Key Moments in episode 45 of the Daily Brand SERP series:
00:00 Brand SERP for Land Rover
00:06 Typical Brand SERP for big companies
00:30 Land Rover doesn’t have an entity home!
00:46 Discovery in Kalicube’s Knowledge Graph explorer
01:02 What does Wikipedia say about their entity home
01:09 Why Google can’t get a grip of where Land Rover’s entity home is?
Looking at Land Rover’s knowledge panel, it doesn’t show the globe icon and their official page, which means Google still properly can’t identify its Entity Home which is quite strange for a big company.
I think this is interesting enough to dig into. I used Kalicube’s Knowledge Explorer tool to find IF they really don’t have an Entity Home and it turns out that they do! But Google is badly confused – it cites their Italian site, whilst Wikipedia indicates the .com… Which is their real Entity Home? And what have Land Rover done wrong to confuse Google? I’ll explain 😉
Kalicube’s #DailyBrandSERP August 22nd 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 Land Rover. It’s a fairly typical Brand SERP for a big, big company like Land Rover. They have rich sitelinks at the top. They’ve got local outlets that sell the cars. They’ve got people also ask, they’ve got Twitter, they’ve got top stories.
They’ve got their Wikipedia page. They’ve got their videos. That’s delightful. If I liked cars. If I was even a little bit interested in cars that would look to me incredibly attractive. What did attract my attention is that they don’t have an entity home here in the knowledge panel, usually with a big company like this, you would see a little world icon here with a URL to that company’s main website.
That isn’t the case. And I wondered why not. So I had a look in Kalicube’s Knowledge Graph Explorer and I saw that it does have an entity home in the knowledge graph, but it’s landrover.it, the Italian site, which is very strange. So I looked at Wikipedia and it is correctly noted that the website for Land Rover is landrover.com.
So why would Google not be showing it here and why hasn’t it understood it here? The answer could well lie in the fact that they’ve got redirect in place, according to perhaps my browser language. Perhaps my IP address, but in the terms of the knowledge panel and Google’s understanding of the entity, where the entity home might be, that’s bad practice, because it can’t get a grip on where the entity home is to the point at which it will show it in a knowledge panel.
Thank you very much.
