This Post has been originally published on 14th of January 2025 on the Ranksuite Blog: https://ranksuite.io/blog/building-a-strong-personal-brand/
Everyone has a personal brand – whether you work on it or not. It’s the way people think of you and perceive you, both professionally and personally. Some individuals have a larger, more visible personal brand that extends beyond their immediate circle. But even if no one knows you outside your workplace, you still have a personal brand.
So, if you already have one, why not take control of it and make it memorable?
Building a personal brand isn’t just for SEO freelancers or agency owners, where its benefits are often obvious. Even if you work in-house or at an agency and plan to stay there, your personal brand is a powerful tool. It can position you for promotions, open up new opportunities, and establish your reputation within your field.
In this article, we’ll explore what a personal brand really means, how it can help you in your professional life, and the steps you can take to improve yours. And no, this doesn’t mean you will need to be an influencer with a million followers on social media. It’s simply about being recognized as an expert in your area and showcasing that expertise.
Let’s dive in by starting with what a personal brand truly means.
What Is a Personal Brand?
Have you ever noticed how the biggest brands often have people behind them who are even more famous? Take Elon Musk vs. Tesla – Elon has 9 times more followers on Twitter. Or Rand Fishkin vs. SparkToro – Rand has 21.5 times more followers. Not as many as Moz, the first company he founded, but Moz is putting a lot of effort into building its brand, and they just have 19% more followers than Rand. Jeff Bezos has almost the same number of followers as Amazon, and I’m sure many more people know Amazon, but it’s just not that interesting to follow a brand simply because you know it.
People connect with people. People want to hear from people. And we consume brands, but we don’t connect or follow them as easily. That’s just human nature.
Even if you’re building a company brand – like for your agency or business – your personal brand can achieve things that a company brand never could. A strong personal brand can open doors you didn’t even know existed: keynote speaking gigs, job offers, collaborations, or even opportunities to shape the direction of your industry.
But what exactly is a personal brand? For me it’s about having an opinion and sharing it. Let’s just think about our SEO niche. What’s your opinion on link building? On ChatGPT written content? On SEO strategies or keyword research? If you’ve been in the field for a little bit, chances are you have a strong view on at least one of these topics.
Now imagine sharing that opinion – online, on a stage, or in an article. That’s where your personal brand begins: with your expertise and the courage to talk about it. It’s not about being perfect or knowing everything. It is about being relatable for other people.
Think of the strongest personal brands in SEO – people like Lily Ray, Aleyda Solis, or Rand Fishkin. What makes them stand out? They each have a unique perspective and aren’t afraid to share it. They’re known, admired, and respected for their positions in the industry. So, let me ask you this: What do you want to be known for?
Ways to Build Your Personal Brand
There are many ways to start building your personal brand. And no, you don’t need to do all of them! Start by choosing the ones that resonate with you and focus on those.
I also need to mention that the hardest part is starting. Once you get started the snowball effect comes in and you will get more and more opportunities. And it gets easier for you to know where to look for these opportunities.
Join Communities
There are plenty of communities where you can connect with other industry experts and share your opinions.
For example, the Women in Tech SEO community by Areej AbuAli which connects women from all over the world working in SEO (not just Tech SEO). There’s also The SEO community from Noah Learner, which connects SEOs globally, and the Digital Marketing Union by Dan White, which supports solopreneurs in marketing.
These communities help you build connections with other people in our industry and this leads to unexpected opportunities.
Group Picture of WTS Community at BrightonSEO in San Diego
For example, almost all of my guest articles for websites like Moz, Sitebulb, or GetResponse or even this one I am writing here, came from being active in the WTS Communities Slack channel. Members there regularly share pitch forms and other resources.
If you’re serious about building your personal brand in SEO, find the right communities, join them, and be active.
Social Media
Social media is a powerful tool for building your personal brand, but it doesn’t mean you need to be an influencer with millions of followers. Instead, focus on one platform and make it your go-to space for connecting with industry peers.
For SEOs, LinkedIn is an excellent choice. It’s a business-focused platform where you’re not competing with vacation photos or food shots. Plus, the community tends to be more professional and supportive compared to platforms like X.
The goal of social media isn’t to share your breakfast or vacation highlights. It’s to showcase your work – articles, public speaking engagements, or helpful industry insights. Over time, this builds meaningful connections and establishes your reputation.
Write Guest Posts
Guest posts are one of the easiest ways to showcase your expertise and reach a new audience. Think of it as public speaking without having to stand on a stage.
That said, writing a guest post still requires a lot of work. You’ll need to come up with a topic that resonates with the audience of the website, structure your article, write it, and then proofread and revise it.
Here’s my tip: Choose three to four general topics you’re passionate about and comfortable writing about. For me, that’s topical authority, SEO in German, personal branding, and experiments with ChatGPT. These are areas where I’m constantly learning, testing, and brainstorming new ideas. Once you’ve identified your topics, pitch them to platforms that align with your niche.
Websites like Moz or RankSuite are often looking for contributors with unique perspectives. They don’t want generic ChatGPT-written articles or yet another “What is SEO?” explainer. They want fresh, valuable insights from real people like you and me. This helps them maintain a high-quality blog while giving you a platform to share your ideas.
My first Guest Post at Moz.
Tip for non-native speakers:
I was so afraid of writing my first guest post in English. My native language is German, and I hadn’t written anything longer than a social media post since school in English. But here’s the thing: the people behind these blogs are often incredibly supportive. They typically help with proofreading and improving your English if needed.
To make their work easier, though, I recommend using ChatGPT – but not for writing the article itself. It should still be your insights, your ideas, and your style of writing. Use ChatGPT as a tool to help you correct your text. Just be cautious: tell it to use simple English, and don’t let it sneak in words or phrases that feel too advanced or unnatural for you.
Podcasts
Podcasts are a natural next step after guest posting and a great way to build confidence before tackling public speaking. They’re often easier because you’re simply having a conversation. It’s faster to talk than to write, and the format allows for a more dynamic exchange of ideas.
Yes, it can feel intimidating at first. But most podcasts aren’t live, so no one is watching you in real time. And sure, you might leave some recordings thinking, “What was I even talking about?” ’ve been there, done that. But that’s okay – one imperfect episode won’t define your personal brand. Just keep going. Do another podcast, and then another.
Finding podcast opportunities can be more challenging than guest posting in my experience. Many of my podcast appearances came through communities, other podcasts, or articles I had written. The bottom line is: the more you do, the more opportunities will find you.
Where to start?
- My first Podcast appearance was on SEOs getting Coffee by Vixen Digital
- Or try SEO Office Hours by Michael Chidzey and Jo Juliana Turnbull. It’s a super supportive platform where you can join others in answering SEO-related questions. (If you speak Spanish, you’re also welcome to join my own SEO Office Hours in Spanish!)
Attend Conferences
Before speaking at conferences, I recommend attending a few first. For me this was an amazing opportunity to get to know people from our industry and make great connections.
This not only helps you as a professional with learning new things, but also helps your personal brand. Every connection you make is one more person who knows you exist – never forget that.
If you are going alone to a conference and it is your first time I recommend you choose smaller conferences where it is easier to get to know people. you’re part of a community, ask who else is attending. It’s an easy way to establish a connection before you even arrive. It also gets easier on every conference you go. For me some conferences are now more about meeting friends than anything else.
Group picture from everyone of the WTS Community that was at the International Search Summit in 2024
Speak at Conferences
It is maybe one of the most scary things you can do – and the one you will most grow, believe me. And it helps your personal brand like no other thing: Public Speaking.
Because we see people on stage and just think: Wow this person is an expert, if not she or he wouldn’t go up there to talk about this topic.
Chances are, you have something valuable to share. It doesn’t need to be the next big SEO thing. My first conference talk was about Topical Authority – nothing groundbreaking. But I shared my story: how I used this strategy for my travel blog, how I developed it, and the challenges I faced while implementing it with clients. This perspective made it already interesting for people.
My first time being on stage with public speaking.
Another tip if you are afraid of stages: Since corona there are many online conferences out there where you can start speaking without even noticing that there are people watching you.
Build Your Own Website
In my opinion, every SEO should have a website. Not just to showcase your personal brand, but also to understand what it takes to build and manage a website. You’ll experience firsthand what clients go through when they feel overwhelmed by keyword research or struggle to create content.
You don’t need to create a personal website to learn these lessons – it could be about any topic. For example, my first website was a travel blog. But if you’re already building your brand, why not have a platform to share your work, link to your guest posts and podcasts, and share easily additional insights?
The Benefits of building your Personal Brand
The benefits of building a personal brand depend on where you are in your career. Whether you’re employed, freelancing, or running your own business, a strong personal brand can open doors and create opportunities.
For Employees
If you’re employed, building a personal brand can benefit both you and the company you work for.
Being active in your niche helps you gain recognition and make connections with industry professionals. It’s not just about networking – it’s about building recognition and respect in your field. This visibility can lead to better opportunities, such as landing a new job, earning a promotion, or negotiating a higher salary at your current company.
But that’s not all. When your name becomes known in your niche, your employer benefits too. Take Lily Ray, for example. While the agency she works for, Amsive, might not be widely known, Lily’s name certainly is known all over the world in SEO. If someone wants to work with her, they’ll need to go to Amsive. Her personal brand undoubtedly brings clients to the agency.
For Freelancers and Entrepreneurs
If you have your own business, building a personal brand should be a no-brainer. A strong personal brand makes clients want to work with you specifically. They won’t compare your offer with others or look for the cheapest solution – they’ll trust you.
This allows you to:
- Select your clients.
- Avoid being compared to competitors.
- Close deals faster.
- Charge premium rates for your services.
While it’s tempting to focus only on building your company’s brand, don’t overlook how much your personal brand can contribute.
For example, my first employer is well-known in Germany and Austria. People want to work with his agency because they’ve seen him on YouTube and trust him. Similarly, in Spain, Romuald Fons has built a massive following on YouTube. His personal brand draws clients to his agency.
Challenges in Building a Personal Brand
There are many challenges that you can face, but two that I want to mention here because I have experienced both. They might be a little throwback, but should never stop you.
Do You Have to Be Extroverted?
When people think of well-known individuals, they often assume they must be extroverted. Well I am not. I am, to be honest, very introverted. I prefer being in small circles of people and just meeting with 1 or 2 friends. I need a lot of me-time to recover from a conference and get tired of too much social interaction.
Building a personal brand for sure is easier for extroverts, after all they thrive in social situations, love networking and getting to know new people. But that shouldn’t hold you back if you are an introvert.
Tips for Introverts:
- Focus on smaller groups, be it smaller events or workshops. This makes it easier for you to talk to people.
- Podcasts are ideal for introverts since they typically involve one-on-one conversations, making them more comfortable.
- Plan your energy carefully. If you attend a conference or record a podcast, make sure to schedule downtime to recharge.
- Preparation is your secret weapon. If you get easily nervous, prepare before a presentation or an interview. For example, I rehearse my presentations extensively before stepping on stage, so the first minute is burned into my brain, no matter how nervous I am.
You can read my article about my experiences attending conferences as an introvert.
Book Tip: If you like reading I recommend the book “Quite” by Susane Caine. It changed my view on what an introvert is and what not completely.
What if My Company Doesn’t Support Me?
Another challenge is the lack of support from your employer. Not every company sees the value of a personal brand, and some may even discourage you from building one. They might worry that you’ll leave once you become more well-known, or they may simply not want you to dedicate time to anything outside of your immediate role. I had to make this experience, and it is a bit sad thinking of the advantages your employer could have from your brand.
This can make certain aspects of personal branding more difficult. For example:
- Many podcasts record during standard working hours, which might not align with your job.
- Public speaking requires time for preparation and travel, and you may need to take vacation days to attend conferences.
While these challenges can be frustrating, it’s important to remember that building your brand benefits you in the long run. A strong personal brand positions you to negotiate better working conditions, find a job where your expertise is appreciated, or transition into freelancing if needed.
Invest in Your Brand Today
Your personal brand isn’t just a career boost – it’s a long-term investment in your professional future. Whether you’re employed, freelancing, or running your own business, a strong personal brand positions you as a recognized expert, opens doors to opportunities, and sets you apart from the crowd.
Your personal brand is already there. The question is: Will you take control and make it memorable? I, for my part, am really looking forward to getting to know you as an SEO Expert. So, stop hiding behind your computer – get out there and make yourself visible.
