Keep your name and details the same everywhere

A search engine, and an assistant asked to recommend you, is partly trying to work out whether you are real and settled. One of the plainest signals it has is whether your details agree with themselves.

If your website says one name and your Instagram says another, your Google listing gives an old address, and a directory has a phone number you stopped using two years ago, every one of those disagreements is a small reason to trust you a little less, and to place you a little lower.

So keep them the same. The same name, spelled the same way. The same town. The same trade in the same plain words. Walk round the places you appear - your site, your social pages, any listing or directory, any printed thing that points online - and make them agree.

It is not glamorous and no one will praise you for it. But sameness is quietly one of the strongest things you can do, and it costs nothing but an afternoon. If you move in with bernard, your address keeps pointing to the same rooms, so the links people already have still find you.