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What's in a Name?

Take control of what the Web says about you.

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This story appears in the August 2007 issue of Entrepreneur. Subscribe »

Personal-branding guru William Arruda says that in today's increasingly web-oriented business world, if you don't show up in a Google search of your name, you don't exist. Arruda and co-author Kirsten Dixson discuss how to build your personal brand online--and why it's crucial that you do so--in their new book, Career Distinction: Stand Out by Building Your Brand.

Entrepreneur: What can business owners do if they don't "Google" well?

William Arruda: The first thing is [to buy] your domain name because if the thing you're searching for is the same as a domain name, it shows up [first]. Buy your kids' domain names right away--in the future, that's how we'll find people and communicate.

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