Latest / Online Reputation Management Podcast / Reasons You Need to Improve Your Brand SERP | Branding Advice (James Dooley Discusses with Jason Barnard)
Transcript
- James Dooley: Hi, today I’m joined by Jason Barnard from Kalicube, also known as the Brand SERP Guy. Today is all about Brand SEO and improving your brand SERP. Let’s get straight into it. Jason, give us some reasons why people should focus on improving their brand SERP. Jason Barnard: There are loads of reasons. The biggest one is converting prospects at the bottom of the funnel. Once you’ve convinced a prospect to Google your brand name, they compare you with competitors. If your brand SERP looks more impressive, credible, and believable, that can tip the balance in your favor. If your SERP is strong enough, they might click through and convert immediately because Google’s presentation makes you look trustworthy. So you can expect an increase in conversion rates from bottom-of-funnel prospects. James Dooley: On that point—there’s a link in the description about how Jason helped generate millions for my company in the UK that builds sports pitches and playgrounds. We were up against five companies, narrowed down to two. The headteacher spent 30 minutes researching both companies online. Even though the other company was big and good, they didn’t publish their offline testimonials online. We did. We looked more trustworthy. That one job alone was worth £550,000, and we won many more. That’s exactly what you're talking about—at the 11th hour, people Google you and decide based on your brand SERP. James Dooley: Now, another benefit—recruitment. Since improving our brand presence, we get so many people wanting to work for us. Have you seen this with your clients? Jason Barnard: Absolutely. Looking impressive online is critical for recruitment. As I learned at Mad Singers, the right team makes the business. To attract great people, you need a brand image that makes them want to work with you. Your company must look credible and future-proof, and your personal brand as founder needs to look strong. People work for the company, but often even more for the CEO. A powerful brand SERP brings in enthusiastic, high-quality candidates. James Dooley: Another benefit is investment opportunities. I now get contacted almost daily by people wanting me to join their business and offering me discounted equity. Before I improved my brand SERP, those opportunities didn’t exist. Have you heard similar stories? Jason Barnard: I get at least one request a month from companies wanting to invest in Kalicube. They tell me I look incredibly impressive online and understand what I do. Investment ties directly to amplifying your credibility signals. If you optimize your content correctly, Google can present you as a top-tier authority even before you reach that level. When investors search your name, then check LinkedIn, YouTube, Forbes, and your website, they see consistent credibility. That builds belief and trust. James Dooley: Another huge thing—you indirectly teach people how to do proper digital marketing. Instead of obsessing only over SEO, you push them to create YouTube videos, Twitter content, LinkedIn content—omnichannel marketing. Then when someone sees you on YouTube and likes what you say, they Google you. They see the positive brand SERP, the consistency, and they inquire. Also, I’ve never mentioned this to you: my Knowledge Panel’s “People Also Search For” is now generating inquiries. Someone searches for another expert, sees me there, clicks through, and buys something different from what the other person sells. Jason Barnard: I see the same. My People Also Search For includes Rand Fishkin and Joost de Valk. Being associated with big names increases my perceived authority. If someone is searching Joost for investment opportunities and sees me next to him, they think I’m at the same level. People who want to invest in Kalicube tell me they saw me on LinkedIn, YouTube, Forbes, then verified everything through Google before contacting me. That’s incredibly powerful. James Dooley: My brother, who does traditional marketing, always said: touchpoints matter. Billboards alone never work—you need radio, TV, bus stops. Back then it took three touchpoints, now maybe five. Online it might take twenty because there’s so much noise. If you’re omnipresent—Twitter, LinkedIn, YouTube, podcasts—people already know what you do before they speak to you. They’re pre-sold. The sales call becomes: “How much is it, and how long does it take?” Jason Barnard: Exactly. My sales calls now are simple because people see me everywhere with the red shirt. They already know who I am and what they want. And yes, online touchpoints might be 20 or more because we see 30,000 brands a day. You need enough touchpoints to stick in someone’s mind. That’s the power of omnipresence and brand SERP optimization.