![Agency Ahead by Traject artwork](https://is1-ssl.mzstatic.com/image/thumb/Podcasts123/v4/0a/b8/f7/0ab8f7e1-2901-a0b3-fe99-bf6a7584d8d0/mza_9261344215658334886.jpg/100x100bb.jpg)
Taking Control of Your Brand SERPs with Jason Barnard
Agency Ahead by Traject
English - November 06, 2020 11:46 - 25 minutes - 34.7 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
What’s a brand SERP? Well, a “SERP” is an acronym for search engine results page. So a brand SERP is what you get when someone Googles your name or your brand name.
Jason Barnard is the brand SERPs guy. He’s spent 7 years trying to educate digital marketers on the importance of brand SERPS, on the insights to be gained from looking at them, and how to take control of them.
He's also the host of the Kalicube podcast, where he's interviewed the likes of Rand Fishkin, Bill Slawski, and more. He runs Brand SERP courses and offers coaching for those who want to take control of their own.
Listen to today's podcast to learn how to take control of brand SERPs both for your agency and for your clients.
The highlights:
[1:24] What it means to be the brand SERP guy.
[3:13] The definition of brand SERPs.
[5:51] Evaluating brand SERPs.
[9:30] Changing brand SERPs.
[14:59] The difference between reputation management and brand SERP management.
[20:43] The intersection between brand SERPs and content strategy.
[22:24] Jason's cause.
The insights:
What it means to be the brand SERP guy
Garrett asked Jason what it meant to be the "Brand SERP Guy."
He admits he's been talking about it for the past 7 years.
Jason also says understanding brand SERPs can even give you a better understanding of what Google is doing with all these algorithms.
The definition of brand SERPs
Your brand SERP is your "exact match brand name SERP."
Jason says that focusing on that search is way more interesting than most people imagine.
He says that brand SERPs give lots of insight about what's going on with your brand, and what he calls your brand's "digital echo system."
And when they search your brand name, Google is showing them what it thinks is the most relevant and valuable. And that's exactly what Google is trying to do with all the other SERPs, so you can build up from that. And it's such an insight."
How do you evaluate your brand SERP?
Jason says the first step is to take a step back.
He says you have to become empathetic to all these different people who are searching for your brand.
The Google brand SERP is the new business card.
Marketers who aren't digital marketers get this immediately, whereas it ironically takes digital marketers a lot more time to cotton to the idea.
He points out most people don't type in domain names. They type brand names into Google, then continue on to the site.
In three seconds, everyone says he's been dressed by his mother, he looks like a complete plonker, we're not going to be his friend. It's going to take you years. If anyone's been to university here, it takes you years to get over it."
Changing brand SERPs
Jason speaks of his friend, Andrea Volpini, who did an analysis of Jason's own brand SERPs and discussed it on Jason’s podcast.
Barnard's Knowledge Graph
Volpini wrote a machine learning script using Python.
It was mentioning things Jason didn't necessarily want mentioned and was putting them in the wrong order.
Literally, three days later, the summary came up. It was absolutely perfect. Then he said: OK. Google is Jason Barnard's CMS."
Jason says the only reason he was able to control his brand SERP to this extent was that he'd been working on it for years.
He also speaks a little bit about what your SERPs tell you.
He says that even if you have videos, for example, they might not show up on your SERPs. In that case:
So it's an incredibly quick, easy, cheap analysis of your content strategy. Lastly, it's an analysis of your brand's digital echo system.
If you've got crap reviews on your first page, Google thinks they're important, they think they're valuable, it thinks they're representative. Don't just complain about it and try to drown them. Ask yourself why Google thinks it's representative.
It might be an authoritative site. It might be that the overwhelming majority of reviews are negative, and you've been focusing on one platform and Google's saying: that isn't representative and we won't be showing it. So, we come back to that idea of: take a big step back."
The difference between reputation management and brand SERP management
Jason bristles, just a little, and in a friendly way, at the idea that brand SERPs and reputation management are the same thing.
He doesn't like the notion that you can just "drown" bad SERPs results.
He points out that Google has historical data. Drowning bad mentions doesn't work anymore.
He says what you need to do is leapfrog existing good content over those results, bit by bit, or add different kinds of content.
He says the idea is to prove to Google that the bad link is not representative and not valuable to your audience.
The intersection between brand SERPs and content strategy
Jason says he's not a content specialist, but he does touch on it a little.
He says it's not just your own site. It's YouTube, Twitter, Facebook, all the sites you put images on.
It means, by definition, if you're going to have a great brand SERP then you're going to have a great content strategy that's off-site. And that on-site version of the content is an appropriation or working of the content that you initially created for the other platform."
For help creating different kinds of rich content, take a look at Fanbooster, a Traject’s social media management software that lets you easily manage your social content in different places, and encourages you to tool your content on each site to a format that works best for it.
https://www.youtube.com/watch?v=dhZSMZ4YtCk
What’s your right now cause?
Jason would just like listeners to focus on the principles of empathy.
He uses Covid as an example.
Connect with Jason Barnard
Want to get in touch with Jason? Just Google Jason Barnard. Or….
Website
Podcast