Thumbnail for Video: Google Recognises Pseudonym... But Changes the Brand SERP on Dr. Mikes's Brand SERP

Key Moments in episode 146 of the Daily Brand SERP series:

00:00 Brand SERP for Dr Mike
00:07 The Brand SERP for an alter ego
00:41 Mike Varshavski’s SERP gives his information as a human being 00:55 Practical tip: Alter egos can have their own Brand SERP ????

Google Recognises Dr Mike’s Pseudonym… But Changes the Brand SERP

Dr Mike, an American YouTuber, is the alter ego of Mike Varshavski
(a doctor). What’s astonishing for this entity is Google not only recognises that they are one and the same person, but that it adapts the search results for Dr Mike’s and for Mike Varshavski according to intent. Groovy!

Google recognises the difference of the user’s information needs depending on the term they are searching: if the search term used is the pseudonym “Dr Mike”, it shows results about him as a YouTube personality and a physician, but prioritises YouTube. But when the user googles his real name “Mike Varshavski”, Google show almost the same results, but prioritises information about the person rather than the star! 

The difference reflects different user intent. Hats off both to Google and Dr Mike 🙂 Watch until the end!

Kalicube’s #DailyBrandSERP  December 1st 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi and welcome, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Dr. Mike. Now, as we can see right at the top here. He has his YouTube channel ranking right at the top for his pseudonym, Dr. Mike, because that is his YouTube name. But if we look on the right hand side, we can see Google has understood that it’s actually Mike Varshavski.

Now, what’s interesting here is if I search for Dr. Mike, I get the correct person in the right rail and I get his alter ego, let’s say. In the left-hand rail at the top, with the results generally speaking about Dr. Mike, both as a physician and as a YouTube star. But then if I search for his name, Mike Varshavski, I see right at the top that it’s talking about him as a human being and not his alter ego, the YouTube star although the YouTube star does get a mention, but further down. So, Google is understanding that this person is a YouTube personality and that depending on which term I use, his real name Mike Varshavski or his pseudonym Dr. Mike, I’m looking for different angle on information about and around him.

Thank you very much and I’ll see you soon.

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