James Dooley Podcast

The episode explores why brand SERPs have become a critical business asset, with James Dooley and Jason Barnard breaking down how Google effectively acts as a public-facing business card for companies and individuals. They explain how brand SERPs influence credibility at every level, shaping the perceptions of prospects, investors, partners, and potential recruits. Jason Barnard outlines how a brand SERP reflects Google’s understanding of an entity, built from signals across websites, social platforms, video content, structured data, and digital PR. James Dooley shares how strengthening his own brand SERP directly improved investment interest, recruitment quality, and valuation multiples, as trust and clarity at the bottom of the funnel increased decision confidence. Jason also explains why knowledge panels signal authority, noting that Google only displays them when identity, relevance, and digital consistency are clearly established. James highlights the importance of proactive brand SERP optimisation to prevent negative or misleading results from surfacing, as strong entity dominance across page one naturally suppresses harmful content. The discussion positions Kalicube as a systematic solution for brand SERP and knowledge panel optimisation, explaining how the platform identifies missing data points, aligns entity signals, and stabilises long-term search visibility.

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 it's James and today I'm joined with Jason Barnard from Kalicube and today we're going to be talking about the infamous the brand SERP and why this is business 101 and why you need to be making certain that you're looking at the brand SERP not only for your company but for the authors that are on any website and also the business owners. Jason can you initially start with just quickly explaining to people what actually is the brand SERP.

Jason Barnard: Right lovely to be here James. The brand SERP is the search engine results page for a brand which is a company, a person, it can also be a film, it can be a product, anything that we can identify. When somebody searches that name the brand SERP is the search engine results page for that name. And I've been doing this now for 12 years. I started with my own and I thought like many people easy I can do this I know about SEO I know how to do this and in three months I had sorted it out or it looked pretty good. But then I realised as you said in one of the previous videos this goes much deeper than I thought and as soon as you start digging into this rabbit hole it's difficult to get out because it has so many implications and so many repercussions across your entire digital strategy and indeed your business strategy as we've already talked about.

Jason Barnard: The brand SERP optimisation service that we offer at Kalicube is making that Google business card look as good as we possibly can. Positive, accurate, convincing. And as I said I made it look good, it looked positive after three months. Then I realised it's not 100 percent accurate so I spent another three months making it accurate. Then I realised if I wanted to be positive I needed to spend another six months on it. That was a year. Then I realised it wasn't very stable, it changed over time, so I spent another year making it stable. That was two years. And now my brand SERP is so stable, so solid, and it's stable and solid because Google has understood who I am, what I offer to whom. It's presenting me in a positive manner because it understands that I'm a credible solution, I'm an authoritative source within my field. And it's presenting all sorts of different content like videos and articles and my Twitter feed and the knowledge panel because it understands who I am and what I'm offering to whom and where.

Jason Barnard: My brand SERP is stable because I've got into Google's brain. Understanding about who I am. Understanding that I'm credible. And the content that it needs to present me to my audience in a way that makes sense to my audience which gives me the perfect Google business card. And it drives huge amounts of business for Kalicube. People think we're an SEO agency but in fact 80 percent of our business comes from not Google. It comes from all of the places we're online on YouTube on LinkedIn on Forbes that are simply represented on Google in that brand SERP. So to wrap all this up the brand SERP is your Google business card. It's super important for your business because it's bottom of funnel people who are searching your brand name and it's simply a representation of how good your online presence is.

James Dooley: Yeah I mean for myself it's obviously we've spoke on several occasions of where it's actually added so much benefit from my business and my own personal. I get investment opportunities left right and centre because now they're seeing my positive brand SERP. I get people coming wanting me to employ them so recruitment. I get high valuations because now I'm a trusted source online when I'm trying to sell the assets. So there's so many moving parts than just I used to see it as being E-E-A-T signals and there's so much more than that of what it gives you online. But also I think the big one is Kalicube are so little in price maybe what is it three four five thousand a month or something like that. Where so many businesses come to us for online reputation management and the minute you package it up as online reputation management companies are paying fifteen twenty twenty five thousand a month to clean up the SERP and stuff like that. Where actually if they just proactively went and got themselves a positive brand SERP anything of any bad reviews are so much more difficult to get on that first page as well.

James Dooley: So not only is it about the brand SERP it's proactive reputation management for you to sort out your own brand SERP for the messaging that you want to deliver. And it took me who I'd like to think I'm a savvy businessman but it took me twelve eighteen months after speaking to you for me really to understand the true value in the brand SERP. But also apart from just businesses are you able to help out individuals with knowledge panels. What do they do. Do they need to do anything prior to coming to Kalicube and saying hi Jason get me a knowledge panel. What is there anything you recommend for them to do prior to you helping them get a knowledge panel or improve their brand SERP.

Jason Barnard: Right great question. Number one is for people or for corporations. We focus on people mainly but we also do corporations. It's important for both for those bottom of funnel audiences. The prospects, the existing clients, the potential hires, the investors as you mentioned. An investor is going to Google your name before they invest in your company. They're going to Google the name of the company and of you. And the basic elements of a brand SERP are the knowledge panel which is the information box on the right hand side when you search on desktop. If you don't have that you look like a small time player.

Jason Barnard: The other is the website at the top. The rich site links just under those. Multiple links into the interior of your website. Potentially video boxes, image boxes, social media profiles, review sites. That's typically what you're going to see on a brand SERP. If you don't have that material out there you need to build it. And that means getting the information out there solidly consistently. To get a knowledge panel make sure your website is in order. It's understandable to Google how it functions, what the structure is, what the important pages are. And that includes optimising typically not SEO pages like contacts and abouts that people don't optimise but need to be optimised.

Jason Barnard: And social media channels, videos and images. If you have the basic material, the basic content out there then Kalicube can come in, identify what's been done right, what's been done wrong. We can clean all that up, optimise the knowledge and the content so that Google can digest it not just on your website but on all these other websites, YouTube, LinkedIn, Forbes, Search Engine Journal wherever it might be. And get that knowledge panel and that brand SERP to look positive, accurate and convincing much more quickly. And then what we can do is help you to build on that because we have the foundation. Once you have the foundation we can understand where you need to push more content where you need to push less content.

Jason Barnard: And the other thing we can do is analyse your competition. We analyse the market. We analyse the brands in the market. And we see which aspects and elements dominate. And then we use our two billion data points. Then we can tell you this is what the competition is doing, this is what you're doing and this is what Google expects. And Google expects what the market expects. And with those three together we can build you the perfect personal branding strategy or for a corporation the perfect digital marketing strategy. All reflected in the brand SERP. And the brand SERP as you said brings enormous benefits in and of itself without even thinking about the rest of it.

James Dooley: Yeah so there's a few bits from there. Have you got a knowledge panel who's watching this. So any viewers do you have a knowledge panel. If not are you a small time player and do you need a knowledge panel. If you do he's saying get some videos out there, tweet regularly, get all the information out there. Maybe go and get a digital PR campaign from people like Fery at Search Intelligence or another digital PR agency so that Jason's able to connect the dots, connect the data points together to wrap it in the scheme and do everything else that he needs to do to be able to work his magic for you to get a knowledge panel.

James Dooley: With regards to businesses have you got all the data points that you need. Do you know the data points because tell you what I certainly don't know the data points and I've been trying it on different businesses and trying to connect them together where it's just so much easier for me to turn around and get a done for you service and say Jason this is the business here's what I've got can you wrap all this together. And it actually takes once you've got quite a lot of the information out there and it is just connecting together it's less time for Jason to put that together. It might only be six seven eight months of properly putting things together or coming back saying for your knowledge panel you need X Y and Z and then I might be able to go off and get that and then he can then connect it together and get the data points together.

James Dooley: Some like Jason said it could take three months to initially start putting them together then a further three months to enhance that knowledge panel and enhance that brand SERP. And then if you're then wanting to then add additional stuff to make it super positive the be look you need to go and get some more videos. You need to go and get some more digital PR. But what Kalicube is able to do is get those data points, get them together exactly how the algorithms want to. So I'd finish it by saying have you got a positive brand SERP. Go and search your company name. Go and search your own name. Do you have a knowledge panel. If not go and message Jason at Kalicube and get that brand SERP sorted because there's so many benefits that you need to be doing to get it not just for E-E-A-T signals. For if you're looking to sell any sort of website online they're going to be searching who is selling it, the individual that's selling it, are they trusted as a seller. So go and get everything set up.

James Dooley: Recruitment. You get so many people coming to you wanting to work for you and your corporation. And then there's so many other added benefits for investment opportunities. So leave a comment in the comment section. Let me know whether you've got a positive brand SERP or whether you've triggered a knowledge panel yourself somehow. Message Jason. Let's see how he can improve upon your existing knowledge panel. Could he improve it. If you've not got one then you definitely need to be looking to get one moving forward in 2024.