Key Moments in episode 169 of the Daily Brand SERP series:
00:00 The Brand SERP for Oreo
00:08 What makes their right hand side interesting?
00:22 Entity Statements in the KP
00:41 Why do you need to take control of them?
00:54 Oreo has four Entity Statements on mobile!
01:07 Practical Tip: Provide facts for your own brand
A Knowledge Panel is a box in a Google SERP containing factual pieces of information. They appear when a user searches for an entity Google recognises.
On Oreo’s Knowledge Panel, Google shows some interesting facts, including some quite detailed information in the form of Entity Statements.
On desktop, there are two Entity Statements (Carbs and Alternative) but on mobile, there are four!
Now, Entity Statements are important because they contain additional information about the brand that users perceive as fact. So if you want to ensure that your audience to see accurate information about your brand, I suggests that you take control of as many of these Entity Statements as possible. How? Simple. Just provide the correct information on your own website in a format Google can extract 😉
Watch until the end.
Kalicube’s #DailyBrandSERP January 10th 2022 presented by the Brand SERP Guy, Jason Barnard
Now I wanted to focus on the right-hand side. As we look at this Knowledge Panel, we can see interesting facts. For example, we have an Oreo day, which is March of the six as announced by nationaltoday.com, whatever that might be, but that’s not the point today.
The point today are these Entity Statements “Carbs and Alternative”. Now these are in effect People Also Ask which we see over here on the right, but presented as statements of facts by Google in the Knowledge Panel. And I advise all of my clients to take control of as many of these Entity Statements that they can because people perceive them as being factual information about that brand, that product, that person.
Now what’s even more interesting is when we switch over to mobile, we see here the mobile result for Oreo in the same place and we have four Entity Statements, three of them are different to the two we just saw, only one of them is the same.
So as a brand, a company, a person, a product, you really want to be paying attention to those Entity Statements in your Knowledge Panel on both desktop and on mobile and make sure that you provide the information for them as much as you possibly can. Because Google presents them as fact in that Knowledge Panel and you want to make sure that your audience sees the straight facts from you wherever possible.
Thank you very much and I’ll see you soon.