Key Moments in episode 66 of the Daily Brand SERP series:
00:00 Brand SERP for E3 Metals
00:06 Why typical SERP features is not helpful for this brand?
00:37 Google allowing E3 Metals to describe who they are
01:04 Practical tip: The ultimate Brand SERP aim is to describe yourself to Google’s users
It’s very rare to see a description in a knowledge panel from the site of the brand itself.
Google only does this when it truly trusts the brand as an authority on itself and when the brand describes who they are, what they do and who their audience is clearly and truthfully.
Understanding is the foundation. Confidence is the key. Writing a clear description using semantic triples as E3 metals have, helps the algorithm to choose your content as the most relevant and most authoritative source for yourself.
Kalicube’s #DailyBrandSERP September 12th 2021 presented by the Brand SERP Guy, Jason Barnard.
Hi, I am Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for E3 Metals. Now, I looked at this left-hand side, pretty boring bluelinks, and I thought let’s advise them to get some video boxes or image boxes or Twitter boxes or something exciting like that. But then I thought, actually for this kind of company, they aren’t gonna to be terribly relevant or helpful or valuable to their audience.
So Google might well not want to show them, but what is phenomenally important is to make sure the information in this left rail is accurate. That it tells the correct story about this brand, but I wanted to focus on the right rail here in the knowledge panel. E3 metals have got their own description from their own site into the knowledge panel, Google trusts them.
Sees them so much as an authority on themselves and trust them as that authority, that Google is allowing them to fill the description for themselves in Google’s factual description, in this knowledge panel of who they are, what they’re doing, who their audience might be. And that is incredibly powerful.
And that’s what we all should be aiming at. People, companies, podcasts, music, groups, whatever kind of entity you’re trying to optimize for. You want to be able to describe yourself to Google’s users through the knowledge panel when it gives you one. And I’ve actually done an experiment. Here we go on myself. This took me two years.
Now it took me two years because I made so many mistakes along the way, but I’ve learned from all those mistakes and I can now do it much, much faster. Here, Google trusts me to describe myself to my own audience through my knowledge panel and that is powerful. And here’s how I did it quicker with this Blue Dog and Yellow Koala TV series that I created with my ex-wife.
I’ve managed to get the description for the knowledge panel for all of the characters or most of the characters, at least, and the Boowa and Kwala characters themselves too. And that took me less than a year, about nine months from the moment I created the pages to the moment Google started showing these descriptions in the knowledge panels.
So I get to describe my characters to my audience the way I want to through Google’s mouth. Thank you very much.