Why Google Loves Personal Brands

It’s becoming increasingly clear that personal brands are no longer just for influencers and celebrities. If I mentioned names like Grace Beverley and James Smith, they’ve turned their voices and expertise into powerful brands that not only attract followers but also rank highly on search engines like Google. And in a digital landscape where noise is omnipresent, standing out is crucial. But the question is, why does Google love personal brands so much?

1. Authenticity and Trust

People trust people. I’ve said it before and I’ll say it again. When you build a personal brand, you establish a connection with your audience that feels authentic and trustworthy. This connection is something that BIG corporate brands and business brands in general often struggle to achieve. Google recognises this trust and rewards personal brands with higher rankings (and who doesn’t love a reward?).

Let’s look at a favourite of mine, Grace Beverley. She’s known not just for her businesses but for her candid and majorly down to earth sense of humour, she shares her journey, challenges and successes and people are sold on her. Her authenticity resonates with so many people, especially women, leading to higher engagement rates. Google sees this engagement as a sign of a valuable and trustworthy site, pushing her content higher in search results.

2. High-Quality Content

Personal brands often produce high-quality content that provides real value to their audience. Whether it’s blog posts, videos, podcasts, or social media updates, this content is typically more engaging and informative. Google’s algorithms are designed to find and promote content that offers value, and personal brands excel in this area.

James Smith, who originally started off with the consistent message of ‘calorie fucking deficit’, has always shared great content that’s insightful and straightforward within the health and fitness industry. His content is not just promotional and educational, it’s also spicy with zero fucks given, nwhich attracts a large audience. This kind of valuable content is exactly what Google aims to promote, enhancing his visibility on the search engine.

3. Engagement and Social Signals

Engagement metrics, such as likes, shares, comments, and backlinks, are critical factors in Google’s ranking algorithm. Personal brands naturally generate more engagement because they are built around personalities that people connect with and want to interact with. This engagement signals to Google that the content is valuable and relevant.

If we look at Steven Bartlett, his posts spark conversations (mainly controversial), are widely shared, and frequently referenced across the web. This high level of engagement sends positive signals to Google, helping his content rank higher.

4. Consistency and Presence

Now listen, building a personal brand doesn’t happen over night. These bigger influencers have been posting for a LONG time and they have shown up consistently. It’s all about regular updates, continuous interaction with followers, and a steady stream of content help maintain a high level of visibility. Google favours sites that are frequently updated and active, as they are likely to provide current and relevant information.

5. Expertise, Authority, and Trustworthiness (E-A-T)

Google’s E-A-T guidelines emphasise the importance of expertise, authority, and trustworthiness in ranking content. Personal brands inherently possess these qualities as they are often built on an individual’s expertise and authority in a particular field. When Grace Beverley shares insights on sustainable fashion, her background and experience lend credibility to her content, which Google recognises and rewards, plus she’s across multi platforms, meaning more link clicks and social watching.

Leveraging LinkedIn for Personal Branding

LinkedIn is a powerful platform for building your personal brand (yes I might be biased because that’s where I launch all my clients brands), BUT it’s not just about having a profile; it’s about leveraging the platform to highlight your expertise and connect with others in your industry and your ideal clients.

1. Profile Optimisation: Ensure your LinkedIn profile is fully optimised. Use a professional photo, have a compelling headline, and write a summary that highlights your expertise and achievements.
2. Content Sharing: Regularly share content that reflects your knowledge and insights. This could be articles, updates on industry trends, or personal achievements — I can’t stress enough that telling your story is key to create connection.
3. Engagement: Engage with other users by commenting on their posts, joining relevant groups, and participating in discussions. This helps increase your visibility and establishes your authority in your field.

Hiring a Personal Brand Strategist

Building a personal brand can be overwhelming, especially when balancing other professional responsibilities. This is where a personal brand strategist comes in (hello).

1. Expert Guidance: A personal brand strategist offers expert guidance on how to build and enhance your brand. They can help you identify your unique selling points, target audience, and the best platforms to use.
2. Time-Saving: Creating and managing a personal brand takes time. A strategist can take on much of this work, allowing you to focus on your core activities while still building a strong online presence.
3. Simplification: With a strategist, the process of building a personal brand becomes more straightforward. They can break down complex tasks into manageable steps, making it easier for you to stay consistent and effective in your branding efforts.

Conclusion

In summary, Google loves personal brands because they offer authenticity, high-quality content, and strong engagement. By building a personal brand, you not only improve your visibility on Google but also create meaningful connections with your audience.

Whether you leverage platforms like LinkedIn or hire a personal brand strategist, investing in your personal brand is a smart move, no matter whether you’re an entrepreneur, employee or literally just coming fresh out of uni.