Descriptive Titles, Keywords & Phrases

Descriptive Titles, Keywords and Speaker Phrases help event organizers understand who you are, what you are known for, what you speak about and why you are credible. These fields support your SBC profile, media kit, proposals, marketing materials, speaker cards, internal search, client matching and event platform visibility. Strong submissions use clear searchable language, factual credibility signals and concise wording that helps organizers compare speakers quickly. This page combines the Descriptive Title standards, keyword requirements and speaker phrase requirements into one profile standard for SBC review.

Descriptive Title Overview Descriptive Title Formula Descriptive Keywords Descriptive Phrases

Descriptive Title Overview

Purpose

Professional headline defines identity, speaking topics, and expertise in one glance within seconds
Placement and Use

Appears beneath name across your profile, media kit, proposals, marketing materials and client pitches
Variants

Submit 2 Descriptive Titles: 1 primary and 1 alternate for use across different platforms and proposals

Simple Structure

Follow one consistent formula for every Descriptive Title
Clear Positioning

Combine identity, speaking themes, and authority into one title
One Speaking Lane

Represent professional and consistent identity and speaking focus

Descriptive Title Overview
- Purpose: Professional headline across all materials
- Quantity: Submit 2 Descriptive Title options
- Primary: Identify the preferred title for SBC use
- Definition: Identity, speaking topics, expertise in one line
- Formula: Consistent structure supporting clarity, efficiency
- Influence: First profile line viewed by organizers
- Searchability: Expertise, credibility, topic summary
- Inquiries: Profile clicks, matching, client interest
- Decisions: Discovery, relevance, credibility, confidence
- Readability: Familiar language organizers understand
- Usage: Website, proposals, media kits, marketing
- Standard: Clear, searchable, client-ready

Positioning

Connect identity with topic keywords to strengthen differentiation through background, experience, recognition
Priority

Strongest identity organizers recognize through background, experience, reputation, achievements
Credibility

Lead with roles, achievements, awards, credentials, experience, to strengthen confidence, trust, authority

Brand Alignment

Topic themes aligned with your brand, expertise, related topics to strengthen consistency, relevance, suitability
Language

Language organizers search, seek out, understand. Connect to identity, career, accomplishments, roles, purpose
Authority

Expert, Specialist, Advocate, Consultant, Coach to strengthen credibility, trust, recognition, authority

Descriptive Title Formula

Descriptive Title Requirements
Identity | Topics, Expertise + Authority Word
- Characters: Max 90 to 100 characters with spaces
- Case: Title Case for each keyword
- Divider: “|” between Part A | Part B
- Between Keywords: “&” or “,” between keywords
- Within Keywords: “and” if part of a keyword
- Ending: Part B ends with authority word “Expert”

Identity Keyword Standards
Part A – Identity: Speaker is known for, career, achievements, status, certifications, awards
- Purpose: Recognized role, achievement, public identity
- Quantity: Maximum 2 to 3 words
- Appeal: Familiar roles, achievements, public recognition
- Priority: Strongest, most recognizable identity first
- Structure: Role, credential, achievement, public identity
- Relevance: Current career, accomplishments, market position
- Language: Clear terms organizers recognize, search
- Boundary: No speaking themes, authority words
- Avoid: Vague labels, acronyms, internal titles, credential stacking
- Standard: Memorable, clear, recognizable, searchable

Topic Keyword Standards
Part B: Topic + Authority: Topic keywords + authority word for expertise
- Purpose: Primary topic keywords, speaker expertise
- Quantity: 3 to 4 connected topic keywords
- Appeal: Client needs, industry trends, topic demand
- Priority: Strongest, most searched theme first
- Structure: Topic keywords plus authority word
- Relevance: Brand, expertise, related topic alignment
- Language: Clear terms organizers recognize, search
- Boundary: Related themes within one topic direction
- Avoid: Unrelated themes, vague language, repeated keywords
- Standard: Clear, connected, relevant, searchable

Identity Keyword Examples
- Olympic Gold Medalist, Olympian
- Entrepreneur, Business Leader
- Physician, Doctor, Former Nurse
- Journalist, Author, Comedian
- Former Educator, Researcher
- Politician, Veteran, Firefighter
Topic Keyword Examples
- Leadership, Business Leadership
- Teamwork, Teambuilding
- Diversity and Inclusion, Belonging
- Health and Wellness, Performance
- Safety, Injury Prevention
- Futurist, Business Strategy
Authority Keyword Examples
- Expert
- Specialist
- Strategist
- Advocate
- Advisor
- Consultant

Descriptive Title Examples
- Olympic Gold Medalist, Women’s Hockey Player | Leadership, Performance, Teamwork & Adversity Expert
- Physician, Doctor & Healthcare Leader | Leadership, Resilience, Change, Health and Wellness Expert
- Executive Coach & Consultant | Business Leadership, Change, Disruption & Entrepreneurship Expert
- Award Winning Journalist & Best Selling Author | Psychology, Brain Science & Mental Health Advocate
- Entrepreneur & Former Engineer | Leadership Under Pressure, Problem Solving & Teamwork Expert
- Indigenous Advocate & Artist | Truth and Reconciliation, First Nation Community Reinvention Expert

Descriptive Keywords

Search Visibility

Keywords improve searchability, recognition and help organizers and SBC shortlist you for proposals
Strong Positioning

Use related, trending and impactful keywords that strengthen expertise, credibility, and market positioning
Improved Discovery

Well-selected keywords improve discovery, draw interest and enhance position for proposals and bookings

Descriptive Keyword Standards
- Purpose: Speaking topics, expertise, speaker type
- Expertise: Topics, roles, credentials, achievements, recognition
- Variety: Primary, supporting, trending keywords
- Relevance: Client demand, market trends, speaking topics
- Alignment: Background, expertise, experience, positioning
- Industry: Sectors, audiences, event types
- Clarity: Direct language organizers recognize
- Avoid: Vague, internal, branded, overly specific terms
- Usage: Website search, profiles, media kits, marketing
- Standard: Clear, searchable, relevant, client-ready

Descriptive Keyword Requirements
- Quantity: Submit 12 keywords total
- Format: Title Case, maximum 3 words each
- Public: Submit 9 public keywords
- Backend: Submit 3 backend keywords
- Focus: Topics, speaker type, credentials, recognition, expertise
- Order: Strongest keywords through most specific
- Search: Common client searches, market demand
- Consistency: Keywords aligned across channels, categories
- Updates: Keywords revised as expertise, topics evolve
- Standard: Clear, searchable, relevant, consistent

Public Keyword 1
Leadership
Public Keyword 2
Change Management
Public Keyword 3
Disruption
Public Keyword 4
Futures and Foresight
Public Keyword 5
Mental Health
Public Keyword 6
Workplace Culture
Public Keyword 7
Peak Performance
Public Keyword 8
Teamwork
Public Keyword 9
Health and Wellness
Backend Keyword 10
Leadership and Change
Backend Keyword 11
Belonging
Backend Keyword 12
Human Connection

Descriptive Phrases

Booking Value

Highlights credibility, value, qualities to influence organizer decisions, booking value and return on investment
Booking Decisions

Supports organizer influence and decisions by communicating booking advantages and collaboration experiences
Differentiation

Identifies unique expertise, presentation style, accomplishments, and value that distinguish the speaker from others

Descriptive Phrase Standards
- Purpose: Credibility, accomplishments, booking incentives
- Credibility: Background, experience, credentials, expertise
- Differentiation: Unique value, expertise, speaker strengths
- Presentation: Speaking style, delivery, audience experience
- Audience: Takeaways, benefits, outcomes
- Impact: Measurable results, lasting value
- Proof: Awards, media, books, recognition
- Marketing: Promotion, proposals, social media
- Usage: Profiles, speaker cards, media kits, proposals, marketing
- Standard: Clear, credible, client-ready

Descriptive Phrase Requirements
- Phrase Amount: Submit 12 phrases total
- Phrase Format: Use 3–9 words per phrase
- Public Phrases: Submit 9 public phrases
- Backend Phrases: Submit 3 backend phrases
- Writing Style: Use direct, factual language
- Phrase Variety: Cover experience, expertise, and services
- Selection Strategy: Prioritize credibility, and value
- Booking Value: Include resources, value adds, and benefits
- Phrase Review: Update phrases as offerings evolve
- Final Standard: Factual, concise, and differentiating appeal