Showing Up Is Step One. Being Trusted Is Step Two.

When a potential seller or buyer hears your name, the very next place they go is online. The question is not whether they will research you; the question is what they will find when they do. The Digital Impact Scorecard reveals that, for most professionals, their authority assets are not working nearly as hard as they could.

What Shows Up When Someone Googles You?

Start with search engines.

When participants were asked whether the first five Google results for their name reinforced their expertise, only 56 percent said yes. The remaining 44 percent acknowledged that what shows up when someone Googles them does not truly reflect their credibility.

In practice, that means outdated profiles, scattered listings, or irrelevant content may shape first impressions rather than intentional, up-to-date authority assets.

Behind that gap is a deeper challenge: many respondents do not feel confident in influencing SEO through content.

Only 28 percent said they know how to shape SEO outcomes with their content, while a staggering 72 percent said they do not.

That uncertainty keeps many brokers from using one of the most leveraged tools available—strategic, search-optimized content that speaks to both actual sellers and the algorithms deciding what to surface.

LinkedIn Is Often Your First Impression

LinkedIn tells a similar story.

When asked whether their LinkedIn headline clearly positions them around a specific seller type, industry, or buyer—not just “Business Broker”—72 percent said no.

Only 28 percent have a niche-specific headline that instantly communicates who they serve.

Considering that LinkedIn is often the most visible professional profile in search results, this is a major missed opportunity.

A generic headline blends into the feed; a focused one signals that you understand a very specific kind of client.

Profile optimization goes deeper than the headline.

In another question, 41 percent of respondents admitted that their LinkedIn banner, headline, and About section are not fully optimized to position them as a trusted advisor.

That means the story their profile tells is fragmented or incomplete, even if they are highly capable in practice.

In a market where trust is fragile and attention is limited, this disconnect can cost conversations long before a DM or phone call happens.

Thought Leadership Still Has a Huge Gap
Thought leadership and digital proof points also lag behind.

Only 47 percent of respondents had appeared on a podcast, panel, or industry media in the past 12 months; 53 percent had not.

That is striking in an era where guest appearances are one of the fastest ways to borrow audiences, build credibility, and generate searchable content.

Every podcast episode, panel recording, or article is another asset that can appear in those first five Google results, yet more than half of participants are not tapping those platforms.

Why Content Isn’t Turning Into Conversation

Even when professionals are active online, their efforts may not be driving meaningful interaction.

Only 12 percent said their content regularly generates genuine conversations—DMs, calls, or inquiries.

A full 35 percent rated themselves at a 2, and another 35 percent at a 3, indicating that most feel their posts are only occasionally effective at sparking dialogue.

The pattern suggests a heavy emphasis on broadcasting and a lighter focus on calls-to-action, conversation hooks, and content designed to invite response.

The Scorecard also revealed that 76 percent of respondents lack a defined call-to-action that moves online interest into a conversation.

Without that bridge, even strong content and optimized profiles can underperform.

People may like what they see, but never get a clear, low-friction next step to engage.

Authority Is Not Accidental

Taken together, these data points paint a clear picture:

Authority is not only about experience and results; it is about how deliberately those are represented across search, LinkedIn, and external media.

Turning this around starts with a simple diagnostic:

• Google your own name and company, and look at the first five results. Do they highlight your best work, clearest niche, and most current positioning—or are they random leftovers from years of activity?
• Audit your LinkedIn headline and banner. Do they explicitly state who you help and why you are different, or do they read like a generic title and logo?
• Count how many podcasts, panels, articles, or external media features you have appeared in over the last 12 months. If the answer is zero, you have an immediate opportunity to pitch hosts and organizers who already serve your target audience.
• Review your recent content and ask: how many posts contain a clear invitation to comment, message, or book a conversation? The Scorecard suggests that for most professionals, the answer is “not many.”

For Business Brokers, This Matters Even More

For business brokers specifically, authority assets can be the deciding factor between winning and losing a mandate.

Sellers want to see proof that you understand their world before they ever talk to you.

A well-optimized LinkedIn profile that speaks directly to manufacturing owners, healthcare practices, or multi-unit franchisees can quickly communicate that alignment.

A bank of podcast episodes, articles, and case studies can show that you are immersed in their challenges, not just casually adjacent to them.

The Opportunity Is Bigger Than Most Think

The encouraging part of the Scorecard data is that the bar is still relatively low.

If 72 percent of your peers are not confident in SEO, and most are not using media or niche positioning well, even modest improvements to your authority assets can create outsized differentiation.

That might mean committing to one long-form, SEO-informed article per month, tightening your LinkedIn positioning, and proactively seeking one podcast or webinar appearance each quarter.

Authority is not an accident; it is a system made visible.

The Digital Impact Scorecard has surfaced the weak links.

For those willing to shore them up, the path to being “the obvious choice” in your market is more achievable than it might appear.

Featured Podcast Episode

Episode Spotlight: Michael Lamm

In our latest episode, Jason Cutter sits down with Michael Lamm, Co-founder and Managing Partner of Corporate Advisory Solutions for an in-depth look at the evolution of M&A in the credit, collections, call center, and tech-enabled business services space.

Key Highlights

• Industry Evolution: The biggest shift in 20+ years? As Jason Cutter and Michael agree, it’s all about technology. The transition from manual, people-heavy call centers to today’s AI-enabled, digital-first operations is reshaping dealmaking and valuations.
• AI — Hype vs. Reality: AI is the buzzword du jour, but Michael warns: it’s only a tool. Successful sellers need a clear AI strategy, not just shiny tech for appearances. Buyers want to see real plans, not just expensive experiments.
• Seller Mindset & Deal Prep: Emotional attachment and market timing lead many owners astray. Michael’s advice? Be realistic about value, stay open to “remodeling your kitchen” before selling (i.e., invest in the right upgrades), and remember: relationships and trust matter as much now as ever.
• Specialist vs. Generalist: The depth of industry knowledge helps brokers anticipate regulatory pitfalls — but knowing “too much” can make you seem overly cautious. Balance wisdom and optimism to earn both the client’s and buyer’s trust.
• Pipeline Growth: For sustainable broker success, Michael says: build genuine, long-term relationships, add value year-round, and never underestimate the power of your professional reputation.

LISTEN TO THE FULL CONVERSATION
Click here to listen to the full episode ➜ https://businessbrokergrowth.com/podcast/

Until next time,

Jason

PS. Take the Digital Impact Assessment (free) → https://get.businessbrokergrowth.com/assessmentNL