Key Moments in episode 116 of the Daily Brand SERP series:
00:00 Brand SERP for Anvil! The Story of Anvil
00:30 If a documentary was a physical product
00:52 Filtered reviews vertical
01:11 Practical tip: Get reviews across multiple platforms
The layout and and functionality of search results in Google is getting more and more dynamic. The coloured filter pills right at the top of some Brand SERPs are a great example.
These filter pills are clickable tabs that give access to alternate Brand SERP verticals based on subtopics of the core entity. They are part of the knowledge panel and are generated algorithmically according to Google’s understanding of the aspects people are interested in.
For the documentary film The Story of Anvil, what catches my attention is the reviews vertical. For an entity that is a product, like a film, headphones or shoes, this vertical will be the go-to for Google’s users for researching what other clients think about the product.
So, even though you take full control of the initial search results, be aware that users may skip that and choose another vertical, such as the reviews vertical.
Pragmùatically, what should you do? Watch this clip to get practical tips 🙂
Kalicube’s #DailyBrandSERP November 1st 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 Anvil! The Story of Anvil, the film from 2008. I absolutely love this film. If you’ve ever seen Spinal Tap, this is a film just like Spinal Tap, except the band are real, the story is real and it’s a documentary as opposed to a rockumentary.
I love the film, I recommend it. Apparently, it’s on Netflix and I’ll be watching that tonight, but I wanted to focus on this. We’ve got a lovely Brand SERP with loads and loads and loads of reviews. Now, a film is in fact a product. So if you now think about this as a product, let’s go back to the top and look at these pills, the filter pills, and you can see we’ve got clips and trailers, cast, and reviews.
Now, that caught my attention because this vertical here, this filtered set of results about this entity is incredibly important. I’m allowed to give a review. I can see reviews from various newspapers, but also all of these platforms and the reviews showing up. So if this were a product, which in fact it is in many senses, but a more traditional product or physical product, I would potentially have this reviews filter and have this vertical as a user on Google to research what clients thought about the product.
So now would be a great time to start building up those reviews on multiple platforms, because when you have to fill up an entire set of results with great reviews, you really need to be working hard at getting those reviews, positive reviews across multiple platforms. Thank you very much and I’ll see you soon.
