Key Moments in episode 176 of the Daily Brand SERP series:
00:00 The Personal Brand SERP for Jonathan Franzen
00:10 Jonathan Franzen’s Brand SERP in New York
00:36 His Entity Home is missing in Denmark
00:56 Practical Tip: Google sticks to one language in the Right Rail
In this episode, I go through the delightful New York Brand SERP of Jonathan Franzen. He is an American author and the Knowledge Panel has Filter Pills, and an Entity home. The Entity Home is his personal website, which is great because he has better control of the information Google shows about him when his audience google his name.
However, if you go to Denmark and search in Danish, some information is missing. The Filter Pills, which were numerous in New York, have been reduced to three. This is because Google does not have sufficient content in Danish to provide enough helpful results for the different Filter Pill results.
Another thing that is missing is his Entity Home, despite the fact that his website still ranks on the first page. Google doesn’t display it in the Knowledge Panel because, although it is happy to mix and match languages in the Left Rail, in the Right Rail it sticks to one single language (in this case Danish).
Watch until the end!
Kalicube’s #DailyBrandSERP January 19th 2022 presented by The Brand SERP Guy, Jason Barnard
We start at the top with some Ads for some books, that’s quite logical. Then we have his Knowledge Panel, lots of Filter Pills there. This is in New York in English. Then we have his Entity Home, his own site, which is great. Then Wikipedia, lots of information about him, more of his books there, but not in Ads. And then here we have his site which is his Entity Home, which is absolutely delightful. That’s really great. That means he’s got a certain amount of control over Google’s understanding of him.
Next, we go to Denmark in Danish, we see the Ads for the books, which is great. And we see a lot less Filter Pills. Google doesn’t have enough content in Danish to provide Filter Pills that are really going to help the user here. And we notice here that the Entity Home is no longer present, but that website of his still ranks.
So what’s happening here? Google is simply saying, “Although I know what the Entity Home is, in Danish when the Knowledge Panel is in Danish, I won’t show the Entity Home because it isn’t a great user experience.
On the left-hand side, the left rail on desktop, it’s still willing to show English and Danish results mix because it simply doesn’t have enough Danish language content, but in the Knowledge Panel, which on desktop is on the right hand side, it sticks to just the language of the searcher for that Knowledge Panel.
Thank you very much and I’ll see you soon.