Thumbnail for Video: Mix Left and Right Rail in the US on Squid Game's Brand SERP

Key Moments in episode 118 of the Daily Brand SERP series:

00:00 Brand SERP for Squid Game
00:11 Squid Game’s super rich left rail
00:28 A typical knowledge panel for a movie
00:43 How much is Google mixing the left and right rail?
01:40 Why Brand SERP optimisation has become more difficult?

Squid Game Mix Left and Right Rail on Their Brand SERP in the US

It’s quite fascinating how Google dynamically organises Brand SERPs in different search locations but here’s something more interesting.

Googling the super popular and successful thriller drama, the Squid Game in the UK, in the right rail we see a super typical Knowledge Panel for a TV series.

But when changing the location to United States, some of the knowledge panel information moves from the right rail to the left rail. The cast, episodes and characters, items we generally see in the right rail is part of a knowledge panel are in the left rail alongside the bluelinks!

Oh, and watch out for the big colorful change at the top of this SERP.

Watch until the end!

Kalicube’s #DailyBrandSERP  November 3rd 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Squid Game. The very, very, very popular South Korean TV series. Now, if you look here, I’m in London. And we can see a very typical Brand SERP for a very popular TV series on the left-hand side, IMDB, people also ask, some videos, some top stories, some bluelinks and some related searches and on the right hand side, a very typical knowledge panel with some facts here, then the cast and then some episodes, some characters, the reviews and people also search for. All very typical so far, but what I wanted to point out today is just how much Google is mixing all this up. When we’re in the USA, where it seems to be experimenting, mixing up left and right rail where the distinction between the two is becoming less and less obvious.

Now at the top, right away we see these filter pills and there are so many, in fact that it’s hard to add a little extra button there so I can see trailers and clips. And those are obviously these incredible verticals that are going to become, I think, incredibly important in Brand SERP management.

But then we look on the left-hand side. Now the Twitter boxes appear, which they didn’t in the US but here we can see the cast that we saw on the right hand rail in London, in the left-hand rail, in New York. And we go further down and we see episodes in the left-hand rail in New York that were in the knowledge panel in London, and then the characters, same thing.

So as you can see, this SERP in New York is incredibly mixed between left and right rail. And it becomes this real multimedia experience of information about and around the Squid Game.

Now I think that’s: A) incredibly useful as a [00:02:00] user, but also it makes our work for Brand SERP optimization and knowledge panel management, all the more difficult, but also all the more exciting and interesting.

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

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