Chapter Five: Dealing with results you don’t control on your Brand SERP
Third-person rewrite of The Fundamentals of BrandSERPs for Business by Jason Barnard
Why third-party content demands your attention
Some of the most visible results on your Brand SERP are ones you don’t control. Jason Barnard explains that whether those mentions are positive, neutral, or negative, they require your attention. Google values third-party sources because they are seen as independent and impartial. That makes them highly influential for both users and search engines.
The impact of third-party mentions
A glowing article from a respected publication can feel like recognition. But a negative, inaccurate article can be damaging—both in perception and business results. You can’t remove or edit these results yourself, but Jason Barnard recommends a calm, strategic approach: reach out to the author or publisher and request updates.
Your Brand SERP is built from a small number of key sources
Most Brand SERPs display fewer than a dozen sources. That means each one matters—a lot. Jason Barnard stresses the importance of ensuring each third-party result is accurate, relevant, and aligned with your brand message.
The first goal: improve the meta title and description
Since you can’t control these results, your first objective is to convince the content owner to update the title and description so they reflect your brand positively. If the content is negative, aim to tone it down. If it’s positive but poorly worded, ask the author to optimise it.
How to approach the author of third-party content
Jason Barnard outlines a strategy rooted in relationship-building. Don’t rush into a request. Instead:
- Try to connect through a mutual acquaintance
- If that’s not possible, introduce yourself in person at events
- Use social media (especially LinkedIn) as a last resort
Make sure your profile is professional. Don’t open with a request. Your initial outreach should build rapport and put you on the author’s radar.
Building trust before making your request
Pushing your request too soon can kill your chances. Jason Barnard advises waiting until there’s been a natural back-and-forth. Only then should you introduce your request. Remember, you’re asking the author to do free work on your behalf—there must be value for them too.
How to craft your outreach message
When you do ask for changes, avoid ego-centric language. Instead, focus on mutual benefit. Compare these two examples from Jason Barnard:
Weak: “We updated our product specs, so please update your article accordingly.”
Strong: “Your article gives a great overview of what Kalicube offers, and you’ve sent us many happy clients. Thank you. We recently updated our product specs, and I’d love to share the new details—would you be open to a quick chat?”
The second example is collaborative, respectful, and more likely to succeed.
Why templates don’t work for this
Jason Barnard warns against using copy-paste templates. Each of the results on your Brand SERP deserves a personalised message. The authors and editors you contact are individuals, and they’ll appreciate genuine effort far more than generic language.
Emphasising the benefit to the author
Frame the update as a win for them:
- Improved click-through rate from search results
- Improved page rankings due to clearer metadata
- Expanded keyword pool from optimised content
Jason Barnard often offers to write the new meta title and description himself—saving the author time and ensuring the messaging is on-brand. He also makes sure the metas appeal to both his audience and the author’s readers.
Respecting boundaries when your request is declined
If the author declines your request, don’t push. Back off respectfully. Maintain the relationship. Jason Barnard points out that even if the author says no now, they might be open in future. Handle rejection with professionalism.
When direct outreach fails, use Leapfrogging
If the third-party content remains unchanged, use the Leapfrogging technique from Kalicube’s course on negative results. Promote better results so they push the unhelpful ones off page one.
Every detail on your Brand SERP contributes to your credibility
Jason Barnard reminds us that no single result makes or breaks your reputation—but every result contributes. Improving just one meta title or description can elevate your entire Brand SERP.
Optimising third-party results is part of a holistic strategy
Taken together with social media, homepage optimisation, Rich Sitelinks, and SEO, managing third-party content is part of a bigger picture. Each detail matters. Each improvement strengthens your online credibility and user trust.
Final thoughts on influencing what you don’t control
Even if you don’t control a result, you can still influence it. Jason Barnard’s approach: build relationships, offer value, and make reasonable requests that help both parties. Most importantly, play the long game—your Brand SERP is your digital business card, and every improvement pays dividends in trust, reputation, and business growth.
