Your New Homepage: The Branded Search

 

 

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If you’ve done a search in Google recently you’ve probably noticed there is a lot more going on on that SERP (search engine results page). As I mentioned in my last post, with the new beta test it looks like Google Posts also previously nicknamed by the SEO blogosphere  “local business cards” will be adding more engaging elements to a branded search.

A picture below depicts a branded search for “A Healthy Choice Spa” (a local business part of the beta test of Google Posts). The Google Posts take up prominent real estate right below the first organic spot. One thing not as obvious in this screenshot is the fact that the photos in this Google Post are in fact gifs, which you can check out here. Screen Shot 2016-04-04 at 9.07.22 PMThe only thing that is more eye-catching on the page appears to be the local knowledge panel.

The local knowledge panel is just one part of the knowledge graph which been around since 2012 but it’s risen to prominence in the last few years. Whether it’s getting the latest score to a game, information on the election or even the answer to a common question Google will now answer it for you. Wikipedia describes the knowledge graph as:Screen Shot 2016-04-04 at 9.10.37 PM

The Knowledge Graph is a knowledge base used by Google to enhance its search engine’s search results with semantic-search information gathered from a wide variety of sources.

So you’re probably  wondering at this point will anyone ever get to my website if they get the answer to their question from Google?

There are few things to take into consideration.

  1. The knowledge graph does not exist without websites from which to not only pull information but to confirm the “accuracy” of that information.
  2. For the most part the knowledge graph appears most on queries that are relatively broad questions or general questions without high user intent to take an action. That being said, if the user is able to find their answer more quickly this leaves more qualified users coming to your website. A good example of this would be to imagine someone querying a treatment for a medical condition. With a knowledge graph answer they can more quickly understand what treatment they need and seek out pharmacies or doctors to him or her attain that treatment.Screen Shot 2016-04-04 at 9.19.32 PM
  3. Sometimes Google gets it wrong. Just today, a coworker brought to my attention that the knowledge graph was serving up a not so helpful quick answer. A query for fashionable jackets yielded this result you can see to the side here. So even as much as Google may try, in this specific instance the user is probably going to click on another result on the page.

While the knowledge graph is a tremendous part of the modern SERP, it’s just one part of a bigger picture. Now with tweets pulling into SERPs, Ads, local packs, organic sitelinks, and more (for which Moz has a great breakdown ) the SERP has become a much more engaging, user-friendly place. So friendly in fact that  I believe that the modern query, specifically the branded query, is the new homepage of your website.

It’s easier to type your business into Google than to navigate to or remember the exact URL. When a user does that search they can get your contact information, hours, reviews, and figure out the best time to visit you to avoid the crowds.

You may have sitelinks on your organic listing or your paid ad likely outlining your key service or product pages. In a lot of way your sitelinks have become your website navigation. If you’re running ads or if your number displays in your local knowledge panel  it’s even possible for the user to go ahead and with the tap of button on their mobile device call you. The best part is they never needed to go to your homepage! Your branded query sold your business to that user.

I view this shift in search that’s been underway for a while now as a tremendous opportunity to dominate your branded SERP. In fact there are more ways than ever to showcase your business in Google. This means investing in ads, updating your Google My Business listing and making sure the best pages are showing up in those first results. Google’s entire search business relies on there being websites to search for on a daily basis. Google wants to keep users on their search engine by creating a user-friendly search experience which at the end of the day is to your website’s benefit as well.  Besides if you don’t take advantage of your branded SERP, there’s always a chance a competitor will.

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