196: How to Optimize Your Black Friday Sales Page with SEO + AI

Dolly (00:01.333)
Welcome to the Systems and Workflow Magic podcast, where I help small business owners transform from feeling scattered to becoming streamlined in their creative businesses. I’m your host, Dolly DeLong, a wife, mom, believer, family photographer in systems, workflow, and launching educator. Now this podcast is your go-to resource for mastering the back end puzzle pieces of running a successful business.

Whether you’re just starting out or are an intermediate business owner looking to refine and elevate your systems, workflows, and operations, you’ll find practical strategies and advanced insights here to take your business to the next level. Each episode is designed to feel like a strategic mastermind session, guiding you through smarter launch planning, more efficient systems, and greater clarity in your business operations. Together,

We’ll explore how to organize, streamline, and grow your business with intention so you can achieve sustainable success without the overwhelm. I’ll also take you behind the scenes to uncover what it’s really like to run a business as a solo entrepreneur, sharing honest insights and actionable strategies. Plus, I’ll bring on expert guests who will share their advanced tips and proven methods

to help you unlock new levels of clarity and efficiency in your business. So are you ready to simplify your backend, elevate your operations and launch with purpose and confidence? Let’s dive in and create some strategic workflow magic.

Dolly (01:45.422)
Hey friend and welcome back to the systems that workflow magic podcast. Now this is another quick teaser episode for the black Friday summit, which is coming up later on this month, August 26 to 28th to be specific. And today I want to introduce my co-host Becca Reed. Now she’s a Squarespace and show it designer with an obsession for searchable websites. And in her session.

She is going to be diving into how you can optimize your sales page for organic traffic because of SEO for Black Friday. But here’s the thing. This year and a little bit of last year, SEO is changing in good ways, but it’s changing fast because of AI. And with Google’s new AI search feature, it’s no longer just about ranking on page one.

Now it’s about being featured in the AI generated summaries people see before they even click. And that means your sales page needs to be extra clear, extra searchable and extra compelling. So Becca, can you just like give us like a quick pep talk on how we can opt, you don’t have to dive deep because that’s what your summit presentation is for, but like, why should people

be taking steps in like merging AI with search engine optimization? How, like, how can they make that bridge? Yeah. Well, first of all, I think it’s important. And part of the reason I’m such a big advocate for search engine optimization is it really frees up a full lot of your time. I am a mom of a three and a two year old. And so I don’t have the same amount of capacity that I used to to market myself constantly on Instagram.

And a lot of people, when they think about Black Friday and think about all the things that you need to do, the emails that you have to create, the pages, the checkout pages, and then you also have to market yourself on Instagram and all those things. And I’m not saying you shouldn’t do those things you’ve said, but if you can take one thing off or maybe make it not as intense for the actual couple of days, it’s definitely worth your time. So that’s part of the reason I love SEO. And when it comes to SEO and AI, a lot of people think that

Dolly (03:59.248)
It is just for like blog posts or long-term traffic and Black Friday is like, you know, one time thing. But if you create your sales page for your Black Friday sale, really strategically, one, you can just remove a couple of words and you can keep it as a sales page all the time, or you can keep it as a Black Friday sales page. And it becomes this thing that is continually searchable year after year and gains more and more traction just because of the longevity of it. So Google uses AI to summarize.

the search results. And so there’s a couple of things that you can do to really make your sales page work with AI slash SEO. And the first thing is your headlines, making sure that those are SEO optimized. And so what I mean by that is just what keyword phrase is somebody using to find your service or your product. If you’re a show it template person, maybe they’re just using the simple show it templates.

Figure out what that keyword phrase is, put it in your headlines, your meta descriptions. And then the big one that I’m seeing as a change is the FAQs. A lot of people had on their sales page FAQs. That’s not a new thing, but it was used in the past for the type of buyer who really needs that extra, know, they, they, want to get into the lead before they make that purchase. Now that is actually, especially if you can optimize your FAQs for search engines.

That is being used by AI to pull for when people search the question. So I would just say you have your keyword phrase. Let’s say your keyword phrase is show templates, figure out what question they may ask on Google and put that into your FAQs. So another example, because I love examples, let’s say you have a Black Friday coaching deal. Maybe in your photographer, maybe they search best Black Friday offer for photographers and you optimize your page.

for that type of keyword so that before even someone scrolls when they land on Google, they see that in the AI and then AI will link to your page. I wanna give a huge shout out to our official Black Friday Summit 2025 sponsor, Cubicle to CEO. Hosted by the brilliant Ellen Yin, Cubicle to CEO is a globally charting top 10 business podcast for 1 million downloads.

Dolly (06:21.24)
Now, Ellen is known for asking successful founders and CEOs the business questions you cannot Google. So if you’re tired of surface level content and want real, financially transparent data-backed strategies, this is a podcast for you. Cubicle to CEO has supported over 14,000 entrepreneurs through their educational products and live events. And I’m so grateful they’re sponsoring this year’s

Black Friday Summit of 2025. So go give Cubicle to CEO a follow, subscribe to the podcast and show them some love for helping make this free summit possible. And don’t forget, you can save your virtual seat for the Black Friday Summit of 2025 happening August 26 through 28. The link will be in the show notes. Now Mara, Becca and I will see you there.

Dolly (07:17.764)
Becca, that is gold. And that’s something that I’m still myself as a business owner, I’m wrapping my head around. Okay. I need to like, it’s not just about search engine optimization. Now it’s about like AI pulling in from your website and making like, kind of like, I don’t even know what to call it, but like, you know, like that generative search when on top of Google, that makes sense to me. But.

Where, what, what do you recommend small business owners doing to find those keywords? know that’s like going off into left field as a question, but how, how do business owners find those keywords that people are actually searching for instead of like assuming, I bet my ideal client is using this keyword or using this search term.

Yeah, that’s a really good question. And actually like very important because a lot of people just quickly go through the keyword research phrase and do all the implementation. And I love that you’re doing the implementation on your website, but if you’re trying to rank for a keyword phrase that has a really, really high SD or SEO difficulty, you’ll never rate for it. If you’re competing against target, you’re never going to beat target. They’ve been around forever. They have millions. So

You have to figure out something that has a SEO difficulty that’s in. So if you use Uber suggest, which is a platform that’s free, I like it. It has SD between 15 and 35. Just keep that in the back of your head. And then you want it to have a volume. Okay. So whether it’s a volume of 80, a volume of a hundred, that’s fine. If it has a volume of over a thousand gold, but you really want to make sure that SD is between 15 and 35. So if you go into Uber suggest and you type in your keyword phrase,

whether it’s, you know, let’s say photographer in Nashville or whatever. If you scroll down on Uber suggest, it has questions. So you could look there and you could look in the questions have SEO difficulty. That’s one way of finding questions. Another way is simply searching in Google. You could even go to Pinterest. And if you like type something in Pinterest, it has a dropdown and you can look at some of those. The other thing is just ask your ideal client. Like just do some message mining with them and

Dolly (09:39.01)
If they’re your ideal client and they’re searching it, most likely somebody else’s as well. That’s really good. Okay. So listeners, I, this was something that I genuinely was thinking of and I hope that this week, especially after listening to this episode, you’ll take some time out and do some homework for your website, especially the pages that are going to be impacting your Black Friday sale and to optimize those headers and your, like anything involved on the backend of SEO.

And Becca, do you mind again sharing what you will be talking about for your Black Friday Summit presentation? Yeah, I go into this and then more. So optimizing your sales page for search engines. We go into like how to structure your H1, your heading ones, your writing your meta descriptions and some tips there. Because that’s not all about SEO. It’s also about creating a meta description that’s compelling. So we talk about that.

optimizing your images, making them compressed to the size that will actually help you on search engines. So just how to play nice with search engines, but also work for the human behind the who’s on your sales page. Awesome. Well, thank you so much again, Becca, for sharing all this. And do you mind sharing with the listeners how they can find you and follow you and work with you?

Yeah, well, I was on Instagram for a while, but then I decided SEO works better for me. So you could go on Instagram. And sometimes I have my assistant helping me post, but I honestly, the main place I’m hanging out is YouTube. create weekly tutorials about Show It, Squarespace, and SEO. And then blogging, such as on my website, Rebecca Recreative. And everyone, I will be sure to link all of that in the show notes. And again, as a reminder, if you have not yet grabbed your free ticket to the Black Friday Summit,

I would say go to blackfridaysummit.com or go to my show notes and grab it. It’s a free virtual ticket and the summit talks will be specifically about strategies for 2025 when it comes to Black Friday. All right. I will talk to you all later with a brand new systems and workflow related episode until then stay streamlined and magical. Thank you so much for tuning into the systems and workflow magic podcast for the full show notes from today’s episode.

Dolly (11:58.096)
please visit www.systemsandworkflowmagic.com forward slash podcast. Now, if you’re enjoying the podcast, it would mean the world to me if you subscribed and left a five-star review on your favorite podcast platform. Your support helps more amazing listeners like you discover the show. Are you a solo business owner feeling stuck when it comes to launching?

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