Key Moments in episode 88 of the Daily Brand SERP series:
00:00 Brand SERP for Starbucks
00:08 The coffee company and the cafe company
00:29 Menu nutrition in the knowledge panel
00:43 Where does Google get the nutritional facts information?
01:15 Practical tip: Start building your internal knowledge graph
Starbucks’ Knowledge Panel has one groovy feature that could soon be present in the Brand SERP for a great many food and drink companies.
The Menu Nutrition feature is a list of the Brand’s products where each of the products links to its own specified Brand SERP with a special Nutritional Facts knowledge panel. Absolutely groovy!
The mystery however, is Google’s reliable source for these details. You may think all the information came from the Starbucks website because it does indeed provide the nutritional facts. But the numbers don’t match. An interesting mystery to solve 😉 Watch until the end!
Kalicube’s #DailyBrandSERP October 4th 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 Starbucks. Starbucks coffee company and over here on the left hand side, we have the Starbucks coffee houses. We’ve got some news, but I want it to look at the right hand side. Starbucks called themselves a coffee company. Google calls them a cafe company. One of which is the product they sell and the other one which is where they sell it. So that’s not the point either today. The point today is this: menu nutrition. If I click on Java chip frappucino, I come through to a result for Starbucks Java chip frappucino with lots of nutritional facts.
Now, one would imagine that Google has taken this from Starbucks. That appears not to be the case. All of these amount per calories, total fat, cholesterol, sodium, total carbohydrates are knowledge graph items and the values do not correspond to what Starbucks themselves actually provide. The exact data for example, total carbohydrates, 24%.
Here, we see 22%. So Google disagrees with Starbucks. So Google isn’t taking this from Starbucks. I don’t know where they’re getting that information from, but they must be very sure in order to provide it on the Brand SERP. But that shows just how much detail Google will be willing to provide for individual products over time and how much they’re willing to provide information that is not provided by the manufacturer or the seller themselves.
So, great time to start building your internal knowledge graph and getting that information into Google’s brain from the horses mouth and the horse is you. Thank you very much.
