Best Practices in Writing for Google Optimization
Google is the beast that ate marketing. Upwards of 40 percent (Statista) of all advertising revenue flows through Google. Google’s infamous algorithm dictates how we find our next career – and our next pair of shoes. How do you break through on a platform that features more than a billion products? By better understanding the influence of Google’s mysterious algorithm and how it can clash or neuter brand vocabulary. Google favours authoritative sources. So how do you position your brand so it acts as a trusted information source on Google, while reinforcing brand properties?
Joel began his career as a business journalist, before becoming an advertising copywriter and creative director in blue-chip agencies for clients like GM, IBM, Nestle and Bell. He continues to work as a strategist and writer in work he does as a partner in the boutique marketing agency, Branderos. His strength is the ability to define a strategic direction that can be distilled into a core message and copy platform that can drive an organization’s success.
Along the way, Joel has developed his own writing toolbox filled with insights and techniques that lead to more powerful and memorable marketing and communications writing. He has made it his personal mission to share his toolbox through his work in Professional Development as a curriculum creator and facilitator.
Joel believes in the power of the written word to transform careers and organizations. He has taken his mission into workshops for organizations such as the Canadian Marketing Association, Maple Leaf Sports and Entertainment, the Conference Board of Canada, the Canadian Institute, Canadian Tire Financial Services, the YMCA – and in high schools where he’s helped hundreds of students find their written voice.
Founder, Clear Digital
Michael has dedicated his entire professional career to digital marketing. After 20+ years with tenures at 3 large agencies, he started his own agency 2.5 years ago. He is a 61-time Google certified ads and analytics specialist, along with multiple certifications in Microsoft Ads, HubSpot, SEMrush, Moz, Waze and more. His experience has run the gamut from local bricks & mortar SMBs to automotive manufacturers, international pharmaceutical brands, national & international franchise chains across many business verticals, and more.
He is focused on helping companies and organizations develop digital marketing initiatives that are both efficient and effective.
On a personal note, he loves triathlons and running, and has completed 2 full Ironman races, 12 Ironman 70.3 races, and 100+ shorter triathlons & running races.
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