Key Moments in episode 113 of the Daily Brand SERP series:
00:00 Brand SERP for Cars in Cloaks
00:10 A fun car wrapping idea
00:21 What’s missing in this Brand SERP?
00:39 Analyzing their website content
01:25 Practical tip: Describe clearly the role each page plays
Rich sitelinks is one of the groovy SERP features that can take up a lot of space in a Brand SERP. And because Google is giving this much real estate, it needs to be sure that the rich sitelinks are helpful to users.
This means that sitelinks aren’t something you can choose or a feature you can enable like the sitelinks search box.
We only show sitelinks for results when we think they’ll be useful to the user. If the structure of your site doesn’t allow our algorithms to find good sitelinks, or we don’t think that the sitelinks for your site are relevant for the user’s query, we won’t show them. More >>
Google Search Central
Cars and Cloaks have a groovy website but for most of the pages, the content and structure isn’t enough for Google to really get a grip on. That’s why, although they rank first for their Brand SERP, Google isn’t showing sitelinks, which is a pity.
What to do?! Watch until the end of this episode and also have a look of my further explanation about what Google sitelinks are, how important they are plus how they work ;).
Kalicube’s #DailyBrandSERP October 29th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Cars and Cloaks, which is a car wrapping service in London, UK. Now I don’t really know what a car wrapping service is, but I imagine that I could take my Renault from the 1990s and have it wrapped up to look like a Lamborghini, which is a fun idea, but that’s not the point today.
The point today is right at the top of the Brand SERP. They don’t have rich sitelinks. They don’t even have normal sitelinks, which is a real pity because those sitelinks help their audience navigate straight to the part of the site that that audience wants to see straight from the SERP from Google, which has great user experience.
Now, the question is why don’t they have them. If we go to the site, it’s very visual logical for what they’re selling. But if we look here, there is no real text for Google to get a grip on exactly what role this page plays. What this page plays a little bit more text, but still quite difficult to get a grip on. Very short, the portfolio page, same problem.
The services page, they have got some text. Here you go. That’s quite reasonable, could be a little bit more. It’s all broken down into little chunks, not ideal. Google’s struggling here to actually get enough content to understand what role each page plays in order to create and generate those rich sitelinks. And on the homepage, same problem once again.
So although they are very visual, they might want to focus a little bit on their content on the texts that describe clearly what role each page plays, what the user will be able to do or find on that page so that Google can generate those rich sitelinks, which will not only help the user, but give Cars in Cloaks more control over the top of that Brand SERP, which is front and center facing their users.
Thank you very much and I’ll see you soon.
