Key Moments in episode 48 of the Daily Brand SERP series:
00:00 Brand SERP for Kingston
00:05 Kingston searching from London
00:35 What could Kingston mean for Google?
01:02 Kingston’s Brand SERP control in the United States
01:19 Practical tip: The implicit understandings for an ambiguous brand on search engines
What is Kingston? A technology company and part of a town name, of course. Google has a tendency here to go for the implicit understanding of the town. It’s wonderful that even when searching in different search locations, Kingston (the technology company) still ranks at the top of the SERP. However, the implicit understanding of the towns does ruin the SERP thereafter.
But it gets worse ! Also, according to Wikipedia, Kingston may refer to contents, places, animals, music, people, rivers and many other existing entities on the web.
In short, the majority of the results results both in the right and left rail are irrelevant to the brand. The great lesson here is be very careful in naming your brand to avoid these understandings.
Kalicube’s #DailyBrandSERP August 25th 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 Kingston. Now I’m a bit of a geek. So I assume that it’s Kingston the technology company, but because here I’m searching in London, Google is filling in some gaps and giving me a lot of Kingston upon Thames. This one, a lot of this stuff down here. Wikipedia, the top sites.
It really thinks. The probability I’m looking for Kingston upon Thames, but I could only be bothered typing and Kingston is very high. And I thought that was bad until I saw this. It could be places, animals, music, people, rivers, other uses. There are a lot of different uses for Kingston, but Google in the UK is still dominating with this idea.
When I say Kingston, I mean the town with upon Thames being implicit, I thought that was bad. And then I looked at the US. Now they get the knowledge panel here. That’s great. But they’ve got the big map pack as well. They also think it’s a city. There’s lots of questions around it. There’s lots of places, you look at this incredibly ambiguous, incredibly difficult for Kingston to control.
So when you’re actually planning on what you’re going to call your company, Be very careful about these implicit understandings that Google has about the intent of a keyword that would spread it out beyond the simple, exact meaning of the word, which you hope would be your brand.
Thank you very much.
