Brewing up sales: last-minute optimizations for Black Friday 🔗 **Source:** [Brewing up sales: last-minute optimizations for Black Friday](https://www.youtube.com/watch?v=E55l1_Aq73Y) > [!note]+ Document Notes > tags: [ecommerce, black-friday, seo-optimization] > author: Yoast > source: YouTube > reference: https://www.youtube.com/watch?v=E55l1_Aq73Y > date created: 2024-11-04 10:00 > > # 🏷️ Title: Brewing up sales: last-minute optimizations for Black Friday > <!-- deep-read:sections start --> ## 🧰 Action Inbox - [H1] Review product descriptions for language alignment — avoid brand-specific color names #optimization - [H2] Set up fraud monitoring for low-priced items — check payment processor settings #security - [H3] Add FAQs with visible text (no toggles) — optimize for LLM visibility #content ## 🧭 Table of Contents - [📝 Summary](#-summary) - [📖 Main Content](#-main-content) - [🗒️ Notes](#️-notes) - [📚 References](#-references) - [🗣️ Paraphrase](#️-paraphrase) - [📰 Newsletter](#-newsletter) - [✅ Action Items](#-action-items) - [🧪 Hypotheses](#-hypotheses) - [📊 Methodology](#-methodology) - [❓ Questions](#-questions) - [🔮 Future Research](#-future-research) - [💡 Implications](#-implications) - [🧠 Learning Styles Assessment](#-learning-styles-assessment) - [📊 Accessibility Assessment](#-accessibility-assessment) - [🌍 DEIB Assessment](#-deib-assessment) - [✅ Logical Validity](#-logical-validity) - [🛡️ DARVO Analysis](#-darvo-analysis) - [🎯 Conclusion](#-conclusion) ### 🔗 References - [Yoast SEO](https://yoast.com/) - [WooCommerce](https://woocommerce.com/) ## 📝 Summary - Yoast SEO experts discuss last-minute Black Friday optimization strategies with 3 weeks until the event - Focus on content alignment, fraud prevention, and technical stability rather than major changes - Key areas: product descriptions, payment security, FAQ optimization, and email marketing - LLM optimization becoming critical for product discovery - Emphasis on not making radical technical changes this close to Black Friday ## 📖 Main Content This webinar covers practical Black Friday preparation strategies for ecommerce store owners. The hosts emphasize that three weeks before Black Friday is not the time for major technical changes, but rather for fine-tuning existing content and processes. Key themes include aligning product language with customer search terms, preventing credit card fraud attacks on low-priced items, optimizing for AI/LLM discovery, and ensuring smooth checkout processes. The discussion includes real-world examples of fraud patterns and practical solutions using Yoast SEO features. ## 🗒️ Notes #### ⏱️ [00:00](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=0) — [H1] Introduction and Timing Warning - Key idea: Three weeks before Black Friday is not time for radical changes - Evidence: "This is not a time to replatform. This is not a time to test out new plugins unless you think it's really going to move the needle" #### ⏱️ [05:30](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=330) — [H2] Language Alignment Issues - Key idea: Brand-specific terminology can hurt product discoverability - Evidence: "Donna Karan had named this particular shade of ivory pristine. There's no dictionary on the planet that says that pristine means ivory or white" #### ⏱️ [08:45](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=525) — [H2] Testing with LLMs - Key idea: Use ChatGPT to test if your products are findable through AI search - Evidence: "Ask ChatGPT to go find products for you and make sure it goes to your site to find them" #### ⏱️ [12:20](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=740) — [H2] Product Landing Pages vs Product Description Pages - Key idea: Create category pages with contextual text for better targeting - Evidence: "A PLP is a product landing page... you can have some text at the beginning before all of them are listed" #### ⏱️ [16:10](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=970) — [H2] Review Strategy - Key idea: Encourage descriptive reviews with context rather than just ratings - Evidence: "This is me. This is how I use it. This is why I love it... Those kinds of things are better for providing that context" #### ⏱️ [22:30](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=1350) — [H1] Credit Card Fraud Warning - Key idea: Low-priced items attract card validation attacks before Black Friday - Evidence: "They find a web shop that has a less than $5 item, because apparently once you go over $5, it triggers more checks" #### ⏱️ [28:45](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=1725) — [H2] Fraud Prevention Strategies - Key idea: Multiple strategies needed to combat automated fraud attempts - Evidence: "Add a CAPTCHA to your payment forms... there's a thing called velocity checks. Stripe has a thing called radar" #### ⏱️ [33:15](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=1995) — [H2] Content Optimization for LLMs - Key idea: LLMs have short attention spans and need information upfront - Evidence: "They have a short attention span... anything that you make too complicated to access, they just won't look at it" #### ⏱️ [38:20](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=2300) — [H2] FAQ Implementation - Key idea: FAQs must be visible text, not hidden in toggles for LLM access - Evidence: "Don't put them in toggles. Because they're only going to look at the things that are available on the page" #### ⏱️ [42:10](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=2530) — [H2] Video Content Integration - Key idea: Videos enhance product pages and require proper optimization - Evidence: "If you have Yoast SEO Premium, you do automatically get our video add-on as part of the Premium bundle" #### ⏱️ [46:30](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=2790) — [H2] Email Marketing for LLM Memory - Key idea: Email campaigns help LLMs remember your brand for future searches - Evidence: "ChatGPT... will read your mail for you... it's going to remember that you're a subscriber to Bob's Jujubee Hut" #### ⏱️ [50:45](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=3045) — [H2] Checkout Process Audit - Key idea: Review checkout requirements and remove unnecessary fields - Evidence: "A lot of people abandon their cart when they're asked to phone number because some people are scared" #### ⏱️ [54:20](https://www.youtube.com/watch?v=E55l1_Aq73Y?t=3260) — [H2] Social Media Strategy - Key idea: Social posts need product names and brand mentions, not just clever content - Evidence: "80% of the time those posts need to have like some value... use the words that people are searching for" ## 📚 References - [Yoast SEO Premium](https://yoast.com/wordpress/plugins/seo/) - [WooCommerce SEO](https://yoast.com/wordpress/plugins/woocommerce-seo/) - [Google Trends](https://trends.google.com/) - [Richard Baxter MCP Tutorial](https://www.linkedin.com/in/richardbaxter/) ## 🗣️ Paraphrase - Last-minute Black Friday prep should focus on content optimization rather than technical overhauls - Product descriptions need to balance brand creativity with searchable terminology that machines understand - Fraud prevention becomes critical as attackers target small transactions to validate stolen cards - LLM optimization requires visible, well-structured content since AI agents can't interact with hidden elements ## 📰 Newsletter 🛍️ **Black Friday Prep: Smart Last-Minute Wins for WordPress Store Owners** With just weeks until Black Friday, focus on these quick wins that won't break your site: **Content Alignment**: Review your product descriptions for "pristine" moments—brand-specific terms that confuse search engines and AI. Add generic alternatives in parentheses. **Fraud Watch**: If you're seeing unusual spikes in failed orders under $5, you might be getting hit by card validation attacks. Contact your payment processor immediately. **LLM Ready**: Make sure your FAQs are visible text (not hidden in toggles) and your first 100 words contain the keywords customers actually search for. Ready to optimize? Install Yoast SEO Premium for video support, WooCommerce integration, and structured data that helps both search engines and AI find your products. Resources: [Learn WordPress](https://learn.wordpress.org/), [Developer Docs](https://developer.wordpress.org/), [WP-CLI](https://wp-cli.org/) ## ✅ Action Items #### DevRel - Developer advocacy: Create LLM optimization guides for ecommerce, present at WooCommerce meetups - Education: Develop workshops on AI-ready product content, fraud prevention office hours - Developer experience: Improve Yoast video add-on documentation, create checkout optimization guides - Developer marketing: Campaign around Black Friday preparation, LLM readiness content - Community management: Monitor fraud attack reports, gather checkout abandonment feedback #### WordPress - Core: Prioritize structured data improvements, performance for high-traffic periods - Core Performance: Profile ecommerce sites during traffic spikes, optimize database queries - Community: Support Black Friday preparation meetups, share fraud prevention resources - Training: Create lesson plans for ecommerce optimization, AI readiness training - Documentation: Update guides for payment processor integrations, security best practices - Plugins: Review security liaisons for payment plugins, fraud detection improvements #### Community - Maintainers: Support WooCommerce plugin updates, payment security roadmaps - Contributors: Onboarding for ecommerce developers, fraud prevention documentation - Sponsors: Fund security research, payment processor integration improvements - Ecosystem: Coordinate with payment providers on fraud prevention ## 🧪 Hypotheses - Products with generic color/feature terms alongside brand-specific ones will have higher AI discovery rates - Visible FAQ content performs better in LLM responses than toggle-hidden content - Email campaigns improve brand recall in LLM-powered shopping assistants - Checkout processes with minimal required fields have higher conversion rates during high-traffic periods ### 📊 Methodology - A/B test product descriptions with generic vs brand-specific terminology only - Compare LLM responses for visible vs hidden FAQ implementations - Track email mention correlation with LLM brand recommendations - Monitor checkout abandonment rates before and after field requirement changes ### ❓ Questions - How do payment processors determine the $5 fraud check threshold and can it be adjusted? - What structured data formats do different LLMs prioritize when parsing ecommerce content? - How can stores balance brand creativity with machine-readable product information? ### 🔮 Future Research - LLM shopping agent behavior patterns and optimization strategies - Cross-platform fraud attack coordination and prevention - AI-powered product discovery vs traditional search ranking factors ### 💡 Implications - Practice: Immediate need for LLM-optimized product content and fraud monitoring - Policy: Payment processor coordination on fraud thresholds and detection - Security: Enhanced monitoring required for low-value transaction attacks - Education: Training needed on AI-ready ecommerce content creation - Funding: Investment in fraud prevention tools and AI optimization resources ### 🧠 Learning Styles Assessment Reading level estimate: 8th grade (accessible technical content) #### 👀 Visual learners - Present: Product page examples, fraud pattern diagrams - Improve: Before/after content optimization screenshots, checkout flow visuals #### 🔊 Aural learners - Present: Full webinar audio with expert discussion - Improve: Audio summaries of key action items, podcast-style tips #### 🗣️ Verbal learners - Present: Clear explanations of technical terms, real-world analogies - Improve: Glossary of fraud prevention terms, step-by-step explanations #### 🧩 Kinesthetic learners - Present: Actionable checklists, hands-on optimization tasks - Improve: Interactive fraud detection simulator, checkout optimization lab ### 📊 Accessibility Assessment #### Screen reader semantics - Present: Clear headings structure, descriptive timestamps - Improve: Better alt text for visual examples, transcript formatting #### Media and captions - Present: Full video transcript available - Improve: Time-synced captions, downloadable transcript option ### 🌍 DEIB Assessment #### Cultural breadth - Present: Global payment considerations, multi-currency examples - Improve: Regional fraud patterns, international compliance requirements #### Inclusive language - Present: Technical terms clearly defined, accessible explanations - Improve: Plain-language alternatives for complex concepts ### ✅ Logical Validity #### Strong reasoning - Deductive strength: Technical recommendations based on established LLM limitations - Inductive strength: Fraud patterns identified from real-world experience - Causal reasoning: Clear connection between content optimization and discoverability #### Fallacies - Appeal to authority: Relying on expert status without always providing evidence - Hasty generalization: Some recommendations based on limited examples ### 🛡️ DARVO Analysis - No concerning patterns detected - Content focuses on legitimate optimization and security practices - Tone is educational and helpful rather than manipulative ## 🎯 Conclusion The webinar emphasizes that successful Black Friday preparation at the three-week mark requires strategic content optimization rather than technical overhauls. Key takeaways include aligning product language with customer search terms, implementing fraud prevention for low-value transactions, optimizing content for LLM discovery, and streamlining checkout processes. Store owners should focus on making existing content more discoverable and secure rather than implementing new systems that could break during peak traffic periods. ## 🧱 Refactor Appendix ### 📚 Literature Split Pad ### [H1] LLM agents prioritize visible text over hidden content > [!quote] [Brewing up sales: last-minute optimizations for Black Friday](https://www.youtube.com/watch?v=E55l1_Aq73Y) by [[Yoast]] via [[YouTube]]. Published 2024-11-04. Accessed 2024-11-04. > "Don't put them in toggles. Because they're only going to look at the things that are available on the page when they come through the first time." Critical insight for ecommerce FAQ optimization and AI discoverability. [view highlight](https://www.youtube.com/watch?v=E55l1_Aq73Y#38:20) #ai-optimization #ecommerce ID:rw_001 ### [H2] Credit card fraud targets sub-$5 transactions > [!quote] [Brewing up sales: last-minute optimizations for Black Friday](https://www.youtube.com/watch?v=E55l1_Aq73Y) > "They find a web shop that has a less than $5 item, because apparently once you go over $5, it triggers more checks at the credit card processor's end." Essential security knowledge for small transaction merchants before high-traffic periods. [view highlight](https://www.youtube.com/watch?v=E55l1_Aq73Y#22:30) #fraud-prevention #security ID:rw_002 --- ### 🔖 Atomic Split Pad (Zettel Candidates) #### [Z1] Brand-specific terminology reduces machine discoverability - Applies to any product catalog with creative naming conventions - Example from 05:30 timestamp about "pristine" vs "ivory" - Links: [[Product-Optimization]] [[AI-Discovery]] #### [Z2] Email campaigns enhance LLM brand memory - LLMs connected to email can remember brand preferences - Strategy from 46:30 about ChatGPT Gmail integration - Links: [[Email <!-- deep-read:sections end --> ## 📺 Video  --- # 📄 Full Transcript *Auto-generated from YouTube captions · timestamps roughly every 30 seconds · [watch on YouTube](https://www.youtube.com/watch?v=E55l1_Aq73Y)* **[00:00]** Hey everyone, welcome to Brewing Up Sales. These are our lastm minute optimizations for Black Friday brought to you today by Yoast. I'm Carolyn Shelby. I'm a principal SEO at Yoast and I am joined by Alex Moss who is also a principal SEO at Yoast. And we're going to be talking with you for the next hour about Black Friday preparations and what we're doing to get ready and what you can do, too. Um, I've got my coffee. This is a **[00:31]** coffee chat. So, >> I've got my I've got a cup of tea, but I've got it in a nice Kermit the Frog mug as well. My wife has got a matching Miss Piggy one as well. It's all got >> classy. >> It is classy. Very classy. Um, so you ready to get ready to get rocking and rolling? This is a this is a follow-up coffee chat to our prior coffee chat. Oh, and we can talk real quick about um our other webinars in case you're interested. The coffee chat is a very casual chat. We don't always do coffee **[01:02]** chats. We do have a more formal structured how to start with SEO that's available, I think, every other week. Um if you're looking for information or just have questions about getting started, if you're kind of new to SEO, that's a great one to join, especially if you need help getting the product set up. And then we've also got the SEO update by Yoast that Alex and I do every month uh usually the last Tuesday of the month but not always where we will go **[01:32]** through all of the prior months SEO news and AI news things that affect how your website performs online. Um and we'll kind of we'll read everything and have opinions so you don't have to read everything. It's um it's a good time. lots of slides. Uh, and you can, you know, scan those QR codes if you want to get there. Let's >> Oh, and one last. Yeah, we've got questions. You can do Q&A. Um, there's a like a chat. You can **[02:02]** chat on the right hand side, but just beneath that, there's one with a question mark. You can submit any questions and then in the final 15 minutes or so, um, we'll be able to answer any that you have or along the way as well. I remember in our first chat we were answering them just as they came in. Um, so that's one quite useful thing to do. And maybe if you're in the LinkedIn live feed, there is a Wistia link somewhere in there. So if you want to get involved, I know that Naringa, our producer, will also be checking out um LinkedIn comments as well, so we can try to answer some then. But no slides **[02:35]** for now, so we might as well remove him from stage and just have our pretty faces, right? >> Absolutely. Um, so let's see. Today is November 4th. Black Friday is we're probably what, three weeks out from Black Friday. >> I feel like at this point you should probably have everything done that you're going to do. But that doesn't mean that we can't still make little last minute adjustments and tweaks just to make sure everything's dialed in. I would I would caution you **[03:07]** not to make radical technical changes to your website this close to Black Friday. This is not a time to replplatform. This is not a time to test out new plugins unless you think it's really going to move the needle because what you're dealing with at this point is anything you break, you have a very small window of time to fix it. So my vote would be don't break things. Um, >> I would also say if you're going to use I mean you can install Yoast of course in these three weeks. Nothing will be wrong there, but we also assume that you all have Yoast installed. So again, **[03:39]** we're good, right? >> Yeah. And and that goes for Woo Commerce and Shopify. So I I think um our plug-in I don't think has a high likelihood of breaking things, but switching payment processors right now is probably not the best thing to do. I think the things that you can do are going through and making sure that you've got alignment in your in the language that you use. Um the if you're interested in seeing I would **[04:10]** run I would ask one of like chat GPT or something to go to go find products for you and make sure it goes to your site to find them just to see what it comes back with. See if anything weird comes back. And the reason I I bring this up is because I had a situation a couple weeks ago. I saw on Facebook ads naturally uh a dress at Donna Karen that was it it was an ivory looking dress. It was a style that I was interested in. So, I went to **[04:42]** Chat GPT and I said, "ChpT, find me um find me ivory or white midi dresses from Donna Karen in size 10, right?" And it said, "Okay." And it brought back like five different five different dresses that match that description, but it didn't bring back the dress I wanted. And I thought that was weird because I had already been on their website and I checked and the dress was there and it was in the size and and it should have it should have **[05:13]** been returned. So this made me think, all right, well what's going on here? So I double checked and it turns out that there is a a brand you know how sometimes brands get creative and they make up names for colors like lipsticks and makeup do this all the time. I don't know. Like, you know, it's like Porsche. What color is Porsche? Is it the color of a car? Is it the color of, you know, I I don't know what what shade what shade is that color, right? It **[05:44]** doesn't say red. It's not readily identifiable to to machines as being another word for red, right? So, it turns out that Donna Karen had named this particular shade of ivory pristine. There's there's no dictionary on the planet that says that pristine means ivory or white. So that particular dress didn't come back when I requested white or ivory dresses because there was nothing in the text that indicated that **[06:17]** color meant white or ivory. So, the reason I tell you this is because sometimes we think we're being clever and we've gotten so clever that we've not made it possible for the the the machines or even the search engines to understand that that's what we're offering. So my suggestion in in a situation like that would be if you've got a very custom color, maybe in parentheses after the color, provide a more generic term that that people in **[06:48]** the machines are going to understand. Or if there's other things that are being missed, figure out why why why the search terms you're using that in your mind should absolutely return that product aren't returning the products that they're supposed to. because I feel like it's probably a a situation where there's text that either isn't available to be read or the language that used isn't quite right. Um, you know, it's that language alignment that we really want want to focus on. >> It's funny how you describe colors like that because I was thinking of branded **[07:19]** versus non-branded. Like pristine is a branded color. Like it's quite specific to you and that website and that color. Whereas white and ivory your non-branded targets. kind of have to do a bit of both to cover that. But I think it's also interesting the way you in which you try to test the search. So I guess for a store owner it would be think about a question or a conversation you would have in an LLM that were in an LLM platform that you would like to hope the answer would bring it out. So like what best gifts under 50 quid for dads who **[07:51]** love sports. And whilst I would maybe call that a long-term query rather than a conversation, it's kind of the same thing, right? that in that you would want the answer to involve all of those things. The word gift, the value that may be under 50 pound. So, it brings that out and knowing that it's geared towards dads and also give towards sports lovers. Just ensuring that all of those things are answered whether that's in what the description or the FAQ may be because the FAQs could be scaled perhaps. Well, I know in Woo Commerce **[08:21]** specifically, you've got the short description and you've got the long description. And depending on your theme, one shows up higher on the page than the other. So, I think doing some tests to see which one is getting read the the easiest is where you would want to try to wedge that in. And then you can be very clever in those descriptions. Um, I know when I was selling we were when everyone had to wear face masks, we were selling face masks and they are absolutely not **[08:53]** medical grade. So, I made a joke out of that. It's like medical grade question mark. No. So, but I was getting those keywords into the description in a humorous way that was consistent with our with our brand profile. Um, I think I think that's a great point though. The other thing I think you could do, especially for things like best gifts under $50 or was it 50 quid? Is that what you said? Um your dad loves sports. Um >> if you were to also do some kind of blog **[09:26]** post or I mean if you could if you could get a press release picked up, but that's hard. um publish somewhere a post that specifically talks about best gifts under 50 quid for dads who love sports and make sure that you link to your products from there. That can help seed awareness of those products to not only the LMS but also just the regular search engines. any direct links that you can **[09:57]** get into your specific products with surrounding context that describes what they are, what they're good for, or you know, the kind of people you want to target. I think that's a great thing that you can be doing right now in advance of of Black Friday. >> Yeah. Another good thing that some people can do depending on how much time they have and how much they want to concentrate is maybe make some um PLPS instead of PDPs, you know, like category pages, bundle pages, where you can have a group of different products that are **[10:28]** geared towards dads and their explain what a PDP and a PLP are. >> Sure. So, a PDP is a product description page, which in English is a singular item. Um, and a PLP is a product landing page, which at the beginning you might think that's the same as a PDP, but a product landing page can be multiple products. So that's like just looking at, you know, men's t-shirts and clicking on that and then having everything you see there. It's technically a PLP, but what you can do instead of just listing those products, **[10:58]** you can have some you can have some text at the beginning before all of them them are listed, which answers the question that we were asking before. Hey, does your dad love sport? Do you have under50 pounds to spend? Well, these are the potential gifts that you could buy under here. Um, and there you go. And that's about it. So doing them I would say do a little research if you can and again have time look in analytics um and see if there's any and search console and see if there's anything that's actually **[11:29]** been you know performing well or you want to perform better and maybe there's a handful of things you can concentrate on whilst we have these three weeks left. Maybe not do your whole site but maybe there's 10% of your products or even 1% of your products that you can just do a little tweaking and optimization to. You know, maybe another thing that you could do in in these remaining weeks up until Black Friday, if you have particular products that you want to really like it's your most popular product or it's your biggest money maker, something that you really want to push, **[11:59]** take some time to, you know, I don't want to do it in the honest and ethical way, but get some reviews um preferably from actual users on on those pages just to add some additional trust. signals to the pages and give give a little bit more context for for the engines and for the LLMs to to grab on to when they're looking for for things to to say about that product. It's one **[12:31]** thing to specifically ask it to go get go find me this specific kind of product. It's another thing when you're asking it, what's the best, you know, what's the best ladies shoe for hiking? What is the quietest super automatic automatic espresso maker? Those kinds of of qualifiers and descriptors are going to be things that could be in those reviews that you can have on the page. You could have someone **[13:03]** say, "This is the best shoe I've ever gotten for hiking. I'm a I'm a lady with an exceptionally tiny foot and it's hard for me to find good walking shoes." You know, I'm not saying that you have to write them yourself because that would be wrong. But encourage people to write descriptive stories about the product that they're reviewing rather than just say I like it because I like it is great and the stars are great. But that extra **[13:36]** this is this is me. This is how I use it. This is why I love it. This is why I hate it. This is why I feel tepid about it. Those kinds of things are better for providing that context that the machines are looking for. >> See, I I feel like I can relate now because I've got an unusually wide foot and I actually find it I know it's weird. Have like a st it looks like a piece of steak on the floor. It's weird. >> I don't know. I don't know. I don't know what it is. But either way, it's it's I found it very hard through life to find **[14:08]** comfortable trainers that didn't like squeeze the side. And I actually found some called Royal Elastics, which their whole brand thing was they use elastic rather than laces and therefore things could stretch. It was very wide-footed friendly. It was very nice and I literally didn't buy them for years and like I just only bought them for years and years and years until they kind of went bump and a bit and very expensive. Um, but it may it stuck with me and I still use them now. And you know, some old pairs that I kind of kept because I knew they were going under, but it's **[14:38]** that it I wouldn't have found that on the web without doing research into wide-footed people's problems and that's it. But, you know, Adidas also works. >> Yeah. You know, um, those trust cues for for the humans and for the AIS in your bios, the reviews, I think all of that's going to add to your authority. And I think I would if if I'm sitting around with I've done everything I can do. I don't know what else to do. I would work on that >> because those aren't those aren't things that you can just whip out. And I mean **[15:12]** whip up quickly, I I guess would be a better phrase. Um you do need to find some actual users to write those because we don't want to be liars. Nobody likes a liar. >> That's true. But also it might be maybe not on a product level where you can you know go to that specific shoe and get someone to review that which might take a little bit of work again now that it's a bit last minute towards Black Friday but again if you had a little bit of time and you already have it set up maybe G2 recuse uh reviews things like **[15:43]** that which I know do get picked up quite well by LLMs at the moment G2 specifically um I forgot who wrote um a little article on it in the last couple of weeks but they you can review the brand as a you know, how do I like Royal Elastics compared to the shoe I bought from Royal Elastics as that example. And that that way you can get more aggregated, you know, reviews about the brand as a whole rather than the product, >> you know, and and as a small as a small shop, I would I frequently lean on **[16:16]** relatives to to write, if I need if I really need a review done and I don't have any actual random users to to to choose from, you know, hey, mom, I'm going to send you a product. I need you to write a review because she's a real person and I'm not telling her exactly what to write, but you know, you would hope that she's not going to demolish me in the in the review. >> Well, I don't know. You might you might get like a spot. You might get them on a bad day and they give you two stars for, you know, >> you never know. >> It's a risk. At least it's real, right? **[16:47]** >> Yeah. True. True. Okay. So, that's quite a bit. Well, that's quite a bit. We talked already on like optimizing a bit of content you can do, getting some reviews in, third party perspectives. Um, tell us more about fraudulent fraudulent potential attacks, Caroline, because you've experienced some um, recently, haven't you? Which, uh, I'm sure will be >> on people can think about. >> So, um, I've been I was pleasantly surprised because I have a WooCommerce store and I have PayPal as my processor **[17:18]** and I noticed that I was selling a lot of these stickers. I have a sticker. The sticker was priced at $3. The shipping was $2 or no, the sticker was priced at $250. The shipping was listed at $2. So, the total was $4.50. And I was selling a lot of them all of a sudden. Like, I would go from one or two a month to I'm selling according to this, I've got 10 orders an hour coming in. **[17:50]** A lot of the orders are failing. So, I looked at it. I'm like, "This seems weird to me." It turns out that this is a particular kind of of attack that fraudsters use when they're trying to validate whether these stolen credit cards that they've gotten are are are functional, that they work. So, they find a web shop that has a less than $5 item because apparently once you go over $5, it's it triggers more checks at the credit **[18:22]** card processor's end and they just try to buy things and they'll run a ton of them. There's a pattern to it. So, once you recognize the pattern, you know which ones are fake and which ones are are not fake. But some of them go through. Now I it concerned me because we are coming up on Black Friday. I do sell things on Black Friday. I don't want to be in trouble with my credit card processor in a way that causes them to shut me down or lock my account. So I **[18:54]** no longer have access to it and can't sell anything. So that would be a problem and that's that's the the largest concern. The other concern is just analytics. It's clogging up my database with failed orders. It's throwing off my analytics because it looks like I'm getting a lot more traffic and a lot more business than I am and and like a radical amount. It's enough to skew decisions. I'm not I'm not actually selling that many stickers. I don't have to order more. There there's like all of these things that are not happening because they're not real sales. So, I went um I did some **[19:27]** research to try to figure out how to fix it. There are things you can block. I think at Cloudflare, I believe Stripe has a a service um or a thing that you can turn on that will be extra scrutiny on on these things going through. And this this is specific, I believe, to Woo Commerce. I don't know that this affects Shopify owners. I I believe I got to hope that Shopify as a as a sales platform has this kind of straightened out. Um, but in my case, WooCommerce, **[19:59]** very small site. Uh, I've got PayPal as my processor. One of the recommendations was make sure you don't have any products that are total less than $5 because that will reduce the amount of attempts that you get because they'll see that the attempts are unlikely to succeed just because it's over that $5 threshold. So, I said, "Okay, I changed the price of the sticker. Now, you have to buy two stickers at the same time. The total is more like $6. It's It's way over $5 and that worked for like a week **[20:29]** and as of today I'm still getting 10 orders an hour. Um they are almost all of them failing. Every now and then one will go through. The problem with one going through is I think that there's an order that's gone through because it triggers all of the all of the yes, you have a real order, but at PayPal's end, the money never appears and they reject it. But the way in which they reject it doesn't trigger any cancellations in my end. So I'm still working on that. The **[21:01]** reason I bring this up is because it can there's things that you can do to slow it down. Like you can add you can add a capture to your to your payment forms. You can um there's there's a thing called velocity checks. Stripe has a thing called radar. Um you can turn off guest check off checkout if possible. I can't because then I would get zillions of people setting up accounts just to have customer accounts in my system and that's a whole different vector of attack. So I still have to **[21:32]** have guest checkout turned on. I am going to I I'm I'm going to reach out to my processor and let them know and say, "Hey, this is a problem for me. Please don't turn me off." And see what they can do to help. But if you've if you've noticed that all of a sudden this one teenytiny cheap thing that you that you sell, you're selling a lot of just that one thing, it's highly probable that you're being used as a validator for stolen credit cards. So, I would recommend taking care of that sooner rather than later because you don't want **[22:03]** to show up on Black Friday and go, "Hey, why are none of my my payments processing? Why can't I get at the money? Why aren't these orders going through?" And have that be the reason. That would be that would be very sad. Yeah. And you don't want it messing up your inventory as well. >> No. No. And it's confusing because I was I don't I don't stock that much. Like I'll do an order of 200 stickers maybe. Um and at the rate that they're selling, I would have been out a week ago and it takes time to get them reprinted. Um so **[22:34]** it it's just recognizing early that these aren't valid has saved a lot of money. It's also saved me money in like postage. It's not If the money doesn't ever show up and I fulfill that order anyway, not only am I out the cost of the product, I'm out the cost of the postage and the packing materials and my time and energy and gas going to the post office. Like there's there's it's costing me money and it's it's it's it's theft really. So that's **[23:07]** um that's just something I wanted to bring up because >> very annoying. Very annoying. and and some other store owners might want to limit even just for this period like access from specific countries like if if they so let's say for example you only sell in the US there's technically no point in opening the site to non US as much or maybe there's a few countries that may be high in the list of attackers you know like let's use I don't know I'm just going to say Russia because sometimes there's a lot of Russian attacks during Black Friday >> they're rotating IP addresses they're **[23:39]** using VPNs and the address. They figured out that I that my shipping costs are high enough outside of the US that it would automatically get turned off or denied because that would put them over the $5 threshold. So, they knew enough to only give addresses that were the US. I'm not sure I'm not sure it's that easy to to stop this, which is part of the extra annoying part. And that might be even harder as time moves forward as well when you've got agents doing straight transactions inside because you **[24:11]** I don't know how that would even you know be inside analytics if an agent purchases something on your behalf inside chat GPT for example because technically they would be happening from a server of open AIS right not >> and I think I think specifically with WooCommerce I think they're coming in through an API connection point because they're not they're not even hitting a lot of the pages They're like, you know, if you look at your source or your referral, it'll come up as being direct or >> um organic, you know, whatever. This **[24:43]** doesn't have anything there, which means they're bypassing all of those normal routes and they're going straight into it's it's it's a sneaky attack and it's it's a difficult I haven't spent enough time trying to fix it, but I wanted to warn people that if you see a spike in those kinds of of of like weird sales, definitely a verify that the money actually ended up in your account before you fulfill it and talk to your processor and say, "Hey, this **[25:14]** isn't me. I don't know what's going on. Please help me. Help me fix this. Don't turn me off." >> I guess one other thing that you can do because you can have more than one option on how to pay. So, you use PayPal. Maybe some people who really are either paranoid or have a very busy site and they can't be they can't afford for something to go down even for an hour is to have a secondary one and maybe not even, you know, enable it. So, in your instance, you may want to set up a Stripe account, but and test it all out, but not actually enable it and it's **[25:44]** there for a backup if PayPal just shut you down on the day and then at least, yeah, maybe there's a bit more commission and I might lose a bit more, but I'd rather have 80% of a sale than no sale at all. So, maybe there's a little a little thing to do as a as >> No, that's a good idea. >> So, yeah. >> Sure. >> Cool. Well, that's um that's paranoia out the way and potential attacks again. look at Cloudflare stuff because they offer WFT and stuff like that. Web application firewalls and they have different rules based on different things that may happen. You just might **[26:15]** want to be a bit more wary. Um, so what's the what what's the last section? We've got section three, the last section we can discuss for like 10 15 minutes on smart content tweaks that we did. I know I alluded to, you know, adding a couple of FAQs um that answer a question that could be asked inside a conversation on a dialogue, but what else could we do that you can do last minute while your cough is still warm? >> Well, I would say look at your product pages. So, um you know, do they start with the things that people actually **[26:46]** want? Are you are you leading with all of the good stuff? The one thing that we know about we we know a couple things about the search engines and about the LLMs and and their agents. We know that they have a short attention span. We know that they don't try real hard to read. So, anything that you make too complicated to access, they just won't look at it. And they're looking for quick answers. They don't want to have to look too far down the page. They don't want to have to dig for things. So, make everything easy for them to see. The the things **[27:18]** that we know are easy are visible text on the page. um language that matches the language your users are searching for. So if you know that your particular I'm trying to come up with a good example. Um if you know the people that really really love your really really love your um your product have a particular pet name for it, try to work that pet name into if not the title into that description that's **[27:49]** really high up on the page. you know, you have to make sure that you're matching you're matching their their intent. Um, particularly in like the first hundred words. If you can wedge it into the metad description of the title, that's great, too. Plain language always beats clever pros. Um, you know, if you can use an exact phrase, a bullet list at the at the beginning of of articles where you know what you're going to find here so people can jump right to it. They like that, too. Uh, I would say **[28:21]** what do you think? Um, >> useful information >> distractions. Are you are you into the pruning of the distractions? >> Yes, but I'm a technical bee and SEO who can't look at a website or read things normally like a normal person anymore. But I guess it falls into what we've been saying in like SEO updates and what we've been doing in our writing which is use good formatting, use good structure, make sure I don't know today's word is chunking well together where you would say um chunking I guess is making sense of a phrase so it all relates to each **[28:52]** other and the next sentence relates to the one before it and is it formatted well? Does it read well? I guess it's part of our readability test. I get that's that's the new term is chunking over readability, but our readability analysis stuff really helps with that when you're populating content through words. And as well do it through imagery because that all helps now schema population. So make sure your attributes and your variables are all correct. Don't make colors like pristine. Make them pristine and then maybe in brackets put white or ivory just to so you've got **[29:24]** it both knuckled down. Um what else? What's that? Videos as well is technically content. If there's a walk through of a product or, you know, one of those like 3D views where you have a rotation of a product, all of that kind of stuff. >> All great stuff to add. Now, if you have it and you have time to add it, >> I do know that Woo Commerce has the ability, at least in some of the themes, to let you drop videos in on those product pages as like how-tos or walkthroughs or um oh, you can even put them, I think, in the gallery. So, **[29:55]** instead of having just product shots, you can have a couple product shots, but then you can have a little video that'll play where someone's actually like moving the product around, which I found is very nice for jewelry because you can have a pretty little spotlight on it. It glitters and sparkles. Um, but anything Oh, planners. I saw it for planners, too. They showed someone they would like flip through the planner so you could see all the different pages, which was really I I thought a cool idea. Now, um if you have Yoast Premium, you do **[30:25]** automatically get um our video add-on as part of the premium bundle. So, if you're going to do video videos, please make sure that you've added on that video add-on. So, you've got the premium bundle. The video thing is a separate download, so you're going to have to add that in, but it's part of your license, so you don't have to pay anything extra for it. That will be very helpful. Um, if you have the Woo Commerce bundle, that does also include **[30:59]** it's got premium, it's got the Woo Commerce portion, and then it does have the video that you can add on to. So, I think you should be all set if you especially if you've got the WooCommerce bundle. And I did see in the the chat that someone asked if Woo our our Woo Commerce add-on includes FAQs that support schema. And the answer is yes. That being said, I would make sure that if you want the LLMs to see your FAQs, don't put them in toggles because they're only going to look at the things that are available on the page when they **[31:31]** come through the first time. One quick thing that I don't know that a lot of people when we talk about those agents. So the LLMs have two different states for these agents. The state that that goes through and grabs the initial products and decides what they want to buy is a it's not a visual browser. It's a textbased browser. >> It it's it's not it can't it can't execute JavaScript. It's not that it **[32:02]** can't, it won't. It's not going to see anything that is invisible on the page. It's not going to untoggle your toggles. It's not going to flip your tabs. And it doesn't really look at pictures. It just doesn't. It doesn't switch over to a visual browser until it's made the decision that this is the thing I'm going to buy. So, it's saving its energy for executing the purchase. to get it to the point where it wants to make the purchase, you have to make sure everything is in readable text so that it can see it. So, I would keep that in **[32:33]** mind. Um, but the short answer to that question is yes, we do we do support FAQs that support schema and I think we've got that in actually all of the products just from premium up to the WooCommerce add-on and the other add-ons. So, you should be locked in and good with that. >> Yeah. And in WordPress, I mean, the FAQ block doesn't necessarily just have to be with, you know, products. It can be a FAQ about shipping or something about the company or, you know, it can be put anywhere in the website and it would be pulled up in that way. **[33:04]** >> Shipping, payments, um, >> return policies, uh, frequently asked questions about the product like, uh, I can't turn it on, how do I fix it? You know, there's all kinds of things that you can you can add FAQs for. There's people have questions about everything. >> Yeah. Especially if you're a site that that sells a lot of different things by a lot of different brands. And product A may be $20 with a 30-day refund policy. This one may be $5,000 with a 14-day **[33:36]** refund policy or zero refund policy. But you can you can What's the shipping on both? One of them weighs more than the other. It can get quite complex. I know that Shopify have quite a few different things in there as well in core that also output in a nice structurally in a structured data nice way um if that's a word probably isn't but yes it it outputs it in a nice way for LLMs to ingest. So definitely think about FAQs. So thanks Robin for that question. Um what else can you do? Um I would say **[34:07]** maybe looking at underdog items. So when I say that like stuff that sells all right, but maybe you've been focused throughout the year on like you, this is my top three products, selling products, but what about four, five, six, and seven? What about 12, 13, and 14? What about the ones that actually make you more profit, but just haven't been selling as much. So selling 100 of these is better than selling 200 of that. And optimizing for those things might be a good way of doing that. to find out what they are. You can go obviously into your **[34:37]** sales reports, but you can also look at maybe search console by looking at by by looking at, you know, keywords and pages. Um, and now I know they're doing topic clustering inside of search console, which may group a bit of that together. Um, that's definitely something to do and add them to a bundle with your more popular products if it can be bundled or, you know, upselled or cross-sold. Well, the cross sales and the upsells, make sure that you're taking advantage of those because that's a function that I can't think of a theme **[35:07]** that that can't accommodate it. And I know Woo Commerce can do it. Um I assume Shopify can. You're more of the Shopify expert than I am. Um but yeah, like think think a little outside the box. Maybe there's more opportunities for those cross cells than than you're really thinking about. If you can look at what look at what people have bought when they buy more than one thing, see if there's any pattern to it or if there's any logic. Um yeah, anything anything you can do to encourage them to **[35:40]** buy a little bit more. Like what if you had flat rate shipping? What if you decided to do a special where if you sell if you buy a minimum of $100 or $150, shipping's completely free? Shipping's still not free, but if the difference is I've sold four products and then they have to pay for shipping or I've sold eight products and I'll eat the shipping, >> I think I'm going to want to go with the eight products. You you really want **[36:11]** shipping costs are deductible on your taxes in the US. So, I want to I want to move that product. I can I can write off my shipping costs. I want to move product and that's what I'm going to focus on. And uh if you're a bit more technical and you want a bit more fun um maybe using um the Google search console MCP um that's model context protocol. I'm going to put in inside the chat here um a link to someone called Richard Baxter who is an old school SEO and he's **[36:42]** done a super easy walk through on to how how to use um the MCP of Google Search Console and what what it can do is it connects to the data and think of it like a USB stick that shoves in to Claude or Perplexity. Um here they're they're using Claude to to do it and you can ask questions about the data. So you can literally ask just like a chat dialogue, just like you would doing all the research and finding things like what has been selling in the last three months that that I could connect to other less performing ones, for example. **[37:15]** And you can ask it any question. It'll analyze it as well. Shopify also have an MCP, but I haven't got a convenient link on how to set that up. If you're technical, you can then use both of them and you can ask questions that relate to both search console data and Shopify's performance and reporting data. >> Here's something that So, I assume everyone's got like mailing lists, right? Make sure that you're sending out mail to your subscribers, to your customers to warn them that you've got Black Friday sales coming up. Okay? Have text **[37:47]** in there, not just an image, a pretty image, and hey, Black Friday sale. have some creative copywriting. The reason this is extra important now isn't just to be like top of mind and make them aware of it. Chat GPT in particular has now got a thing where you can connect into your Gmail >> and it will read your mail for you. What happens when something goes into chat GPT? It remembers that you liked it. It remembered that you're a subscriber to **[38:19]** Bob's Juju Bee Hut and that you like Bob's Juju Bees a whole lot. So, when you start asking about where can I buy purple Juju Bees, it's going to say, I'm pretty sure you can get them from Bob's and you've bought from him before. Why don't I go retrieve things from Bob's site? So, if you send out these emails and somebody happens to have what their LLM connected to their email thing in a way that it can read it, you're increasing your chances that your brand is going to be remembered and that **[38:50]** specific links into specific sales are going to be remembered for that user. Um, I know personally I use it to read through my Gmail and tell me about things that I might be interested in so I don't have to wade through it or I'll tell it to go find, you know, I remember last week I saw there was a sale email from Brooks Brothers and I can't find it. Can you go find it for me? And we'll say, oh, sure, I'll go find it and then it does. So making sure that you're optim taking care taking advantage of **[39:23]** the fact that you have these these mailing lists and you've got the opportunity to reach out to customers is not a thing you should sleep on. I would make sure that you're getting at least one out before Black Friday starts. >> Oh, 100%. Usually it would be done between now and like in the next 10 days. >> There are people that are starting their Black Friday sales like already. Like it's a whole month of Black Friday sales. It's Black November basically. >> Yeah. And if you're not shy, tell them what the percentage is, you know, as well. That can um unless of course you **[39:54]** have different percentages for different things. Um >> well, maybe you've got different different sales, different specials, you know, it's tell them about it and and make sure that you use your your your brand name, your product names, and you use language that they're going to be interested in so that if it happens to get into their LLM, they're going to remember it. Also, if you're sending it to Gmail accounts, Google's reading those, too. So, if you think that Google doesn't doesn't scan those emails, you are I don't know what world you're living in because they 100% do. **[40:24]** >> Yeah. I think um what else? I've got another tip before we go to before we go to Q&A. Um look at your cart process because and your checkout process. Everything that goes between adding an item to pressing complete order. Audit it quite a it just quite quickly. test test not only test it and I know that you know Woo and Shopify they all have like the test card numbers that you can do it but not just test if it works but test what the experience was like how seamless is it and more importantly do you need to ask everything of that **[40:57]** customer in order to complete it and is it useful to you um and the example for me is a phone number a lot of people abandon their cart when they're asked a phone number because some people are scared that they're going to get 100 calls a day you know that kind of thing and get hassled and a Phone's quite a personal thing unlike I know email is but it's not as intrusive as an email you get an email you read it when you want and that's kind of it but if you were to call someone it's a bit different people don't like it so unless you really need it for some reason I would say maybe not put it in and I'm **[41:28]** not talking about not just asking it for a non-requirement just asking for it in the first place may be enough for someone to go what are they going to do with that number >> I've noticed a lot of places if you want to get they'll say like if you give us your email address. We'll give you a 20% discount coupon, but they don't tell you that you get 10% for surrendering your email address and then another 10% if you surrender your phone number so they can send you text messages. >> I draw the line at text messages. I'm sorry. I I do not need my phone blowing **[42:00]** up daily with reminders that, you know, I need to go what's the latest one? Um, >> see, I actually don't get that many. Some are quite visibly >> I made the mistake of signing up for some of them. I get Oh, Capital Lighting. Not to name names and call people out, but it's a it's a lighting store. I get I get almost daily sale messages from them. They sell light fixtures. Like, I don't need light fixtures every day, **[42:31]** honestly. Um, >> but watch yourself as a light Ballard design. I love you Ballard, but daily I don't need. Sorry. >> And you just need to add you just need to add stuff subliminary, right? You know, as soon as you just put in an ad like like we are right now, for example, on our Black Friday that we've got a sale on in a couple of weeks. You just need to do a QR code. Don't worry, it's not going to ask for your phone number quite yet. We'll give you an extra 10% **[43:02]** off for that. >> It's a really good sale, though. So, if you've been if you've been waiting to to renew your your subscription, now would be a good time to do it. >> Yeah. I mean, it would be the best time to do it. All I all we're allowed to say is that there's never a better discount throughout the year other than on Black Friday. So, if you are the ones to really only get towards discounts and buy stuff towards discounts, this is the time to do it. And also again why I explained not saying a percentage **[43:33]** sometimes is because we have different percentage savings dependent on what you get. But we're not going to tell you because we want you. We would rather you scan the QR code and then it can be attributed to us. Thank you very much. >> To be fair, I don't even know. They don't tell me because they know I can't keep secrets. So, >> but yeah, I think that's pretty that's pretty much everything. And I think maybe post on social. I know it's like obvious to say or non-obvious, but you know, do some kind of activity. Make them go towards um an actual Black Friday landing page, for example, like **[44:05]** this QR code does. It's dedicated towards that and geared towards that sale. >> But use language in your posts. I I I I I see posts still where they think they're being clever and it's a meme, but there really isn't anything that mentions the product, mentions the brand, or links to anything of value. It's just them being funny. You can be funny in socials, but you can't be funny all the time. I would use like a **[44:36]** was was it 8020? 20% of the time you can be just random and goofy if that's your if that's your style, but 80% of the time those posts need to have like some value. I had a I had a company, they were it was a pizza place and they would tweet out pictures of their pizza >> with no additional context and no alt text and it would just say, "Ooh, m." It didn't say pizza. It didn't say the name of the company. It didn't say where **[45:06]** they were located. It didn't say what kind of pizza it was. there was no value in those posts. Those posts are are they're there for your followers. Social media needs to to have a broader reach. That's why you need to make sure that you use the words that people are searching for because this is an opportunity to get in front of people that are not already following you. If you're only ever preaching to the choir, you're not really growing your flock. >> Yeah. And it needs to be to the point, right? Because remember, there's people doom scrolling in bed with one eye open **[45:38]** as well, right? And you only have two seconds to get your attention. >> Pretty pictures definitely help for that. Videos definitely help, but there has to be some meaning behind it and some a link they can click, something that is going to connect that post that now you've got their interest to your brand and to that product. So, make it useful. >> Yeah. Okay. Well, with that, should we get to there's not many questions, but if anyone wants to submit any now, um, you can do, but let's let's, um, let's go to the questions, I'll do this. So, **[46:09]** the first one was asked, but I thought we'd put it up anyway. Does Yosu Commerce include FAQs that support schema? Yes, they do. Please use them. Please populate them, and please answer as many questions because the more questions you answer, the more that answer is going to be ingested by some LLM and then bring it back as an answer. and of course site you for it. >> You know what? If you go into Google Trends, and I don't know how many of you use Google Trends, but it's trends.google.com, you can look for **[46:41]** if you're if you're a small brand and there aren't a lot of queries around your specific products. You can look for lookalike products or lookalike brands, something that is analogous to you, but maybe bigger. So, let's just for an example, let's say I make cell phones and they look an awful lot like a fruit cell phone, but mine is called an orange and it's not definitely an apple. Um, I might go in and ask Google Trends. **[47:11]** I'd give it my brand name. I'd give it my product. I'd give it my product category. I look to see what's trending. And you can you can find really longtail questions people are typing in about that. So do some research. You can figure out what people are asking now around those products and then write FAQs for that. Even if they're not specifically asking about my my orange phone, I can extrapolate that I can that's probably a question I can **[47:42]** modify to make fit my product and answer that question. So, it even if you're stuck for questions to answer, I bet you can come up with some that are going to be useful and going to help you be visible in the search engines and in the LLMs. >> Cool. That's good to know. So, hopefully that helps, Robin. Um, next question from Damian. Aside from SEO benefits, is it true that widgets increase the odds of exposing a website owner to ADA and WCAG compliance lawsuits from people **[48:14]** looking to sue companies for not having a compliant website? I think maybe in short, it depends. I would say it depends where you are and how compliant one needs to be. And I guess the other it depends variable is whether you have um you know your cookie consent, i.e. a disclaimer to say that that's what's happening inside the website before you accept continue and people can reject or accept whether they want to go in. Um I guess it just depends what the widget is um and what it's what it's doing, what **[48:44]** it's offering. >> I would argue that I don't know that there's a lot of SEO benefits in widgets if we're talking about widgets the way I think we're talking about widgets. Um, but at least in the US when it comes to ADA compliance, widgets don't tend to be things that are required. They're like extras. They're the doodads and the gadgets and the ads and the things that aren't really the thing on the site that you came to do. As long as **[49:14]** the thing that the customer needs to know or the action they need to complete can be completed, I don't think those widgets are going to be a problem because they're usually just fun little extras. They're not the thing that they came to do. If you have anything locked up in any any necessary function locked up in a widget like that, then yes, probably. Um, if someone is looking to sue you, you either have very deep pockets or **[49:47]** you've offended them personally. So, my advice there would be if you have very deep pockets, you really need to be addressing that and make sure that you're not locking up necessary tasks in those widgets. And if you're not a very deep pocket person, try very hard not to personally offend anyone that might be latigious. >> Yeah, hopefully that helps, Damian. Um, okay. Next question is from Carolyn. Um, **[50:18]** what are your tips for optimizing the local Yoast SEO plug-in after a move to another state or country? Do nothing until next year? I would say no. Update it now because it's only text. I'm I'm going to assume that you already have had local SEO um installed and that it I don't know say you were in you know Georgia and now you've moved to Michigan or something right you can just change it from one to the other that's that should be simple enough and all that's getting changed is text I would also maybe think about going outside the **[50:48]** local SEO plug-in and updating you know Google business profiles or Bing places and profiles which by the way have got a new UI so you should be looking in there anyway to double check all of that. And even if you haven't moved to everyone, you should be, if you have got bricks and mortar, physical location, yeah, you should be checking to make sure everything's there, everything's open at the times you want it to be, all of that good stuff. Um, anything I've missed, Caroline? Maybe. >> No, that sounds right. Make sure that you've also updated like your Google business profile and like if you if you **[51:21]** physically moved, like the local part is really >> the local part is is really important. if you've moved because your your business isn't in the same spot. So, I would I would make sure that you update that as quickly as possible. Plus, I feel like that is an opportunity to send out a press release. Yeah. >> And that I mean, there >> a big move like that for a local business or or a regional a regionalized business, one that's not one that's limited to a locality. I feel like **[51:52]** that's press release material, especially to the newspaper where you used to live and the newspaper where you live now. I would um I would take advantage of that. I would I would do it quickly and I would broadcast it all over the place. >> Yeah, I'm sure there'll be a story behind it for Caroline anyway. Um which is quite a good thing. And lastly, like there are some places that have like local chamber of commerces or like local council websites that have local businesses. just updating it on the place you have moved to as well, even **[52:23]** more so than updating the old one. Um, weirdly enough, I've moved offices in the past from more central places to the outskirts, and I've actually purposely not updated the physical address because I would then show up in a more popular map location if I was doing a local search. But, you know, that's not proper white hat. Depends what you want to pay for. I paid for postal forwarding. So the only thing that was different was my postal address. So nothing would get lost there. And >> you didn't have a shop. >> You didn't have like a shop where people came to visit you. I think I think when **[52:55]** you have a an office that people come to, that's different than if you're kind of a virtual a virtual shop. But there are, you know, join the Chamber of Commerce, join, you know, civic organizations, make it make it known and be loud about it that, hey, I've arrived. There'll there'll be chatter. People will post about it. Especially if you're not in a huge a huge market, those local papers are looking for things to write about. Um, drop an ad in if you really want to **[53:27]** be nice, drop an ad in the the high school newspaper. They will love you for a hundred years. >> Now, I really want to know what this business is. So, Caroline, please add it to the chat if you if you can. >> Uh, she said she's a web designer. >> Oh, cool. Right. Okay. Well, yeah. No, that's cool. And then, yeah, maybe in the local area like getting involved in some charitable thing so you can just like put your foot through the door even if it's pro pro bono work. I know that what that's what I've done as a web designer in the past. Helped out some charity I cared about and they can do a **[53:59]** PR about how someone helped them and they talk about you. Um, so there's a bit more of a story. Um, so I think we've got one maybe two more questions and we still have time. Annette asks, "What are your thoughts on Trust Index to collect reviews and should I wait until after Black Friday to install it?" Um, two. So there's two questions. Trust Index. I don't think I've used them specifically, but I've heard them. I've heard of them. I would say look at trust index reviews from web masters and see the reviews of the review people and the **[54:29]** review platform. But if you've already collected a load on there, there's no reason why you can't maybe install that's what I was thinking of when someone else asked about a widget earlier. My immediate thing was well there may be aggregated reviews from a third party. If you've already got like 2,000 reviews on a 4.7 or whatever it is, then yeah, if you can install it, I know that again with Shopify, you'll have staging areas and if you have a WooCommerce site, maybe there's you have a staging area with your hosting provider, you can do some tests there. **[54:59]** If you can, then it shouldn't be too intrusive. We would say hopefully you've done it already. But if you've got a lot of time and you can afford it and you like and you like the adventure of maybe a mishap and fixing that mishap in this time, then go for it. Um, but yeah, it shouldn't be too hard to to install those things. And again, it depends how deep trust index goes. Does it go just for the brand or does it go per product? Because that's a different conversation of implementing it on your site. Um, but yeah, go for it if you can and if you can afford to. Um, I would say do it. **[55:33]** Um, which I think leaves us to the last question, which is Robin. She's back. Thanks for the answer. Um, I just checked with Gemini. Yes, modern search engines like Google bots absolutely see and index the content within toggles accordians. Where did you hear they can't? >> No, no, no, no, no, no. Search engines can see the toggles. Gemini can see the toggles because Google can see it. I'm saying that there are loss that do not read it because what they do is they fetch it. They parse it and they when they parse it, they're basically **[56:03]** rendering it without any of the HTML prettiness and they're looking at it as though you were looking at it in a links browser. It's it's very simple. So when I say that, I am not talking about Google. I am specifically talking about the things that are not Google. Gemini is part of Google. the LMS that use Google results are just getting a list of SERs that they're going to go check those URLs. Once they start grabbing those pages, I'm telling you, they're **[56:34]** parsing them and they are not reading them. I I got it straight from someone at Anthropic, which is the company that does Claude, I think. >> Um, they don't even see H1's and H2s. They see the order that the words appear in and spaces. That that's that's pretty much it. So I I I promise you they're not executing JavaScript. They're not looking at things that aren't on the page. If it's Google, that's different. If it's Bing, probably **[57:05]** also different. But if it's not one of those two, they're not seeing it. So you have to make sure that it's in plain text. And I will also say that if you look back in over the history of the internet, we had things, they gave us new stuff, then they took it away, then they gave it back, and sometimes they took it away again. The one thing that they've never taken away from us is plain text that's visible on the page. >> So if you want to be the most friendly and the most compliant with absolutely everyone, **[57:36]** >> I would start moving towards things that are not hidden. That just reminded me of the FAQ snippet. They brought it back, took it away, brought it back. >> Yeah. Yeah. You can't You never know. But the one thing they've never taken away is visible text on the page. >> Yeah. So, I hope that answers your question again, Robin. And I think that's time. That literally what what >> Oh my gosh, we're on time and we didn't even rush. >> Well, that's because we're not doing the update. And then the update you've got **[58:07]** like two hours of news to do in 45 minutes. Um, so yeah, hope you've enjoyed everyone and um, yeah, check us out later in the month for the SEO update. And I forget which one it is. Let's add it back on in stage just before we go. How to start is the 20th of November and the SEO updates on the 24th. So, um, with that, thank you very much for coming and having coffee with us and, uh, good luck for your Black Friday sales and we'll see you soon.