Google Has a Doubt About its Answer to One of Quaker Oats’ Entity Statements

Key Moments in episode 164 of the Daily Brand SERP series:

00:00 The Brand SERP for Quaker Oats
00:08 Google is sorting out the ambiguity of Quaker Oats
00:42 Quaker Oats’ two groovy Entity Statements
01:09 Google’s doubt on its article snippet!
01:22 Practical Tip: If Google is not sure about a piece of information, it asks its users for confirmation!

Google Has a Doubt About its Answer to One of Quaker Oats’ Entity Statements

A Knowledge Panel is an information box of facts that is designed to give a quick snapshot of information about a brand or entity. Google is confident in showing this panel to its users because it only pulls information from its trusted and authoritative sources. However, there are also times when Google has doubts. 😉

Sometimes Google asks its users to verify a piece of information. In Zhang Yiming’s Knowledge Panel, Google asks for human confirmation of his date of birth and here in Quaker Oats’ Knowledge Panel, Google displays an Entity Statement that it is unsure of.

There are in fact two Entity Statements, the Slogan, and the Face. The information for the first is clear and related, but for the second, hmm. Not quite.

I thought that the ”Face” in the Entity Statement referred to the face in the Quaker Oats logo, but the answer itself is about an actor who represented the brand for many years. And when opening the source, Google shows an article snippet with a survey question asking me if the information was really helpful!

Google is now re-evaluating by asking users to validate the Knowledge Panel information. A sign for Brands that Google looks after these boxes very seriously and they should too 😉

Watch until the end.

Kalicube’s #DailyBrandSERP  December 19th 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 Quaker Oats.

 Now, Quaker Oats is a food company and a food, which is kind of interesting. And especially if we look at this Brand SERP here, we have options to understand about the company, about the food as well, places we can visit to get it, a Wikipedia, lots of images there and as we go down, other places around it.

So Google is kind of mixing up here and trying to sort out that ambiguity between Quaker Oats when we say meaning food and Quaker Oats the company, which is the real entity behind it.

And I look over here on the right-hand side and we have two Entity Statements, the “Slogan” Go humans go and we have “Face”.

Now, I thought it was going to be talking about this face, the face of the person from the 19th century, who represented Quaker Oats, of time presumably and in now is now still on their boxes. But in fact, it talks about “Wilford Brimley ‘Cocoon’…

And when I click on this, interesting enough, Google has a similar doubt. It’s asking me if this answer was actually helpful for that question in the Entity Statements, in the Knowledge Panel.

So, Google is asking me the user to validate whether or not I think this is actually useful information, or maybe I would rather see the person from the 19th century who we see on the boxes today.

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.

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