Chapter 29

Be Google-ready

Timely and relevant follow-up to a random encounter will keep the momentum moving in the right direction and position you for a successful outcome. However, there’s more to the story. With the eye-popping, head-spinning growth of the Internet and its pivotal role as a repository of information about people’s personal and professional lives, managing one’s online presence has become an essential part of how we present ourselves to the world—and how others perceive us. The likelihood that the people you meet will check you out on the web is growing every day, especially if they have an initial interest in buying from, hiring, partnering with, investing in, or continuing to be involved with you for any other reason.

Your initial random encounter will allow you to establish your credibility, build the connection, pique interest in what you have to offer, and establish a basis for further contact. But even the best in-person random encounter can be undermined by a poor showing in a Google search once your new contact accesses the Internet after your meeting. There are countless reasons to manage your web personality, or what I call your “webonality,” and establishing legitimacy for yourself and whatever you represented in your initial encounter is at the top of the list. For better or worse, who you are online is who you are in life. And it is increasingly the case these days that if you don’t exist online, you simply don’t exist. To a large degree, a favorable online presence is a prerequisite for professional success. And it’s certainly true when used as a vetting tool for those you encounter randomly.

First and foremost, you want to be present online as someone whom others perceive as active and viable in the marketplace. If you don’t show up at all, or only minimally, your new contact is very likely to question whether you are for real. Fortunately, it’s easy to create a web presence by completing Google, LinkedIn, and Facebook profiles. These three main tools will give you basic online visibility and let you establish the fact that you actually do exist. And since you can control the information, you present yourself exactly as you want to.

You should ideally use the Internet to build and enhance your professional identity or brand. When taken to the next level, your online presence will go beyond these three basic profiles to exhibit your expertise, subject matter knowledge, achievements, accolades, and professional reputation.

For example, let’s say you are a salesperson for a particular company. A Google search of your name should display your product or service knowledge and recognize you for your industry or customer experience. If you are an independent consultant, you can elevate your status in your potential client’s eyes if a search of your name shows your subject matter expertise through links to articles in which you’ve been referenced, white papers you have written, or marketplace activity in which you were involved. The same would be true if you are in job transition; you will raise your value as a potential employee if online search results of your name differentiate you and convey your value proposition and unique attributes as a candidate.

Table 29.1 lists some key pieces of information and considerations for your online profiles that will help ensure a favorable impression by any new association who does a search of your name online.

Table 29.1 Building a Favorable Online Profile

For the most part, strangers will take you the way you present yourself when you first meet. Your ability to establish rapport, earn their respect, engage them in meaningful conversation, and create a basis for further contact will carry the initial encounter. But as the Internet plays a greater role in vetting us—and information about individuals becomes widely and easily accessible—it’s essential to establish a favorable online presence that reinforces and supports your in-person impression.