I searched my own name on Google last month. Google was sure I'm a baseball player. Or a radiologist. One of me, apparently, makes music with Kevin Gates.
None of them are me. Two years ago, I was at the top of that list across every term. My work, my talks, the events, everything tied to Music Health kept me steadily on the first page.
Now the algorithm can't find the actual me at all. Not Nicc the DJ. Not Nicc the founder. Not the person writing this.
Which is funny, because I build tools that tell businesses exactly when they've gone invisible to AI search. I'll sit across from a founder and explain that Google and the language models can't work out who they are.
The fix I started with was straightforward. I ran my own site through mywebsitesucks.io and it showed me exactly what the AIs could and couldn't see. A few easy fixes on the site. Then the harder one: writing again. I'd been silent on LinkedIn for two years. My first post back was read 5,000 times in four days. I'm no influencer. Far from it. But that one post unlocked something. I was visible again, fast.
But to do it really well, I need to be connected. The machine sees the music, the building, and the writing as three different men, because nothing tells it otherwise. The fix isn't going viral. It's the boring, deliberate work of saying, in language a machine can read, that these are all one person. It's the least glamorous thing on my list. It might also be the highest leverage. A website schema.
It's the same as a set, really. Nobody remembers the individual tracks. They remember the transitions, the moments you tie one thing to the next until a hundred songs feel like one night. Identity online works the same way. The pieces aren't the point. The connections are. And it matters more now than it ever has, because the first thing a new client does isn't ask me who I am. They ask a model. The introduction gets made before I'm even in the room. And lately it's been made by something that thinks I throw a fastball, or drop bars with Kevin Gates.
So here's the question worth sitting with: when an AI model introduces you tomorrow, does it get you right? Mine didn't. So I started fixing what my site tells it.
🎵 Snoop Dogg — "Who Am I (What's My Name)?" No Comment!
— Nicc