Strange Ranking of the Twitter Boxes on McDonald’s’s Brand SERP

Key Moments in episode 166 of the Daily Brand SERP series:

00:00 The Brand SERP for McDonald’s
00:09 McDonald’s unclaimed Knowledge Panel
00:22 Their Map Pack is right at the top!
00:41 Why their Twitter Boxes ranks three quarters at the bottom?
01:04 Practical Tip: Google considers user needs and relevance when it comes to SERP Features! 😉

Strange Ranking of the Twitter Boxes on McDonald’s’s Brand SERP

In a Brand SERP, whether for a company or an individual, Google often places Twitter Boxes at the top. I regularly sees them as the second or third result.

But for McDonald’s, they rank 8th place. That’s near the bottom of the SERP! But why?

Well, like any other big company, McDonald’s has many Rich Elements: a Map Pack, People Also Ask, and Top Stories. And Google considers these three more relevant and important to the user’s needs than the Twitter Boxes.

So my understanding of how Google uses Twitter Boxes has changed: Twitter Boxes can also appear in the seventh or eighth results, or even at the very bottom of a Brand SERP, and that the other Rich Elements that tend to appear at the bottom can be placed in top spot if it suits the user’s needs.

Watch until the end.

Kalicube’s #DailyBrandSERP December 21st 2021 presented by the Brand SERP Guy, Jason Barnard

Transcript:

Hi and welcome, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for McDonald’s, the fast food restaurant company.

Now over here on the right, we see their Knowledge Panel. And like many major corporations, they actually haven’t claimed it. For me, that’s a bit of a mess on their part. Something they should be claiming and trying to control as best they possibly can.

But that’s not the point today. Part of the point today is here, Google has put a Map Pack right at the top, even on desktop, I’m searching Canada and in Google’s opinion, I want to eat McDonald’s, which is a fair assumption.

As we scroll down their site ranks, number two, then People Also Ask, then some Bluelinks, Top Stories, and then the Twitter Boxes.

And that is where I wanted to focus, the Twitter Boxes are actually about three quarters of the way down. Generally speaking, you’ll see Twitter Boxes near the top, generally in second place. And here Google has decided that the Twitter boxes are important, but they’re not so [00:01:00] very important, they need to outrank the Top Stories or the Google Map pack.

Now that goes against the idea that I had always have that the Twitter Boxes always appeared in second or third place, they don’t, they can appear as low as looks like here, seventh or eighth place. So that’s a new piece of information that I didn’t know yesterday.

I now know today and I can work accordingly when helping people and companies to optimize their Brand SERPs.

Thank you very much and I’ll see you soon.

By Jason Barnard

Jason Barnard (The Brand SERP Guy) is an author and digital marketing consultant. He specialises in Brand SERP optimisation and Knowledge Panel management.

Author: Jason's first book, The Fundamentals of Brand SERPs for Business, was published in January 2022. He regularly publishes articles on leading digital marketing publications such as Search Engine Journal and Search Engine Land and regularly writes for others including Wordlift, SE Ranking, SEMrush, Search Engine Watch, Searchmetrics and Trustpilot.

Official website >>