Key Moments in episode 59 of the Daily Brand SERP series:
00:00 Brand SERP for Hirons
00:09 Google’s problem with ambiguity
00:51 The irrelevant Twitter result for New York
01:16 Practical tip: How can Hirons advertising agency rank their Twitter in UK?
Hirons’ website ranks at the top of their Brand SERP in their town, which is great but looking further down, the rest of the results aren’t very relevant to their brand.
Hirons appears to be a family name, a factor which often confuses Google in ranking entities on a Brand SERP. Other businesses and people with Hirons as a family name also appear on this Brand SERP. Perhaps the biggest disappointment / miss here is that another entity (a person) has the special Twitter spot on their SERP. How can they get those Twitter boxes that (given the geo location) should really be theirs?
Kalicube’s #DailyBrandSERP September 5th 2021 presented by the Brand SERP Guy, Jason Barnard.
Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Hirons, or it might be hīrôns. I’m going to say hērôns. I think hērôns sounds better. Now, we’re looking at the advertising agency in Indianapolis and they have top spot right underneath that. You’ve got Hiron’s drug.
And underneath that, you’ve got Caroline Hirons. Now what’s interesting here is herons appears to be a family name. And there immediately Google has a problem with ambiguity. All of these companies who are named after the family who founded them is confused with the person or people with the same name. And in this case it’s taken Hirons, ranked it number one. But it’s also thought, well, maybe you mean Hiron’s Pharmacy. So it’s taking that implicit search of Hiron’s pharmacy, but also Caroline Hirons. So it’s taking lots of implicit searches into account here. Now, if we look at Caroline, We’ve got pound signs here, the British pounds. So I would assume she’s in the UK.
So this has being searched for in New York. She isn’t very relevant in this circumstance, whereas our advertising agency would be, and as you can see here, their Twitter box for their Twitter account, rather let ranks down at the bottom and they could potentially trigger these Twitter boxes. So what they could do is optimize the profile on Twitter, which would push it up the rankings and then start tweeting more, getting more engagement from their audience, really working that Twitter account in a relevant and helpful manner. At which point they will probably trigger the Twitter boxes in the US because their Twitter boxes are likely to be more relevant to a US audience than the UK, Caroline Hirons.
She would of course keep her Twitter boxes in the UK. So people searching in the UK would see Caroline Heron’s Twitter boxes in the UK, but over here in the US they would see Hirons advertising agency’s Twitter boxes, which would be better for their clients, better for them getting them more real estate on that setup.
Thank you very much. And I’ll see you soon.