Jason Barnard says “Google is a Child – Learn to Educate Google” tells here how. A Digital Marketing Expert known as “The Brand SERP Guy“, Author of “The Fundamentals of Brand SERPS for Business” on Amazon. Specializing in Brand SERPS and Knowledge Panels. https://kalicube.com
Jason Barnard, Sept 20, 2022 Café & Networking Podcast Guest Café and Networking Podcast promotes successful business experts throughout the world. I am Tom Reaoch, known as the “King of Networking,” connecting people from my Podcast Studio in Brazil.
Today we talk with Jason Barnard joining us from Paris, France. Jason Barnard, an author, digital marketing expert known as “The Brand SERP Guy” specializing in Brand SERPs (what appears when you Google your Brand name) and Knowledge Panels (what Google understands about who you are and what you do). Jason, you say” Google is a Child – learn to educate Google. How can I do that?
Remember you can find more information about Jason Barnard at https://kalicube.com/ “Kalicube Academy” offers online video courses that will empower any business owner, brand manager to optimize Brand SERP´s.
Café & Networking is brought to us by FOCUSMI Market Intelligence, an agricultural market research specialist in Brazil, more information at www.focusmi.com Thanks, for listening and until the next time here at Café and Networking Podcast The book: The Fundamentals of Brand SERPs for Business
[00:00:00] Tom Reaoch: Café & Networking Podcast promotes successful business experts throughout the world. I’m Tom Reaoch, known as the King of Networking, connecting people from my podcast studio in Brazil. So, we’ll talk with Jason Barnard, and he’s joining us from Paris, France.
Introducing Jason Barnard (The Brand SERP Guy) and His Advice on How to Educate Google
[00:00:20] Tom Reaoch: Jason Barnard, an author, digital marketing expert known as The Brand SERP Guy, specialising in Brand SERPs, what appears when you google your brand name, and Knowledge Panels, what Google understands about you, who you are, and what you do. So, Jason, you say, Google is a child. Learn to educate Google. How can I do that?
[00:00:49] The Brand SERP Guy (Jason Barnard): Absolutely brilliant. Well, one way is exactly what you’re doing, which is when you are speaking on audio to speak very, very clearly. Because as you mentioned before the show, Google is listening to this audio and is turning it into text so that it can understand what it is we’re saying.
[00:01:08] The Brand SERP Guy (Jason Barnard): So, the first step in educating Google is make sure that the audio when you’re on a podcast is absolutely crystal clear. That means a great microphone and speaking clearly as you do and as I am now also doing, thanks to the lesson you just gave me.
How to Educate Google: Clear Copywriting, Speaking Clearly, and Quality Video
[00:01:25] Tom Reaoch: That’s what we need. That’s even in real face to face.
[00:01:29] The Brand SERP Guy (Jason Barnard): Yes, a hundred percent. We need to speak clearly. And also, we need to structure our sentences so that they are easy to understand. And that means simple grammar, both when we are speaking but also when we are writing. Subject-verb-object is something we all learn at school. And we forget when we become an adult and start getting creative with our content writing. Google is still at school. It understands subject-verb-object. So, clear copywriting, clear speaking, quality video.
[00:02:02] The Brand SERP Guy (Jason Barnard): Everything we put on Google on the internet is being digested by Google. Google is trying to understand. And as it understands, it will start to represent you on your Brand SERP, search engine results page. That is what your audience sees when they google your brand name. Google, when it understands, will present you in the manner that you wish because it has understood. And hopefully, if you’re smart, it’s understood very well because you’ve educated it incredibly well.
[00:02:36] Tom Reaoch: I go back to that point of personal face-to-face meetings in the olden days, which was the way that most people meet. And that’s the way that we established our own personal branding, right?
[00:02:47] The Brand SERP Guy (Jason Barnard): Yes.
[00:02:48] Tom Reaoch: And so what Google did, you say it’s a child. Google just learned from real life.
[00:02:53] The Brand SERP Guy (Jason Barnard): Yes, exactly.
The Internet Is a Representation of the Offline World; The Idea of Educating Google Is to Be Proactive and to Be Able to Package Your Content Accurately
[00:02:53] Tom Reaoch: It didn’t invent anything, did it? It just said, this is the way it should be. This is what I see or hear. This is what I remember because that’s the important part. What does Google remember? Because when we meet people, we forget most of what we hear or see, right?
[00:03:10] The Brand SERP Guy (Jason Barnard): Yeah. Two points here. Number one is the internet is a representation of the offline world. So, I meet you here. It just happens that I can meet you when you’re in Brazil. I don’t need to go to Brazil to meet you. The internet’s great for that, but I also represent my entire offline life online in some form or another. Google sees all of this and understands hopefully who we are, what we do, and who our audience is. And at that point, it can represent our personal brand or our business brand in the manner that we want it to represent us.
[00:03:47] The Brand SERP Guy (Jason Barnard): And the idea of educating Google is to actually just be proactive and understand that there are simple things we need to do that package the content that we are putting online, that allows Google to better understand it. So in effect, what we need to do is package the content that we create for Google, to educate Google so that it understands who we are, what we do, and which audience we serve.
[00:04:16] Tom Reaoch: As we would do with people.
[00:04:19] The Brand SERP Guy (Jason Barnard): Exactly.
We Have to Decide Ourselves About Who We Are, What We Do, and Which Audience We Serve
[00:04:20] Tom Reaoch: And that’s the point. Years ago, when I used to meet people in networking events and whatever, I would come away and I wasn’t really sure what that person was about, what that brand was about, what the company was about.
[00:04:33] The Brand SERP Guy (Jason Barnard): Huge, huge point. Deciding ourselves who we are, what we do, and which audience we serve is something a lot of people fail to think about. So, the first step, and you are right, is to sit down, think who am I, what do I do, and which audience do I serve? What solutions do I provide them with? Why would they be interested in meeting me? And then, start to create the content that will communicate that to people and simply package that content you’ve built for people for Google.
[00:05:06] Tom Reaoch: And to that actually, when we speak to a person or to Google should be the same key points that they could remember and then go back later, neither give us a call or search or find us and ask more questions.
[00:05:19] The Brand SERP Guy (Jason Barnard): Yes.
[00:05:20] Tom Reaoch: It’s not really delivering a whole boatload of information in 15 seconds.
[00:05:25] The Brand SERP Guy (Jason Barnard): I think that’s a huge problem for all of us, especially me. I try to say everything I know in the space of five minutes. It simply is impossible. The key message here is if you are interested in what I have been saying, you search my name, Jason Barnard, on Google or on Bing or on Yahoo or on DuckDuckGo. And then you will see, if you search on Google, you will see my Google business card.
The Definition of a Brand SERP and How People Don’t Search Their Name and Look at the Message Google Shows
[00:05:58] Tom Reaoch: No. What actually struck me was Brand SERPs. I never heard that before Brand SERPs.
[00:06:04] The Brand SERP Guy (Jason Barnard): Yeah. And it’s a Brand Search Engine Results Page. SERP means search engine results page. And so, it’s the search engine results page that is shown for a search on your exact name as a brand, a company, or a person or even a music group or a music album or a film.
[00:06:23] Tom Reaoch: But most people I found, people don’t search their own name.
[00:06:28] The Brand SERP Guy (Jason Barnard): But everybody they meet does.
[00:06:30] Tom Reaoch: I understand that. But when I ask somebody, I know that, but when I would say, have you ever searched your name? No. Wow.
[00:06:38] The Brand SERP Guy (Jason Barnard): Yeah, exactly. And when you say to people search your name and then search my name and look at the difference. Look at the message that Google projects for me when you search my name. And you will understand why this is so important.
From a Business Perspective, People Are Going to Search Your Name So You Have to Look Credible and Impressive
[00:06:55] Tom Reaoch: Right. I think that’s the key is for most people actually do that. I think that’s step one. Search your name.
[00:07:02] The Brand SERP Guy (Jason Barnard): Yeah. And from a business perspective, a CEO or a founder of a company, if you want yourself to look credible, because people are searching your name if they’re going to do business with your company. So, they’ll obviously search the company name. That needs to look absolutely stunning. It needs to look positive, it needs to look accurate, and it needs to look convincing.
[00:07:26] The Brand SERP Guy (Jason Barnard): But then they will also search the C-level employee, the CEO or the founder. How does that look? Do you stand out from the crowd? Do you look impressive? And at the end of the day, when we search somebody’s name or a company name, we’re looking at the result from Google because we’re using Google because we trust Google. And if we trust Google, what it shows is a recommendation.
[00:07:51] Tom Reaoch: Right. I think that’s the key word that you said, credible and trust. And today there’s more fake than real. And how do you do that? How do you weed it out? I think establishing credibility in anything and start-ups, entrepreneurship. And when you’re starting out, you’re in a green pasture.
[00:08:16] The Brand SERP Guy (Jason Barnard): Brilliant.
Even if It’s Only One Person, That One Investor Needs to See a Google Business Card That Is Positive, Accurate, and Convincing
[00:08:16] Tom Reaoch: So, really you need to be credible because nobody’s going to believe you anyway. They think you’re going to fail. They said we’re going to fail.
[00:08:22] The Brand SERP Guy (Jason Barnard): Yeah. And we look at the world through the filter of Google because Google’s sorting out the good from the bad, the wood from the chaff. And I had a conversation with somebody who works for start-ups. And he said, I don’t care about my Brand SERP because nobody’s searching the name. And I said, well, actually, probably one person is and that’s the investee you’re looking for.
[00:08:47] Tom Reaoch: Exactly.
[00:08:48] The Brand SERP Guy (Jason Barnard): And that could bring you 10 million dollars. So, even if it’s only one person searching your brand name, who is that person and how much value can they bring to you? So, that one investor needs to see a Google business card, that result, which is positive, accurate, and convincing, because that’s what will help to tilt the balance in your favour for the 10 million bucks.
The Story of How Café & Networking Podcast Started and Why Should Investors Invest in Jason’s Company, Kalicube
[00:09:10] Tom Reaoch: Bingo. You just answered the question that people ask me, why did you start Café & Networking Podcast? Seriously.
[00:09:22] The Brand SERP Guy (Jason Barnard): Really? Oh, brilliant.
[00:09:22] Tom Reaoch: No, it was because at the beginning, I had two other podcasts. I was found by investors, venture capital type people, who had a bunch of money, like you said. And they would say, I can’t find people. I got money, and I don’t know where to place it. So, I developed Café & Networking Podcast to promote people, to help them make a pitch. Because venture capital people with billions said, I got a billion, but I only want to give you five minutes for you to convince me why I should part with a billion and invest in you. Short and sweet but tough for most people to even understand.
[00:10:17] The Brand SERP Guy (Jason Barnard): And I can tell you exactly why an investor with a billion dollars to invest should invest 10% of that in Kalicube, which is my company. And that’s because I have built a platform that ensures that you can educate Google and ensures that it shows exactly what you want when somebody is searching your brand message. And get this, that’s a niche in the industry. It’s a tiny niche, very focused, but it’s a niche that absolutely everybody needs, which is a unique niche.
[00:10:51] Tom Reaoch: And that goes back to the world of niche marketing is an island by itself, out there in a world surrounded by water.
[00:10:59] The Brand SERP Guy (Jason Barnard): A hundred percent. But the niche that I’m in actually applies to hundreds and hundreds and hundreds of millions of people and companies. That’s a huge opportunity.
You Can Reach Jason Barnard (The Brand SERP Guy) Through Kalicube, His Personal Website, or His Brand SERP
[00:11:14] Tom Reaoch: And most people aren’t aware. The people have the money are. But anyway, Jason, how can our audiences find you?
[00:11:21] The Brand SERP Guy (Jason Barnard): The first thing to do is search my name, Jason Barnard. And you will see my Google business card. If you want to do business, if you want to invest a hundred million dollars in Kalicube, come along to kalicube.com, fill in the form. And I will reply, yes, please. Thank you very much. That’s a great idea. Welcome on board. If you just want to see my life as a blue dog and a punk folk musician, visit jasonbarnard.com.
[00:11:47] The Brand SERP Guy (Jason Barnard): But basically, if you search my name, Jason Barnard, you will see my Google business card. And that will give you the choice of how you want to interact with me and tell you pretty much the story of my life in one single page, one single Google result.
[00:12:06] Tom Reaoch: Fantastic. Thanks for being here, Jason.
[00:12:09] The Brand SERP Guy (Jason Barnard): Thank you so much, Tom. That was great.
[00:12:12] Tom Reaoch: And for our audience, thanks again. For more information again, it’s Jason Barnard. And that’s kalicube.com. Kalicube Academy offers online video courses that will empower any business owner, brand manager to optimise Brand SERPs.
[00:12:35] Tom Reaoch: Café Networking is brought to us by Focus MI, a market intelligence and agricultural market research specialist in Brazil. For more information at their site, focusmi.com. Thanks for listening. Until the next time here at Café & Networking Podcast.