How to Get Found Online as a Professional or Business Owner
If you’re wondering why your professional expertise isn’t getting the attention it deserves online, don’t worry—it’s not about who you are but how you’re positioning yourself. A few strategic moves can help showcase your skills to the right audience.
Here are three key questions you should be asking yourself as a knowledge worker or business owner who relies on being found online:
#1 Why Doesn’t Information About Me Appear at the Top of Search Results?
It can feel frustrating when people can’t easily find you online, especially when you’re an expert in your field or building a personal brand. The key is understanding how search engines prioritize content and making sure your name is attached to the right signals online.
Here’s how you can take control of your online presence and start climbing the search rankings:
Personal or Business Website: If you don’t have one, create a personal site with your name in the domain (e.g., JohnDoeConsulting.com). Include a bio, portfolio, and contact page.
Social Profiles: Fully optimize your LinkedIn, Twitter, and Instagram profiles with your name, professional details, and industry keywords.
Consistency: Use your full name consistently across platforms to strengthen search engine recognition.
Public Mentions: Although Help a Reporter Out (HARO), later rebranded as Connectively, was discontinued in December 2024, there are still several alternative platforms that can help you get mentioned in industry publications or connect you with journalists, and secure media coverage:
Featured (formerly Terkel): Connects experts with journalists seeking insights. Offers both free and paid plans starting at $99/month.
Qwoted: Matches professionals with media opportunities. Provides free and premium options beginning at $99/month.
SourceBottle: A free service connecting experts with journalists, popular in Australia and New Zealand.
Help a B2B Writer: Focuses on connecting B2B writers with industry experts. Free to use.
#JournoRequest and #PRRequest: Twitter hashtags where journalists post requests for sources. Monitoring these can lead to media opportunities.
ProfNet: A paid service by PR Newswire that connects experts with journalists.
The Industry Leaders: Offers free opportunities to get quoted on a range of topics - giving you the chance to appear in a respected publication alongside industry thought leaders.
These platforms can help you maintain and enhance your media outreach efforts in the absence of HARO.
#2 How Can I Get Mentioned in Authoritative Industry Publications?
Getting mentioned in authoritative industry publications can feel like an uphill battle, especially when you're trying to balance expertise with visibility.
But there's good news.
You don’t need to be a celebrity or have insider connections—just a smart strategy and consistent effort. Here’s how to get your name and expertise featured in the places that matter most in your industry:
Pitch Articles: Look for guest blogging opportunities on industry sites. Write pieces that showcase your expertise, offering practical advice or unique insights.
Leverage HARO: Sign up and respond to journalist requests in your field for quotes or interviews.
Engage with Writers: Build relationships with industry journalists by commenting on their work or connecting on LinkedIn. Share valuable insights they can use.
Show Thought Leadership: Publish your own blog posts, LinkedIn articles, or videos. Consistently creating quality content makes you more attractive to publications.
There are a number of outlets that offer regular thought leadership contribution options, including Entrepreneur, Inc., Business Insider, and of course The Industry Leaders.
#3 What Other Questions Should I Be Asking Myself?
Sometimes, the answers we’re looking for are hidden behind the right questions. Beyond just wondering why your business or personal brand isn’t ranking, asking yourself deeper, strategic questions can uncover opportunities to stand out online.
Here are the key questions you should consider to guide your next steps:
“Am I targeting the right audience with my online presence?” → Make sure your keywords, content, and platforms align with your ideal customer or professional audience.
“Do my competitors outrank me, and if so, why?” → Analyze their backlinks, reviews, and content strategy using tools like Ahrefs or SEMrush.
“Is my online presence driving the results I want—calls, emails, sales, or job offers?” → Track conversions with Google Analytics or social platform insights.
By addressing each of these questions head-on, along with the actionable advice at #1 and #2, you’ll build a stronger online presence that, over time, connects you with the audience you want to reach online.
Wondering what your author profile will look like if you became a leadership contributor with The Industry Leaders? This example of one of our contributors gives you an idea of how your profile will look.
