Thumbnail for Video: Event Overview: Where's All the Information Coming From on UFC's Brand SERP

Key Moments in episode 126 of the Daily Brand SERP series:

00:00 Brand SERP for UFC
00:08 UFC’s big block of event overview
00:26 Where’s the event information coming from?
00:57 When do UFC’s knowledge panel appears?

UFC Event Overview: Where’s All the Information Coming From?

There were over 278 million UFC fans around the world in 2017 and I’m that number has certainly grown since then.

So with this big data, we now know (and Google knows) that thousand, or hundreds of thousands of people are visiting this Brand SERP every day to keep themselves updated of the upcoming sport events.

That is one reason behind creating a cool, real-time information feature at the top of the Brand SERP. Now, where does all of this information come from? Not from the knowledge graph, I think. Hmmm…

To know my theory of how this was built and how it is being updated, watch until the end 😉

Ooooh, and a big thanks to Zach Bradshaw, a search expert who found this super interesting and unique Brand SERP feature.

Kalicube’s #DailyBrandSERP  November 11th 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi and welcome. I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for UFC. Now, what I find interesting here is that this big block at the top is incredibly detailed. And incredibly precise. There isn’t a knowledge panel on the right-hand side. There’s just enough information for me as a sports fan about the UFC fights with lots of tabs like this.

And what strikes me about that is that this must be fed directly from the source themselves. When you look at the information that we have, this is not knowledge graph data. It’s a feed. And I bet my bottom dollar. This presentation, this table is designed by an employee at Google.

This isn’t algorithmically generated. It’s a template that Google are using for a feed from a sports source. And just to go take this a little bit further. If I search for ultimate fighting championship, I get the knowledge panel and this table. So I would imagine that this UFC implies I’m a sports fan.

‘Ultimate fighting championship’ I wouldn’t type that as a sports fan. I would only type it if I was interested in the company itself. But before going, quick shout out to Zack Bradshaw, who’s the person who saw this, suggested it to me.

We had a quick discussion about why and how this Brand SERP differs from many others. And the fact that this looks very much like a human created table with a feed from the source itself, rather than knowledge.

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

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