Key Moments in episode 123 of the Daily Brand SERP series:
00:00 Brand SERP for easyJet
00:07 A slightly strange knowledge panel title
00:17 Imposing a grammatically incorrect capitalisation
00:48 Can you also successfully imposed this “counter-grammar” branding to Google?
Sometimes, brands use lowercase letter/s at the beginning of their brand name for various branding reasons, examples of this are eBay and easyJet.
Unfortunately, Google has built its algorithms around the idea that we follow the rules of grammar. That means when a brand has a lower case letter at the start of the brand name, more often than not, Google capitalises it. Very annoying and frustrating for the brand.
eBay and easyJet have both successfully imposed this incorrect grammatical capitalisation on Google: a super groovy achievement because forcing Google to accept something that goes against the capitalisation rule is super difficult.
One remaining issue for easyJet is that, although they managed to nail this “counter-grammar” on their knowledge panel for one of their brands in the UK, they haven’t managed it for all their “easy” brand names in every country.
Still, congratulations to them 🙂 Watch until the end!
Kalicube’s #DailyBrandSERP November 8th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi, I am Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for easyJet. Now, here we are in the US in New York. And we can see here, interestingly EasyJet, Switzerland is the knowledge panel that appears, which is slightly strange, but that’s not what I’m going to focus on today.
I’m focusing on this, easyJet has a small ‘e’ at the beginning of the name and a big ‘J’, a capital J. And getting Google to accept that is incredibly difficult and easyJet, Switzerland, at least haven’t managed it. But then if we go across to the UK, here we are in the UK. We can see that EasyJet itself has managed to impose that grammatically incorrect capitalization on Google.
Now, if you have a brand name that has a small first letter. And you want to impose it on Google, you can, but it’s very difficult. easyJet in the UK at least have managed it. Congratulations to them!
Thank you very much and I’ll see you soon.
