“What do I need to do to get a promotion?” I asked my boss during a one-on-one meeting.
His response? “You’d need to wow me. Like, speak on stage at Mozcon.”
In that moment, I decided I’d never let someone else dictate my career growth—or my earnings—again. In this post, I’ll share the steps I’ve taken (and a few I avoided) to build a personal brand that allows you to rely less on others for career advancement, earn more, and achieve meaningful results on your own terms.
Setting Your Goals
Just like in SEO, where we outline success metrics before diving into strategy, establishing clear goals for yourself is essential. I knew from the start that I’d need a fallback plan—I’ve always been the “baggage” employee. I deliver results, but I don’t play company politics or climb ladders for the sake of appearances. So here’s what I aimed for:
- Create a Safety Net: Prepare for the unexpected, especially in volatile roles.
- Increase Earnings: Build income streams beyond one paycheck.
- Achieve Industry Visibility: Establish yourself as a trusted name in SEO without needing the spotlight.
While “becoming the best” in SEO was never my ultimate goal, building my confidence through these objectives has consistently pushed me toward greater independence and growth.
Building Your Brand, Step-by-Step
Once I realized I needed to take control of my career trajectory, I knew a strong personal brand would be essential—not just for visibility but also for independence and long-term growth. Building a personal brand doesn’t mean jumping on a stage or becoming a keynote speaker. It can be done in quieter, consistent ways with just as much impact.
Below, I’ll explain my practical, hands-on approach to helping you grow your influence and establish a standout brand—no stage fright nightmares required.
Establish Your Website
One of the best places to start building your brand is with your own website. Think of it as your digital headquarters—a space where you control the message, showcase your expertise, and create an impression that’s entirely yours. Here’s what worked for me and how you can make the most of this essential asset:
- Start with Your Name: If possible, invest in a domain with your name (like nickleroy.com) to make it easy for people to find you and build an immediate personal connection. If it’s not available, get creative with professional variations like yournameSEO.com.
- Own Your Narrative: Your website lets you shape your professional story. Craft a clear, engaging “About” page that goes beyond a resume to give readers insight into your values, achievements, and career goals. Include relevant projects, case studies, or testimonials to support your skills and experience.
- Portfolio and Services: If you’re open to freelancing, create dedicated pages for your services. A well-organized portfolio showcasing client wins, projects, or even personal achievements reinforces your credibility and helps potential clients (or future employers) understand what you bring.
- Share Your Insights: Consider adding a blog where you can share your knowledge, experiences, and industry updates. This space not only lets you provide value but also shows your expertise in action—an invaluable tool for anyone looking to build authority in their field.
Your website can grow with you. As you expand your skills and experience, keep adding new content, updating past work, and refining your narrative. Over time, it becomes a valuable asset that works for you 24/7, helping you control your story and attract new opportunities on your terms.
Write A Newsletter
Having strong opinions and not always playing nice made it clear that I took on extra risks as an employee. My first move was to build an audience outside of my day job. Nearly eight years ago, I started the #SEOForLunch newsletter.
At first, the newsletter allowed me to keep clients updated on search changes as they happened—what I was already doing via one-off emails could now be shared in a single, weekly format. It was efficient and effective. While newsletters were rare back then, they’re now common across our industry. Even so, my newsletter has remained a core part of my brand.
The newsletter has helped me stay true to my values and ethics. If my job were ever eliminated, I’d have thousands of people I could reach out to for guidance, project work, or even another position. A newsletter was critical for me to build independence.
Publishing On Industry Websites
Owning your audience is ideal, but getting in front of someone else’s audience is a close second. Being willing to share your experiences and lessons learned can open doors, helping you gain visibility within established communities and connect with others in your field.
When I first started, there were plenty of no responses, “no thanks,” and worse, but persistence paid off. My first article for Search Engine Journal back in 2010 eventually led to opportunities to write for Search Engine Land, Oncrawl, Ahrefs, Wix, and even Business Insider. Each publication helped expand my reach and strengthen my reputation.
Each time you publish, you introduce yourself to a broader audience and have a chance to showcase your expertise. Remember to make a solid first impression and invite readers to connect with you online—(we’re connected on Linkedin, already, right?)
Social Media
I get it; social media might not feel like your thing. But hear me out—the SEO industry is an incredible resource for learning and connecting with others, and social media can be a powerful tool to build and nurture those connections. For years, my go-to platform was X/Twitter, but over the past 18 months or so, I’ve shifted my focus to LinkedIn.
I now treat LinkedIn like an updated version of the old-school rolodex. Did we work together? Connection request sent! Were you a client? Connection request sent! Did we chat at a conference? Connection request sent! One by one, my network grew. A few years ago, I had around 3,000 connections. Now, I’m aiming for much more.
LinkedIn (and many other platforms) even allows you to follow folks without needing to connect formally. Once I enabled Creator Mode, I began posting more regularly. And I know—posting consistently can feel challenging, but I encourage you to do it anyway. Your insights or experiences may not be groundbreaking for everyone, but chances are, someone out there will find value in what you share. That person might just end up as a future coworker, boss, or client. This approach took my 3k+ connections to 30K+ followers.
Social media allows you to connect with others, establish yourself as an authority, and promote your work—all in one place. It’s a prime example of the “two birds, one stone” approach.
Podcasts/Webinars/Video
I used to be terrified of speaking on the phone, let alone showing my face on camera. For years, I stuck to written strategies, avoiding anything that required me to speak publicly. But over time, I realized that avoiding these channels limited my reach and impact. Exploring audio and video content became my middle ground for brand growth without stepping onto the main stage.
With the boom in podcasts, webinars, and YouTube channels, there are more ways than ever to share your story, showcase expertise, and connect with new audiences. Each platform lets you share knowledge and personality in real time, bringing a sense of immediacy and authenticity to your brand.
If the thought of going live or being recorded is daunting, start small. Try joining as a guest on a friend’s podcast, or post a short video update on LinkedIn. The more you practice, the easier it becomes, and each appearance is a chance to reach new audiences, build credibility, and build connections.
Embracing audio and video doesn’t mean you need to become a polished speaker—it simply opens doors to grow your influence and impact in ways that written content alone can’t match. Once you start, you may just find these experiences are what separate you from others within the industry.
Write A Book
Here’s a surprising truth: I wasn’t much of a reader growing up. My comprehension was (and sometimes still is) a struggle. It wasn’t until I started my SEO career that I found myself diving into blogs, social media threads, and old message boards, trying to learn everything I could. I owe a lot of my early growth to industry pioneers like Rand Fishkin, Rae Hoffman, Jill Whalen, Matt Cutts, and Aaron Wall, who generously shared their knowledge across countless platforms.
A good friend of mine, Eli Schwartz, took this a step further by writing Product Led SEO, and I’ve seen firsthand how the book catapulted his brand and increased demand for his consulting services. Available in both print and audio formats (a great option if you find reading dense business books a challenge like I do!), his book became a unique platform to share his insights and address SEO challenges that nearly every company faces.
Writing a book is an incredible way to establish expertise and provide long-lasting value. It’s also a project I’m working on (it’s never too late!). I’m excited to be co-authoring The Fruitful Consultant with Aleyda Solis, another respected SEO consultant. Together, we’ll share how our journeys took us from eager entry-level SEOs to consultants working with some of the biggest brands online. A book can be the ultimate form of content that keeps working for you long after the writing is done.
Do you want to be notified as we get closer to publishing? Sign up at https://www.fruitfulconsultant.com/
Networking + Conferences
The goal of this article is to show you how to build your brand without ever stepping on stage. But that doesn’t mean you should skip SEO conferences, local networking events, or industry meetups. Participating in these spaces is a great way to connect with peers, learn from others, and build valuable relationships within the community.
In fact, at MozCon earlier this year, I was front and center—not on stage, but as an organizer of a side event with Noah Learner. With support from Cheryl Draper, who managed MozCon, we created a free event for MozCon attendees, fostering even more networking opportunities.
One of the most valuable parts of attending these events? You’ll build your list of industry contacts and maybe even make some friends along the way. I’ve had the privilege of meeting people who became trusted colleagues and, eventually, real friends. These relationships aren’t just good for business—they make the whole journey more enjoyable and meaningful.
SEO Communities
Communities, whether online or in-person, offer some of the best opportunities to learn, connect, and share experiences in SEO—without ever stepping on stage. Two of my go-to online communities are Traffic Think Tank (TTT), a paid Slack group, and SEOCommunity, a free Slack group. TTT is invaluable for diving deeper into advanced SEO strategies, with access to experts and exclusive content, while SEOCommunity provides a more open, accessible space for discussing ideas and getting support from peers.
Niche-specific communities can also provide incredible value. Women in Tech SEO supports women across the SEO industry, while Neurodivergents in SEO offers a welcoming space for neurodiverse professionals to connect and share insights.
Offline, local meetups and industry events add another dimension. Groups like MNsearch in Minnesota, the Denver SEO Meetup in Colorado, and State of Search in Texas Worth bring people together in person to network, learn, and share resources. These meetups are excellent for building face-to-face connections, picking up actionable tips, and strengthening your local network.
Whether you prefer to engage online or meet in person, communities like these expand your contacts, introduce new ideas, and provide essential support—all key to building a strong personal brand without the need for the spotlight.
Take Ownership Of Your Brand and Career
Building a personal brand doesn’t require a spotlight—it just requires consistency, initiative, and the willingness to share your expertise. Whether you’re starting with a simple website, sending out a newsletter, publishing articles, or connecting on social media, each action you take adds a piece to your unique brand.
Think of it as building your safety net: a brand that supports your career goals, strengthens your network, and provides you with opportunities on your terms. Take advantage of online and in-person communities, engage with platforms that align with your strengths, and remember that every connection you make could lead to new possibilities.
A single stage or promotion doesn’t define your career; it’s defined by the steps you take to make your name known and respected. With a solid brand in place, you’ll be ready to reach new heights—without waiting for anyone’s permission to get there. So start building, keep showing up, and take full ownership of your brand and career.
No headlining Mozcon required!
