Brand SERP
A brand SERP is the page of results a search engine shows when someone types in your business's exact name. SERP stands for search engine results page. Jason Barnard, who founded the agency Kalicube, says he came up with the term in 2012. He now says it also covers what AI tools tell people who ask about your brand.
Source: Jason Barnard, Brand SERP, checked October 29, 2026
What Brand SERP means for your business
Barnard compares it to a business card Google writes for you. It's what a buyer sees when they look you up after a friend mentions you, or right before they call. We'd search your name the way a buyer would: the name alone, then the name and your town, on a phone and signed out of Google.
Then we'd go down the page. Is your site first? Are your hours right in the panel or profile? Do the review sites and social profiles agree? Is there a news story, a complaint, or another business with your name?
You can't choose what Google puts there. You can keep the pages that usually come up for a name current and in agreement: your site, your Google profile and the directories that list you. If a search for your name turns up another company or an old address, sorting out what Google shows for your name is something we'd take on.
Last reviewed October 29, 2026. All terms
How AI answers it today
On October 29, 2026, Google's AI Overview cited agency blogs, Barnard's book site and Kalicube, and ChatGPT cited nothing. Both gave only the search results meaning, with no mention of what AI tools say about a brand.
Our run through ChatGPT and Google's AI Overview, October 29, 2026. A sample, not what every buyer sees.
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