A new development for Merchant Shopping

Google is continuously evolving, which is probably no surprise for us and for you. Google tries to provide everyone everywhere and always with the best search results, whether this is in the field of knowledge, purchasing a service or purchasing a product. This time, Google is rolling out a new update in the United States that should bridge the gap between sellers and bargain hunters. How Google approaches this and how you can (perhaps) implement this in your webshop in the future, we explain in detail in this article. When and whether this update will come to the Netherlands is still unclear, but it seems to us an interesting addition to the search engine giant.

Google says the following about this new development:

“When it comes to shopping, people are increasingly looking for ways to save money. In fact, we have seen the number of searches for “discount code” increase by 50% since last year (in the United States). Now that the school season is back With the holidays approaching, we know consumers will be looking for the best value for money products. Businesses will look for ways to showcase their products with offers and promotions.”

Google wants to make it as easy as possible for shoppers to score great offers. For this reason, since July 21, Google has added a new tab for Shopping in Google. For example, if you’re looking for ‘backpacks’, you may see a new section with discounted backpacks from retailers in the search engine. These are all displayed in one place, which makes it super easy for consumers to score a good deal.

New addition for holiday (sales) days

In October, Google will roll out this experiment further and the search engine will add more ‘sale days’. From October, it is therefore possible in the US to set up your online store for different sales moments, such as Black Friday and Cyber ​​Monday. This makes it easier and clearer as a consumer to score deals and there are quite a lot of opportunities here for the web shops. How does this work?

Create deal pages for all your events

“There are now more than a billion shopping sessions on Google every day and there has been a huge increase in interest in Black Friday and Cyber ​​Monday deals on Google during the holiday season. Since last year we have continued to refine and improve the deals carousel, expanding its use to other popular sales events such as Labor Day and Memorial Day sales.”

US Holiday Deal Carousel

Create pages for each of your sales events to get the most out of the deal carousel. The deals carousel is currently limited to the US and operational for limited sales events. In case Google ever implements the deal carousels in the Netherlands, we have already worked out the step-by-step plan:

  • Create special pages for Black Friday and Cyber ​​Monday;
  • Reuse the same URL every year;
  • Create your pages early so Google can index them;
  • Follow standard SEO best practices;
  • Link to the sales page from your homepage;
  • Add a high-quality image.

Based on last year’s experience, we now recommend the following best practices to help you better reach shoppers through the deal carousel.

  • Create a dedicated page for each promotional event. We encourage you to create deal 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 displayed in the deal carousel.
  • Include an image that is relevant to the sale. Include a prominent image that helps buyers understand your offer. For example, show products that are on sale or add banner text to highlight special offers or discounts. While Google generally discourages banner text in images, text in images can help on offer 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 offers carousel, we recommend that the image aspect ratio is between 4:3 and 3:4.
  • Put text describing the event in the page content. This can help Google correctly identify the page as relevant to a specific sale.
  • If you reveal sales data on the day of the event, please include general information about the event in advance. This allows Google to understand that the page is relevant then re-crawl your page so that it is indexed in time.In addition to creating deals pages, you may also want to register your promotions in Google Merchant Center to show your deals on more Google platforms. We always follow the latest Google trends closely. Do you want to get more leads through SEO or SEA? Feel free to ask for a consultation with one of our specialists.
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