After making deal pages for free for all e-commerce stores, Google offers six best ways to optimize the pages for search results.
If you missed it, Google announced yesterday that deal pages are now free for all retailers. This allows e-commerce stores to easily highlight promotions and discounts in search results.
Deal pages are URLs dedicated to specific sales events, such as Black Friday or Cyber Monday. They appear in the search results in a carousel when the sales events are live.
To help retailers get the most out of bidding pages and the bidding carousel, Google recommends five optimization tactics.
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How to optimize Google’s bid pages for search results
Based on what Google learned from Black Friday and Cyber Monday sales last year, these best practices are recommended to better reach shoppers through the offer carousel.
Create a dedicated page for each promotional event. Google encourages retailers to create promotional 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 quote carousel. Include an image relevant to the sale. For example, show products that are for sale or include banner text that highlights special offers or discounts. Insert text describing the event into the page content. This can help Google correctly identify the page as relevant to a specific sale. If you disclose sales information on the day of the event, please include general information about the event in advance so that Google can understand that the page is relevant, and then ask Google to review the page again when it is updated.
As it relates to the use of banner text in images, Google acknowledges that this is usually discouraged. Text in images can, however, help on deal pages.
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Google adds that any text in an image should be reflected in the textual content of the page and in an appropriate alt-text attribute. The recommended image format for images in the offer carousel is in the range of 4: 3 to 3: 4.
Finally, Google says website owners should consider registering their campaigns in the Google Merchant Center to help show offers across multiple surfaces.
The agreement carousel is currently limited to the United States and is in operation at limited sales events.
Source: Google Search Central Blog