Your Brand SERP is what your audience sees when they google your brand or personal name. Using the database in Kalicube Pro SaaS platform, Jason has been tracking and analyzing over 70,000 brands across a dozen countries. Your Brand SERP is your new business card, an honest critique of your content strategy, and a reflection of your brand’s digital ecosystem.
Enjoy the complete conversation on YouTube then subscribe for more great content!Halloween is a great day to wear a mask or a costume that shows the world another facet of your personality.
The rest of the year, we want people to see us in a more planned and controlled way.
We spoke with Jason Barnard, the author of The Fundamentals of Brand SERPs for Business. He’s a digital marketing consultant who specializes in Brand SERPs and knowledge panels. That is a super geeky title, but the advice he gave us was very simple and easy to understand.
Tell your story and make sure that story is consistent across the web. If you’re a company, have a brand message. Make sure your marketing appeals to your audience. You need to market; you need to brand, and then you need to package it for Google and SEO. Search engine optimization is simply packaging the content that you’ve created for Google.
Jason Barnard
You can watch our conversation on YouTube to learn more about Jason Barnard, but here are the nuggets of gold he shared with us.
I think a lot of people see Google as this massive machine that we don’t understand and that getting Google to represent our brand or our name or ourselves in the way that we want is incredibly difficult.
In fact, it’s actually very simple. Google is simply reading what it’s finding on the internet and then representing that to its users who are searching for your brand name or your personal name.
All you need to do is to be clear and consistent with who you are, what you’re doing, and who your audience is across every platform.
Google will pick it up and then it will represent you in the way that you expect.
If it isn’t, then it means that your online message, your digital ecosystem, is not clear.
Google and Bing are looking for content on a domain you own with content that you control and it knows you control.
Google looks to this for information about me, from me. I can say whatever I want, but Google will always look around the web to verify and check that what I’m saying is true.
If we look at Google search results, the left-hand side is suggestions and the right-hand side is facts.
What we need to do as brands and as people is to manage both the left-hand side and the right-hand side.
Make sure the facts on the right-hand side are correct and accurate and represent who we are, what we do, and who our audience is.
On the left-hand side, it gives our audience the opportunity to choose how they interact with us.
The most important thing isn’t having the most beautiful or even the most technically proficient website. It’s that I control the information that I’m providing to my audience, be it people or search machines.
If you need a website, make sure that you are within your comfort zone for managing it over time.
I think there is a tendency for people to say I’ll see a digital marketing agency. They’ll build me a website.
They create an incredibly complicated website that nobody can manage.
Control is the single most important thing. Either use something like WordPress, which is terribly common and everybody knows how to use it, or something like Duda, which I really love because it is plug-and-play.
Wix is another alternative.
That you can actually manage it yourself vastly outweighs the disadvantages that these platforms bring in terms of how you appear to search engines.
Make sure you can manage it yourself and don’t get tricked by pricing.
It isn’t because it costs you a hundred dollars a month that it’s necessarily better than $10 a month. You’ve got to be pragmatic and careful.
The really simple rules are:
I need to manage my entity home, where Google sees me online.
The most important thing isn’t having the most beautiful or even the most technically proficient website. It’s that I control the information that I’m providing to my audience, be it people or machines.
The people and companies who benefit the most from what we do are people who have a public persona that they need to present. When people Google their name, they need to make sure that their audience sees exactly what they want the audience to see.
If you think about it from a global perspective, I spend a lot of time talking to people on social media and talking to people face to face to get them interested in what I’m talking about.
Once they’re interested in learning more, they Google my name Jason Barnard, or my company name Kalicube, to learn more about it.
It’s important after all the effort I’ve made to convince them to actually be interested in what I’m talking about, that when they search my name or my company name, it is exactly what I want them to see. Then they can learn and move forward in their relationship with me from that moment onward.
I hope this information is helpful to you. It made me think about my website and how I need to improve it.
Invite Jason Barnard to guest on your podcast: https://kalicube.com/about/invite-jason/invite-jason-barnard-on-your-podcast/
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