Q: Who Googles your brand name? A: Everyone who matters to your business! In this conference, Jason Barnard (The Brand SERP Guy) will explain who is searching your brand name, why your Brand SERP is fundamental to your bottom line (whatever your line of business), and how you can transform your Brand SERP into a stunning 'business card' and turn it into one of your biggest assets.

1. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Your Brand SERP
on Google:
The most important KPI
You never looked at
Jason Barnard
“The Brand SERP Guy”
jasonmbarnard

2. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔
#SMSSYD20 Kalicube.pro - it’s all about your Brand SERP jasonmbarnard

3. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔

4. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔
➔

5. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔
➔
➔

6. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔
➔
➔
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7. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔
➔
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8. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔
➔
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➔

9. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan

10. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP

11. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience

12. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience
● Google

13. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience
● Google
● You

14. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience
● Google
● You
-----
Your Brand SERP should be
a BIG part of your
overall digital strategy

15. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience
● Google
● You
-----
Your Brand SERP should be a BIG part
of your overall digital strategy
-----
How to improve your Brand SERP

16. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience
● Google
● You
-----
Your Brand SERP should be a BIG part
of your overall digital strategy
-----
How to improve your Brand SERP
● Basic tactics and blue links

17. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Plan
Three points of view on your Brand SERP
● Your audience
● Google
● You
-----
Your Brand SERP should be a BIG part
of your overall digital strategy
-----
How to improve your Brand SERP
● Basic tactics and blue links
● Glorious Rich Elements

18. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Before we start
What I mean by
“Brand SERP”

19. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Exact match
brand search

20. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Exact match
brand search

21. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
More or less unconvincing
More or less negative
More or less inaccurate
Exact match
brand search

22. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
3 reasons
they are soooooo
very important

23. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Important for
your audience

24. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The A-list of people who matter to your business
clients, prospects, investors, partners...
Your Business Card!

25. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Important for
Google

26. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Google’s assessment (its opinion of the world’s opinion of you)
E-A-T

27. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Important for
You

28. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
A window into your Brand’s
Digital Ecosystem (and content strategy)

29. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Now…
take a look at your
Brand SERP

30. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Which is yours?

31. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
By definition, improving your Brand SERP is a
Marketing Virtuous Cycle

32. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
To improve your Brand SERP, you’ll have
to improve your Digital Ecosystem...

33. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
That will improve
Google’s opinion of you (E-A-T and more)

34. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Google reflects ALL that through
your Brand SERP

35. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Who’s happy?
(all three)

36. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The anatomy of a
Brand SERP

37. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
A quick aside:
How SERPs are built

38. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
https://kalicube.pro/grs
The Anatomy of SERPs: Darwinism

39. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What does a good Brand SERP
Look Like?

40. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
A good Brand SERP

41. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Positive
Accurate
Convincing
A good Brand SERP

42. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Positive
Accurate
Convincing
A good Brand SERP

43. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Positive
Accurate
Convincing
A good Brand SERP
7 blue links

44. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Positive
Accurate
Convincing
A good Brand SERP
7 blue links
3 Rich Elements

45. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Positive
Accurate
Convincing
A good Brand SERP
7 blue links(variable)
3 Rich Elements
Knowledge Panel
(under 50%)

46. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Positive
Accurate
Convincing
A good Brand SERP
7 blue links(variable)
3 Rich Elements
Knowledge Panel
(under 50%)
https://kalicube.pro/track
Track and Measure Yours

47. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
How to improve your
Brand SERP

48. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
General tactics:
Blue Links

49. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
1. Update those you control
All domains, relevant pages, metas, images and content...
brand.com
blog.brand.com
brand.io
Brand.com.au
subsidiary.com
branch.com
department.com
How?

50. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
How?
1. Update those you control
2. Improve / add ones you semi-control
Social accounts, company profiles, databases...

51. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
How?
1. Update those you control
2. Improve / add ones you semi-control
3. Push up the better results from below
Content on pages 2 and 3 you want your audience to see

52. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The “Cherry” on top
The Cherry
on Top

53. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The “Cherry” on top
The Cherry
on Top
The
Must-Have

54. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Glory of
Rich Elements
(SERP Features)

55. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
How many blue links and rich elements?
* National brands Source: Kalicube

56. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
* National brands Source: Kalicube
Rich Sitelinks

57. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
How?
Good onpage SEO
Homepage
ContactPage
AboutPage
ProfilePage
Pricing
Blog
...
Meta title
Meta description
Content
Schema
Semantic HTML5

58. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
* National brands Source: Kalicube
Image Box

59. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Quality images
Image SEO-ed (alts, filenames, titles, captions…)
Semantic HTML5 (<figure> <figcaption>...)
Schema (primaryImageOfPage...)
Distributed on trusted sources
Consistent brand image
How?
Good image SEO
& design strategy

60. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
* National brands Source: Kalicube
Video Box

61. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Quality videos
Videos SEO-ed (titles, thumbnails, timings...)
Semantic HTML5 (<figure> <figcaption>...)
Captions
Distributed on trusted sources
Audience engagement
Consistent brand image
How?
Good video SEO
& video strategy

62. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
* National brands Source: Kalicube
Twitter Box

63. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Quality Tweets
Consistently tweeting
Use images
Use videos
Audience Engagement
Peer approval
Consistent brand message
How?
Twitter (social media)
strategy

64. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
* National brands Source: Kalicube
People Also Ask

65. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
FAQ section (one question per page)
Answer questions about your brand
Answer questions around your brand
Relevant blogs
Informational pages ‘About’ brand & offers
How?
Blog, About & FAQ
strategy

66. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
* National brands Source: Kalicube
Knowledge Panels

67. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Give your entity a home on your site
Place corroborative information on
independent third party sites that are
relevant, authoritative, trusted
Signpost that corroboration
from the ‘home’ with Schema.org markup
How?
Information
strategy :)

68. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What I just described is simply
a rounded, balanced content strategy

69. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Reminder:

70. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Reminder:
When you improve your Brand SERP / Google Business Card

71. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Reminder:
When you improve your Brand SERP / Google Business Card
1. You are more convincing to your audience

72. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Reminder:
When you improve your Brand SERP / Google Business Card
1. You are more convincing to your audience
2. You boost Google’s
opinion of you (E-A-T)

73. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Reminder:
When you improve your Brand SERP / Google Business Card
1. You are more convincing to your audience
2. You boost Google’s opinion of you (E-A-T)
3. You improve your
digital ecosystem
(doesn’t that cover every step
of your acquisition funnel?)

74. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Tracking, Measuring and Improving Your Brand SERP is
A Strategic Necessity

75. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Brand SERPs
1. Track
2. Measure
3. Improve
https://kalicube.pro/track

76. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Your Brand SERP
on Google:
The most important KPI
You never looked at
Jason Barnard
“The Brand SERP Guy”
jasonmbarnard