After nearly 60 years of a wavering belief in Santa Claus, I have come to a major AHA! Santa Claus is actually Google.

Think about it:

Google knows when you’re sleeping.

Google knows when you’re awake.

Google knows if you’ve been bad.

Google knows if you’ve been good.

Google has lists, and she checks them twice.

Google knows who’s naughty.

Google knows who’s nice.

And Google reads all your letters!

Holy cow! How can this be? It sure clears up a lot of mystery. I’ve always wondered how Santa Claus knew all this stuff. How did he find my house? How did he know what I wanted? It turns out Google knows everything about everyone. Especially you.

Google knows where you live.

Google knows where everyone lives.

Google knows what you want.

And Google can make it into your home and every other home in the world on Christmas Eve.

Pretty cool, huh?

THE QUESTION IS: How has Santa, er, I mean Google, rated you this year? Is she going to bring you everything on your wish list?

And maybe a bigger question is: How are you taking advantage of the Santa Claus elements Google presents to help you build your personal brand and reputation?

Actually, I wonder if your Christmas wish list contains a wish for you to have a better personal brand next year. Or a better reputation next year. Or a higher Google ranking next year. Or maybe to occupy the entire first page of Google search results next year. Probably not.

Your Christmas list probably contains material things like an iPad, or a smartphone, or an Xbox, or some clothing. Too bad.

Like Santa Claus, mother Google keeps track of you all year long. You can’t just all of a sudden become nicer at Christmas time. You have to be nice all the time. You have to be good all the time. You have to be ethical all the time. And you have to take reputation-building actions all the time in order for mother Google to look upon you favorably.

If you’re trying to harvest the bounty that Google offers, the free bounty that Google offers, you have to take the appropriate actions that will move you up the list, and keep adding to the list on a consistent basis.

• Write something and post it online.
• Have an article published someplace.
• Tweet something meaningful.
• Speak someplace.
• Join a business group.
• Lead a civic group.
• Participate in a charity.
• Start a personal website.
• Tweet something profound.
• Create a blog and post an entry every day.
• Post on your Facebook business page.
• Put a video up on your YouTube channel.
• Tweet something that helps others.
• Invite people to your LinkedIn page.

Do all of these things consistently. Some daily. Some weekly. But each of them at least monthly. The key to building your Google reputation is consistent action, consistent writing and consistent posting.

The week between Christmas and the new year presents an amazing opportunity to any person who is business-to-business and to many people who are business-to-consumer. It’s the time to make your plan for next year. 

OK, so Google may not really be Santa Claus. But the similarities are remarkable, and the results are the same. If you’re good, you get toys. If you’re bad, you get coal.

A great Google ranking, a great Google personal brand and a great Google reputation will ensure that you get all the things on your list. Happy, healthy, wealthy, family holiday!