Latest From on Nike’s Brand SERP Showing Products, Not Articles
Key Moments in episode 141 of the Daily Brand SERP series:
00:00 Brand SERP for Nike
00:09 People Also Search For corresponds to real competitors
00:21 Less relevant Related Searched at the bottom
00:28 Big block of Popular Products from Nike
00:38 The Latest From feature
01:08 Practical tip: Why Latest From is logical for products rather than News SERP feature?
Famous corporations, brands, blog sites and personalities sometimes have a Latest From carousel on their Brand SERP.
This is a super groovy SERP feature on the top half of the SERP that generally contains latest articles from the brand’s site. It’s a great way to show-off their written content to their audience.
But for today’s Daily Brand SERP, I demonstrate how Google has adapted this to suit Nike’s content by showing product pages. This is a great “mutation” for consumer goods brands that are perfect when they are launching new product designs for every season. Watch until the end!
Kalicube’s #DailyBrandSERP November 26th 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 Nike depending on how you want to say it. A delightful Brand SERP. If you look over here on the right-hand side, Google is correctly understood that it’s a footwear manufacturing company. And down here you can see that the People Also Search For corresponds to their real competitors. If we scroll right down to the bottom, we see sports companies.
I think that’s a little bit less relevant, but that’s not the point today. If we scroll back up, pass the YouTube channel, which is great, we’ve got this big block of products, which is logical for Nike, but then I wanted to look further up still.
Now, most of the time Latest From is articles. In Microsoft’s case, its articles on the microsoft.com site, around and about Microsoft, but in this case we clicked through and we go straight to a category page for products with commercial intent. So, here we have Latest From rather than being news articles. It offers products in a very commercial sense. And for me as a user, if I’m interested in Nike, then that seems to me to be a logical use of Latest From products rather than news.
Thank you very much and I’ll see you soon.