Latest / Online Reputation Management Podcast / Sort Your Brand SERP with Kalicube | Branding SEO Advice (James Dooley Discusses with Jason Barnard)
Transcript
- James Dooley: Hi, it’s James, and today I’m joined by Jason Barnard from Kalicube. We’re going to talk about the infamous Brand SERP, why it’s business 101, and why you must look at the Brand SERP not only for your company, but also for the authors on your website and the business owners behind it. Jason, can you start by explaining what the Brand SERP actually is? Jason Barnard: Great to be here, James. The Brand SERP is the search engine results page for a brand—whether that’s a company, a person, a film, or a product. Anything identifiable. When someone searches that name, the Brand SERP is what appears. I’ve been doing this for 12 years. I started with my own, thinking it would be easy because I knew SEO. After three months, it looked good. Then I realized it wasn’t fully accurate, so I spent another three months fixing that. Then another six months making it positive. That took a year. Then I realized it wasn’t stable, so I spent another year stabilizing it. Now my Brand SERP is extremely stable because Google fully understands who I am, what I offer, to whom, and where. It presents me positively—videos, articles, my Twitter feed, my knowledge panel—because it sees me as a credible, authoritative source. That becomes the perfect Google business card, and it drives huge business for Kalicube. Interestingly, 80% of our business doesn’t come from Google Search directly. It comes from all the places we’re online—YouTube, LinkedIn, Forbes—which are simply represented inside the Brand SERP. So the Brand SERP is your Google business card. It’s bottom-of-funnel traffic—people searching your name—and it’s a clear representation of how good your online presence really is. James Dooley: We’ve talked many times about how much benefit it’s added to my business and personal brand. I get investment opportunities because people see my positive Brand SERP. I get recruitment interest. I get higher valuations because I’m seen as a trusted source. I used to think it was only about E-E-A-T signals, but it’s so much more. Kalicube’s service is inexpensive—three to five thousand a month—yet companies pay 15–25k a month for online reputation management. If they were proactive in building a positive Brand SERP, negative content would be far harder to surface. It’s not just branding; it’s proactive reputation management. It took me 12–18 months to truly understand the value. Beyond businesses, can you also help individuals get or improve their knowledge panels? Should they prepare anything before coming to Kalicube? Jason Barnard: We work with both people and corporations, but most clients are individuals. It’s crucial for prospects, clients, potential hires, and investors. Investors will Google your name before investing. A good Brand SERP includes a knowledge panel, your website at the top, rich site links, videos, images, social profiles, and review sites. If you don’t have this material online, you need to build it—solidly and consistently. To get a knowledge panel, make sure your website structure is clear, your About and Contact pages are optimized, your social profiles are active, and you have videos and images online. When that foundation exists, Kalicube can step in, identify what’s right or wrong, clean it up, and optimize it so Google can fully digest the information. We analyze your competition and the market, compare patterns, and use our two billion data points to show you what Google expects. Then we build the perfect personal branding strategy or corporate digital strategy—reflected in your Brand SERP. James Dooley: So for viewers—do you have a knowledge panel? If not, you may look like a small-time player. You might need videos, Twitter activity, or digital PR from agencies like Search Intelligence so Jason can connect the data points. For businesses—do you know what data points you need? I didn’t. It was easier to get a done-for-you service. Once the information is online, it becomes quicker for Jason to assemble the Brand SERP—sometimes six to eight months. It might take three months to build the basics, three more months to enhance it, and then further time to make it extremely positive through additional PR or videos. Kalicube connects the data points the way algorithms expect. So go search your name and your business. Do you have a positive Brand SERP? Do you have a knowledge panel? If not, message Jason at Kalicube and get it sorted. It’s essential not only for E-E-A-T, but for selling websites, attracting talent, and securing investment. Leave a comment if you already have a Brand SERP or knowledge panel, or if Jason has helped you improve one.