Managing an organization’s website versus a personal website require very different marketing strategies, especially with SEO (“search engine optimization”) approaches. Typically an organization wants their website found in all search results when users search on keywords relevant to their business; for example, an online shoe store wants to be found in a Google search result when a user searches for “leather sandals”. However, an individual may or may not want to “get found” in a Google result and if they are found may want to restrict access to content on the website. With a professional website, an individual controls SE0 and access to their website.
Professionals that use their professional website to share a “body of work”, such as publications, galleries, portfolios, would most likely want to “get found” in search engines when users search on keywords – like the subject matter or title of a work. Obviously, “getting found” can promote a piece of work and the professional who created it.
Certain professions that require significant background experience and skill, such as lawyers, professors, and scientists, might want to “get found” in search engines when users search on keywords related to their profession. It would be beneficial for a professional website to appear when a user searches on the keywords: “Rochester corporate lawyer with 10 years experience”, for example. “Getting found” promotes professionals with particular talent that may be difficult to find.
Perhaps you have “something to say” on your professional website through a blog, videos, or social media. It can be difficult to get people to read your blog because there are so many of them; currently there are 181 million blogs worldwide. “Getting found” can promote your professional communications by increasing your audience.
Finally, if you are a professional seeking employment, you may want to “get found” in search engines when potential employer search on keywords related to your skill set. This is a “pull” approach to seeking employment; “pull” potential employers to your professional website. “Getting found” can increase the likelihood of finding employment.
A professional website is built with strong SEO fundamentals. First, you can provide keywords and a description about your website – as proper meta tags. You should add keywords related to your skills, a position you held, where you live and work, etc. Second, the content is textual and can be read by external applications; most of the content is rendered as straight HTML. Third, for a “body of work”, it is possible to incorporate social media tagging.
There are situations when you might not want for your professional website to be found in Google searches. Perhaps you have sensitive employment experience or want to have a very controlled approach seeking employment or you simply do not want to promote your professional website. To keep your professional website private, you can force a login – so if your professional website is found in a search engine, to access any content the user would have to provide proper credentials. You can provide login credentials by sending an “invitation” from the administrative interface of your professional website. This is way you have complete control over who has access to your website.
TheProfessionalWebsite provides a professional website service where professionals can coordinate a SEO approach.