Thumbnail for Videos: Geo-Specific Knowledge Panel on New Balance's Brand SERP

Key Moments in episode 9 of the Daily Brand SERP series:

00:00 Brand SERP for New Balance
00:11 Customer service number in the knowledge panel
00:22 Local customer care in America
00:35 Local UK free phone number
00:45 Practical tip: How international sites localise customer service

New Balance’s Geo-Specific Knowledge Panel. How Cool Is That?

Google generally does a very good job giving relevant results based on your geo location. A knowledge panel’s function is to give you answers right off the bat. When both are combined, you have a wonderfully satisfying user experienced! In today’s #DailyBrandSERP, I’ll explain a few things about New Balance’s geo-sensitive knowledge panel.

Kalicube’s #DailyBrandSERP  July 17th 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi, today we’re looking at New Balances, Brand SERP. It’s pretty good. Lots of products, lots of entities, a map pack with shops, people also ask, top stories. That’s pretty good around, but we’re going to look at one tiny detail as you can see customer service. Why?

Now, what’s interesting here is that this is an American number. In the knowledge panel, Google has understood, if you’re in America, you will see this number and you’ll be able to call a local customer care place. Now, in the UK, we can see that the number is a local UK free phone number.

That’s great, great user experience by Google for new balance. How do they do it? They make it incredibly clear on their contact pages on each of their international sites. What the number to call is in that geo region so that Google can provide their audience with that number so they can call locally.

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