According to Seth Goldin it is “Google yourself”.

Seth makes a very good point

If you’re a salesperson, your prospects already do.
If you’re looking for a job, your prospective employers already do.
If you’ve got a job, your co-workers already do.

What do they see? Do you know?

He points out that “If you don’t like it, you can fix it”.

Start a blog, even if it’s just a few pages worth. Have some colleagues suggest you for wikipedia (if the powers that be think you’re notable enough) or make sure you’re represented on HubPages or Squidwho or write an article for ChangeThis.  You can be finished by tonight. It’s worth it.

This is really good advice and something that we should all realise can have long lasting consequences.  If you don’t believe me have a look at the “waybackmachine” to see what we all looked like way back when…