Key Moments in episode 108 of the Daily Brand SERP series:
00:00 Brand SERP for Coca-Cola
00:08 Why Coca-Cola’s snippet is not so great
00:39 Where did Google extracted the snippet?
01:02 Practical tip: How to replace the snippet
Everyone knows Coca-Cola! It is a super big multinational company, so just like H&M they dedicated their homepage to be a locator where the visitor can choose their country. That means the homepage on Coca Cola’s site just contains anchored texts linking to a specific page of a specific language.
There are no meaningful chunks of text, and no centerpiece content so Google cannot find anything for the snippet. What does it do? It uses the texts on the footer of this page, which really doesn’t make for an attractive snippet on the SERP.
What to do?! Jason suggests a simple but brilliant solution 😉
Kalicube’s #DailyBrandSERP October 24th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Coca Cola. And today I’m not even going to scroll down the Brand SERP. I’m just gonna stick at the very first result, which is this one. Now what’s interesting here is this text is really not a great brand message.
It definitely doesn’t cover or follow Coca-Cola’s overall global brand message. It’s got TASTE THE FEELING, but it’s also got Coca-Cola registered trademark, all rights reserved, the Contour Bottle are trademarks of the Coca-Cola Company. Not great. Why is that? Well, it’s because their home page is actually a locator for deciding where I want to go in the world, which is good for users, but they haven’t made best use of Google when I searched Coca-Cola.
And if we look here, there isn’t any content for Google to get a grip on, and it’s taken this text here to use as the snippet in the SERP. Coca-Cola could add some texts to the page that would allow Google to find something more appropriate to show on the SERP. And they could also fill in the description in the metas.
They’ve given a title, which isn’t great, either. They could fill in the description and that would allow Google to show something more appropriate right up here at the top of the SERP, where it makes a difference to their audience searching their brand name.
Thank you very much and I’ll see you soon.
