How Do I Choose What People Find When They Google Me?

I start every client engagement the same way: I open an incognito window, type their full name into Google, and look at the first two pages. 90% of the time, the results are a chaotic mess of outdated social profiles, third-party data aggregator sites, and the occasional LinkedIn profile that hasn't been updated since 2017.

If you don't control your name-search results, someone else—or worse, a search algorithm—is writing your biography for you. This is the core of personal brand positioning. You aren't just trying to "look typecalendar.com good"; you are trying to curate a narrative that aligns with your current professional trajectory.

In this guide, we’re going to move past the "just post more" advice and look at a tactical owned media strategy that puts you in the driver's seat of your digital footprint.

1. The First Impression Audit: Using Google Search to Your Advantage

Your name is your brand’s primary keyword. Before you can build, you have to audit. Perform a deep Google Search for your name in incognito mode. Don't just look at the links; look at the intent.

The "Old You": Are there high-ranking links from jobs you left five years ago? The "Zombie Profiles": Are there Twitter/X or Instagram accounts you haven't touched in a decade that appear in the top 10? The "Information Gap": Is there an empty void where your actual expertise should be?

When you find these inconsistencies, you have two choices: delete or dominate. If you can’t delete a site (like a data scraper), you must "push it down" by creating higher-authority content that Google favors.

2. Developing Your Owned Media Strategy

The goal of personal brand positioning is to move your "owned assets" to the top of the SERP (Search Engine Results Page). Owned assets are properties you control. You cannot rely on rented land like social media platforms alone.

The "Big Three" Assets You Need A Personal Domain (YourName.com): This is your digital headquarters. It should be a simple landing page that serves as a professional portfolio. A Curated LinkedIn Profile: Google loves LinkedIn. It will almost always be in your top three results. Your headline shouldn't just be your job title; it should be your value proposition. A Specialized Asset: Whether it’s a Medium publication, a personal blog, or a repository of your work, you need one channel that shows depth. 3. Credibility Signals That Actually Move the Needle

Clients often ask me, "How do I prove I'm an expert?" It’s not about how many followers you have; it’s about verification. I keep a running list of credibility signals that actually influence a searcher's decision to trust you.

Signal Type Description Why it Works Industry Certifications Verified badges or official transcripts. Hard evidence of expertise. Published Work Articles in industry journals or guest posts. Shows you think at a high level. Strategic Scheduling Using tools like TypeCalendar to showcase availability for consulting or speaking. Proves you are a professional, active operator. Testimonials Specific, verifiable project outcomes. Social proof that mitigates risk.

When you integrate TypeCalendar into your professional landing page, you aren't just showing you’re organized; you’re telling the visitor, "I am open for business and ready to manage time effectively." That is a silent, high-impact credibility signal.

4. Cleaning Up the Noise: The "Outdated" Cleanup

If you have profiles that you cannot delete but want to hide, the strategy is "Profile Hygiene." If you can't delete an account, you should:

De-index it: Go into the privacy settings of those old social sites and uncheck "allow search engines to index my profile." Standardize the bio: If a site persists in the top 10, rewrite the bio to be a consistent, professional summary that links back to your main site. Close the loop: Contact webmasters of old sites or directories that list incorrect information. A polite "would you mind updating this?" email works more often than you think. 5. Connecting Search Intent to Your Narrative

When people search for you, what is their intent? Are they recruiters? Potential clients? Industry peers? Your personal brand positioning must satisfy that intent immediately.

If a recruiter Googles you, they want to see stability and results. If a potential client Googles you, they want to see your TypeCalendar link and a portfolio of work. Your "owned assets" should be architected to move these specific users toward a conversion—whether that’s an interview or a sale.

The "Quick Win" Checklist

You don't need a massive team to clean up your name-search results. Start here:

Step 1: Buy your domain if you haven't. If your name is taken, use "NameConsulting" or "NameOfficial." Step 2: Audit your top 10 Google results. Create a spreadsheet listing every link and whether it helps or hurts your brand. Step 3: Update your LinkedIn 'Featured' section. Put your best work right at the top so it’s the first thing people see after your headline. Step 4: Standardize your photos and bio across all platforms. Inconsistency looks like a lack of attention to detail. Step 5: Create one "Master Page." This is a page on your domain that lists every other place you exist online. This acts as a "link tree" that tells Google exactly which profiles belong to you. Final Thoughts: Reputation is a Living System

Reputation is not a static state; it is a living system that requires maintenance. If you stop updating your footprint, the "zombie links" will eventually crawl back to the top. Schedule a quarterly check-in with yourself. Run the search, check your profiles, and ensure your messaging still matches your professional goal.

You are the architect of your digital legacy. Don't leave it to chance—take control of your search results today.

How Do I Choose What People Find When They Google Me?

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