Thumbnail for Videos: Why Would a Famous Software Have a Map Pack on slack's Brand SERP

Key Moments in episode 21 of the Daily Brand SERP series:

00:00 Brand SERP for Slack
00:08 What to expect in a Brand SERP of a big corporation
00:34 A link through their San Francisco office
00:53 A map pack in software’s Brand SERP
01:32 How to get rid of the unhelpful SERP feature

Slack: Why Would a Famous Software Have a Map Pack on their Brand SERP?

A Map Pack is a cool SERP feature and super helpful to users finding a local business. But not helpful for someone googling a software product. Googling from San Francisco, we’ll see an ideal Brand SERP for Slack, but when I changed the geo location to New York, we see a massive map pack in the search results. Listen, because here’s my take on this 😉

Kalicube’s #DailyBrandSERP  July 29th 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi. Today, we’re looking at Slack’s Brand SERP, Slack: Where work happens, and that’s a pretty good slogan. And it’s a pretty good Brand SERP too, as you would expect from a big corporation, they have their homepage, right at the top, they have the rich site links. They have people also ask, they’ve got a delightful knowledge panel over on the right with actually a lot of information there.

That’s pretty impressive for pieces of information about them in their knowledge panel, they’ve got their Twitter boxes, they’ve got their apps and they’ve got related searches. So, fairly standard for a big corporation. And here, we have a link through to their San Francisco office with a Google My Business.

Now, what’s interesting is that it’s not the same in New York. What happens in New York is they’ve got two offices, which means that they get the map pack in New York.

I don’t think that’s very good user experience for the Google user, because what Google is thinking is perhaps because the person is in New York. I’m scrolling down the bottom here to show that I’ve emulated the New York address, the person who is in New York, maybe they want to go to the corporate offices, but that’s actually relatively unlikely.

And if I did, I would probably search for “how to get to the Slack corporate office.” So personally speaking, I think this isn’t a great user experience from Google, but I understand why they’re doing it. From Slack’s perspective, they could try to close one of the Google My Businesses that would potentially push it over here onto the right rail as it was in San Francisco like this. So it’s a lot less visible. Other than that, there’s actually very little, they can do.

Thank you very much.