Key Moments in episode 111 of the Daily Brand SERP series:
00:00 Brand SERP for UC Merced
00:10 UC Merced’s groovy left rail
00:25 Open entity statements!
01:00 Typical entity statements for University of Liverpool
01:16 Practical tip: Control the KP information
To see the snippet for an entity statement in a Knowledge Panel, the user needs to click on an accordion button.
But for the knowledge panel of the University of California Merced, the entity statements are already open! To see the snippet, the user doesn’t even need to click: the information is right there when the knowledge panel loads.
With this up-front display, it is even more important for brands to control that information and ensure it is accurate and reflects positively on them.
Watch until the end for another unusual and surprising discovery 😉
Kalicube’s #DailyBrandSERP October 27th 2021 presented by the Brand SERP Guy, Jason Barnard.
Transcript:
Hi and welcome to Daily Brand SERP. I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for the University of California Merced. It’s a delightful Brand SERP for an educational establishment. They ranked number one of course. They’ve got people also ask. They’ve got their Wikipedia page. Some images of the campus and down here some reviews.
And if we go back to the top again, let’s take a look at their knowledge panel. Incredibly interesting. First of all, we’ve got some information right up front, average cost after aid, graduation rate, acceptance rate with a source cited here, which is something Google doesn’t do very often. But more than that, if we look here, these are effectively entity statements, but they are already open. They’re already open.
I don’t need to click on them as I would usually do in a knowledge panel for an entity statement. And I’ll give you an example from Liverpool, the University of Liverpool, not my university. I went to Liverpool, but the other one, the less good one. And if we look at their knowledge panel, we can see that they have two entity statements, grading scale, students size, but I have to click on them to open them.
So Google, in the case of the University of California Merced is opening the entity statements for us making this incredibly rich knowledge panel with an incredible amount of detailed information on top of which it’s citing the sources of where it got the information. And I just noticed, big bonus the rankings of that university.
So Google is able to inform us of a great deal about this university from the US Department of Education. And it’s willing to put that up front facing the user without any clicking so I can get pretty much all the information I might need for the University of California Merced. If I wanted to go there or send my children there without even visiting their site. Even more important for them then to control as much of this information as they possibly can and make sure that the US Department of Education gets that information right. Thank you very much and I’ll see you soon.
