Show notes
E1206: Black Friday SEO usually starts months before the sale. But if you're starting late, there are still ways to get your offers in front of buyers on Google and ChatGPT. I'm joined by Gagan Ghotra, Harpreet Singh, and David Quaid to break down Black Friday SEO for ecommerce brands, SaaS companies, and anyone selling products online. We go through the pages to create, the keywords to target, and the changes you can still make as Black Friday approaches. What we cover: - When to publish Black Friday pages, why February is a better starting point than October, and what to do if you're late. - The keyword format "Black Friday + product category + deals" and how to use it for specific buyer searches. - How many Black Friday landing pages to create without making them compete against each other in Google. - Why brands need to own searches for their discount codes, coupons, and Black Friday offers, even when they don't run a seasonal sale. - How different discount amounts give Google and ChatGPT more relevant offers to surface for specific searches. - How to structure Black Friday URLs, keep useful pages year after year, and build internal links from your best-performing product and collection pages. - How to use Google's People Also Ask questions to update existing pages and pursue rankings even at the last minute. - What product descriptions need for AI search: materials, dimensions, compatibility, weather resistance, and the details shoppers compare before buying. - Why product comparisons and buying guides matter when customers research in ChatGPT before they search for a deal. - How product schema and Google Merchant Center feeds affect shopping features, plus what they won't do for organic rankings. - How to use press releases, digital PR, affiliate partnerships, and relevant backlinks to reach searches your own site may not rank for. - Why social posts, short videos, creator reviews, and Reddit discussions matter for Google results and AI-generated product recommendations. - What brands can learn from Black Friday pages and search results involving Amazon, Adidas, Nike, Sony, and Mattress Firm. - How to decide between SEO and paid ads, and how to keep converting shoppers after Cyber Monday. We also discuss competitor keyword gaps, the risk of creating too many near-identical sale pages, and why an offer with the lowest price doesn't always get the sale. Whether you've spent months preparing or you're putting your Black Friday campaign together now, this episode gives you concrete tactics to test before the shopping rush. ⭐️ Harpreet Singh's Personal Site - https://harpsdigital.com ⭐️ Harpreet on X - https://x.com/harpreetchatha_ ⭐️ Harpreet's Newsletter - https://seoespresso.com ⭐️ Harpreet on LinkedIn - https://linkedin.com/in/harpreetsingh8/ ⭐️ Harpreet on TikTok - https://tiktok.com/@seoharp ⭐️ Harpreet on YouTube - https://youtube.com/@seoharp ⭐️ Gagan Ghotra on 𝕏 - https://x.com/gaganghotra_ ⭐️ Gagan Ghotra on LinkedIn - https://www.linkedin.com/in/gagan-ghotra/ ⭐️ Gagan Ghotra's website - https://gaganghotra.com/ ⭐️ David Quaid on 𝕏 - https://x.com/DavidGQuaid ⭐️ David Quaid on LinkedIn - https://www.linkedin.com/in/davidquaid/ ⭐️ David Quaid on YouTube - https://www.youtube.com/@DavidQuaid ⭐️ David Quaid's agency - https://primaryposition.com/ 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Black Friday SEO Kickoff 00:30 When to Publish Pages 01:49 SERP Displacement Tactics 06:36 Discount Codes Strategy 09:10 Own Your Coupon SERPs 11:20 Above the Fold Offers 13:56 Avoid Cannibalization 21:59 AI Product Attributes 28:25 Payments and Deal Terms 31:58 Social Media SEO Plays 36:09 Creator Reviews Ecosystem 38:04 Review Domains and Mentions 40:29 Reddit Landing Pages 42:06 Should Brands Build Subreddits 42:47 Reddit Spam Crackdown 51:18 Working With Moderators 53:02 Reddit In AI Results 54:35 Digital PR Playbook 58:58 Press Release Example 01:00:47 Backlinks And Partnerships 01:03:58 LLM Guides And Long Tails 01:07:55 Agentic Buying Reality Check 01:10:20 Attribution And Analytics Fixes 01:16:17 Schema And Merchant Center 01:19:25 Claude For Schema 01:21:02 Claude vs Gemini Schemas 01:21:27 AI Video Editing Workflow 01:23:37 Merchant Center Feed Sync 01:26:54 LLMs and Product Feeds 01:29:03 Gift Guides Without ROI 01:30:07 Amazon Black Friday URLs 01:37:27 Cannibalization Explained 01:38:59 Black Friday Site Architecture 01:42:18 PAA Hack for Rankings 01:43:50 Internal Links and CRO Widgets 01:45:27 Beat Brands With Relevance 01:49:58 Budget Split and ROI Math 01:52:12 Discounts Shipping and Trust 01:53:45 Cyber Monday and Post Sale 01:56:12 Wrap Up and Key Takeaways The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #seo #ecommerce #digitalmarketing