Thumbnail for Video: Competitor Geo Sensitive Knowledge Panel on Twinnings's Brand SERP

Key Moments in episode 143 of the Daily Brand SERP series:

00:00 Brand SERP for Twinings
00:22 Perceived competition in the UK
00:40 Twinings’ competitors in New York
00:57 Equivalent entities change depending on geolocation
01:28 Practical tip: You’ll see different set of competitors for every location 😉

Competitor on Twinings’ Geo Sensitive Knowledge Panel

In every marketplace, knowing who your competitors are is vital for your business strategy. We use tools to find out who they are and who is leading the market.

But Google gives us awesome insights through the People Also Search For in the Knowledge Panel 😉 And the grooviest thing here is this perceived information is geo-sensitive!

In today’s episode, I demonstrate this using Twinings as an example.
Watch until the end 🙂

Kalicube’s #DailyBrandSERP  November 28th 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 Twinings, the English tea company. Now, I come from Yorkshire in the North of England and when I was a child, I drank 10 to 15 cups of Tetley’s every single day. And by Tetley’s I mean tea and not Tetley’s Bitter. But that’s not the point today. The point today is the difference in perceived competition by Google that we see in the right hand rail.

Now, if I scroll down here, we see in the right rail in the UK, we have Lipton, Tetley, Dilmah and Whittard of Chelsea. And we can see we’re in the UK because we can see here the local results for London. Now, I’m gonna move across to New York. And we’re gonna see that here in New York, we can see there on the left-hand side that we are in New York. We have Tetley, Harney and Sons, Tazo and Celestial Seasoning. I would imagine.

Now, that just shows that Google in terms of competition or equivalent entities, as we say at Kalicube Pro, has a very different perception in New York compared to London. Now the only commonality is Tetley. So you can see here the Google is really nailing down, who are the entity equivalents, same entity type, same geo region, same industry in New York here, compared to the UK here.

So, Twinings have a different set of entity equivalent or competitors in each of these two countries and I would bet my bottom dollar or my bottom pound. That it will be different in all sorts of different countries, Australia, Ireland, India, if we checked it.

Thank you very much and I’ll see you soon.

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