A Brand SERP is simply what appears on Google when someone searches for your brand name. Most people will look up to your brand before or during their working relationship with you.
What they find when they Google your brand name is critical. Their perception of your brand when that first page appears is a factor that could tip the balance in their decision to do or continue to do business with you.
You want your Brand SERP to be accurate, positive, and convincing as a brand.
What is a Brand SERP?
A “Brand SERP” is exactly what you would expect it to be.
When someone searches for a brand on a search engine, this is the set of results that appears.
The search engine result page for a navigational query related to a brand entity is known as the brand SERP. A brand entity combines the characteristics of an organization and a company.
The most popular and related Semantic Search attributes for a brand entity are its CEO, staff, phone number, addresses, inception date, working hours, industry, trust, expertise, service quality, and historical information about itself.
Some Complaints Cooperate information, Services list, CEO’s identity, tag information, and industry-related news for the brand itself can all be found on the brand’s SERP.
What SERP features come under Brand SERP?
The SERP features listed below can be found within a Brand SERP:
- Google My Business Panel: It is a Google free business listing. It allows you to provide information and photos about your company, such as its location, services, and products.
- Search Suggestions: It is a Google search engine feature that provides users with suggestions as they type their search query into the search box.
- Featured Snippets: These are highlighted text excerpts that appear at the top of a Google search results page in ‘Position 0’. They provide users with an immediate response to their search query. When users enter informational search queries, featured snippets are more likely to appear.
- Site-wide Links: It refers to a website’s static outbound link that appears on every page. They are typically found in the header, footer, or navigation menu.
- Local Map Pack: It refers to the most prominent position in Google’s local search results, where businesses are listed, and their locations are identified on a map with place marker icons.
- FAQ Accordions: These will be displayed in the form of an interactive accordion (collapsible content). By clicking on the questions, you can reveal or hide the answers. The best part is that Google may decide to display your FAQs on the search page automatically.
- Review Stars: Stars indicate customer satisfaction with the service, product, web page, or article.
How do you recognize a Brand SERP?
For keywords with informational or navigational search intent, brand SERPs are no different than other search results. So it is technically impossible to know with 100% certainty that a set of results represents a Brand SERP.
However, there are a few hints you can look for to determine whether you’re looking at a Brand SERP or not.
These hints are previously mentioned in SERP features. These appear more frequently in results for an exact-match brand name search than in other results.
Why Do Brand SERPs Matter to Businesses?
Brand SERPs are the modern equivalent of business cards. This digital business card will be their first impression of who you are and what your brand stands for. And, just like a business card, your Brand SERP must make an excellent first impression.
If you’re wondering why your company should care about your Brand SERP in the first place, consider the following:
- Who is looking for your company’s name?
- What are they looking for?
The first group consists of your existing clients who are looking for your brand name to find your website. These people see your Brand SERP regularly—a current client may search your brand name several times per day.
Prospects are in the second group, at the bottom of the funnel. People who are about to do business with you, sign the dotted line and become your partners. They look up your brand name to learn more about you and to ensure that you’re the right business to partner with.
Then you have potential hires, people who want to work for your company. Journalists were interested in covering your company. Except for the first group, all of these people are researching your brand.
In both cases, Brand SERP plays a vital role. This is why most businesses of any scale hire a Digital Marketing company in India that provides upgraded SEO services to them.
The key point here is that every type of searcher is either already doing business with you or is considering doing so right now. What they see is critical to your overall business strategy because they are the people who matter to your bottom line.
How to Optimize Brand SERP?
Understanding and utilizing the Brand SERP Features are required to optimize the Brand SERP. A reflection of the brand with clear details should be provided to improve the brand’s visibility, image, and clarity on the Brand SERP instance.
Brand SERP features, shape, and image can all have an impact on a brand’s online reputation. The methods, steps, and techniques listed below can be used to optimize the Brand SERP.
Well, there are many ways to optimize your Brand SERP. Here are some of the tips followed by most Digital Marketing companies in India.
- Respond to the negative reviews for the Brand that can be found on the Brand SERP.
- Create positive brand content that can be ranked in the Brand SERP.
- Create a Brand entity in the Google Knowledge Graph.
- Within the Google Knowledge Graph, associate the most important entities, concepts, and intents with the brand so that the search engine can associate the important terms and brand.
- Answer common brand-related questions to elicit the People Fill out the Ask SERP Feature for the brand with correct and positive answers.
- Trigger a Knowledge Panel for the Brand by combining trust and notability signals with the most important and authoritative sources for the specific industry.
- Increase the granularity of the “about us” and “services” pages to generate featured snippets for brand-related navigational queries.
- Use the Google My Business Account to activate more brand-related SERP Features.
- Site-wide Links may appear below the brand’s snippet in the Brand SERP.
- For understanding minor changes in the Brand SERP and Google Knowledge Panel instances, use tracking and analyzing SEO technology.
What Can a Brand SERP Show a User?
A Brand Search Engine Result Page (SERP) for a brand-related navigational query may show the following to a user:
- Brand identity
- Brand’s services
- Brand’s products
- Brand’s addresses
- Brand’s CEO
- Brand’s inception date
- Brand’s staff size
- Negative and positive brand comments
- Branding Videos
- Brand evaluations
- Brand-related news
- Questions and answers about the Brand’s safety and reputation
- Brand’s social media accounts
- Photographs of the brand’s headquarters
- The brand’s logo
and much more information about your business.
What is the Importance of Brand SERP for Google and SEO?
SEO, marketing, and consumer behaviour all rely on a brand SERP. The triad of “Google-user-brand trust” has a significant impact not only on consumer decision-making but also on Google’s algorithmic decision-making.
It reflects Google’s perception of the brand and serves as a strong projection of the brand’s identity for users. This brand name navigational query reflects not only the brand’s services and products but also its dependability, reputation, and even identity.
The negative sentiment of a Brand SERP can have both direct and indirect negative effects on a brand’s relatedness, trustworthiness, and reliability for SEO and in the eyes of a Search Engine. The most relevant brand content will rank for branded queries, reflecting Google’s understanding and opinion of the brand.
If a Brand SERP contains negative content, lacks a knowledge panel, or is not an entity in the knowledge graph, the search engine’s perception of that brand may suffer.
All of these Brand SERP factors are handled by SEO service providers or digital marketing companies in India.
What is the relation between Knowledge Panel Optimization and Brand SERP?
Knowledge Panel Management and Brand SERP Optimization are intertwined. Knowledge Panel Optimization is more closely related to Semantic SEO and Semantic Search than to Brand SERP, but it is also an important part of Brand SERP Optimization.
By becoming an entity in Google’s Knowledge Graph, a brand can have a knowledge panel on their Brand SERP. An optimized and well-structured knowledge panel will provide a more rich, more trustworthy, and informative Brand SERP.
Conclusion: Last Thoughts on Brand SERP
As part of their SEO projects, SEOs will place a greater emphasis on brand SERP optimization. Without optimizing the brand’s image, look, and prestige, the SEO project may not achieve a sufficiently high level of credibility for the entity in the eyes of search engines.
In this context, Brand SERP Optimization using various methods, strategies, and innovations must be a component of a comprehensive SEO strategy.