Rolando L Herrera

If your looking for a marketing executive and growth hacker that understands concepts and their delivery then Rolando L Herrera is your guy. Rolando has been working with brands like Disney, Boston Market and others to deliver business success through consumer engagement. He is passionate about online marketing and the technologies that enable efficient conversions. He has been in the industry for over 10 years helping companies as a Business and Marketing Consultant that connects ideas to an audience. He is the former owner of various marketing and technology companies that have delivered to hundreds of small to medium sized businesses. Feel free to click on the links and learn more about Rolando Herrera.

Beat Your Competition With A Resume That Works!

By – Caitlin Johnson

Your resume is the biggest tool that will land you the job you want and need. No matter what position or career level you are at, there are still standards and below are the rules that if you follow, will put you ahead of the competition.

The Basics

1.Keep it one page!!

The one rule to rule them all – One page is widely accepted as “best practice,” unless you are a partner or executive somewhere. Remember that the purpose of your resume is to show what makes you a great candidate for the job, not to showcase everything you have ever done

2. Proofread for spelling and grammar errors

Most hiring managers or recruiters will throw out your resume the second they see one spelling error. It is a painful process but proofreading your resume several times is so, so important. If you suck at proofreading – enlist a friend’s help.

3. Stick to the correct tense

It may seem like an easy rule to not follow but once again it can hurt you in the eyes of the hiring manager. If something on your resume happened in the past, use past tense (organized, trained, managed) and if you are still in the role use present tense (organize, train, manage)

4. Avoiding first person pronouns

Words like “I” or “my” or “me” have no place on your resume. Example: instead of writing something like “I supervised a committee of ten” just simply write “supervised a committee of ten.”

5. Include context

Context means including what city and state your work experience or education took place in and include dates. Both are equally important!

6. Label your resume appropriately

When saving your resume title it with a professional description. Recruiters always see the name of the file and don’t forget that they receive dozens of resumes everyday. Make it clear whose resume they are clicking on. Example: FirstName_LastName_Resume.pdf.

7. Save and send as a PDF

While saving your document, it is critical to save it as a PDF, not a Word document. Saving as a PDF freezes it as an image that will look the same on every computer. AKA, your formatting, font, and styling could look very different depending on the computer, programs, or operating system the hiring managers are opening it with.


Depositphotos_27122373_m-2015

Digging a Little Deeper

8. A logical structure

Chronological order is the default but it’s not always the best way to make your case and showcase your experience. Check out our past article on how to best organize your resume to show who you are and where you want to go.

9. Readability – organization and visual appeal

Make your resume super clear and very easy-to-read. Shrinking your font is one way to fit more on your resume but never go smaller than a 10-point font. Also bold (and perhaps capitalize) each section title and possibly the job titles. Stay consistent in what you have bolded and/or capitalized and use it sparingly. Think, “What do I want to stick out most to the person reading this?”

10. Consistency

Keep verb tense consistent, keep formatting consistent, keep the font consistent. If one bullet point has a period at the end, all bullet points must have a period at the end. If you’ve bolded one of your job titles, bold them all!

11. Use numbers and quantity

This is a big one! Everyone says they excelled in their previous jobs but numbers, percentages, and supporting facts are going to prove just how much you excelled. Even if your position doesn’t involve numbers you can still incorporate them. Example: “Led promotional committee of 8 and presented sales plans to an audience of 50-60 students,” or “Handled scheduling of 10-15 employees a week.”

12. Leave out references

Don’t take up precious real estate on your resume by listing your references. You don’t even need to add “references available upon request,” hiring managers know they can request your references and usually will… later in the hiring process.

13. Don’t list everything you’ve ever done

Everything added to your resume should be done after you have asked yourself, “will this sentence help me get the job I want?” If not, remove it. Keep your resume relevant, ALWAYS.

14. Consider who is reading your resume

The person reading your resume has a job to find great candidates and present them to the boss or team. Think about that person when you write the resume. How can you make her job easier? How will you write your resume in a way that will make her excited to get into contact with you?

15. What makes you different?

Put your best foot forward in the application process; it’s so important to be yourself and this includes what you write on your application materials. Show who you really are, your personality, your interest, and what makes your experience so unique. This definitely requires a judgment call (expressing personality has no success in a traditional role in a traditional industry) but it could be the one thing that is going to set you apart and lead you to that job offer.

16. Your resume as a storytelling document

Your resume exists to concisely and clearly tell the story of “you.” After writing and editing, make sure that it tells the story of your background, the skills and experience you gained along the way, and how you ended up where you are now. Most importantly, your resume should communicate to a recruiter why the role they are hiring for is the perfect next step for you!

This is a ton of information but if you’re feeling overwhelmed with all these rules and guidelines, remember they will give you a head start over the competition. The job searching process is hard, but you are not in it alone! Seek advice from professors, friends, or family, most often they will be more than happy to help.

And once you start applying these rules and truly understand why they matter, you’ll find yourself getting calls for interviews left and right!

The Importance of Local Listings and Directories

When it comes to getting your business noticed in your local market ranking higher on local search engines is a must. Many businesses make the mistake of just trying to rank high in search results for the products or services they provide and completely neglect their local search results. Failing to focus on getting your business ranked higher in local search results will have a negative impact on your business. Think about how you perform a search for a product or service. Chances are you take out your phone and type in what you are looking for and are provided a list of local businesses. This is how you want your business to be found as well.

By implementing a few key tips and suggestions you can easily boost your businesses local search results. This will not only get your business more attention but will drastically improve your profits and foot traffic to your local business. There are a number of ways you can easily incorporate local search engine optimization to boost your business’s online visibility to your direct local markets.

Why List Your Business in Local Online Search Directories?

When it comes to using local listing and online directories the key is consistency. Your local online listing will be a profile that displays the name, address, phone number, website, and other details about the products or services your business supplies. Most of these are free to list on and some allow you to pay an additional price for special features, but these are most often not necessary or relevant to your search engine ranking.

The main reason why getting your business listed on many online search directories is because this is how customers are searching for local services and products. Since almost all individuals have their mobile phones at the ready they will most often begin their search to find something that meets their needs by looking for it on their phones. You instantly expand your reach when your business is listed on local search directories because you are putting your business in front of the customer who are already in the market for your product or services. Customers are already actively looking for what you have to offer and by getting your business on these search directories you are putting your business in front of customers who are ready to buy.

The listings you create will make your business more visible on the internet and will increase your chances of local customers finding your business. Many of the online directories will share data across the platforms, the more listing you have the more visible your business is. There are some requirements your business needs to meet in order to qualify for local business listings. These include:

  • Your business must have a name.
  • Your business number must match the city location you are listing in. You cannot use a shared phone number, a toll-free number or a call tracking number.
  • Your business must have a physical address that is not a PO Box, shared address or virtual office.
  • Your business must do face to face interactions, which means you can list a virtual business in local listings.

If your business meets all these four requirements, then you can begin listing your business in local directories.

How to Properly List Your Business for Better Search Results:

When you are ready to list your business for local search results you need to ensure that you keep all the information consistent on all listings. Even the slightest variations can have a negative effect on your search results ranking. The name, address and phone number for your business needs to be entered exactly the same in all your listings, this is known as the NAP of your business listing. Triple check that you type everything exactly the same from the apostrophe placement to the actual name of your business, you may be thinking that altering your business name slightly, will get your business seen by more people but this will decrease your ranking in search results.

For example:

If you have a photography business and you list it as “Your Name Photography” on one directory, but list it as “Your Name Portrait Photography” on another, these are calculated as two separate businesses; your rankings will result in two low ranking listings. If instead you list them as the same exact name, then they are verified as one business and this increases your rankings. The higher you rank the sooner your business gets seen by potential customers or clients. Having two businesses that rank low will result in even less visibility. These duplicate listing can also result in a lower ranking overall, any duplicate listing you have for your business that do not match should be deleted or removed from the directories.

Anytime something about your business changes in regards to the name, location or address you will want to keep your directory information up to date. This can be tedious work but the efforts will have a profound impact on the number of customers these listings can bring in. Keep a spreadsheet on file that will make updating your business information much easier when the time comes.

Some of the most popular online directories you should consider include:

  • Google+ Local
  • Yelp
  • Bing Places
  • Yellow Pages
  • Yahoo! Local

Boosting Your Local Search Engine Rankings with Online Directories

Simply listing your business on a number of online directories is only half the task. You want to ensure that your business is as close to the number one ranking position as possible, or at least shows up on the first page of results. To help boost your search engine rankings in online directories consider these key factors.

Choosing Categories

When you go to list your business in many of these online directories you will be given the option to choose categories for your business to be easily found in. You can typically choose from two to five categories, which will better describe what type of business you are running or products and services you provide. If you neglect to add categories for your business it will not show up in local search results, so this is an important step to complete. You want to make sure the categories you choose for your business are relevant to the type of services or products you are offering; if you list your business under a category that is irrelevant than this will decrease your rankings.

Reviews

Reviews are one of the easiest ways to draw more attention to your business. A business that has a number of reviews attached to their local online listings is more likely to get viewed by new potential customers or clients than a listing that as no reviews. Reviews and ratings will be displayed differently on the various online directories, but you want to encourage you present or past clients and customer to leave a review for your business. While reviews and rating can increase your ranking on some directories it will not also make a significant impact on all of them. They will, however, have an impact over how many customer or potential clients contact you. A raving review or a couple of positive reviews can be all it takes for someone searching for the product or services you supply to push the call now button on their phones.

One thing you need to keep in mind when asking for customers and clients to leave a review for your business is that each directory will have different guidelines that you must follow to do so. Some have no restriction on asking customer and clients to leave reviews while other platforms, like Yelp, only allow for you to simply suggest they visit your business on their directory, not actually leave a review.

What to Know About Citations?

Citations are an often overlooked but highly valuable component to getting your business ranked higher on search engines like Bing and Google. The more citations your business has across the world wide web the higher your business will rank. This is especially important if you have a business that falls in a less competitive industry, like many service providers, where businesses are less likely to have a website of their own. This is because without a website the search engines will rely on information found elsewhere on the web to rank that business.

Citations are primarily mentions of your business name and address on various web pages. This does not most often include a link back to your website. The most common place your business can gain citations is through the yellow page directories, where your business is listed but no link is included back to your web page. Your local chamber of commerce or business association pages are also key places on the internet where your business can have citations. These citations help establish certainty and confirm that your business is an actual business and you provide the types of services you promote.

Citations are vital at validating your business in your community because most of the pages, like the chamber of commerce pages, you will not be able to fake a membership to. Having your business mentioned in online newspapers or blog is also a way to increase your citations. Citations can greatly improve your business local search engine rankings.

Additional Elements

Including photographs and short video clips related to your business can have an impact on your local search engine rankings. Photos and videos tend to lead to an increase of clicks your business gets. Photos and videos are also a great way to show your actual business location or storefront, products, and past projects. You can also introduce your team and staff members to searchers, which gives your business a friendly face and this can help you stand out from your competitors. Potential clients and customers are more likely to look through your business listing when it has photos over ones that do not. You want to make sure your photos and videos are of good quality. They should be crisp, clear, well lit, and colorful. If your video has sound you want to ensure the audio is of high quality as well.

It can also be a good idea to include a virtual tour of your location. If you have a restaurant or venue space that you offer customers to rent out for events like weddings this can be a great way to draw in more customers. You can give them a sneak peek of what it would be like for them to throw their next event at your location.

Final Considerations

Utilizing local online directories can significantly get your business noticed more and bring in more customers and clients. Listing your business through a variety of business directories is not only an effective way to market your business but it does not cost your business anything to be listed. The main factors to remember is to keep all the information related to your business consistent across all your listings. This not only improves your online ranking but it gives your potential customers more confidence in your business. When they get different information from varying directories about your business it can cause them to be confused about what it is that you are actually offering or that they are even the same business.

While this simple implementation can greatly improve your business online presence you will want to stay up to date with each directories policies and terms of use. Some directories offer special opportunities to promote your business on major search engines and this is something you will not want to miss out on. Whether you are just starting out or looking to grow and expand your business, directories and online listing can have some major impacts on your business. This can greatly get your business more attention over your competitors since many local businesses either fail to list their business online or have done so incorrectly. When you utilize these tips and suggestion for listing your business online you can get your business found by a wider audience and before your local competitors who are not implanting this simple marketing strategy.

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