Build and control your brand SERP — the search result for your own name

Your brand SERP is what appears when someone searches your exact business or personal name — controlling it means the results page is dominated by content you own or influence (your site, your social profiles, real press), rather than outdated info, unrelated content, or worse, negative results.

This is often the very first thing a potential customer, employer, or journalist sees about you — an uncontrolled brand SERP with a stale LinkedIn, an unrelated same-name business, or nothing substantial undermines every other credibility signal you've built.

How to do it

1. 1
   Search your exact name/brand and audit what actually shows

   Use an incognito window to see genuinely neutral results, not personalized ones.
2. 2
   Identify gaps and problems

   Outdated profiles, unclaimed listings, unrelated same-name results, or simply too few results you actually own.
3. 3
   Strengthen what you control

   A complete, active website, claimed and complete social profiles, and a Knowledge Panel (see that mission) all compete for and typically win the top positions.
4. 4
   Address anything actively wrong

   Outdated directory listings, old employer pages, or incorrect information should be updated or requested removed at the source.