20+ Year SEO Veteran Reveals the Overlooked Strategy to Future-Proof Your Rankings in 2025
Most website owners chase traditional ranking factors.
But there is one SEO strategy most business owners and SEOs overlook.
In today’s interview, Jason Barnard of Kalicube will share what that is, plus:
- How brand search has become crucial for sustainable SEO success
- The profound impact of Google AI and ChatGPT on search rankings
- A proven process for establishing your brand’s online authority
- Why knowledge panels and entity SEO give you a competitive edge
- Strategic tactics to boost your website traffic and conversion rates
Why Brand Search Optimisation is Critical for SEO Success
Matt Raad: Today’s Digital Investor podcast focuses on traffic and SEO, particularly a crucial aspect of SEO for 2025 that most people haven’t considered yet. It’s quite simple, and we’re lucky to have the world expert in this specific area of SEO – Jason Barnard from Kalicube. Thank you, Jason, for joining us today.
Jason Barnard: Thank you, Matt. That’s a lovely introduction, and I’m delighted to be here.
Matt: This is really important because if you’re reading this, I’m hoping you know what SEO is about – driving traffic through organic search engines. It’s a big part of what we teach here at eBusiness Institute. It’s a really handy skillset to have, or rather an incredible money-making skillset, particularly when it comes to renovating websites.
That’s why we’re so lucky to have Jason on the podcast today. Jason is the world leader in this space. Liz and I actually met Jason many years ago. He speaks as a famous presenter at lots of SEO conferences around the world. You can Google him – we’re going to talk about his Google results in just a minute.
The Benefits of Brand Search Optimisation for Website Renovations
Matt: What Jason and I wanted to share with you today is what’s happening in this space of search optimisation by using your branding, either for your company or your personal name. This branding can help give you a serious edge in SEO and driving traffic.
In particular, I think it’s a really handy way to renovate websites, big and small. If you’re more advanced, you definitely need to read this. Jason is the world leader in this space. If you’re an intermediate to beginner, this will definitely open your eyes to a whole new world of potential traffic driving and renovation opportunities for your website.
Jason: I would add one thing, Matt.
Matt: I’m hoping there’s going to be lots that you can add, Jason, but what’s the one thing?
Jason: Branding is insurance for the future with AI.
Matt: There we go. I couldn’t have said it better myself. Thank you, Jason, because you’ve brought up something really important that’s topical now – we’re going to be talking about AI today as well, using AI to help us do this. And I think that’s changed the game for us in SEO as well.
Jason Barnard’s Industry Experience as the Brand SERP Guy
Matt: Jason, welcome aboard, and I’m going to reiterate, you’re a bit of a legend. We’ve got to build you up a little bit more because you’re probably going to be way too humble.
You’ve regularly appeared with all the big names in SEO, and I’m going to read out a quote here as well in just a minute. You’ve worked with:
- Search Engine Land
- SEMrush
- Forbes
- Entrepreneur Magazine
- Search Engine Journal
- Trustpilot
- Microsoft
- Virgin
You built Joost de Vos’s persona online, who is the inventor of the Yoast plugin – one of the world’s most famous SEO plugins, which we recommend here at eBusiness. You’ve also helped the founder of Kajabi, Jonathan Gonstead, plus many more.
Why Jason Evolved from Traditional SEO to Brand Search
Matt: In the past, say 10-15 years ago when we first met you, you were the SEO legend. It was the good old-fashioned days of SEO. But now you’ve moved more into this very specific and very exciting new part of SEO using AI and branding.
Can you start out by giving us an idea of what it is that you do in a nutshell? Why is this such an exciting part of SEO in 2025?
Jason: Well, a really quick story – why did I start doing this? Because Google misrepresented me when you searched for my name.
It represented me as a voiceover actor, which I was. But I needed to figure out how to get Google to represent me as a digital marketer, SEO, and now an entrepreneur. So my initial thing was about my personal brand and using Google as my business card.
1./ There is Power of Personal Branding in Search Results
Jason: If you search my name, Jason Barnard, I look like a superstar.
Matt: Awesome, because you are! 🙂
Jason: But what I’ve done is leverage what I’ve got to make myself look even better than perhaps I truly am.
It’s a self-fulfilling prophecy – the more people see that, the more they believe how wonderful I am, the more wonderful I become because they keep inviting me on podcasts like this one. I get to speak, I get to talk with people, I get to network, and the legend grows, as we say.
So it’s a self-fulfilling prophecy and a flywheel. That representation on Google is foundational.
2./ Brand Search Significantly Benefits Online Businesses
Matt: For someone reading this, how can that help a corporate or a website owner?
Jason: Well, for Kalicube, it drives a lot of our revenue. People do business with people. When somebody comes to work with Kalicube, they say, “Brilliant, Kalicube can sort out my personal brand or my corporate brand.”
For me, when people are thinking “I’m talking to Jason Barnard,” they’ll Google me to see what’s happening. Or today, they’ll ask ChatGPT. If you ask ChatGPT “Who is Jason Barnard? What do you think of him?” it will write you an 800-word essay. Everything is correct, everything is accurate, and at the end, if you say “Do you recommend him?” it will say “Yes.”
3./ The Impact of AI on Brand Recognition
Jason: Most people don’t have that, especially not the recommendation part, because these machines – be it Google, ChatGPT, and Deep Seek (which came out recently) – already know who I am. They’re already recommending me because the system we use ingrains my brand and Kalicube’s brand into the heart and the soul of all of these machines.
Matt: So basically, typically, they’re not big-name people. They own relatively niche websites. So the hidden part of SEO that most typical website owners aren’t thinking about – they’re almost taking a spray and pray approach in terms of their branding to a degree.
The Kalicube Process for Brand Optimisation
Matt: Can we do it for corporates or for a website? If you’ve got a food blog, can we make sure that it’s being represented correctly and getting extra mileage through the knowledge graph and things like that?
Jason: That’s a super question because it’s just as important, if not more so.
If you get Google and AI to understand and represent your brand the way you want it – you’ve spent time figuring out who you are, you’ve spent time figuring out how you want to communicate, which photos you want to use, which logo to use, where you want to be present, and where your audience will be impressed to see you.
Then you sit back and hope that Google and AI are going to figure it out for themselves – a huge mistake. They’re going to get it wrong, or they’re going to get it inaccurate, or they’re going to get it incomplete.
Jason:
What we do at Kalicube is use the Kalicube process to bring all of that together in a very neat package and present it to the machines in a way they can understand. That way, they can represent me, my corporation, even my products, exactly the way I intended.
That is great for the bottom of the funnel – anybody searching your name is somebody ready to do business with you in one way or another. People are going to be more likely to convert if they see a great result on Google or ChatGPT singing your praises.
Matt: Okay, so this works.
Jason: Yes, and that’s just the start.
The Importance of Navigational Search Traffic
Matt: And it’s very easy and particularly powerful for someone with a personal branded name.
What if you own a pet blog and you’re talking about training German Shepherds or something like that?
Jason: Well, Rand Fishkin did a study and I think it was 60% of all searches are navigational to websites. So most SEO traffic is actually just navigational to the website where people already know where they want to go.
Why Brand Search Results Matter More Than Your Homepage
Jason: You want that result to look brilliant because it’s before your homepage. Technically it’s more important than your homepage. It’s like somebody walking past your shop window – they haven’t even come into your shop and your window is really dirty and doesn’t have anything nice in it. Nobody’s going to come in.
Your homepage is the entrance to your shop when you’re inside. Google is the facade of your shop. Let’s make that facade look as wonderful as possible.
The Opportunity in Brand Search Traffic
Matt: On that note, we are actually teaching this to our community members, Jason.
Around Christmas, or early 2025, there was a big study I just read on Search Engine Land. You’re right – 51% of traffic are still “how to” questions. Everyone is looking up contents and questions. And I think it was saying of all that traffic, over 30% is direct traffic looking up specific brands.
Jason: I’m glad you had the numbers. I just doubled it and said 60%, but it’s actually 30%. Thank you for correcting me.
Matt: Yes, it’s 30%. And what I was saying to our members is we can’t ever compete with that because people are looking. But now you are saying, we can definitely influence that. We can have a massive impact with that 30% of traffic.
If you’re not there yet with a brand, you need to keep listening to Jason because we’re going to talk about this. This is what Jason does – he helps you build up that brand using these techniques. And by the way, I do want to say people can do this themselves too once they figure it out.
Jason: Yes, it’s easy peasy. I’ll tell you the strategy, and it’s really easy in terms of the actual theory. Doing it takes a lot of time and effort.
Why You Need to Care About More Than Just Ranking First
Jason: If we come back to that result for your name, people say – I’ve heard it in the SEO community so many times – “I rank number one, what do I care?”
Matt: Yes, that’s right. I’m a little bit like that.
Jason: There’s a couple of problems with that, Matt.
1./ People Look at the Whole First Page of Google
Number one is people will scroll and look at the rest of the results. You do have to care what’s there because your shop window isn’t just the big sign at the top, it’s the whole thing.
On the right-hand side, you’ve got a Google Business Profile or a knowledge panel that’s becoming more and more prevalent. Somebody else could steal that – your competitor, an ambiguous term that relates to you, especially if you’re a blog that has a relatively ambiguous name.
That’s the first point – that whole first page of Google is your business card. Maybe 30% of people will just look at the first result and you’re fine. The other 70% are looking at the rest of it.
2./ The Impact of AI on Search Results
Jason: But the huge problem you’re going to have in the future is with generative AI – ChatGPT, Perplexity, Deep Seek that I just mentioned.
AI summarises not only the first page, but the first few pages, plus the information they have in their brains. So you have to have control over the entire result because they’re going to bring it all together in one chunk and you can’t escape that.
Matt: Awesome. And so you are saying we should be setting this up now – any website owner or particularly any personal branded person or a corporate branded person or even big and small businesses. It doesn’t matter – anyone with an online presence should be thinking about this now because of what’s happening out there in AI over the next few years. You want this dialled in properly.
How Search Engines Understand Your Brand
Jason: Yes, exactly. You want it 100% dialled in properly. To explain that, the underlying SEO thing that’s going on here is if Google, AI being Siri, Alexa – all of these machines work the same way with an understanding of who you are, what you do, who you serve, and trying to present you when you are the best solution to the user.
1./ The Connection Between Brand Search and E-E-A-T
Jason: If it can represent your brand correctly when somebody searches the name, then by definition it understands who you are, what you do, who you can serve. And if it’s given you a great result, it thinks you’re credible. That’s a winning formula.
So if you can look at that brand SERP (search engine results page) for your brand name, be it personal or corporate, the better that is, the more representative that is, the more accurate, positive and convincing it is, the more you’re in a position where these machines are more likely to recommend you.
At the end of the day, all they are is recommendation engines. They are the biggest influencer in the world – billions of people asking billions of questions, incredibly niche questions to machines that they trust. If the machine knows you, likes you and trusts you, you’ve won the game.
2./ Understand Google’s E-E-A-T Framework
Matt: For our readers who are a little bit more advanced, we’re also obviously touching on Google’s favourite idea of the last few years – E-E-A-T, the Expertise, Experience, Authoritativeness and Trustworthiness. And you are saying we can bring all that together and actually hand it on a plate to Google.
Jason: Yep, exactly. The E-E-A-T is the credibility. I would also add notability to that.
And it ties really neatly into E-E-A-T because E-E-A-T is simply Google’s measure of credibility. So we call it N-E-E-A-T with notability. We add transparency too – you need to be transparent.
So I just say credibility to our clients. It makes sense to them. How can Google attribute any kind of E-E-A-T, N-E-E-A-T or credibility signals if it doesn’t understand who you are? If it doesn’t understand who you are, none of that means anything except the links. And we’re back to links, which is old school.
Matt: I was just about to say, it’s very old school. Even Google themselves now are saying that’s old school.
Jason: Links play a role and are still very important, but they’re not the dominant force that they used to be. Just like keywords aren’t the dominant force they used to be.
Because if Google can understand who you are, it can attribute credibility to you. So, things like:
- Your awards
- Your education
- The people you know who have their own credibility that reflects on you
- The people you’ve worked with
- The companies you’ve worked with
All of these things add to your credibility. But only if Google has understood who you are.
Building Knowledge Panels for Small Website Owners
Jason: What you mentioned was the knowledge panel, which is the information box on the right-hand side when you search for somebody famous or somebody who’s managed to make themselves look famous like me.
It’s that information box that demonstrates Google’s understanding of who you are, at which point it can start to accumulate all of those E-E-A-T credibility signals such as awards, people you’ve worked with, companies you’ve worked with, education, previous companies.
Matt: You see it a lot with authors. So, if you type up someone who’s written a book, an author’s name, and you’ll see the knowledge panel will come up. It’ll be quite big, especially if they’ve done lots of online stuff.
For individual website owners, presumably for most small micro sites, there’s probably not much of a knowledge panel. Now you’re going to go out and create one. I would imagine the first place it would pull info from would be an about page, but I’m sure there’s a lot to that.
Jason: That’s exactly it. And we can come onto that and that will be the three-step process to build a knowledge panel and build that understanding.
1./ The Role of Notability in Knowledge Panels
Jason: The important thing to understand is that when you search somebody’s name, if the knowledge panel doesn’t appear or if the knowledge panel of somebody else appears, that doesn’t mean Google hasn’t understood you because your knowledge panel might exist. It just doesn’t get shown. And that’s why notability is so important.
If you take notability into account, that’s why my knowledge panel triggers. But the other Jason Barnards – there are 10 Jason Barnards with knowledge panels, there are 3-4,000 Jason Barnards in the world. Mine triggers, theirs doesn’t because I’m more notable or I’ve demonstrated myself to be more notable.
That’s why notability is key, because the E-E-A-T signals are still being applied to all these other people who have knowledge panels, but the notability aspect is stopping it showing.
2./ The Geographic Impact on Knowledge Panels
Jason: So you need to build a knowledge panel. Whether or not it triggers is actually not as important in terms of SEO as you might imagine. Whether it triggers or not when somebody searches your name in your region, that’s very, very important.
So if you’re an Australian website, your knowledge panel would trigger in Australia if you’re relatively more notable than the same person or the same company with the same name in America where theirs would trigger. Google is very geo-sensitive, so you need to focus on your home terrain on yourself or your company.
3./ Using Knowledge Panels to Demonstrate your Understanding of the Niche
Jason: And you need to get that knowledge panel because that knowledge panel represents understanding. That’s the first phase of our process at Kalicube, which is understandability.
Matt: So a good sign once you’ve got this knowledge panel from an SEO point of view or from any point of view of an online business. As an action point, go and Google your name or Google your brand name, whatever it is that you’re representing online, and check if there’s a knowledge graph for it. If there’s not, keep reading this article.
The Three Key Phases of Brand Search Success
Jason: Right. Exactly. And that’s phase one of the Kalicube process. And you can’t do anything else if you haven’t done that. So:
- You need the knowledge panel.
- Then you can build credibility on top.
- And then you can build deliverability.
Deliverability is where the results come in terms of ranking either on Google or being cited and recommended in ChatGPT, which is what we’re doing for the future. In fact, what we’re doing for today – we get clients that way too.
So it’s understandability, credibility, deliverability:
- Does it understand you?
- Does it believe you’re credible?
- Is it able to deliver you to the subset of its users who are your audience?
Those are the three key questions you’re asking.
And then the understandability phase in terms of the three tiers of SEO – and if you go to Search Engine Land, you can read my article about this – is content level optimization. We’re all doing it and have been doing it for years. So, keep going, knock yourselves out, and super important, don’t stop.
Matt: Yes, and we teach these foundations of SEO here at eBusiness Institute.
How Search Engines Evaluate Content Credibility and Author Identity
Matt: Can you share with us your powerful tier two and tier three parts of SEO?
Jason: Well, Google, Chat, Perplexity, Copilot, Siri, Alexa, Deep Seek, are all asking the same question: “This content is great. I’ve understood it. It looks amazing. Who created it? Do I trust them? Are they an authority?”
So, it’s trying to figure out who actually created the content. If it can’t figure it out, it just takes the signals it’s got, which is the foundational level of SEO. If it can figure it out, you’ve got an extra layer of bonus.
Jason: Then it thinks, “Okay, I’ve understood Jason Barnard wrote this article. Jason Barnard is an expert in SEO, therefore this article is more valuable than the article written by Matt Raad, who I haven’t understood and who isn’t recognised by me as an expert in SEO.” Sorry, Matt 🙂
Matt: But that’s the perfect example. And we actually teach this as well, but this is coming at a different level and a much more advanced process.
Why It’s Important to have Consistent Author Identity
Matt: Can I just repeat it back so our beginner readers understand this? There is a basic foundation of SEO, which we teach here. Good on-page SEO, even off-page SEO, all that sort of stuff.
But like you just said, I think that’s a really great example. Google then looks for these other signals – who actually created this content? That’s the next most important thing.
So, what you’re saying is we can have an influence here. And most people aren’t actively doing that.
Jason: Exactly. And the important thing to know is that I might create content on:
- My own website
- Kalicube’s website
- Search Engine Land
- Search Engine Journal
- Author
- Forbes.com
But how does it know it’s the same person? If it doesn’t understand who you are, it doesn’t know you’re the same person. So all of those credibility signals you’d potentially get from publishing on Forbes or Search Engine Land or Search Engine Journal are lost.
It’s not even that you’ve got a bit of them, it’s nothing. So if you’re not understood, you’ve got zero. That’s the first point.
How Multiple Author Credibility Signals Work Together
Jason: And the second thing they’re asking themselves is, “Who published this? Which company published this?” Or even which person, if it’s a personal website, who’s behind this content? Who’s the guarantor of this content?
In my case, it’s Kalicube. Does it understand Kalicube? Does it believe Kalicube is an expert, authoritative, credible solution? And in what space? Kalicube is an authoritative, credible solution in the personal branding, SEO digital marketing space and corporate branding.
If Kalicube publishes one of my articles, it’s got:
- The content level stuff that you talked about earlier
- My credibility and authority
- Google and the AI’s understanding of who I am and what I talk about
- All the back information they know
- Plus another level, which is Kalicube
So all of a sudden the links that I’ve got for my content seem very small when compared to the credibility, because links are credibility signals to the credibility I can then add on with the author and the publisher.
Those are the three tiers of SEO.
If your author isn’t understood and your publisher isn’t understood by the machines – and that’s represented by the KPI of the knowledge panel – you don’t even get to play the game on the next two tiers. You’re stuck on tier one and your competitors have got two extra tiers and a huge advantage.
Matt: There you go. That is brilliant. That’s really cool because that can give our more advanced people a big edge in what they’re doing with their online businesses.
How to Test the Three Key Elements of Modern SEO
Matt: So, we have:
- Basic SEO
- Who wrote the content – E-E-A-T signals around that and making sure the AI agents can see that and line it up
- Who’s the entity behind who published this content – not just who wrote it, but who published it
In your instance, like you said, it’s Kalicube or whatever your website is. They want to see these entities. This is very, very exciting for all our readers.
So, how should we start?
Jason: Well before we do, let’s take a minute. There’s a really quick part at the end. I’ll give you some downloads – they’re free and you’ll be able to do it yourself.
The important thing is that some people say to me, “This isn’t real.” They don’t believe it. It’s a bit like this Peter Pan thing going on.
But if you don’t believe it, then test it for yourself. Just ask these questions to ChatGPT (or Gemini if you’re a Google fan):
- About yourself
- About your favourite star
- About your competitor
- And then about me
They can tell you accurately exactly who I am, what I do, who I serve, why I’m famous, why I’m important, why I’m authoritative and what I talk about. The machine understands.
The Reality of AI Understanding Who We Are…
Jason: Somebody said to me, “Machines don’t understand, they’re factorial spaces.” They were getting very geeky and it was a bit boring. My daughter is doing a PhD at Oxford – I just thought I’d throw that in there 🙂 And her friend, who’s doing a PhD in robotics, does just the eyes of the machine of a robot.
And she said, “Everything goes fine until the robot starts walking around. At which point it all goes out the window because it can’t handle time and space at the same time.”
But then I asked, “Okay, so it understands when it’s sitting down?” You just said the word ‘understand’ – does it actually understand or is it just vectorial representation?”
And she said, “Well, technically what the geeky people are saying is true. But to all intents and purposes, the machine understands and there is no point as a scientist nitpicking about that. To all intents and purposes, it understands – stop there and get on with what we’re trying to do, which is move forwards in the world.” And what she said was so powerful.
…Which Makes It Your Insurance For The Future
Matt: Well, that’s very relevant here though, isn’t it? Because you’ve got to start thinking of – I’m not just going to say Google – but all the SERPs and all the AI machines out there do understand these entities and who we are and everything.
What I like about what you are saying is we need to be thinking not just about all the data that these things are going to start collecting and putting together. They’ve already got it together. But it’s just going to become more and more important. As you said, it’s insurance for your future.
Jason: Yes, it’s insurance for the future. And I looked at Deep Seek yesterday – somebody just introduced me to it, so I couldn’t resist. First thing I do is download it and ask it, “Who is Jason Barnard? What is Kalicube?”
A new machine I’ve never thought about – I didn’t know what it was – it can answer me right out of the box with full answers. Just like ChatGPT, Gemini and the others because they all use the same technology. They’re all using the same data source and I’m managing it in the same way for all of them.
So, there’s one strategy that works for all of them, and now we can tell you how to do it.
Matt: Awesome, let’s do it!
Steps to Create your Own Brand Search
Jason: It’s what we call the “Hub Spoke and Wheel Model” based on an entity home. The entity home is the place online where the machines are looking for information about you from you, or about your company from your company.
Step 1: Create a Clear About Us Page on your Website
So it’s the About Us page which you mentioned earlier that states:
- Who you are
- What you do
- Who you serve
- Why you are credible
You create that and you explain very clearly your perspective on yourself and your brand narrative. The machine reads it and it says, “Okay, I understand what you said, that’s brilliant, but I don’t believe you.”
Step 2: Create a Consistent Digital Footprint
Jason: So, you then need to go around your entire digital footprint and update every single profile, every single mention, every single important page about you to reflect the same message that you’ve put on your entity home – the hub.
Step 3: Create Credible Backlinks back to your Website
Jason: You’ve now got a wheel going all the way around with a hub in the middle. It all says the same thing, but the machine can’t make the connections. So you add links – the spokes. You add a link from the entity home to every single corroborative source that helps the machine corroborate, understand and become confident.
It’s understood that what you’re saying is true and if possible, a link back from that corroborative source to your entity home.
The machine just goes backwards and forwards in an internal, ongoing cycle of repetition until it finally understands by pure repetition.
When you have a clear consistent digital footprint with a hub spoke and wheel model – you will get a Knowledge Panel. There isn’t any doubt about that. We get them 100% of the time and we can get the AI to explain who you are, what you do, who you serve, and why you’re a credible solution 100% of the time with that very simple system.
Applying This Strategy to Smaller Niche Websites
Matt: Great! And can you do that with small websites?
Jason: Yes, you can because if you are building up an About Us page and you’ve got a series of expert writers (who may even be pseudonyms). We’ve got clients that are doing that with LinkedIn profiles, connecting to all their writers’ Facebook pages, mentions, guest posting, etc.
For example, when we do a guest post, the author bio marries up with what’s on the About Us page, on LinkedIn, etc.
The Importance of Consistency Across All Online Mentions
Jason: The whole thing is very simple and the kicker, the difficult part is that every time something is disconnected, the machine has a doubt and you never want the machine to have a doubt.
Matt: What do you mean by disconnected? Just explain that little bit. What do you mean? Like a simple example where it doesn’t match up – it’s different information?
Jason: Well, because we’re human beings, we’re very inconsistent. So you’ll find that you wrote something five years ago and you’ve completely forgotten about it and it doesn’t say anything like what you said today. Take the time to go and correct it because the machine will think that’s somebody else by default, which means that whatever credibility or understanding that can bring to the table will not be associated with you.
Create A Clear Path Back to Your Entity Home
Jason: You mentioned a bio on an article. If that bio links to the LinkedIn, but the LinkedIn doesn’t link back to your entity home, that bio is effectively orphaned.
It’s like one of these children’s stories. The bot can always get home. So think about that. The quicker it gets home, the fewer hops it needs to get back home, the better. And the fewer hops it needs to get from the home to the most credible, important references and sources about you, the better.
So, you need to reduce the number of hops, simplify the voyage, make sure the machine is consistently seeing the same thing over and over and over again in the most credible sources first, the less credible sources or the less authoritative sources second.
And what we found is that anybody can do it because the machines have become pretty smart. But if you want to do it really well and have that real control – and you search my name Jason Barnard, you’ll see the control I have. You mentioned influence. This is control.
Then you need to do it incredibly consistently, and well, which is what we do at Kalicube. We have a database of 3 billion data points that tells us exactly how to join the dots. Our machine joins the dots for us, we stick it in front of the machine. The machine is happy as a lark, and we do it over time.
When you maintain that incredibly close-knit hub spoke wheel model over a long period of time, you gain control.
And that’s when new machines like Deep Seek come out and all of a sudden it already knows who Jason Barnard is, who Kalicube is, because we’ve done it for such a long time. All of the machines are using the web as a source of information and they’re all using the same system to understand and be able to represent us.
This Strategy Also Works for Local Business Websites
Matt: So it’s like with local sites getting the N.A.P right across, it’s the same concept?
Jason: Yes, exactly the same.
Matt: So if you’ve built websites for local businesses, this is just the next level beyond that. It’s just we’re doing it with content sites or personal branded sites. It’s exactly the same concept, but it’s a very powerful result.
It’s a similar idea – making sure the name, address, phone number is consistent across the internet for local businesses . This is a very powerful renovation technique for local sites.
How to Start Implementing Brand Search Optimisation for your Online Business
Matt: This is also a really great renovation technique for anyone with a particularly sizable online business. I would think this is super important going forward now. If you have a larger website, you would be crazy to not be checking out what Jason’s been talking about.
Jason Barnard’s Free Resources to Get Started with Brand SEO’ing Your Own Site
Matt: How do people get hold of you, Jason? Those who have big websites are all going to be panicking now. You mentioned you’ve got some free downloads that people can learn how to do this themselves?
Jason: You can download the free guide for Digital Marketing in a World of AI. There are multiple free guides going on:
- One for personal brands (60 pages)
- One for corporate brands (60 pages)
- The instruction manual for a knowledge panel with the 17 things you need to do to get a knowledge panel
- Four guides about how to protect your company in a world of AI
Make sure that you’re present and recommended by these recommendation influencer engines in the future. Download them, it’s really simple. Anybody can do it.
Jason: If you want somebody to do it properly and it’s important and you want to spend your time doing something else that makes your company money, we can help you come and talk to me.
I’m really happy to help people because we have the experience, the knowledge, the data, and we’ve been doing this for 12 years.We know the ins and outs. We’ve got the machine and the technology.
Matt: Jason, thank you very much for coming along today. It’s just unreal having you here and I think we’ll probably do a follow-up interview with you later on in a year. This is going to be a fascinating year in SEO and particularly in this brand search optimisation field. So it’d be great to have you back on and thank you so much for coming along today.
