Thumbnail: Social Media Brand Marketing and SEO With Jason Barnard

On this episode of The Author Factor Podcast, I am having a conversation with digital marketing consultant and author, Jason Barnard.

Jason (known as The Brand SERP Guy) specializes in Brand SERP (Search Engine Results Page) optimization and Knowledge Panel management.

Jason’s first book, The Fundamentals of Brand SERPs for Business, was published in January 2022.

This is an insightful conversation not only because of what being a published author has done for Jason but also because SERP is important to all book authors.

Learn more about Jason by visiting

[00:00:00] Narrator: Welcome to The Author Factor Podcast, the show for profitable insights and tips with business owners, entrepreneurs, and CEOs who use their nonfiction book to create the ultimate competitive advantage and grow their business. Here’s your host, Amazon best-selling author and book publishing coach, Mike Capuzzi.

Introducing Jason Barnard (The Brand SERP Guy) and His Book, The Fundamentals of Brand SERPs for Business

[00:00:29] Mike Capuzzi: Welcome to another profitable episode of The Author Factor Podcast. I’m Mike Capuzzi, and I want to thank you for joining us. My guest today is Jason Barnard. Jason, who’s known as The Brand SERP Guy, is an author and digital marketing consultant. He specialises in Brand SERP optimisation and Knowledge Panel management. Jason’s first book, The Fundamentals of Brand SERPs for Business, was published in January 2022.

[00:00:57] Mike Capuzzi: Now, interesting side note, Jason actually had me on his podcast. And when I learned more about what he does and the fact that he was a book author, I was very intrigued by all of this. I invited him on The Author Factor Podcast to share not only why he wrote the book but more about this whole concept of SERP, which he’s going to explain in a second. Jason, welcome to The Author Factor Podcast. 

[00:01:21] The Brand SERP Guy (Jason Barnard): Thanks a lot, Mike. It’s absolutely delightful to be here.

A Quick Background on What a Brand SERP Is  

[00:01:24] Mike Capuzzi: Before we get into anything, because I do want you to explain your background, can you just quickly for all of us, because you had to explain it to me when I was on your podcast, what is SERP? 

[00:01:35] The Brand SERP Guy (Jason Barnard): Right. It’s an SEO term, search engine optimisation. It’s all to do with Google and Bing. SERP is search engine results page. And so, obviously, when you search on Google or on Bing or on Yahoo, the page that it shows you when you make that search is the SERP or we say SERP. And the Brand SERP is the search engine results page for your brand name.

The Importance of the People Who Are Searching for You and Want to Do Business or Interact With You

[00:02:04] Mike Capuzzi: And Jason, just because I want to make sure everyone gets this, and this is why having you on today is so powerful. That is valuable real estate, right? That’s what you’re trying to convey to business owners, hence the new book. But the search engine results page, the SERP, is something that all business owners, entrepreneurs, coaches, whoever has stuff that’s on the web really ought to be concerned. As a matter of fact, after you and I first spoke, I got very focused and did a lot of work. You were helping me, thank you, on improving my SERP results. But just correct me if I’m wrong, it’s important for everybody listening, correct? 

[00:02:42] The Brand SERP Guy (Jason Barnard): Yeah. I think what happens a lot of the time when businesses and people start thinking about Google, they think about SEO, search engine optimisation. And there’s a tendency to say, well, I want to rank for the sales keywords, like marketing book or best novels or whatever it might be. And that’s thinking I’m going to reach a much wider audience, and that’s the point. And they forget to take that first step, which is to think for people who already know who I am or know what book I’ve written, the title of the book, or my business name, what do they see when they search my brand name, my personal name, or my book name?

[00:03:21] The Brand SERP Guy (Jason Barnard): And that is bottom-of-funnel. It’s people who know who you are and know what you do and are actually looking to research you or do business with you or interact with you. So, I would suggest that going straight for the search engine optimisation for the wider terms is jumping the gun. Make your home clean first, because that result, the result when somebody searches your brand name, your personal name, or your book name is your Google business card.

Who Are the Clients of Jason Barnard (The Brand SERP Guy) and How Does He Serve Them? 

[00:03:47] Mike Capuzzi: And part of that, I’m probably jumping the gun here a little bit, but a part of that is this thing known as a Knowledge Panel, which again a lot of listeners might not be aware. There’s a lot of authors that are listening to this podcast. And again, I’ll just share this now and we can talk more about it in a second. But if you have not claimed your Knowledge Panel, your Google Knowledge Panel, you, the listeners who’ve written a book and all, that is something in my opinion really must do. Obviously, you want to read Jason’s book because he gives you guidance and all that. So, Jason, let’s talk about you, who are your clients. You’re calling in from the UK today. I know you live in France. What clients do you serve and how do you serve them?

The problem with Brand SERPs is that it’s a niche within the SEO industry and the digital marketing industry, but it’s a niche that everybody needs.

jason barnard (the brand serp guy)

[00:04:28] The Brand SERP Guy (Jason Barnard): Right. The problem with Brand SERPs is that it’s a niche within the SEO industry and the digital marketing industry, but it’s a niche that everybody needs. So, it’s a niche that isn’t a niche, which is quite unique. So, the problem I have there is everybody needs to look at this. I can’t serve everybody because there’s too many people, too many companies, too many books, too many films. All of these different entities have Brand SERPs. So, my aim in life is to get the message out to people that they should start looking at them and optimising.

[00:05:05] The Brand SERP Guy (Jason Barnard): What’s wonderful here is that you would think with search engine optimisation, you immediately think technical code geek. And with Brand SERPs, it’s all about marketing common good sense. Because all Google wants to do is represent you to your audience in a fair, honest manner that’s helpful, valuable, and relevant to that audience.

[00:05:29] The Brand SERP Guy (Jason Barnard): So, all you need to then do is indicate to Google what your audience wants to see, and that is marketing. And then you take your marketing, and you just make sure that Google can understand what it is you’ve been pushing out there. So, it’s about educating a child. The child that is Google wants to understand who you are, what you do, who your audience is, so that it can understand what that audience wants to see when that audience googles your brand name. So, it’s about educating a child, which isn’t geek. It’s about marketing and education and being patient with this child that’s trying to learn.

Around 90% to 95% of People Are Not Aware of the Importance of Brand SERPs and Knowledge Panels 

[00:06:09] Mike Capuzzi: And Jason, in your opinion with working with clients all over the world, interacting with business owners, entrepreneurs, corporate executives, etc., what percentage would you say, just off the top of your head, aren’t even aware of this, of the importance of this, of Knowledge Panels and such? Is it a majority? Is it a minority? What’s your opinion on that?

[00:06:31] The Brand SERP Guy (Jason Barnard): Honestly, I would say 90% to 95% have no idea that this is even a thing. The people, who do tend to understand, tend to be brand managers of major corporations, because they understand that the brand message they work so hard to create and to communicate offline and online really needs to be reflected by Google. And that there’s no reason for Google not to reflect the brand message they’ve created.

[00:07:00] The Brand SERP Guy (Jason Barnard): So, I do get a lot of clients from the big corporate world. Authors tend to be quite aware of the fact that when people search their name, it might be important when people search the book. There are music groups. The film industry surprisingly isn’t, but that has, I think, a lot to do with the fact that Google has got a good grip on films and actors. The sports industry and business leaders.

It’s Much Easier to Deal With the Problems Proactively Instead of When the Problem Already Exists

[00:07:31] The Brand SERP Guy (Jason Barnard): So, somebody who’s a business leader will start to think, well, if I’m looking for investors for my company, they’re going to google my name and my company name, and I need to look after that. But a lot of the time, it comes only when they have a problem, as opposed to being proactive and thinking about it before they have a problem.

[00:07:50] The Brand SERP Guy (Jason Barnard): So, I also have a client, clientele as we say in France, of online reputation management, where somebody says I have a problem and it’s something that’s dominating my Brand SERP. And that’s an interesting point. Because when something bad happens, let’s say you have a problem and there’s a lot of articles. The Johnny Depp thing that’s going on at the moment, that’s dominating the Brand SERP. The trick with that would be to say, well, that’s not a fair reflection of Johnny Depp and to convince Google that it should give a more balanced view and only show one result from that particular recent piece of news.

[00:08:30] The Brand SERP Guy (Jason Barnard): So, somebody in that kind of position where something is coming up on Google that is not positive for them will tend to come to me. And at that point, I can help them. But then I would say to them, it would’ve been better if you’d thought about this before, because it’s much easier to deal with if you’ve already got a solid Brand SERP.

Anyone Can Optimise Their Own Brand SERP; Jason’s Book Explains It in a Manner That Anybody Can Understand

[00:08:51] Mike Capuzzi: So, before we jump into your book and I do want to discuss your book, again, this topic really intrigues me. So, Jason, just so everyone understands, we’re talking about something that doesn’t cost any money for someone to really just look at and fix or set up, correct?

[00:09:06] The Brand SERP Guy (Jason Barnard): Yeah, sure, a hundred percent. Anybody can do it. The idea that it’s mostly technical is false. The book explains in a manner that I think anybody can approach and understand and implement what they can do to improve what appears when their audience googles their brand name.

[00:09:30] The Brand SERP Guy (Jason Barnard): And initially, I wrote it from a course. I did a set of courses, which is slightly more technical. And I got some help with that. And a lady called Emily Batdorf rewrote the course as a book. And then I read what she’d written and I said, oh, but that’s all wrong, you misunderstood. And she said, but it doesn’t make sense, you’re using geek speak. So, between us, we rewrote the whole thing back and forth. And she helped me bring it, and it isn’t even dumbing it down. It’s simply explaining things that I think are obvious.

[00:10:04] The Brand SERP Guy (Jason Barnard): So, what she did was create this bouncing board. It was a bouncing board to ensure that what I was saying was clear to absolutely anybody. And she was an immense help with that to bring me down from my geek speak tower, as it were, to speak in normal language to normal people about something that actually isn’t complicated and isn’t geeky at all. And from my perspective, looking back, I think I was being pretentious. And I thank Emily for helping me unpretentious-ise myself.

If What You Are Suggesting Google Shows Is an Honest Representation of Yourself, It Will Show It

[00:10:43] Mike Capuzzi: Very good. Listen, the type of book, I remember when you first described it to me. It’s a lot like what I’m trying to do with short helpful books. It’s a unique sort of brand that I’ve created for myself. You’ve done the same thing. And it’s important when you have that new idea, a big idea that’s different. I believe it’s important to try to make it as simple to understand. Otherwise, it’s just going to…

[00:11:08] The Brand SERP Guy (Jason Barnard): Yeah.

[00:11:08] Mike Capuzzi: No one’s going to get it. And again, because this topic is so important, I cannot stress enough for everybody listening the fact that it’s relatively simple to do, it doesn’t cost you anything necessarily, and it’s valuable real estate that Google wants to give you. Make sure you check out Jason’s book, make sure you really improve your SERP, if you will. 

[00:11:31] The Brand SERP Guy (Jason Barnard): I love what you just said is it’s valuable real estate for you but not for anybody else. It’s valuable to you. And Google wants to give it to you.

[00:11:38] Mike Capuzzi: You’re right.

[00:11:39] The Brand SERP Guy (Jason Barnard): And all you have to do is tell Google what you want it to show. And if what you are suggesting that it shows is an honest representation of yourself that is truly valuable, helpful, and relevant to your audience, then Google will show it. And the book explains exactly how you can do that for free. Obviously, you need to spend time and you need to invest time in what you do, but it’s free and it’s not geeky.

The Things You Need to Do to Make Sure You Have a Quality Brand SERP Starting With a Big Spring Clean 

[00:12:03] Mike Capuzzi: Jason, a couple more quick questions on the topic. Is it a once and done thing for people? And then the second question, and you can just piggyback both of them. Let’s take someone like myself or even yourself, a consultant, a coach, who also is an author. Is it simply you worry about the SERP just for your name? Are there different things that you should be looking at in your business that you want to make sure you have a quality SERP for? So, is it one and done? Once it’s set up, do you forget about it? And then are there multiple things that business owners should be thinking about in their business or is it just one thing, like their name for example? 

[00:12:40] The Brand SERP Guy (Jason Barnard): Right. The first part is it’s a big spring clean at the beginning. We all have this history behind us that’s fragmented. We haven’t been consistent, whether we’re a company, a publisher, or a person. And so, you need to go through all of the stuff that’s out there and make it more consistent.

[00:13:04] The Brand SERP Guy (Jason Barnard): And then you need to think about what you are trying to communicate and to whom. Who is your audience, what are you trying to say to them, and what do you have to offer them? And then you start building. You correct the stuff that exists currently to address the why. Why am I here and what am I trying to do? You correct the content that exists, and then you start building new content. And what you’ll find is that big spring clean will take you about three months.

After the Big Spring Clean, It’s an Ongoing Task to Make Sure That the Content You Created Fits Into the Same Idea

[00:13:32] The Brand SERP Guy (Jason Barnard): Once you’ve done the big spring clean, it’s then a question of just making sure that all the content you then create fits into the same idea, the same approach. And then it’s an ongoing task, but it’s part of everything else you’re doing with your digital marketing or your communication online. So, it actually becomes no extra work once you’ve done the spring clean, since you’ve already defined what it is you’re trying to say and to whom and how. So, the big spring clean is painful and it’s boring, but it has to be done.

[00:14:06] The Brand SERP Guy (Jason Barnard): And once you’ve done that, what you’ll see is that Google will reflect you in the way that you want it to. And over about a year, you will end up with something very solid that doesn’t change very often, that really truly does give the message that you want. And one important thing about a Brand’s SERP is that if you search my name, Jason Barnard, you will see my site, Twitter, LinkedIn, YouTube, Search Engine Journal, and my company website. And if you think about that, they’re all pages about me.

[00:14:40] The Brand SERP Guy (Jason Barnard): But if you think about what Google’s done there, it said, if you want to engage with Jason, interact with Jason, you can interact with him personally on his site, you can hang out with him on Twitter, you can communicate with him on LinkedIn, you can watch his videos on YouTube, you can work with him with his company, Kalicube, or you can read his articles on Search Engine Land. So, what it’s doing is basically my business card is how do you want to interact with Jason? Here’s your choice.

How Can Businesses Manage the Different Brand SERPs of the Different Entities Under Their Organisation? 

[00:15:06] Mike Capuzzi: And what about the idea, Jason, of the average business owner? Is it just one thing he or she has to worry about or is it different brands? Do they worry about this for each brand within their business?

[00:15:18] The Brand SERP Guy (Jason Barnard): Right. This is the terrible problem of the rabbit hole is that you start off with your company, let’s say. And then you think, well, we better do the CEO because the CEO appears on the Brand SERP for the company. Then you think we’ll do the CMO. Then you think, oh, we’ve got this lead product. That’s got a Brand SERP as well. People search for the product name. So, you can start sorting that out too. And it goes down this rabbit hole.

[00:15:46] The Brand SERP Guy (Jason Barnard): You might have a sub-organisation that you need to deal with or an office in Manhattan whereas your company is in Los Angeles. So, that’s two different Brand SERPs in different locations. So, it becomes very quickly, it becomes very involved because you have different entities, people, companies, products. And then you also have different locations where people are searching for them. And the results will be different on Google depending on the location of the person. If you’re an international company, of course, then you’ve got languages and countries to deal with. And all of a sudden, you’ve got thousands of Brand SERPs that you need to deal with.

There Is an Opportunity to Expand Your Market When Google Shows You the Brand SERPs of Businesses or People in the Similar Industry as You 

[00:16:22] The Brand SERP Guy (Jason Barnard): If you’re an author, you need to think about your own Brand SERP as an author, the Brand SERP of each of your books, and they all need to connect back to each other. So if somebody searches for one, it shows clearly that you wrote the book and what other books you’ve written. Because one thing Google is trying to do, and this is really interesting for authors in particular, is it’s trying to suggest where the user might want to go next. So if I’m searching for you and it shows me your books, it will also show authors similar to you and books similar to your books if I search for your book.

[00:16:59] The Brand SERP Guy (Jason Barnard): So, we have this research idea where the better Google understands us as people, authors, and our books, the more likely it is a) to show our audience what we want them to see, but also the more likely it is for Google to show us on Brand SERPs of other authors and other books that are similar that might interest. So, Google’s taking its users where they might want to go. And that’s an immense opportunity to expand your market, expand your audience without actually doing SEO, just by optimising your own Brand SERP and Google’s understanding of you. 

[00:17:37] Mike Capuzzi: Very interesting. Again, I would encourage everybody to grab Jason’s book because I really do believe, especially for authors and business owners and entrepreneurs, this is something that, again, it’s been out there and you may not have heard about it, but it’s important and it’s something that you can do yourself.

Jason Barnard (The Brand SERP Guy) Initially Wrote His Book as an Experiment on Educating Google

[00:17:55] Mike Capuzzi: Jason, let’s talk about your relatively new book. Congratulations on that earlier this year. So, it’s been four or five months now since the book has been published. Can you explain how are you using it in your business? How do you use your book, The Fundamentals of Brand SERPs for Business, to attract new clients? How does it fit into your business? 

[00:18:18] The Brand SERP Guy (Jason Barnard): Right. The funny thing about the book was initially it was an experiment. I wrote it because I wanted to see what would happen if I wrote a book, because my obsession is how Google understands the world. Google is a child trying to understand the world. And my job is to figure out how to educate it. And that’s what the book’s about. That’s what the courses on Kalicube is about. And that’s what we have now, a SaaS Platform, a software as a service platform called Kalicube Pro. All of them are about educating the child that is Google.

[00:18:51] The Brand SERP Guy (Jason Barnard): And so, the book, how do I learn how to educate Google? I do experiments. And one experiment was what happens if I write a book and then I push it onto Google Books, for example, which is a big source for Google, obviously, but also Amazon and so on and so forth. And the answer is a lot. Google gets a big very, very, very solid grip on the facts using the book.

[00:19:14] The Brand SERP Guy (Jason Barnard): So, the book is an amazing way to help me to educate Google about myself but also about Brand SERPs. Brand SERPs are a new concept that Google now understands, and it’s taken me a year to teach Google what a Brand SERP is. So, this child now understands what a Brand SERP is. It knows that it’s part of SEO. It knows that it’s a larger part, which links into branding. So, I’ve been educating this child, and the book was a big, big part of that.

What Can Authors Gain From Writing and Publishing a Book? 

[00:19:42] Mike Capuzzi: So, I want to dive into that. I’m going to take a little bit of a left turn here because, again, from our normal interview and questions I typically ask. But just to, I think I mentioned this to you, Jason, when I was invited to be on your podcast. I’m researching you, right? I’m like what is this Brand SERP thing he keeps talking about? So, I’m googling it, and you own it, the first couple pages of Google. I couldn’t tell right away, but everything pointed back to you, articles that you’ve written, your book. So, this education that you’re talking about, you’ve done a nice job of it by the way. And then I realised you were the guy, but let’s dive a little bit deeper.

[00:20:21] Mike Capuzzi: I love experimenting too. And it’s neat that you wrote the book, not for a lot of the reasons that a lot of my guests write a book for, but you wrote it for a different reason. So, what have you found? Because I know Google likes good quality information, right? Books are good quality information. Go a little bit deeper, if you don’t mind, about the experiment. And why book authors, what can they expect to leverage or be able to gain by doing the stuff that you’re recommending in your book? 

[00:20:54] The Brand SERP Guy (Jason Barnard): Yeah. From a Google point of view, I was researching Google, so I wouldn’t advise anybody to write a book to try to figure out how to educate Google because it’s been done. And I could tell you what’s going to happen pretty much, so it’s not worth doing now. But what I can now tell you is Google Books obviously belongs to Google. It’s a phenomenally powerful source of information for Google. So, pushing information into Google’s brain through Google Books is a very powerful way of getting Google to understand who you are, what you do, and who your audience is. So, publishing a book for that reason to educate it about yourself or your business is a very powerful thing to do.

[00:21:31] The Brand SERP Guy (Jason Barnard): From my perspective, the nice surprise was that when I published the book, we got onto the Amazon best seller list, which I was terribly pleased with, but that was basically by asking all my friends to buy the book as opposed to actually selling it to people who wanted it. But it gave me enormous credibility within the industry. And people within the industry were not really paying attention to my concept of Brand SERPs. I was struggling to get my message across. I was struggling to be seen as credible. As you say, I own the space, but the space it was just me.

Jason’s Book Gave Him Credibility and Authority Within His Industry

[00:22:05] The Brand SERP Guy (Jason Barnard): And since the book came out, a book gives you credibility and authority. And what has happened since then is people say, well, oh, it might be worth listening to Jason. And so, that’s been a big boost for me. I haven’t made money out of the book, but what I have had is a big jump in authority and credibility within my industry. And when people come to see me about work, what is very nice is I can say to them, read the book before talking to me for a consultancy session. If you read the book, you will save a lot of money on the consultancy because I won’t have to explain the basics to you.

[00:22:43] The Brand SERP Guy (Jason Barnard): And another really nice thing is that with the Kalicube Pro software as a service platform, it’s generally agencies. And the agencies are now set buying copies of the book to give to their clients before they start working. Because one of the problems that we have is that clients, especially in the digital marketing industry, want to go for the head keywords, the ones that sell, buy red shoes, best marketing books.

[00:23:09] The Brand SERP Guy (Jason Barnard): And the book explains that actually you should with your core audience with the Brand SERP and build out from there. And that really comes the game down for agencies talking to clients and say, let’s focus on your brand. Let’s focus on your Brand SERP. Let’s focus on your digital footprint, which we can see through your Brand SERP, and then build out from there. Let’s build a solid long term business and not try to hit the sales keywords right off the bat.

Jason Barnard (The Brand SERP Guy) on Getting Onto a Wider Variety of Podcasts With the Help of His Book

[00:23:40] Mike Capuzzi: I know you have your own podcast. Just out of curiosity, as I got to know you, I immediately invited you to be on this podcast. Are you finding yourself on more podcasts at this point in time, Jason, where you’re now sharing the concept of Brand SERPs? 

[00:23:54] The Brand SERP Guy (Jason Barnard): Yeah. I’m finding myself, I’m trying to get onto more, a wider variety of podcasts like this one, for example. Because I come from the SEO industry, search engine optimisation, and maybe the digital marketing sphere, but this is actually marketing. And it’s any brand, any person, any author, any musician. And so, I’m trying to get this message out to as many people as I can.

[00:24:23] The Brand SERP Guy (Jason Barnard): And so, yes, the book does help me get on podcasts, and it’s actually simply because the book gives you a reference point. I’ve been saying the same thing for years on different articles, but people can’t piece it all together. And as soon as there’s a book, they read the book and they go, right, got you, fine. And one of the people, who has read and watched pretty much everything I’ve done, read the book and said, now I get it.

[00:24:51] Mike Capuzzi: Yeah. Yeah. Yes. Yes.

[00:24:52] The Brand SERP Guy (Jason Barnard): It all comes together in one piece, and everything else I’ve seen you do now makes sense. And that really does bring home the idea that all of this stuff on the internet is terribly fragmented. And the book is a great way to, I’m not saying anything new in the book compared to everything I’ve already said online, but it brings it all together in one place and says, here you go, this is the fundamentals of what you need to know.

Talking About Jason’s Second Book Which Are All About Knowledge Panels 

[00:25:14] Mike Capuzzi: Yeah. I think, listen, you’re only a couple months into this. I think you’re going to have, I think you have a huge opportunity in front of you. I think this is just going to be a springboard, if you will, for you to get in front of newer, bigger, all kinds of clients. I just think what you’re sharing is so important. Now you mentioned, Jason, when we were talking before we hit the record button that you’re already working on a second book.

[00:25:38] The Brand SERP Guy (Jason Barnard): Yes.

[00:25:39] Mike Capuzzi: Can you share a little bit about that or would you rather not at this point? 

[00:25:42] The Brand SERP Guy (Jason Barnard): No, no, no. It’s absolutely. It’s about Knowledge Panels, which is what you talked about earlier on. And the Knowledge Panel is the information box on the right hand side when you search on desktop and you search for an author’s name or a film name or a company name. And it’s that box of information on the right hand side. And that box of information is Google’s summary of its understanding of the entity, the person, the company, or the book. And what’s interesting there is that Google is providing that as fact.

[00:26:12] The Brand SERP Guy (Jason Barnard): And so, the education of this child becomes even more important and more tricky and more difficult and more intricate. And if the left hand side on desktop is Google’s suggestions of where they might connect with you, Google’s suggestions of the best possible results, on the right hand side, it’s saying this is fact. And because we use Google, I assume we trust Google. And so, those facts need to be correct and they need to be complete. So, what Google’s doing with the Knowledge Panel is giving a summary of the person or the company.

Jason’s Trick Where He Figured Out How to Educate Google and Convince It to Put Out the Facts That He Wants

[00:26:45] The Brand SERP Guy (Jason Barnard): And my trick that I’ve figured out most of it already, and that’s the experiments I’ve been doing, including the book, which has its own Knowledge Panel, myself where I have a Knowledge Panel, my company as well, is how do I educate Google and convince it to put the fact that I want there with my own description, my own information, things that I provide it with. How do I control what this child says about me publicly on my Brand SERP?

[00:27:13] The Brand SERP Guy (Jason Barnard): So, I’m going to start writing that book. And it’s the same idea as the Brand SERP book. None of it is geeky. It’s simple, pragmatic, teaching a child by repetition, and making sure that you’re consistent. And I’m in Oxford at the moment because I got a library card from Oxford University to research my book. And so, I’m going to be able to write in the Oxford University libraries for the next, in fact, year. And I’ll be able to write or I’m going to write one chapter in the Harry Potter Library, just because I can.

Jason’s Second Book About Knowledge Panels Is Anticipated to Be Released on January 2023 

[00:27:49] Mike Capuzzi: There you go. And just out of curiosity, because that book is going to be critically important. So, I’m going to already extend the invitation when that book is released. Let’s have you back because, again, the whole Knowledge Panel is yet another conversation we you need to have as it relates to authors. But what is your anticipated release date, if you had to guess at this point, Jason? 

[00:28:10] The Brand SERP Guy (Jason Barnard): Well, I’m going to do two things. I’m going to write a course and record a course so that we have a course, which is going to be the next step up from the book. And then write the book in the same way I did the Brand SERPs. The Fundamentals of Brand SERPs for Business, I wrote the courses, recorded the courses, and I wrote the book from the courses. So, the courses are just to step up for the book. So, the book is for beginners, the courses are for intermediate, and the SaaS platform is for experts.

[00:28:36] The Brand SERP Guy (Jason Barnard): And so, the Knowledge Panel idea offer is going to be the same. You’ll have the book for beginners, the course for intermediate, and the SaaS platform for experts. So, I would hope by the end of the year. Being more pragmatic and probably honest with myself, it would be January next year, January 2023. And that would be nice to have one book a year for the next four years. How about that?

What Does the Author or Book Factor Mean to Jason and His Business?

[00:29:03] Mike Capuzzi: There you go. Listen, first of all, congratulations. I love it. I love that you’ve gotten bit by the book author bug. And that’s why I came up with, I really rebranded this podcast, calling it The Author Factor, because there’s something special about being a business owner turned author, a person who’s written a book to help others, but it’s connected to their business. Jason, as we wrap up here, before I ask you to share all your information, what does the author factor mean to you and your business? 

[00:29:34] The Brand SERP Guy (Jason Barnard): Right. If you’d asked me that question six months ago before I launched the book, I would’ve given a totally different answer. Today, the book factor in my business is credibility within my industry and when I’m faced with my clients. And the book factor has meant that converting prospects to clients has been much, much easier because I’m immediately seen as credible and authoritative, and as you said, the go-to guy for this specific topic. The Fundamentals of Brand SERPs for Business is the reference work for this area of digital marketing. So, yeah, the author factor is authority and credibility. And that’s absolutely amazing. I’m so pleased that it’s worked out this way.

Learn More About Jason Barnard (The Brand SERP Guy) and His Book by Searching His Name and Brand SERP on Google

[00:30:27] Mike Capuzzi: Hence, the upcoming three books. So, that’s awesome. Listen, Jason, this has been great. Again, I want to make sure when your next book comes out, I definitely want to have you back because I think you can add so much value to our audience. But how can listeners learn more about you? How can they learn about your business? Where can they get your book? 

[00:30:45] The Brand SERP Guy (Jason Barnard): Right. If you search Jason Barnard on Google, then you will have my Google business card. And you can choose where you interact with me on my site, on Twitter, on my business website,, if you want to do business with me. There’s also if you search for The Fundamentals of Brand SERPs for Business, the book comes up with its Knowledge Panel. You can find it on Amazon.

[00:31:06] The Brand SERP Guy (Jason Barnard): And interestingly enough, last little point, if you search Brand SERP on Google, my book comes up on the right hand side as a Knowledge Panel. Google associates my book with that topic. So, it is the reference work. And I think if I’ve nailed that now, it will be the reference work even when this topic becomes incredibly popular. So, get in there early. 

[00:31:34] Mike Capuzzi: Congratulations. It’s awesome to see that. And Jason, this has been great. I appreciate your time today. Thank you very much.

[00:31:41] The Brand SERP Guy (Jason Barnard): Thank you so much, Mike. That was brilliant.

[00:31:43] Mike Capuzzi: And to my listeners, thank you. And if you found this podcast helpful, please help me grow by sharing with your network and leaving a review on Apple Podcasts. Till next time, this is Mike Capuzzi.

[00:31:54] Narrator: Thank you for listening to The Author Factor Podcast. To learn more about Mike’s unique short book publishing opportunities, please visit

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