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Digital Persona

A digital persona is the aspect of a personal brand that is shaped by the person's online presence, behavior, and interactions on the internet.

Important properties of a digital persona are:

  • The person's name
  • Photos showing the person
  • The person's professional expertise
  • The person's professional CV
  • The person's social media profiles and engagement
  • The person's published articles
  • Any related people, organizations, locations, events, products, or brands. This could be books authored, corporations worked for, or conferences the person presented at.

The same principles can be applied to things such as coproattions, product, brands, or events. Each of these entity types can have a digital persona or online brand.

The Role of Digital Personas in DPO

A digital persona is the subject of digital persona optimization.

Controlling a digital persona requires to collect and link all digital foorprints [1] for the persona. You need to publish consistent information about yourself. Modern search engines can detect when content refers to a person. They can extract properties [2] related to the person from the text.

The goal of digital persona optimization is to become a well-known entity [3] in the knowledge graph [4] of search engines.

When search engines find the same information in multiple places, they can build what is called an entity for the person. Furthermore, search engines can connect different entities with each other. For example, a search engine can connect your digital person with the entity it has for your employer.

Optimizing a digital persona also works for AI models and AI-based search engines.

  1. Digital footprints are the traces of your activities and presence online. ↩︎

  2. A property is a specific attribute of an entity. A property describes an entity by its value. ↩︎

  3. An entity is a "thing" that is well-defined and has an identity. For example, a person, a location, a concept, or an event can be entities in a knowledge graph. ↩︎

  4. A knowledge graph is a graph that expresses knowledge in its simplest form. ↩︎