Search Impression Audit — Fiona Fraser
Fiona Fraser
Fiona Fraser
The Opportunity Strategist

Search Impression Authority™ Audit

Did you see what
Google said about you?

When was the last time you Googled yourself?

If you haven't done it recently, today's the day. Anyone looking to work with you in any capacity is Googling you — and you need to see what they are seeing.

6 steps
Takes about 10 minutes
You'll need Google open
🕵️
Use an incognito / private window for accurate results Your regular browser personalises search results based on your history. To see what a stranger actually sees when they search your name, open a new incognito tab (Chrome: Ctrl/Cmd+Shift+N · Safari: Cmd+Shift+N) before you start.
Fiona Fraser
About Fiona Fraser
Fiona Fraser — The Opportunity Strategist

I've spent years helping experts, founders and consultants close the gap between how credible they really are and how they look online. I've achieved page 1 Google rankings with no blog, launched no.1 podcasts, and secured coverage with BBC, Channel 4, Warner and Fremantle. This audit is based on exactly what I look at when a new client comes to me.

Step 1 of 6

Open Google and search your name.

Not your business name — your name. Exactly as someone would type it if they were checking you out before a meeting. Look at the full first page before you answer.

Do this now

In your incognito tab, go to Google.com and search your full name. If you're known professionally under a specific name, search that. Take a proper look at everything on page one.

🕵️ Remember: use your incognito window for accurate results
Strong — it clearly reflects who I am
Multiple relevant results, my website ranks well, and the overall picture is credible and current.
Mixed — some good, some gaps
There's something there but it's patchy. Some results are outdated, irrelevant, or just not that impressive.
Weak — it doesn't reflect my real credibility
Very little comes up, or what does doesn't represent me well. Someone searching me wouldn't be impressed.

Step 2 of 6

Look at your first result. What does it say about you?

The very first thing someone sees shapes everything else. It could be your website, a LinkedIn profile, a news article, a directory listing — or something you didn't put there. Read it as if you're a stranger seeing it for the first time.

Do this now

Click your first result. Read the page with fresh eyes. Ask yourself: "If I knew nothing about this person, what would this tell me?"

🕵️ Still in incognito?
It positions me clearly and credibly
My expertise, results, and who I work with come across immediately. A stranger would understand exactly why I'm worth their attention.
It's okay but it's not doing much for me
It's professional enough, but it doesn't really communicate my authority. It's just… there.
It's not the impression I want to make
It's outdated, vague, or just doesn't reflect where I am now. I'd be embarrassed if a key prospect saw this first.

Step 3 of 6

Now look for third-party mentions. Does anyone else talk about you?

Third-party validation — articles, features, interviews, mentions — is the single strongest credibility signal online. It's the difference between you saying you're good, and someone else confirming it.

Do this now

Scroll through your search results and look specifically for anything that isn't your own website or social profiles. Press mentions, podcast appearances, guest articles, directory features, quotes in articles. Count roughly how many you can see on the first page.

Yes — I can see several third-party mentions
There are features, articles or appearances from publications and platforms I didn't control. My authority is being validated externally.
A couple — but not many
There's the odd mention here and there but it's sparse. Not enough to create a clear pattern of authority.
Barely any — it's mostly just me talking about myself
Almost everything that comes up is my own content. There's very little independent validation of my credibility.

Step 4 of 6

Search your name + your field. What pattern appears?

Someone who's done a little research won't just search your name — they'll search you in context. This reveals whether you're associated with authority in your specific space, or whether you just… exist online.

Do this now

In your incognito tab, search: [your name] + [your field or expertise]. For example: "Jane Smith leadership coach" or "James Brown brand strategy". Look at what comes up. Does it reinforce your authority?

🕵️ Use incognito for an honest result
Yes — it's clear I'm a credible voice in my field
The results connect me clearly to my area of expertise. Someone would leave the search feeling confident about my authority.
Somewhat — there's a link but it's not strong
You can tell what I do but it's not particularly compelling. The results don't differentiate me or cement my position.
Not really — the connection to my field is weak or missing
The results are confusing, unrelated, or just don't establish any kind of authority in my space.

Step 5 of 6

Check if you appear on any podcasts or in the press.

Podcast appearances and press features are two of the most powerful authority signals online. They show up in search, they carry SEO weight, and they signal that credible people have endorsed your expertise publicly.

Do this now

Search: [your name] podcast — then: [your name] interview or [your name] featured in. Take note of what comes up and how recently.

🕵️ Use your incognito window
Yes — I have multiple recent appearances
I've been on several podcasts or featured in publications recently. These show up clearly in search results.
A few — but they're old or sparse
I've done a podcast or two, maybe an interview, but it was a while ago or it's not creating a consistent pattern.
Nothing — or almost nothing
I haven't appeared on podcasts, or any that I have done don't show up. There's no press presence to speak of.

Step 6 of 6

One final question — be honest.

Put everything you've just seen together. You know your real credibility — your results, your experience, your reputation. Now think about what someone would conclude about you purely from what they found online.

Reflect on this

If a potential client, journalist, or event organiser Googled you right now — before they'd ever met you — would your search presence make you an obvious choice?

Yes — I think it makes a strong case for me
I'm happy with how I come across. My search presence reflects my real authority and I feel confident about it.
Partially — it's decent but I know it could be better
It's not embarrassing but I'm aware there's a gap between my actual credibility and what search shows.
No — my search presence undersells me significantly
There's a real and meaningful gap. I know I'm more credible than I look online and it's likely costing me opportunities.