Maybe you’re wondering why your site isn’t positioning. Or you’re curious about how to create content that gets noticed faster. Or you’re trying to build your brand, and things aren’t clicking.
What pops into your brain?
Now, contact me and share your question. I’ll get back to you as soon as I can with some things to consider.