04/25/2023 17:00:00
1:00PM - 3:30PM ET Online Training

Best Practices in Writing for Google Optimization

Members: $310

Non-Members: $415

  • How to answer the changing priorities of the Google algorithms
  • When it is necessary to stray from Google’s criteria to ensure you retain maximum power for your brand
  • How to develop a position of trusted authority in digital communications
  • Simple yet effective strategies for keeping headlines bold in the face of generic Google search criteria
  • Turn your mastery of Google into a marketing and business advantage – it’s not hard because so many brands are yet to develop effective go-to-market Google strategies

  • A much deeper knowledge of the way various Google algorithms works
  • The ability to craft language that answers Google’s priorities
  • The skill to integrate brand and Google concerns into one piece of hard-working copy.

  • Anyone who is involved in writing messaging that looks to influence Google search behaviour and performance
  • Anyone who is involved in the writing and production of Google advertising
  • Anyone who is responsible for defending their brand from the neutralizing impact of Google.

Joel Sears
Partner, Branderos

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. 

Michael Halbmeier
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.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague


Joel Sears




Michael Halbmeier


Clear Digital

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