Key Moments in episode 152 of the Daily Brand SERP series:
00:00 The Brand SERP for Unilever
00:07 They have four Rich Elements on the SERP!
00:33 Great image management
00:45 Unilever’s wrong logo
01:30 Practical Tip: How to correct the brand image on the Knowledge Panel
The Image Box on Unilever’s Brand SERP contains their brand logo and there is even a real estate for the Unilever logo in the Related Searches section of the SERP. BUT how has Google got it so wrong on its most important spot?
Looking at their Knowledge Panel, the logo representing Unilever is the logo for the FLORA ProActiv brand. There must be a reason why Google has linked the wrong logo to Unilever.
I investigates and finds out that FLORA ProActiv is a product that belongs to Upfield, and that Upfield belongs to Unilever. So there is a connection, but it is quite strange that Google presents the incorrect logo from an entity two levels down the hierarchy.
Now, how Unilever correct this vital branding issue on the “Google Business Card”? Let’s hear my take, so watch until the end 😉
Kalicube’s #DailyBrandSERP December 7th 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 Unilever. It’s a delightful Brand SERP, lots of Rich Elements, there’s 1, 2, 3, 4 Rich Elements.
Generally speaking for a brand you won’t have more than four Rich Elements. If Google wants to put a Rich Elements in place for example videos here it would probably swap out the Images Boxes that isn’t an hard and delete fast rule.
But it’s certainly rare to see more than four different Rich Elements on a SERP, unless it’s really needed. Now I wanted to focus on the images because I use this in my course, the Brand SERP course to demonstrate really good image management, the visual identity of the brand.
Unilever did a great job. The irony there, is that here in their Knowledge Panel, they have the wrong logo. It’s FLORA ProActiv rather than the Unilever logo that we currently see here at the bottom, which is ironic and here.
Now I looked at FLORA ProActiv. And as you’d expect, it’s a product that belongs to Upfield. And if we move up the chain, we see that Upfield belongs to Unilever. So, Google has gone down two levels. And it’s presenting a product logo as the company logo for Unilever in this context here.
And yet we get it right in this context here. Strange. But I would suggest that Google is just a little bit confused. Unilever need to make this more clear on their own website with schema markup, and a really good high resolution logo on their about page. That would really help Google sought this out in its mind and present the correct logo in the Knowledge Panel in the future.
Thank you very much and I’ll see you soon.
