Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Your Digital
Marketing Strategy
for 2021
Jason Barnard
“The Brand SERP Guy”
jasonmbarnard

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

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

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔ The Brand SERP Guy
➔ 2 decades in digital
(previous job: blue dog)

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔ The Brand SERP Guy
➔ 2 decades in digital
➔ Groovy podcast
(intelligent interesting and fun)

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔ The Brand SERP Guy
➔ 2 decades in digital
➔ Groovy podcast
➔ Speaker & Host

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔ The Brand SERP Guy
➔ 2 decades in digital
➔ Groovy podcast
➔ Speaker & Host
➔ Author

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Jason Barnard
“The Brand SERP Guy”
➔ The Brand SERP Guy
➔ 2 decades in digital
➔ Groovy podcast
➔ Speaker & Host
➔ Author
➔ Tutor & Coach

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Before we start
Why am I approaching this
from an Google-focussed
standpoint
(note - I did not say SEO)

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What is Google
trying to achieve?

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Provide the best answer / solution
to the user’s question / problem

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
As efficiently as possible

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
As efficiently as possible

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
They surface content, answer and suggest next steps on the SERP

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
In order to do that...

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
They aggregate the content
on the web to best serve
their users

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
A subset of Google’s users
are your audience...

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The vast majority
of your audience
is directly or indirectly
under the Google umbrella

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You understand
your customers
and users
Google understands
your audience

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Google aggregates all the
information it find about
you and your audience...

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
And presents its
conclusions to you in one
neat package...

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

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What your
audience sees
when they
google your
brand name is
the best
‘critique’ of
your digital
ecosystem
(and strategy)
you’ll find

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Be empathetic to Google
and you’ll see
what you should be doing

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You are about to see a

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You are about to see a
well rounded

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You are about to see a
well rounded
relevant

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You are about to see a
well rounded
relevant
effective

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You are about to see a
well rounded
relevant
effective
digital marketing strategy

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What Google is looking for
1. Understanding
2. Deliverability
3. Credibility

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

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Google needs to understand
who you are, what you offer, and what audience you can serve
in order to consider your offer as a potential candidate to be
suggested as the best solution to its users.

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Insight into Google’s Understanding

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

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Once Google has understood your offer,
in order to present it as the best, it will look at
relative credibility: compare you to
the competing solutions and answers.

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

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Once Google has understood your offer and is convinced yours
is better than the competition, it needs to be confident that
your content is appropriate for its user in their current
situation and that you can deliver the solution.

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
3 Pillars
What you need to provide…
(to Google that by definition
will serve your audience
and thus your digital strategy)

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Educate
Help Google
understand

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
1. Semantic HTML5.
2. Structured Schema.org markup.
3. Quality content using appropriate vocabulary.
4. Get/improve links and mentions from highly pertinent brands that are also authoritative.
5. Get/improve confirmation by trusted, authoritative, and relevant third parties.
6. Encourage on-topic conversations around you brand

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Convince
Help Google
believe

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
1. Leapfrog the bad stuff by promoting the positive results on pages 2 and 3
2. Get positive reviews on the review platforms that appear on pages 1 to 3
3. Ask journalists to update articles that appear on pages 1 to 3.
4. Generate positive client feedback from social media/reviews (including your reaction).
5. Obtain peer-group confirmation (associations, conferences, etc.).
6. Get vocal support from influencers, thought leaders, and journalists.
7. Get links and mentions from highly pertinent brands.
8. Confirm and valorize all the above on your own site.

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Facilitate
Help Google
deliver

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
1. Make your site faster than the competition.
2. Make your site mobile friendly.
3. Format the textual content on your pages using HTML5 best practices.
4. Create your content in the most appropriate format (video, audio, tables, lists, how-to’s etc.)
5. Publish your content on the most relevant platform (your sites, YouTube, Twitter, Facebook, etc.)
6. Ensure you have happy clients
7. Deliver satisfaction everywhere - Google is constantly looking over your shoulder !

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
And that is a
well rounded,
effective,
relevant
digital marketing strategy

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Aggregates your digital strategy
to serve its users

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What your
audience sees
when they
google your
brand name is
the best
‘critique’ of
your digital
ecosystem
(and strategy)
you’ll find

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Leverage Google
to understand
your industry

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Industry-level data:
70,000 brands
500 Industries
10 million Brand SERPs
50 Million URL

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

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

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Leverage Google
to learn about
yourself

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Your Brand SERP
= insights into your digital ecosystem
https://kalicube.pro/signup
1. Track
2. Measure
3. Improve

Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Your Digital
Marketing Strategy
for 2021
Jason Barnard
“The Brand SERP Guy”
jasonmbarnard