Key Moments in episode 145 of the Daily Brand SERP series:
00:00 Brand SERP for Burlington
00:23 People Also Ask: Is Burlington and TJ Maxx the same?
00:46 Google got the PAA result wrong!
01:08 Why do Burlington need to answer the PAA on their Brand SERP?
For every brand, the People Also Ask is a great feature to have because it provides answers to common questions about the brand. This is great for the curious and impatient user and also a groovy opportunity for the brand to directly answer the questions of your potential customers have – a point Burlington should consider.
Why? Because one of the People Also Ask on Burlington’s Brand SERP isn’t giving a good answer to the question!
Here’s the query: “Is Burlington and TJ Maxx the same?”. If a simple, clear and correct answer existed, Google could have given an exact answer. Instead, it provides a snippet from a site comparing the two companies by employee ratings.
Not only is the answer unhelpful, but employee review sites are not good to have on the first page of your Brand SERP. In this case, Burlington and TJ Maxx got pretty good ratings but in general, these sites contain a relatively large number of negative reviews, which is bad for the company’s brand image.
The best solution for this PAA issue is in Burlington’s hands. WHat should they do? To find out, watch this clip until the end 😉
Kalicube’s #DailyBrandSERP November 30th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi and welcome, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Burlington, who are apparently a department store company.
Now, if we look over here on the right, we can see that it is indeed a department store company. I cheated and looked before I showed you, but let’s look at the left rail today. If we go down here, we can see the stores in New York, which is great and I wanted to focus on the People Also Ask. I was curious about “Is Burlington and TJ Maxx the same?”
Now, my first reaction was Burlington should be answering this question, and they did not. But then I looked at the answer, that’s a very curious answer to have for this question. Results were generated by 247 employees and customers of Burlington coat factory.
And when we look here the result isn’t actually an answer to the question. It’s this site. There you go, Comparably and it’s a comparison between the two. So, Google has completely got that wrong and it’s showing an answer, that’s comparing these two companies by employee ratings rather answer, “Is it the same company?”
So, Burlington on their website up here, really should answer this question because those employee review sites, as a general rule, are not great on your Brand SERP. Because as you can see, employee reviews tend to be relatively negative, a 3.5 score is actually very good.
So, Burlington and indeed TJ Maxx are doing very well here, but I would advise Burlington to answer that question directly on their own site, because that would give them the opportunity to not only control more of the People Also Ask, but keep that employee review site off their Brand SERP. In general, it’s a good idea to keep employee review sites off your Brand SERP because the reviews tend to be less good in client reviews.
Thank you very much and I’ll see you soon.
