Brand SERPs Foundations Course: Introduction

In this fundamentals course, we’ll focus on the things that are easier for you to optimize and look mainly at the results that are already on page one. If you know about meta titles, meta descriptions, the head section in HTML, and Search Console, you’ll find that you can skip parts of this, such as the screencast and parts of the explanations. Feel free to fast forward over those. If you know all that stuff, you’ll breeze through this initial fundamentals course and have your brand SERP looking much better in just a few hours, and you can do the lessons in any order. If you don’t know those things, don’t worry. Nothing in here is very difficult or technical, so you’ll be able to do all of it. The first thing to do is start with the glossary of terms lesson. Then do the others in order. If you go through the course and follow my advice carefully and thoroughly, you’ll have your brand SERP looking much better in just a day or two, but there’s just one exception to doing it all in the right order.

If you have a branded search terms campaign on Google ads, then you might want to watch the Google ads lesson and optimize your campaigns straight away, since that will save you money directly. Each lesson will go through a particular aspect of brand SERPs. I’ll tell you what the situation is and what you can do to optimize that aspect of your brand SERP.

Most lessons also have some accompanying “what NOT to do” content, maybe a video, sometimes an article. Please do take the time to look at those so as not to make avoidable mistakes.

Now, a quick reminder about who you’re doing this for and why it will help your bottom line. Many people who are important to your business will Google your brand name to find you or find out more about you.

Google is your business card and your homepage. Most people see this home page, this representation of your brand before they see yours. That beautifully crafted homepage you spent countless hours and dollars perfecting isn’t the first thing they see.

A better brand SERP. Make sure that they have a positive first impression about you, and that helps your bottom line. For prospects, that means shorter path to conversion, higher conversion rates, better client retention. For existing clients, that means better client engagement, less churn, easier upsells. And then there are the indirect effects on your bottom line through the positive effect your brand SERP has on all the other people who are important to your business. Potential hires, journalists, partners, investors, and so on.

The conclusion is you owe it to your bottom line to sexy your brand SERP up. Here’s my mantra. A good brand SERP is good for your bottom line. A great brand SERP is great for your bottom line. A SERP like this is a great Google homepage to have and the series of courses that I’m going to give you explains exactly how to do that. This foundation course is the basics that will allow most brands to make their SERP more attractive, positive, and accurate. Probably something like this.

The other course is built on that foundation and take specific aspects further to help any brand make their SERP really positive, reflective of their brand message and incredibly convincing even at a glance like this. One might say sexy like these, now let’s get down to work.

Before you start the lessons in this course. Let’s look at your brand SERP and set out where the starting line is. We need to check and make a record of where your brand SERP is, both on desktop and on mobile. Check them in all the countries where you have an audience that is important to your business and identify what shows above the fold, that’s what people see when the brand SERP first displays in their browser. And below the fold, that’s what they see when they scroll. Now we’re going to start changing those SERPs and making them look much better.

Thank you.