top of page
  • Writer's pictureMark A Preston

Brand SERP SEO: Balancing Human Appeal with Algorithms

Updated: Mar 10

When it comes to your business’s online presence, it’s easy to assume that your efforts to polish your brand’s Search Engine Results Page (SERP) are exclusively for pleasing Google's complex algorithms. However, the truth is profoundly different. As I delved into an enlightening conversation with Jason Barnard, an authority on digital marketing, it became crystal clear that Brand SERP is as much about your audience as it is about Google—if not more so.


Understanding Your Digital Mirror

Your Brand SERP acts as a digital mirror, reflecting how effectively you're communicating your brand’s ethos to not just your audience but also to Google. When your communication is crystal clear, Google’s understanding improves, and this, in turn, enhances your audience's comprehension of who you are.

  • Your Audience Comes First: Always remember, you're shaping your Brand SERP for your potential clients or customers to accurately grasp your business identity.

  • Measure of Clarity: If Google misrepresents you, it's a sign that your audience might also be getting mixed messages.

  • Strategize and Humanise: Use your Brand SERP as the foundation to build your digital strategy—centre it around how you communicate with people, not just algorithms.

Cultivating Your Brand’s Digital Ecosystem

At KaliCube, where Jason Barnard leads, they have undertaken a journey lasting over a year and a half, focused on sustained effort and rich content across various platforms without prioritizing Google traffic.

  • Diversify Your Platforms: Extend your brand presence beyond your website to platforms like LinkedIn and Twitter.

  • Create Relatable Content: Share stories, insights, and information that resonate with your audience.

  • Let Google Follow: When your brand thrives across various channels, Google takes notice, and organic search traffic begins to grow.

Google is Catching Up with Humanity

What we've seen at KaliCube is a testament to the power of a brand-centric approach.

"We're getting traffic from Google as of a couple of months ago,"

Says Jason, highlighting how a brand-focused strategy eventually leads to search engines recognizing and valuing your offering.

Your Brand’s Narrative is the North Star

Starting with your brand SERP to build your digital strategy is like setting your compass to the true north of your brand’s narrative. Google's algorithms are designed to serve humans, so when you tailor your message for human understanding, Google will follow suit.

  • Listen to Your Audience: Adapt based on feedback and interactions from your human audience, not just data analytics.

  • Be Patient and Consistent: It takes time for Google to recognize and reflect the depth of your brand's narrative.

"Your Brand SERP should be a window for your audience to look through and see the heart and soul of your business."

- Jason Barnard


bottom of page