These days, if someone wants to know anything about your business they don’t call or open your door they just search for you online. It can be hard to understand the complicated analytics and data gathering involved in understanding how people are checking you out and how to increase their frequency. Google is awesome and offers free classes and certification in their search engine analytics. Not, only is it free, but it is also incredibly relevant to the career of a Marketer.
The Google Partners site Google Adwords gives you the knowledge needed to put together a good list of keywords and offers you ways to increase your presence online by utilizing various forms of online advertising. Whether it’s before a video, or in an app, your ads can be displayed wherever you want them for a fee based on the number of clicks that you will receive.
As a Marketer working with outdoor brands I would be able to select specific target audiences for the ads that I push. Instead of the “spray and pray” methods of the past, this technology will allow me to single out people who are, let’s say, shopping on outdoor apparel websites, watching videos about hiking or mountain biking, or even just googling information about an upcoming road trip. It’s great because it makes the consumer’s ads more relevant and enjoyable and the advertiser’s art more effective all at the same time.
Here’s my certification,
Google offers tons of classes and video explanations of their programs and then gives you the chance to take their exam and get certified. It was a great experience, and I learned a lot about the power of analytics. This will definitely be a skill and a knowledge set that I bring into my career and a new opportunity that I can offer my future clients.
Google AdWords. https://www.google.com/adwords/?channel=ha&sourceid=awo&subid=us-en-ha-g-aw-c-bk_hv_exa_1!o2-69678485-176465420077-google%20adwords&gclid=CM7kzfTUq9MCFYW3wAodYZMGwg
Janizewski, L. (2017). Google AdWord Certificiation [Screenshot]. Google Adwords.8
We live in an incredible time where anything you want to learn can be attained through a couple searches online. Marketers have adapted to this online age and have place ads and media all across the web in hopes of grabbing your attention. In fact, according to CBS, every day we see over 5000 adverts as we go about our day! With all of this information available to consumers, it can be hard to compete.
It doesn’t have to be hard, and of course, the answer to this problem can be found with just a few clicks. In my most recent Marketing Class (100-1k), we focused on Search Engine Optimization; the process of crafting your media in a way that makes it more discoverable based on the keywords and phrases that you use in your content. Consult with any Digital Marketing (1k-10k), Internet Media (100-1k), or Online Marketing (100-1k) guru and they’ll tell you the same thing: SEO is not only interesting, but these days its completely necessary if you want to get ahead.
I’m Taking Steps (100-1k) towards Learning Digital Marketing (100-1k) and all forms of online Advertising (10k-100k) and Public Relations (1ok-100k). In that effort, this blog is going to utilize keywords and promote Search Engine Optimization as a way to grow my brand.
Using Google Adwords’ KeyWord Planner (will require you to sign in using a google account), I was able to plan out specific keywords for this blog (in bold/uppercase above) and I was even able to see how many people search those terms monthly! Google Adwords has some wonderful tools that you can use to create a search engine optimized blog, website, or any other form of media you have online.
Google. AdWords. Retrieved March 15, 2017, from https://adwords.google.com/home/tools/keyword-planner/
Johnson, C. (2006, September 17). Cutting Through Advertising Clutter. Retrieved March 15, 2017, from http://www.cbsnews.com/news/cutting-through-advertising-clutter/
For the first time in a long time, I actually looked up myself on Google. It’s not something I typically do but any potential employers might. One thing I had never considered is how discoverable I am online. If you’re looking for a job, or someone is looking to hire you for a specific campaign you will more than likely be googled, so it’s important to know what is going to pop up when they search your name. Luckily with a name like Luke Janiszewski, the number of other people with my unique name is rather slim when compared to someone named John Brown or Sarah Smith, but still, I wasn’t the first person to pop up.
If this is the case for you, don’t panic! Just like everything these days, there is a website specifically designed to improve your “search-ability”. BrandYourself.com does a pretty good job of telling you what things you’re doing to help set yourself apart and showing you things you may need to bury away from sight. When I set up my free account it had me enter my name and check the results for people that weren’t me, and then filter out the ones that I actually wanted people to find when they looked me up.
Here’s my initial score…
B+ isn’t too bad! It may be a passing grade but 5 out of 10 results isn’t exactly what I want if people are looking me up. Fortunately, BrandYourself.com offers suggestions on how to bump up that rating into a more desirable ranking! Everything from tweeting more often to updating your bio on LinkedIn can make stand out among the other John and Jane Doe’s out there.
One important and subtly vindictive feature that I sort of breezed over earlier is the “bury” option on the site. If there is someone who shares a name with you that either tarnishes your name in any way or is someone that you could easily get confused with can be “buried” down deep in the depths of the google search results (no one really browses past the first two pages right?). While this is a paid feature it can be useful if you are serious about stepping up your personal brand.
It’s important to establish a personal brand and make yourself more discoverable online. It’s good to know that there is a website that can help with that! I will definitely continue to check my online score and try to bump up my rating until I inevitably get into a long-standing burying battle with another Luke Janiszewski. Until then, I’ll just keep working on my brand and hope for the best.
Janiszewski, L. (1/25/17). BrandYourself [Screen Shot]. retrieved from http://BrandYourself.com/reportcard