What Online Optimisation Really Means

What Online Optimisation Really Means

In this post we will investigate ‘what online optimisation really means’.

Your online visibility is very important to your professional image, regardless of whether you’re actively looking for a new job or whether you’re just looking to increase your current network of like-minded professionals. What I mean by ‘your online visibility’ is how exactly you appear to people when they search for you online. Whether someone has a direct link (URL) to one of your profiles, or whether they conduct an online search of you on Google, you want to ensure that you are highly visible and that your overall profile is that of a professional nature.

The Key to High Visibility

To be ‘highly visible’, in this instance, is to be easily searchable by your name and job title/ company name/ industry. Whilst it would be great to dominate the first page of the Google search results for just your name this oftentimes isn’t possible for the majority of us. This can be down to the popularity of one’s name or maybe there is a highly searched celebrity with the same name as you who is being talked about online on a daily basis by many of the big news websites, pushing their results to the very top.

However, it is important to remember that recruiters and headhunters are aware of these issues, so when conducting a search of someone they will often use both the name and another search term; such as the company, job title or industry. This will ensure that the search results are more targeted, and if an individual has well optimised online profiles they should appear at the top.

The key to achieving high online visibility is to ensure that you have created profiles on the most popular social networks, including (but not necessarily limited to) Twitter, Facebook, Google+ and LinkedIn. Owning these properties and ensuring that they are fully optimised and frequently updated will help to build your online professional profile and increase your online visibility.

What’s Professional About Social Networking?

During the early years of social media and online networking there were (relatively) few adopters and many, especially business professionals, viewed social media as a huge waste of time – something that those in the media related industries might use. However, not only have times changed (and very quickly too!), but the social networks have changed and adapted, presenting many great business opportunities to professionals – some networks have even been created especially for professionals, e.g. LinkedIn.

Successful networking is about connecting with like-minded professionals who can help you to achieve a range of business tasks, so anything that allows you to more easily connect with these people and engage with them regardless of their location and time zone is of huge benefit. In recent years, one of the major issues with online networking was that it was difficult to filter out the people and conversations that were not of interest or relevance to you and your task. However, this issue has been addressed and there are many ways to find high-value conversations and individuals, and many of the social networks now have advanced search features built-in to aid in this process.

Whilst social networks are regularly used by people on a social basis they can also be used (now more than ever) as professional networking tools with huge potential.

How Can You Optimise Your Online Visibility?

The first step is to review which of the most popular social networks you currently use and own. The most important social networks are Twitter, Facebook, LinkedIn and Google+, and your best bet is to start with those. Below is a roundup of these social networks and why you should consider using them:

Twitter: great for short updates, especially industry specific updates, and reading a news feed from those you follow that is relevant to you

Facebook: great for more personal applications, however can be used professionally. Great opportunity to update with your professional details to increase your visibility

LinkedIn: the best professional network for the majority of professionals. Great for presenting yourself to others, engaging with targeted people and groups, and building a network of relevant, like-minded individuals

Google+: directly links with Google search results improving your online visibility, great blogging platform and forthcoming ‘Google Authorship’ will tie in with this platform – don’t ignore it!

Once you have got these social networks up-and-running it’s time to start engaging with them, updating your status messages on a regular basis (why not start with once a day on Twitter and once every week on LinkedIn?) and connecting with your colleagues, business partners and industry/ like-minded professionals. Below is a link for help guides on how to get started and make the most out of the mentioned platforms.

Twitter support: http://support.twitter.com/

LinkedIn help: http://help.linkedin.com/app/home

Google+ support: https://support.google.com/plus/?hl=en

Be sure to let us know how you’re using social networks in a professional context and share your feedback with us – we’d love to hear from you!

Make sure you’re ready to to take your career to CEO level and succeed. Sign up to the CI Executive Career Management programme and get access to a Career Coach to guide and coach you through your journey to board level. Also don’t forget to keep a lookout for the top roles that become available in emerging markets.

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About the author


Emma is the Senior Relationship Manager at Career Intelligence. She is also the Agony Aunt for the Career Intelligence blog, helping with any questions or issues that expatriates moving abroad may have.


    May 22, 2013 at 4:33 pm

    It my pleasure to join Google and send my CV to the website,thanks for your co operation.

  2. Jason
    May 22, 2013 at 7:43 pm

    Thanks Em.

  3. Javed
    May 22, 2013 at 9:03 pm

    Really Good article to deal with profile development & networking

  4. tawfik
    May 22, 2013 at 11:03 pm

    very good

  5. Dr. Maryam
    May 23, 2013 at 12:54 am

    Thank you for your helpful enlightening and well written article. It encouraged me to be more active in activating and using more these social media tools. Wish you the best.

  6. George Rhoden
    May 23, 2013 at 1:54 am

    Thank you, I found this very informative and its encouraged me to regularly update my profile on LinkedIn

  7. Hussein Mazen
    May 23, 2013 at 3:55 am

    it is a great idea for conecting professionals,exhibiting openions, knowing the up to date news about the progres of each profession and markets moreover, vacant jobs.
    it destroys the isolation and lonelyness of professionals.

  8. Miguel Carvalho
    May 23, 2013 at 5:40 am


    Very nice, short and pratical article.
    It emphasizes an issue that we always postpone (excepted LinkedIn) due to time, or some other escuse, but now reading and facing the new realities I will certain change my week routine and approach to social networks.

  9. ziauddin
    May 23, 2013 at 9:57 am

    Hi Emma,
    It was great going through your advice and “feel good” that I have been following “your” suggested approach without realizing its importance. In the culture I have been raised it is bad manners to talk about oneself. The accepted norm is let the propel around you talk nice things, your qualities about you. In my professional life I have been helping my staff my colleagues to “sort” their personal and professional problems without expecting anything in return. With the result, I am extremely popular and respected for whatever I am. I have been struggling to work on social media to “promote” myself which believe it or not make me feel so embarrassed. The fact remains I cannot afford to feel embarrassed and do nothing about the task at hand – as this is how the world moves nowadays. The importance of your article is much more than you may realize by scores of professionals like me all over the world. Thank you for being yourself. God Bless you.

  10. Andriy
    May 23, 2013 at 5:29 pm

    Hi Emma,
    Thank you for the post. It’s really helpfull.

  11. Pedro Renato Mota
    May 24, 2013 at 12:02 am

    Thank you Emma.
    Excellent overview of online visibility.

  12. Subha B. Roy
    May 24, 2013 at 9:00 am


    You did hit a very pertinent subject. Visibility is as important on professional standing as project/product delivery, otherwise marketting of profesional skill might cease. Using technology to help networking, enhance visibility and marketability is one of the prime way forward.
    Well done and keep it up.



  13. Michael
    May 26, 2013 at 3:28 am

    Hi Emma,
    Thanks for tips, you are great.Best Regards, Michael

  14. Elaine Huggins
    May 28, 2013 at 11:07 am

    This was good information, Emma. Thanks for this. It would be nice if you would continue with talking about each of the 4 products and give tips on how best to use each one of them!

    Kind regards,

  15. Emma
    May 28, 2013 at 11:42 am

    Thank you very much, Elaine!

    Yes, I will be discussing these topics in more detail in the coming weeks!



  16. Adam
    July 24, 2013 at 8:17 pm

    Hi Emma

    Thanks for all your emails that you had send to me and thanks for this last tips about using difrent website media as you had mentioned in your article.
    I have joint in linkdeln which the beast as you had mentioned.

    Beast regard

    Really Good article to deal with profile development & networking

  17. Mahmoud Homsi
    August 25, 2013 at 9:09 am

    Thanks Emma for your wonderful articles.

  18. Noel
    January 24, 2014 at 8:54 am

    Hello Emma!

    Thanks for this very interesting article. A must read. I learned and I know now where to go further for optimization.