Key Moments in episode 74 of the Daily Brand SERP series:
00:00 Brand SERP for Planet Organic
00:20 The mystery behind the PAA extensions
01:17 How Google helps users direct them to their search journey
01:41 Practical tip: The PAA extensions is how your audience think about you as a brand
When did you realize that the additional results you see when you click on People Also Ask depends on the question that you click on?
Google always does its best to guide us and, in the case of PAA, educate us about the topic around our search query. That’s why in People Also Ask, whenever we click a question, it suggests several more queries then it goes longer the more we click the drop down buttons.
The interesting part is that the additional questions we get after a click can adapt to the question we click on – Google is guiding you in the direction that you seem to be taking.
Kalicube’s #DailyBrandSERP September 20th 2021 presented by the Brand SERP Guy, Jason Barnard.
Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for planet organic, which is a British supermarket chain with eight stores in London as of April 2020, according to Wikipedia. Now, I start to sound like Google assistant, and I do apologize, but that’s not the point today.
The point today is the people also ask. One thing, a lot of brands don’t realize. And a lot of us, I think don’t realize is that the extension of these people also ask depends on the question I click on. Google is guiding me down the things I seem to be interested in. So, if I click on this first one, it starts telling me about Planet Organic closing.
What’s happening to them and Edmonton because planet organic had some stores in Canada and that’s the reason for this closure question. But if I then reload the page and I click on which UK supermarket has the best organic range, which is a generic question, not specifically about the brand, it will show me a very different set of options.
Is it really organic? Supermarket organic food, really organic. Is organic really worth it? Is organic really healthier? So, on your Brand SERP and in fact, on any SERP, the questions that Google will then suggest when you click on one people also ask will reflect the idea, the direction that you seem to be taking.
Google’s trying to dig you down and help with what you’re searching for in the context of your initial search. In this case, the context is the company Planet Organic. And that becomes phenomenally important, I believe for these companies to understand better. How the audience that they have think about them as a brand and their products and their industry.
And that is great insight for any brand. Thank you very much. See you soon.