🤔Reasons You Need to Improve Your Brand SERP | Branding Advice🤔

The episode examines how brand SERP optimisation enhances overall business performance by positioning Google as a public credibility filter that shapes conversions, hiring outcomes, investor confidence, and asset valuation. Jason Barnard explains that a brand SERP represents Google’s understanding of an identity, built from signals gathered across websites, social profiles, video platforms, and trusted authoritative sources. James Dooley shows how strengthening a brand SERP improves conversion rates at the bottom of the funnel, as decision-makers routinely search company and founder names before selecting a supplier. Jason also points out that well-managed brand SERPs attract higher-calibre recruits, since candidates research businesses and leadership teams on Google before applying. James further illustrates how improved brand SERPs create investment opportunities, as investors place greater trust in individuals with consistent, credible digital narratives across YouTube, LinkedIn, and search results. The discussion frames brand SEO as a core commercial strategy, demonstrating how stronger visibility drives more enquiries, increases valuations, and supports sustainable long-term growth.

Creators and Guests

Host

James Dooley

James Dooley is a UK entrepreneur.

What is James Dooley Podcast?

James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

The James Dooley Podcast explores the mindset, methods, and mechanics of modern entrepreneurship. James Dooley interviews leading marketers, founders, and innovators to reveal the strategies driving online dominance and business scalability. Each episode unpacks the reality of building a business without mentorship, showing how systems, data, and lead flow replace luck and guesswork.

James Dooley shares hard-earned lessons from scaling digital assets and managing SEO teams across more than 650 industries. James Dooley teaches how to convert leads into long-term revenue through brand positioning, technical SEO, and automation. James Dooley built his career on rank and rent, digital real estate, and performance-based marketing because these models align incentive with outcome.

After turning down dozens of podcast invitations, James Dooley now embraces the platform to share his insights on investorpreneurship, lead generation, AI-driven marketing, and reputation management. James Dooley frequently collaborates with elite entrepreneurs to discuss frameworks for scaling businesses, building authority, and mastering search.

James Dooley is also an expert in online reputation management (ORM), having built and rehabilitated corporate brands across the UK. His approach combines SEO precision, brand engineering, and social proof loops to influence both Google’s Knowledge Graph and public perception.

To feature James Dooley on your podcast or event, connect via social media. James Dooley regularly joins business panels and networking sessions to discuss entrepreneurship, brand growth, and the evolving future of SEO.

James Dooley:
Hi so today I'm joined with Jason Barnard from Kalicube also known as the brand SERP guy and today is all about brand SEO and trying to improve your brand SERP. Let's get straight into it. Let's give some reasons as to why people need to be looking to improve their brand SERP.

Jason Barnard:
There are loads of reasons and the more I look into it the more I find. The principal one people think of is converting prospects at the bottom of the funnel. You have all the touch points. You have convinced the prospect to Google your name. They are now comparing you to the competition. Your brand SERP on Google looks great. You look more impressive, more credible and more believable as a solution than the competition. That can tip the balance in your favour. If somebody comes to your brand SERP and it is convincing, they click on the link, they come through to your site and they can convert simply from the way Google has presented you. You can expect an increase in conversion rates from those bottom of funnel prospects.

James Dooley:
Just to expand on that because there are many reasons. The conversion rate one is huge. I strongly recommend the link in the description. It is a video where Jason managed to generate millions of revenue for my company in the UK that builds sports pitches and playgrounds. We were up against five other companies. We got narrowed down to the last two. It was for a school in Bradford for Bradford Council. The head teacher had both quotes side by side. We were similar on price. We won the job at £550,000. He said he spent 30 minutes online looking at both companies. He looked at the reviews and what others were saying online. He wanted to eliminate what we were saying and know what everyone else was saying. Our brand SERP was far more powerful than the other company. Both companies do great work but they had offline reviews and did not move them online. We had everything online. We had testimonials, reviews, subcontractors praising us. They looked like a small company online even though they were doing £15 to £20 million a year. We won that job and many others. That is exactly what you are saying. At the 11th hour people Google you. If both SEO agencies charge £3,000 to £5,000 a month, they quickly check what appears online and it makes a massive difference in conversion.

The next benefit of the brand SERP is recruitment. Since we improved our branding online we get far more people wanting to work for us. Have you had other clients talk to you about recruitment benefits?

Jason Barnard:
100 percent. The fact that you look impressive online as a company is important for recruitment. Your team is what makes your business and you need the right people. Getting the right people requires you to project a brand image that makes them want to work with you. Your company needs to look impressive. Your company needs to look credible with a bright future. You as an individual need to look impressive because people come to work for you as much as for the business. Your personal brand and your corporate brand are hugely important. They will get you the right candidates who are enthusiastic to work with you. It is the same 11th hour comparison. Do I commit my working life to this company or that one? Researching the company is part of that decision. People research using Google because they trust Google. If you can make Google make you look great you have won the game.

James Dooley:
Another huge benefit of a positive brand SERP is investment opportunities. I now get a new enquiry almost every day from people wanting me to come into their business and offering to sell me a stake at a discounted rate because they know the value I will bring. Before improving my brand SERP I never got these opportunities. Now I do. Have you heard similar stories?

Jason Barnard:
I get at least one request a month from companies wanting to invest in Kalicube. They all say they understand what we do and that I look impressive. It is more about me personally than the company. That is the power of a strong personal brand. The brand SERP can amplify what you already have. If you have content and credibility signals at a certain level, brand SERP optimisation makes Google present you at a higher level. If you build on that, Google presents you in a more and more positive manner. When people search you on Google then check LinkedIn, YouTube, Forbes or your website they see consistent credibility. That consistency builds trust.

James Dooley:
Another benefit is that you indirectly teach people to do proper digital marketing. Many SEOs focus only on SEO but you tell people to use YouTube, Twitter and LinkedIn. This is omnichannel marketing. Because you say they need to be doing this, they then get enquiries from LinkedIn, Twitter and YouTube. When someone sees you on YouTube and likes what you said, they then Google you, see a positive brand SERP and enquire. Another one is the “People also search for” section. Since improving my knowledge panel I now get enquiries because people say they searched someone else and found me in that box. They then clicked, saw my positive brand SERP and got in touch.

Jason Barnard:
My “People also search for” shows Rand Fishkin and Joost de Valk. It makes me look impressive because I am associated with big names. If someone searches Joost, they see me. If they are looking at him for investment, they see me next to him and think I might be interesting too. They click and see a great brand SERP. It is powerful. People who come to me about investing say they found me on LinkedIn, YouTube and Forbes then searched me on Google to confirm everything was legitimate. Then they contacted me.

James Dooley:
My brother always taught me that marketing is about touch points. You need multiple touch points. If someone sees you on LinkedIn, then YouTube, then Twitter, then Google, trust builds. When they enquire they are already pre-sold. They already believe in you. They already want to use you. They just want the price and timeline.

Jason Barnard:
Exactly. The sales calls I get now are simple. People say they know what I do, they know what they want and they know I am the right person because they see me everywhere online. The questions are simply cost and timeframe. That is a perfect sales call.

James Dooley:
Another massive benefit of the brand SERP is asset valuation. If you are ever looking to sell a website or digital asset they do due diligence not only on the website but on you as the owner. I nearly lost millions because they undervalued my asset due to something unrelated that appeared about me online. After improving my brand SERP I returned 13 months later and got the valuation I wanted. That is another huge benefit. Have you had others mention this?

Jason Barnard:
Your story is stunning but it demonstrates that Google is your business card. People trust Google. They research people they plan to invest in, buy from or work with. You need that research to be positive. Research now spans Google, ChatGPT, Perplexity, LinkedIn, YouTube, Forbes and more. You must be intentional about where you appear. That is what we do at Kalicube. We analyse your competitors, peers and market to figure out where you need to appear. Then we align everything so your audience sees exactly the brand narrative you choose. Do not let Google choose your brand narrative.

James Dooley:
I love your phrase about spaghetti with super glue. You know what sticks because you have the data points. If the data points do not connect, you get a weak knowledge panel or no knowledge panel. We have covered several benefits of the brand SERP. Any viewers watching, what did we miss? Leave a comment. If you do not have a knowledge panel, message Jason at Kalicube. If you need to improve your corporate branding, message him. He will tell you what you need before he connects the data points and builds your brand SERP.