Key Moments in episode 46 of the Daily Brand SERP series:
00:00 Brand SERP for Timpson
00:11 Typical Brand SERP for chain of shops
00:29 The atypical brand name in a knowledge panel
00:45 Digging into source of the brand name error
01:12 Practical tip: How to change the long and detailed brand name in the knowledge panel
Rather than ‘Timpson’ alone, Google gives this brand a super long and specific name on its knowledge panel. And it’s strange that part of the name is The Ridings Shopping Centre. Why on earth would Google do that? I take a quick peek at the company, and the shopping centre … and surprisingly there isn’t a Timpson store there. What could have happened here that made Google got it so wrong? Watch out for my theories and insights 😉
Kalicube’s #DailyBrandSERP August 23rd 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 Timpson, which is a chain of retail shops that deal with shoe repairs and key cutting in the UK. And for that kind of chain of shops, this is a fairly typical Brand SERP on the left-hand side. We have their site at the top.
We have the Google map pack. We have questions. We have the Twitter boxes. We have images. Related searches. This looks very typical for China shops in the UK. What attracted my attention was this is that Google in the knowledge panel rather than call this company Timpson, which is the official name it’s focused in on a Timpson’s Shoe Repairs in the Ridings Shopping Center.
And I had a look, found the Riding Shopping Center, which is in Wakefield. Number one, there isn’t a Timpson’s in that shopping center. There might’ve been in the past, but there isn’t today. Number two, Timpson’s was initially started in Manchester. So my initial guess would have been there’s a shop there and there’s been a mistake. My second guess was it was founded. The first shop was in the Ridings Shopping Center. That turns out to not to be true. Google’s got this very wrong. Now, you might think Google is stupid. But in fact, there must be information out there that has caused this confusion. And if Timpson’s want to change the title of their knowledge panel, they need to find out where that confusion comes from, why the machine has misunderstood, correct the information.
So the machine then corrects the title in their knowledge panel. So it represents their business with the correct name and makes them look slightly more professional. Thank you very much.