Key Moments in episode 109 of the Daily Brand SERP series:
00:00 Brand SERP for Xandr
00:08 Learning from Xandr’s knowledge panel
00:28 What’s wrong with news article search results?
01:01 Practical tip: Finding a great candidate on page two
Any word on a Brand SERP that sounds negative for the brand should be buried on page two. Outdated articles should also be pushed down onto page 2. Having either of these display on page #1 of your Brand SERP will trigger negative emotions for your audience, potentially leading to trust issues.
The people who visit your Brand SERP are your A-list audience:
- Clients
- Prospects
- Partners
- Journalists
- Investors
With negative or even not-so-positive results of your Brand SERP, your relationship with all of these people is at risk.
So what should you do? Look on page #2 for a great candidate to replace those bad results 😉
For Xandr’s Brand SERP, some results on page #1 are not ideal. Not bad, just imperfect. But on page #2 they have YouTube boxes which are a great candidate for leapfrogging the three unhelpful bluelinks ranking on their first page. Why is YouTube boxes a great candidate? Watch until the end 😉
Kalicube’s #DailyBrandSERP October 25th 2021 presented by the Brand SERP Guy, Jason Barnard.
- Learn more about pushing down negative results through leapfrogging!
Transcript:
Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Xandr. Now, I didn’t know who they were but I now know their parent organization is AT&T. And even after five years of really studying Brand SERPs, really digging down into them, I’m still stunned at how much we can learn very quickly about a company from a Brand SERP, especially when there’s a knowledge panel on the right as there is here.
But that’s not the point today. The point today is we look down here that we’ve got the Twitter boxes and right down at the bottom, we’ve got lots of news about AT&T with words like scrambles and leaves Xandr’s future in question, not necessarily great for the brand. Now, what I was going to suggest is that they look on page two.
And when you look on page two, you can see they have here the YouTube boxes, which is basically a feed from YouTube of their YouTube channel directly into the SERP. It’s on page two. If they were to really work their YouTube strategy, they could potentially push those YouTube boxes up on to page one of the SERP and get rid of a couple of these articles that aren’t necessarily very positive for them.
And also make that Brand SERP look even sexier with both the Twitter boxes and the YouTube boxes. Thank you very much and I’ll see you soon.
