That’s what I found on a website for “Meredith,” someone I wanted to interview.
There was just one problem. When I clicked on the link, I was directed to a page in an online newspaper.
But no worries: I’ll find a search box, right? Sure enough, I found a search box. Meredith’s name didn’t come up at all. Digging a little more, I found Meredith’s online resume, Meredith had listed a dozen articles that sounded interesting – articles that would hold valuable clues to her style, competence, expertise and intelligence. But I couldn’t find them.
So I gave up. I can’t help wondering how many of Meredith’s potential clients did the same thing. I’m sure Meredith really wrote those articles. The problem is that publications – especially newspapers – drop old content from their indexing. Some will update links to reflect new content.
You can’t control what’s published elsewhere. You can – and should – take charge of what you publish to promote your own professional service.
What could Meredith do? When your articles are published anywhere, make sure you get a copy for yourself. Set up a web page featuring the article; that’s a very good way to get search engine traffic. Alternatively, create a blog post for each article.
For extra credibility, download the graphic from the publication masthead – the part that says “New York Times” or “Chicago Tribune” – and include it next to your article.
You can do the same when you are quoted in a publication. Write a post with links to the published article. But be aware that inks disappear. Download a copy of the article (mae sure you give credit) and save for your own website.
Sounds simple, doesn’t it? But if Meredith didn’t do this I bet a lot of other people don’t either. It IS a little work that’s easy to put off, yet published articles are one of the most effective ways to brag about your credibility.