The Kalicube Process builds an effective, efficient, profitable omnichannel digital marketing strategy. But how can you measure your success?
The Key Performance Indicator (KPI) for the Kalicube Process is the Brand SERP. Your Brand SERP Left Rail, Right Rail, and Top Rail reflect your progress and success for your audience and search engines.
For example, Kalicube’s Brand SERP demonstrates that we have implemented a holistic digital strategy that achieves comprehensive omnichannel digital marketing.
Google’s representation of our company to our audience, when they search our name, shows that our digital marketing strategy is:
The results of the two-year strategy are below.
Pro Tip: Get your Google Business Card. When you execute a digital marketing strategy within a framework that makes sense for your resources, your business, and your competitor cohort and addresses the needs of your audience, your Brand SERP is the “Google Business Card” you need and the “Google Recommendation” you want.
KPI 1: Recommendation Optimization – Left Rail Representation.
This KPI is all about domination and quality. You have succeeded in Recommendations when your brand dominates the Brand SERP, and Google serves results on the left that are positive, accurate, and convincing for your audience.
Pro Tip: When you have achieved this KPI, your digital marketing strategy is on the path to success.
Follow the steps below to optimize the Recommendations Google shows in the Left Rail of your Brand SERP.
1. Branding: Communicate Your Brand Message Through the Content.
Your audience determines which online platforms you use for your brand message. They include YouTube, FaceBook, (X) Twitter, TikTok, Medium, Soundcloud, LinkedIn, a news/media site, or even your website. Communicate a consistent, solid, clear brand message and brand image.
- Use a solid, consistent message and image in your content.
- Use a solid, consistent message and image on every page of the platforms under your direct control.
- Use a solid, consistent message and image to promote the content.
2. Marketing: Create Content That Solves a Problem for Your Audience.
Ensure the content solves a real problem or answers a relevant question for your target audience. Provide content that aligns with your marketing funnel. Offer your reader a “next step” with additional content to keep them in your funnel.
Create the content in a format that is appropriate and publish it on platforms where your audience naturally gathers and consumes content and promotes it within that platform.
3. SEO: Leverage SEO Techniques, Tactics, and Strategies.
When you publish content on a second or third-party website, republish the content on your site. Whether you repurpose, post only a part of it, or republish it as-is depends on the content, its place in the acquisition funnel, and the original publishing platform.
Package all content on your website (and on second and third-party sites, where possible) to make it attractive to Google using traditional SEO techniques. Take the content you know is helpful and valuable to your audience, and make it simple for Google to find, understand and use when its users are looking for solutions on Google Search.
Pro Tip: The Good News? You Can Keep the SEO Simple.
Luckily for 99% of marketers and brand managers, the geeky stuff is unnecessary to implement the Kalicube Process successfully. At Kalicube, we work with many clients who aren’t SEO savvy and have successfully implemented the Kalicube Process for their holistic digital marketing strategy 🙂
Your work to achieve your Brand SERP Left Rail KPI improves your communication with your audience, moves you closer to your audience (wherever they are online), and bring relevant people into your acquisition funnel.
KPI 2: Knowledge Optimization – Right Rail Knowledge Panel.
You have hit KPI 2 when you have an information-rich Knowledge Panel on the Right Rail of your Brand SERP. It is rich, unambiguous and offers your audience one place to understand and interact with your brand without navigating different websites or platforms.
Pro Tip: When you have achieved this KPI, you have a consistent brand message across the web, and Google has confidently understood who you are and what you offer. Your company is an Entity in the Google Knowledge Graph, and you are ready for the future of search.
Follow the steps below to optimize the Knowledge Google displays on the Right Rail on your Brand SERP on desktop results.
Kalicube’s Three-Step Knowledge Panel Process.
Kalicube has a simple 3 step process to get and manage a Knowledge Panel in Google.
- Entity Home: Choose your Entity Home (i.e., the webpage where the named entity “resides” online), and include a comprehensive brand description.
- Corroboration: Get significant corroboration on trusted, authoritative first, second, and third-party websites: Social profiles, media sites, and databases. Duplicate the description from your Entity Home (or close variants of it) on all corroborative sources, and then add links from those corroborative sources to the Entity Home.
- Signposting: Create an infinite self-confirming loop by linking from the Entity Home to the corroborative sources and back.
These three simple steps feed Google with information and reassure it about the trustworthiness of the data. The steps specifically aim to improve Google’s understanding of your brand (the visible representation of this understanding is your Knowledge Panel).
Download the free Knowledge Panel Checklist.
Taking it further: Digital Public Relations.
Once you have a solid foundation, your brand’s consolidation and enrichment involve ongoing education and reassurance. You are continuously feeding the Knowledge Algorithms with additional details about your business and building confidence in its understanding.
Quality, relevant digital public relations is a HUGE player in this consolidation and enhancement strategy. You want exposure from relevant, authoritative, and trustworthy third-party corroboration that confirms (repeats), reassures, and adds new details over time. The digital PR strategies you implement to consolidate and enhance your Knowledge Panel add enormous value to your digital marketing strategy, customer acquisition, and SEO.
The work you do to achieve your Brand SERP Right Rail KPI increases brand awareness, expands your reach, and ensures your brand message is consistent and convincing for your audience across all sources – and you’ll establish your business as a trusted source in Google’s Knowledge Graph.
KPI 3: AI Optimization – Top Rail.
The Kalicube Process is your future-proof digital strategy.
You have hit KPI 3 when the Facts, Recommendations, and guidance Google provides in the Search Generative Experience of your Brand SERP indicate that it recommends your solution as the best in the market. The conversations Google’s users have with it are clear, unambiguous and guide them smoothly down your acquisition funnel.
Because SGE works on a combination of Facts and Recommendations, when you achieve the first two KPIs in the Kalicube Process, you are already well on your way to mastering the third and having the ultimate digital marketing strategy for your business.
Pro Tip: When you have achieved this KPI, it means Google has understood what you offer and to whom and has a detailed understanding of how you serve your audience. It understands you are the best in the market and can confidently recommend you.
Follow the steps below to optimize the Search Generative Experience in the Top Rail of your Brand SERP.
1. Turn your website and digital ecosystem into a detailed and complete representation of who you are, what you offer, and what people expect when they do business with you.
2. Provide this information about yourself and your offers on your websites in a manner that is easy for people and Google to find, understand and digest.
3. Answer every conceivable question about your products, customer service, product support, and what your clients can expect from you and your products and services.
4. Demonstrate without doubt your credibility as a business. Google calls this EEAT (Expertise, Experience, Authoritativeness, and Trustworthiness).
In the Kalicube Process, we break credibility into six parts (rather than Google’s four) by adding Notability and Transparency: NEEATT.
What is the Difference between EEAT and NEEATT?
The difference between EEAT and NEEATT is fundamental. EEAT is about credibility. Google loves to say that you are a credible author or company if you can demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness.
Transparency in NEEATT
You can only demonstrate EEAT if you are Transparent. Transparency as a credibility requirement is so evident it’s a shame to highlight it.
And yet many websites do not have an About Page for the company. How many people who want to be trusted keep a low profile?
Transparency connotes openness, clarity, and honesty in presenting content, its publisher, and its author. Transparency significantly improves communication and interpretation both by people and machines. Without incorporating Transparency (represented by ‘T’), the other components of Google’s EEAT may not be fully valued, implemented, expressed, consumed, or experienced by people or machines.
Kalicube sincerely thanks Jarno Van Driel, Structured Data Consultant, for highlighting this vital element.
Notability in NEEATT
Notability means a business has enough impact within a particular field for a specific audience to warrant recognition. Depending on the specific industry and location, the Notability signals vary significantly. For example, in a community of poodle parlors in Paris, a place on the board of advisors in the Parisian Poodle Parlours Association and an article in Poodle Parlour Quarterly Magazine implies high Notability.
Notability is not about being famous.
Unlike Wikipedia (which defines Notability according to its business goals), Google can niche down to the very nature of the topic, the exact location, and the entity type. Thus a piece of content, a person, or a website publisher can be Notable in the context of NEEATT for Google and Notable and significant to their audience with signals that would not warrant Notability in other circumstances.
Establish your NEEATT
The Kalicube Process requires you to communicate your NEEATT to your audience and Google across every part of your digital ecosystem.
Cover all the credibility signals on your website by explaining what aspects of your business, your activities, and your clients prove your notability, expertise, experience, authority, trustworthiness, and transparency.
It’s not enough for you to say on your website that you tick all the boxes of NEEATT. You must corroborate it by ensuring your clients, peers, and industry confirm your words. You can implement many strategies here. We recommend customer reviews, third-party articles, media appearances, mentions, links, and social approval.
Achieving All 3 KPIs For a Future-Proof Digital Marketing Strategy.
When you have implemented all the strategies essential to your business, audience, and market positioning, you achieve the ultimate Google Business Card – a Brand SERP with perfectly optimized Left, Right, and Top rails, like the one below.
Your Left Rail displays your website with rich site links, Rich Elements, social media, podcasts, and other relevant content about your brand. Your brand has a complete Knowledge Panel showcasing Google’s understanding of the Facts about your brand. And the experience your audience has with Google’s smart assistant (Generative AI/Search Generative Experience) is as smooth and seamless as if they were talking with you directly.
This perfect Brand SERP is your Digital Business Card and is “Google’s Stamp of Approval.”
But that is just the surface. Because you have worked on both the Left, Right, and Top Rails (and continue to use the Kalicube Process), your brand has an impenetrable digital ecosystem where your clients get the exact representation of your brand, offers, and credibility at every touch point.
That means The Kalicube Process has delivered you a powerhouse digital marketing strategy that leads customers from around the web down the acquisition funnel, makes you THE reference in your industry at the expense of your competitors, and embeds your business in Google’s Knowledge Graph and traditional search results and Generative AI.
Pro Tip: Because the Kalicube starts with communicating effectively with your audience and then educating these AI machines about who you are, what you offer, and why you are the most credible solution for your target audience, the Kalicube Process ensures you are ahead of the game as Google and Bing evolve into proactive Answer Engines… and beyond.
Your Options for Implementing the Kalicube Process
To implement the Kalicube Process, choose one of the three options below.
1. Do it yourself. Access our free learning resources, join the Kalicube Academy, or read “The Fundamentals of Brand SERPs for Business” book for everything you need to optimize your brand for your audience and the search engines.
2. Book a Done For You Service. The team at Kalicube works with you to implement the Kalicube Process for your business – working within your existing resources and priorities and saving you valuable time. We can start building and implementing your digital marketing strategy year-round.
3. For Agencies. Enhance your offerings by subscribing to our cloud-based AI-powered Kalicube Pro SaaS solution and offer comprehensive brand digital marketing services with SEO baked in. Want to learn more about how Kalicube Pro can boost revenue and your client base? Download the “Get 6 Easy-To-Sell Services and Lucrative Margins with Kalicube Pro”.
Do you have a question? Please contact us at [email protected].