Outsmart Google: Master the Search Game with Andrew Lay

Outsmart Google: Master the Search Game with Andrew Lay

The small business owner’s guide to digital development

Andrew Lay, founder and owner of local digital agency Hierographx, and EmilyKate Lorenz, the company’s Chief Operating Officer, have co-authored Outsmart Google, a practical guide helping entrepreneurs improve online visibility and grow their businesses.  

Drawing on years of experience in search engine optimization (SEO), web development, and digital marketing, Lay provides actionable strategies to simplify online marketing, optimize Google Business Profiles, and manage digital presence effectively. 

“Outsmart Google was written for every small business owner who’s ever felt lost in the digital noise,” said Lay. “My goal is to make online marketing feel approachable, empowering entrepreneurs to take charge of their visibility and connect with the audiences who matter most.” 

Lay has collaborated with local businesses across the Great Lakes Bay Region, including CMURC, a nonprofit supporting business growth. Through these connections, he has helped other small business owners strengthen their brands, refine digital strategies, and translate expertise into tangible results. 

“Andrew’s journey reflects exactly what CMURC stands for; entrepreneurs using their expertise not only to grow their own ventures but to lift others along the way,” said Erin Strang, President & CEO of CMURC. “His work embodies the ripple effect of innovation that strengthens our entire region.”  

Small business owners can download Outsmart Google for free at OutsmartGoogle.com, or listen to the ELM podcast to hear Lay discuss SEO and his business. Learn more about CMURC programs at cmurc.com.