"One of the earliest turning points in personal branding, one that made career-minded professionals understand that they're responsible for their careers and the visibility that shapes them, was the launch of LinkedIn in 2003. Since then, career visibility has followed a simple rule: polish your resume, keep your LinkedIn profile current and compelling, and show up to meetings awake. But that rule no longer holds, thanks to AI."
"Although we've all become skilled Googlers, search is no longer a simple query-and-results experience. It's increasingly AI-assisted. People are asking Google, other search engines, and AI platforms questions like "Who's the leading expert in storytelling?" or "Identify people who understand video production and graphic design." This shift is often referred to as Generative Engine Optimization, or GEO. Unlike traditional SEO, which focuses on ranking pages, GEO is about making your expertise easy for AI systems to understand, trust, and recommend."
LinkedIn's 2003 launch shifted personal branding by making professionals responsible for career visibility. Traditional career visibility practices prioritized polished resumes, up-to-date LinkedIn profiles, and professional presence. Search has evolved into an AI-assisted experience where people ask engines and AI platforms to identify experts by specific skills. Generative Engine Optimization (GEO) focuses on structuring and presenting expertise so AI systems can understand, trust, and recommend it rather than merely ranking web pages. AI tools and search summaries often lack access to LinkedIn profiles, reducing the visibility return on curated profiles. Personal websites once offered full control, while LinkedIn has added features that approximate a personal site.
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