Saijo George

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thursday22 Jul 2021

Google Brings Popular Deals For Major Retail Sales Events In To SERPs (US Only)

Starting in October, people shopping on Google Search will be able to swipe through and discover the most popular deals for major retail sales moments like Black Friday and Cyber Monday. When people search for deals during major sales moments, like “Black Friday deals” or “Cyber Monday sales,” they will see a new section highlighting relevant deals, alongside other related sales information.

Last year Google shared best practices for Black Friday and Cyber Monday pages. This advice included:

  • Create dedicated pages for Black Friday and Cyber Monday
  • Reuse the same URL each year
  • Create your pages early so that Google can index them
  • Follow standard SEO best practices
  • Link to the sale page from your homepage
  • Include a high quality image

Based on experiences from last year, in order for you to better reach shoppers through the deals carousel, they are now recommend the following best practices.

  • Create a dedicated page for each promotional event. We encourage you to create deals pages for all special promotional events, not just Black Friday and Cyber Monday.
  • Include the event description in the page title, such as “Black Friday 2021 Deals”. The page title is often incorporated into the text shown in the deals carousel.
  • Include an image relevant to the sale. Include a prominent image that will help shoppers understand your offering. For example, show products on sale or include banner text highlighting special offers or discounts. While Google generally discourages banner text in images, text in images can help on deals pages. Any text in an image should be reflected in the textual content on the page and in an appropriate alt text attribute. To minimize cropping in the deals carousel, we recommend that the aspect ratio of the image be in the range of 4:3 to 3:4.
  • Put text describing the event in the page contents. This can help Google correctly identify the page as relevant to a specific sale.
  • If you reveal sales details on the day of the event, include general information about the event in advance so Google can understand that the page is relevant, and then ask Google to recrawl your page after it is updated to increase the likelihood that your updated content gets indexed in time.

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