I have found an EXCELLENT book on branding. What particularly caught my attention was the following segment on the technology of brands. As a web designer, I am constantly asked how we can get our websites to the top of the rankings in Google. Now I always explain there are people who have full time paid positions in SEO (Search Engine Optimization). Then there are always the option to PAY Google to place your site at the top of the rankings, but even that is on a bidding system. However, if you are interested in learning some of the FREE things you can do to help your rankings, then I encourage you to read on.

This segment comes from the free e-book “Personal Branding for the Business Professional” by Chris Brogan. Visit his website at http://www.chrisbrogan.com

The Technology of Brands

My friend and interactive media strategist Adam Broitman calls Google a “reputation
management system.” I love it. Essentially, what Google knows is what?s true, as far as
the uneducated are concerned. So, how does Google come to accept you as the
authority on something? There are a few measurements to that at present.

• Inbound links from other sources - if someone is linking to your website, you must
have information of value, especially if that someone who?s doing the linking is
important.

• Outbound links to quality material - this is actually more for human love, but certainly
helps prove that you?re a lively presence.

• Readable, searchable pages - if Google can tell what you?re talking about at your
website, you probably are trying to offer something to the world.

• Constantly updating content - Google values freshness over staleness (don?t we all?)

• Listed in directories - Google wants to know that you?ve submitted your site for
inclusion in the more prominent search engines and website directories.

• Mechanical quality - Google has a lot of other things it values, like well-written
websites that follow standards, and it?s a little bit of learning to understand them all.

That?s what Google cares about, and that?s how a lot of people are searching for you.
But we do this for humans, because humans are who make the decisions. So let?s look
into what counts for your strong personal brand technologically, with humans in mind.

Personal Branding for the Business Professional, by Chris Brogan. - http://www.chrisbrogan.com