U.S. businesses can now get up to 500 Google Career Certificate scholarships for free via Coursera, as part of Grow with Google. Google says this is the equivalent of $100,000 in workforce training.
What are Google Career Certificates? Google launched career certificates in 2018 and describes them as “rigorous, online programs with hands-on experience that can be completed as part-time study, 5-10 hours a week for 3-6 months.”Â
More than 70,000 people have graduated in the U.S. and 75% reported a positive career impact (e.g., a new job, higher pay, a promotion) within six months of completing certification. Google also noted that 55% of graduates identified as Asian, Black or Latino.
Google offers five professional certificates, including a new one.
New certificate: Google Digital Marketing & E-commerce. If you have employees in need of digital marketing or e-commerce training, this new certificate may be one to explore.Â
Google’s description of the certificate: “Whether your business sells to customers or other businesses, your online presence matters. Employees will learn to attract and engage people online, grow customer loyalty, and build successful e-commerce stores.”
People who train for this certificate will learn how to find customers online, sell products or services and do marketing analytics and measurement. They will also get hands-on experience with digital marketing tools like Canva, Constant Contact, Hootsuite, HubSpot, MailChimp, Shopify, Twitter, Google Ads and Google Analytics.Â
Google’s certificate for digital marketing and e-commerce can be used to train employees for roles such as:
Digital Marketing Specialist
SEO Analyst
Paid Search Specialist
Email Marketing Specialist
Marketing Coordinator
E-commerce Specialist
The Google Digital Marketing & E-commerce Certificate was developed by Google, with input from leading e-commerce companies. It is endorsed by the American Advertising Federation (AAF) and the American Association of Advertising Agencies (4A’s).
In addition, Google offers these career certificates:
Google IT Support
Google Data AnalyticsÂ
Google Project ManagementÂ
Google UX DesignÂ
How to claim your credits. Visit Grow with Google and click on the blue Get started button. This will take you to a landing page, where you’ll find a form that an administrator (the business owner or an “employee with authority to make decisions regarding supplementary learning for employees in the organization”) will need to fill out.
This offer expires Dec. 18, 2024. Also make sure to read the FAQ for more details on the program.
Why we care. If you need to reskill or upskill an employee, now you can get Google’s free training to teach them about digital marketing, ecommerce and other areas. Providing employees any needed training could also help improve your business results, and potentially could help with employee retention and engagement.
I am what might be called a veteran search engine optimizer. I have many years of experience speaking at multiple SEO events (conferences, webinars, training and so forth). I often get involved in controversial SEO debates on various social media outlets.Â
I have also had my share of bullying.Â
However, I have also learned much from other SEO veterans. They have been outstanding role models for people in our industry.
In this article, I want to share what I’ve learned from participating in so many SEO events and my experience on social media platforms. Here is what I have learned about handling unprofessional treatment.
1. Listen to multiple perspectives on any SEO or SEM topic
I know this might seem counterintuitive. If you are in a real-time situation, it is perfectly normal to have an initial defensive reaction.Â
Go past this reaction. If you listen, you will likely learn things you might never have thought about or encountered. Listening to and reading about different approaches to SEO can make you a more effective SEO.
I learned this from Danny Sullivan, now Public Liaison for Search at Google. Whenever he put together a session for one of his conferences, he always included a panel of experts with diverse opinions.
At first, I thought Sullivan was nutso. However, once I realized he was showing his journalist side by doing thorough research, my viewpoint also changed.Â
I wasn’t initially the greatest at keeping my opinions to myself. In fact, Sullivan pointed out to me, privately, that I was shaking my head when I sometimes disagreed with a fellow panelist. I was not consciously aware that I was doing it. Yet it allowed me to stop myself in order to pay attention to what other speakers were communicating.
I did not necessarily have to agree with others’ perspectives. Nor do you. However, listen to others’ perspectives. Try to understand each point of view. It will help you become better at SEO.
2. Be courteous when taking notes
If you are at a real-time or recorded event, learn how to mute your keyboard, even if you have a quiet keyboard. The sound will distract attendees from speaker content, especially if multiple attendees are typing at the same time. Mouse clicks can also be a distraction.
This tip might seem obvious given high school, college and university settings. With professional events, however, the point is to listen to the speaker, not to distract him or her.
My note-taking would become quite vehement whenever I heard the word “facet.” Faceted navigation leads to duplicate content delivery. The same content is organized in many different ways. The more facets you place on your website, the more costly it is to manage duplicate content delivery to both web and site search engines.
I learned this tip from Michelle Robbins, former Search Engine Land Editor-in-Chief. I once took notes on my tablet when I was on panels. It looked unprofessional even though I was only taking notes. Using my tablet gave the impression that I was ignoring the other panelist, not paying attention even though the opposite was true.
As of this writing, the COVID-19 epidemic has limited in-person events. Nevertheless, do your best to be civil and courteous when taking notes once we return to in-person events.Â
3. Show common courtesy when asking for clarification and challenging an opinion
Nobody has the exact same frame of reference as another person. For example, my frame of reference for SEO is viewing it as a form of communication among content providers, searchers, and search engines. I believe that SEO is optimizing for people who use search engines. People first, technology second.
In my previous definitions of SEO in my books, I used different definitions. These definitions emphasized the marketing aspect of SEO more than the communication aspect. So my frame of reference has evolved. In fact, I once was miffed at the U.S. Congress for not having basic knowledge about web search.
That doesn’t mean that others have the same SEO definition that I have. It also doesn’t mean that my approach to SEO is the same as others. For example, I have never spammed search engines. I never will, either. I feel it is biting the proverbial hand that feeds you.
It’s okay to challenge an SEO opinion. Our world would be quite boring if we all agreed with each other. I learn more from challenging opinions than blindly accepting everything I read and hear.Â
What do I mean, really? Do not label people unfairly. Do not be rude or condescending. Avoid stereotypes. Whenever I hear name-calling or personal attacks, it means that my point of view is likely correct because an antagonizer does not challenge my research. He or she resorts to personal attacks.
Stick to your facts, data, and research. Don’t take the “unfairness” bait.
4. Follow people you disagree with on social media
This piece of advice also might seem counterintuitive. Again, my point is to learn from other people. That means learning from people who have different perspectives than you have.
It has helped to follow SEOs who disagree with me. I want to know reasons why we disagree. It might be something as simple as our perspectives on search engine spam. I do not do it. Other SEOs believe it is up to a company or organization to take the risk. Different approaches, different business models.
I’ve learned that many SEOs consider taxonomy to only be hierarchical. When in reality, a hierarchical-only taxonomy can lead to orphans and silos, two things that negatively impact search engine visibility. Link building guru Eric Ward taught me so much about silos. So did information-architecture guru Peter Morville.Â
SEOs who don’t understand IA often misunderstand IA as a part of SEO. The information architecture (IA) process should begin before actual SEO on a website. In fact, a search-engine friendly and accessible labeling system should be a part of a website’s style guide.Â
Following them on social media, reading their books, and implementing their suggestions have proved invaluable to me both as an SEO professional and as an information architect.
I should note the contrary situation. One colleague who disagreed with me on just about every SEO topic would constantly challenge my points of view. She did not hesitate to stereotype me to colleagues and her friends. Nevertheless, I still followed her on social media. I wanted to learn why she treated me so poorly.
I learned the reason. Somehow, she “looked down” on my education and training. Granted, I do not expect my colleagues to go to the extent that I do for formal education. Ph.D. programs are not for everyone.
My education is my choice. My selection of training and certification programs is also my choice. My choices do not have to be others’ choices.Â
Whenever I am challenged at a search event, I often provide resources: books, articles, training classes, certification programs, and so forth. I provide sources of my information and data.Â
Lesson learned? I unfollowed this particular colleague. Her posts and articles did not add to my search knowledge. I gave her a fair chance.Â
Don’t be afraid to give colleagues who disagree with you a fair chance. You will often learn things that never occurred to you.
5. Give SEO colleagues each a fair chance
I am grateful to two specific people for this tip, Barry Schwartz and Bill Slawski. I used to disagree with both of these gentlemen for years.
Now? I have a deep respect for what they have done for the SEO industry. They have become SEO archivists. (I once wrote about SEO and archiving here.)
If you need information about SEO and patents, Slawski is the best go-to person. If you need information about algorithm updates, Schwartz’s articles are an outstanding resource.
I admit I wasn’t always supportive because I initially did not understand that both Slawski and Schwartz were becoming two of the best SEO archivists in the industry. However, I kept giving them fair, objective observations over the years. Once I realized that it was my perspective that needed adjusting? I did it.Â
Now I do not hesitate to refer to both of my colleagues for support and even jobs – ones where I believe they are more qualified than I am.
Ignore your initial defense mechanism when being challenged
Here is a quick summary of how to handle unprofessional SEO treatment:
Genuinely listen to multiple perspectives on any SEO or SEM topic.Â
Be courteous when taking notes.
Show common courtesy when asking for clarification and challenging an opinion.
Follow people you disagree with on social media.
Give SEO colleagues each a fair chance.
You can professionally disagree with other SEO colleagues. While doing so, you might learn things that are crucial to your SEO career. You never know. You might just learn information from them that never otherwise would have occurred to you.
It’s a shocking number. During what has become known as the “Great Reshuffle,” 618,000 marketers left their jobs in 2021. That figure is 31% higher than in 2020.
You should expect more reshuffling for the remainder of 2022. In the U.S. alone, 24% of marketers are actively looking for a new job, and 62% are considering changing jobs this year. That’s all according to LinkedIn’s 2022 Marketing Jobs Report.Â
Remote work growing. LinkedIn also noted that there was a 121% year-over-year increase in remote marketing job share.Â
In a separate report, LinkedIn reported that remote jobs accounted for the majority of applications on LinkedIn for the first time in February. Despite making up less than 20 percent of all paid job listings, applications for remote jobs received more than 50% of all applications.Â
Hot jobs. Social Media Marketing Specialist was the most in-demand job within marketing, followed by Marketing Strategist and Marketing Manager. While search marketing wasn’t directly mentioned, SEO and PPC live under the great umbrella of marketing – and all marketing influences or is impacted by search to some extent.Â
How hot are digital marketing and social media jobs? Half of the top 10 jobs posted on LinkedIn were in the digital or media space, LinkedIn said in a February blog post.
The report listed the top 10 fastest growing occupations:
Where are marketers going? Not surprisingly, many marketers on the move are relocating to big cities. In the U.S., the top five most popular places for marketers to move to were: New York City, Los Angeles, San Francisco, Washington, D.C./Baltimore and Phoenix.Â
Marketers are willing to move to get a better salary. The places with the top marketing salaries in the U.S. are Seattle, San Francisco, Atlanta, Fayetteville, and Minneapolis-St.Paul. (Although the cost of living is also incredibly high in Seattle and San Francisco.)
Why we care. Brands and agencies are finding hiring challenging right now. The pandemic has reshaped work – and how employees think about it. There were many successful remote-only companies, even more after COVID-19. So if you’re thinking of going back to an office-only model, you may need to rethink your plans. Maybe consider a hybrid model. Marketers got a taste of remote work – and the data shows that many clearly liked it. Also, to attract talent, you may have to offer higher salaries and a greater benefits package.
For job seekers, one thing that was made clear: marketers can thrive in a fully-remote environment. It’s a job seeker’s market right now. So if you’re among those looking for a new role, best of luck in your search. I hope you find a role that fulfills you and makes you feel valued (and pays you what you’re worth).Â
I hope that I won’t be out of a job if layoffs come around.
I certainly thought this way for the first half of my 25+ years in digital marketing. People would advise me to set goals and make things happen for myself. But I didn’t follow their advice. The result? I fell behind my peers. People I trained were promoted ahead of me.Â
If you take nothing else away from this article, remember this: Your career is your own. Read on to learn four tips that should help you take charge of it.
Tip 1: Grow your professional network
As the old saying goes, “It’s not what you know, but who you know.” And it’s true: people tend to work with those they know and trust. That’s why networking is so important, both online and in-person.Â
Referrals can be a tremendous asset, not just when you’re looking for a job. All three of my agency jobs resulted from referrals from people I met at conferences.
LinkedIn is the go-to online resource for professional networking. Hiring managers and recruiters often go there first when looking for potential candidates or researching potential candidates. At least one or two recruiters view my profile every week.
So keep your LinkedIn profile up-to-date. Use a professional-looking headshot. Make sure to fill out every field you possibly can, from your job history to your training and other experience. Optimize your profile like you would optimize any website you work on for a client.
In-person networking can be a bit more challenging these days, but certainly not impossible. Take advantage of local professional groups and more general groups (e.g., Chamber of Commerce, business development). Public service groups like Elks or American Legion can be a great source of friendships and networking.
Tip 2: Continue your education
Change is constant. This is undoubtedly true in digital marketing, where search engine algorithms are updated almost daily, paid search techniques continue to evolve, website technology changes regularly. If you aren’t a perpetual student of your craft, you will fall behind.Â
Reading is essential. It not only helps you learn more about your work, but it also helps you expand your mind to think in different ways.Â
Many stats cite that most people stop reading non-fiction books after finishing their formal education. Some of those claims may be a bit exaggerated. Still, Pew Research found that roughly a quarter of American adults did not read a book during the previous year. Don’t be a member of that group!Â
Read about more than just work stuff, too. Biographies, self-help, and other works can be beneficial.
Part of my reading program is going through digital marketing websites. I have the Feedly app set up on my tablet to go through the RSS feeds of Search Engine Land, Search Engine Roundtable, and other digital marketing-related websites. The news and opinions I read from those sources are invaluable to my continuing education.
Professional conferences are a great way to continue your education and build your networking skills. Many conferences have continued in virtual mode, while others are starting to return to in-person. When you’re just starting, it is beneficial to stick to conferences with sessions that will help you get better at your work.
Later, though, when you have more experience, learn about other aspects of your trade as well. One of the things that have helped me in my career is knowing at least the basics of how different areas of digital marketing work. Being able to help knit an overall strategy is extremely valuable.
Digital marketing expert Joe Hall recently asked on Twitter: “Have you ever been to an SEO conference? If so, tell me about your favorite presentation you saw. What was it about? And what did you like about it?”
My answer: “There have been many. The ones I enjoy the most are the ones that make me think about things differently that I can apply to the work I do.”
I meant that sincerely. There have been far too many people to list out in tweets whose conference presentations have helped me do my work better.
Lastly, set up your own website if you’re doing SEO or website development work. It’s amazing what you can learn just playing around with a website that doesn’t carry as much risk as playing around with a client’s website. All you need to do is invest a couple of hundred dollars a year. Another way to have a website is to volunteer to help out a charity you support. They will appreciate the assistance, and you get a platform on which you can hone your skills.
Tip 3: Always be ready for your next job
Looking for a job can feel like a full-time job itself, and you never know when you will need to look for a job. Having an up-to-date resume at the ready will help you if that time ever comes.Â
Avoid using fancy templates for your resumes. Many automated recruiting systems use a parsing system to pull the resume into their applicant management system. Some fancy formatting will completely throw off the importing of the data. It’s OK to have a nicely-formatted version to email, but if asked to upload a copy, use a plain format.
Read the full job description before you apply for a job. Never rely on the job title alone to guide you. Otherwise, you will waste the recruiting manager’s time and your own.Â
At some agencies, SEO people are called “analysts.” I can’t tell you how many resumes I would get from people who specialized in data analytics because of the job title, regardless of how carefully I worded the job description in the posting to make it clear it was an SEO job. I finally told our recruiter to do a text search on any resumes. If neither “SEO” nor “search engine optimization” were found, then I didn’t want the person forwarded to me for consideration.
Tip 4: Find a job that fulfills you
It’s incredible how many people work jobs they hate just because they need a paycheck. I understand that sometimes it’s necessary to do so, but if you hate your job, you have the freedom to go and find something else.Â
I know many people who have completely reinvented themselves and moved from one career to another. It’s OK to do that. You need to find a job that pays the bills and makes you want to get up in the morning and not dread Mondays.Â
While we all can’t make money working on our hobbies, it’s always possible to apply something you enjoy doing to a job that can earn you a living. Part of this formula, I believe, is learning to work on your strengths. While it’s good to identify weak areas in your work and improve upon those, always working in a job where you struggle is bad for your long-term mental health.
Being fulfilled at work is being part of a team with a great culture. You’ve probably read or heard about “The Great Resignation.” Sesil Pir opined in a recent Forbes article that what’s happening is something she termed “The Great Awakening.” People are awakening to the realization that they don’t have to work in a crappy, dead-end job for companies that don’t value them.Â
While progressions of salary and titles are great, they shouldn’t be the focus of your career. Yes, you should be compensated for the value you bring to an organization, but money and titles aren’t everything.Â
In the end, it’s wonderful to be able to look at yourself in the mirror and know that you’re doing great work that is helpful and fulfilling.
Summary: Make yourself indispensable
If you haven’t heard this saying yet, remember it: hope isn’t a strategy. Now is the perfect time to take your career destiny into your own hands. You want to make yourself, as Seth Godin expressed it in his book of a similar title, “indispensable.”
