Key Moments in episode 120 of the Daily Brand SERP series:
00:00 Brand SERP for Music Unlimited
00:07 The unexpected search result
00:28 How did Amazon Music dominated this SERP?
00:42 Practical tip: Beating a brand with high search volume is super difficult
Here’s a Brand SERP situation that has no obvious solution.
Music Unlimited is a local instrument music store in New York City, quite a typical local business in most aspects. What is extraordinary however, is what dominates its Brand SERP.
Surprisingly, it is Amazon Music, they branded their titles with the word “unlimited” which makes this a branded search term for them! So now, Google implicitly concludes that it’s more probable that I might be searching for Amazon Music Unlimited instead of the local business.
Beating a high search volume like this case, would be one of the most difficult Brand SERP solution to figure out.
Watch until the end 🙂
Kalicube’s #DailyBrandSERP November 5th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi, I am Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Music Unlimited and I got a Brand SERP I really didn’t expect. I was looking for this local music store. I’m in New York. The music store is in New York. So I expected to see the music store. But what I get is Google thinking that implicitly I’m searching for Amazon Music Unlimited.
What they’ve done is added the word ‘unlimited’ to Amazon Music. As you can see in the Knowledge Panel, it’s actually called Amazon Music, but Google believes that it’s more probable that I’m looking for Amazon Music Unlimited than the company. I have to scroll all the way down here to get the company, and then all the way down here to get it a second time.
That really isn’t from my perspective as a musician, a great user experience, but the volume of search for Amazon Music Unlimited must be vast because of the way Amazon communicate about the fact that their offer is unlimited. So Google’s probably getting it right, but that makes life very difficult for this local musical instrument store.
Really no solution. But what they can do, I would imagine, is expect that when it’s a local search by somebody who has shown interest in musical instruments before they probably ranked top, I certainly hope so.
Thank you very much and I’ll see you soon.
