Black Friday: 5 optimizations for the final rush of your e-commerce business

The countdown to November 28 has begun. Your action plan for Black Friday, which you put together in September, is in full swing: the offers are ready, the dedicated landing page is online and indexed, and the first ADS campaigns are running. The temptation now is to sit back, monitor the dashboards, and wait for the conversions to roll in.

This is exactly the mistake your competitors are hoping you will make. You know that Black Friday is planned months in advance, but the race is won now, in the final rush. The user who was searching for “best TV” in October (a commercial comparison intent) is now searching for “Black Friday TV [brand] offer” (a specific transactional intent). Interest is “heating up,” demand is changing now.

If you stick to a static plan, you are optimizing for a user who no longer exists. The goal for the next three weeks shifts from planning to reaction. With the right tools, you can still turn the game around: discover micro-intentions that are emerging now, push the pages that are already performing, synchronize SEO and campaigns so that you can be found exactly when the user decides. It’s time to use “hot” data for surgical, fast, and high-impact optimizations before others do.

Untapped potential: boost pages that are “on the rise”

Everything is already online: campaigns, creative content, product pages. What matters now is your ability to observe the data and act on what can still change the results. A last-minute strategy for Black Friday serves precisely to refocus your energies on the levers that really drive revenue, avoiding anything that distracts attention.

You need to look at your e-commerce as a living system that generates new signals every day. The CTR of a growing category, the sudden decline of a high-value keyword, a drop in the conversion rate on a featured product: each of these movements tells you where to intervene.

Your competitors are already reacting. What are you waiting for?

Use Ads Insights and Opportunity Finder to uncover their moves and exploit their weaknesses before the peak.

Try it now for free

Take, for example, that product category where you’ve uploaded your best offers for the promotional period. You know it’s a winner, but when you open your sales reports, the organic traffic on that page just isn’t coming.

Maybe your SEO tools tell you that you have thousands of impressions, but clicks remain flat. Your page is there, visible to Google, but invisible to customers, stuck in limbo between the second and third pages of results. The SEO action with the highest ROI in the next three weeks focuses exclusively on enhancing these assets.

The reason is strategic and related to the time factor: at this stage, you need to think by subtraction, focusing only on what you can measure within a few days and forgetting the rest. You can’t afford to create new pillar content, because a new page published today, November 4, needs to be discovered, scanned, indexed, and evaluated by Google. It’s a slow process, the fruits of which, if all goes well, you’ll see after Cyber Monday.

On the contrary, a URL that Google already ranks on the second or third page has passed the most difficult test: it is already considered relevant for that search intent. If it is stuck there, the problem is rarely the authority of the domain; it is almost always semantic completeness. Google believes that the results on the first page respond more comprehensively to the user’s intent. And here’s the tactical advantage: an update targeting an existing URL is processed by Google exponentially faster, sometimes in a matter of hours. This is the only organic SEO lever you can pull now with a realistic expectation of impact before November 28.

How to find your “low-hanging fruit” in 5 minutes

Your optimization work begins by identifying precisely where to intervene. Let’s keep it simple: start with your actual data and ask yourself where time can become profit.

Your goal is to find URLs that Google “sees” but does not yet reward with the first page.

The most direct method is to dive into Keyword Studio within the SEOZoom project, where the platform constantly monitors your site’s entire keyword portfolio and allows you to filter out the “Potentials” without going through the already winning keywords (in the TOP 10). The panel has been designed precisely for this purpose: it isolates all the keywords for which your site ranks in “striking distance,” i.e., the second and third pages of Google. Using the “URL View” filter, you can immediately group these thousands of potential keywords by the pages that generate them, and in a few seconds, you have a clear ranking of which pages on your site accumulate the most promising rankings.

If you prefer an approach that immediately quantifies the value of the opportunity, you can use Opportunity Finder on your domain: analyze the site and get a list of pages sorted by “Unrealized Volume,” a metric that estimates the monthly traffic you are losing precisely because those pages are blocked from the first page. The result is an immediate priority list that tells you exactly which URL, if improved, can unlock the most qualified traffic.

Surgical optimization: enriching intent in 30 minutes

You’ve identified the URL to target, so now the question is: why is that page stuck on the second page? As we’ve established, the most likely cause is that it lacks semantic completeness. Perhaps it answers the main question (the main keyword) well, but it leaves out all those sub-intents, related topics, and secondary questions that your competitors on the first page are covering. Google rewards content that exhausts the topic, and your page is currently only “sufficient.”

To make it “complete,” you need to take targeted action. Analyze the URL with SEOZoom and navigate directly to the “Search Intent” tab, which gives you a roadmap for optimization. Ignore the general metrics and focus on two tables – “Main Topics” and “Keywords with the Same Intent” – which give you a list of concepts, topics, and secondary queries that competitors in the TOP 10 are using and that are most likely missing from your text.

Now you have the diagnosis and the cure. Open the Editorial Assistant and import the text from your URL. The platform will analyze the content and, in the right-hand column, provide you with real-time suggestions based on the competitive analysis you just saw. It will show you exactly which “Topics” and “Keywords” are missing. Your job, in 30 minutes, is to add a new H3 paragraph covering that missing topic, or to integrate an FAQ section that answers related questions. This semantic enrichment is the push Google needs to reconsider your page and promote it to the first page, just in time for Black Friday.

SEO/ADV synchrony: intercept “hot” micro-intents

Your keyword strategy, defined in September, was fundamental in building the structure of your landing pages, but now, 24 days before the peak, its construction work is finished and the reaction phase begins.

The user who two months ago was searching for “best noise-canceling headphones” was comparing (commercial intent).

The user searching today is different: they type “Black Friday [Specific Brand] offer” or “coupon [Exact Model].” The intent has “heated up,” becoming transactional and urgent. If your Google Ads campaigns still target generic keywords and your organic landing page only talks about “discounts,” you are talking to a user who no longer exists. You are wasting your advertising budget on “lukewarm” intent and disappointing the “hot” users who land on your page. Success now depends on synchronization: you need to use real-time signals to inform both your paid campaigns and the titles of your organic landing pages.

Understand what they are looking for today, not “on average.”

To intercept this ‘hot’ demand, you need to stop looking at average monthly volumes. The average volume of a product category is useless if, in the last 48 hours, a specific model has exploded due to an influencer or a competitor’s campaign. You need to identify the terms and products that are generating “buzz” at this very moment.

This is the job of Trending News, your radar for what’s happening on the web. Enter the tool and immediately filter by your category (e.g., “Technology,” “Fashion,” “Cooking”). Ignore the central news column, which is for real-time editorial marketing. Your gold mine now is the right-hand column—Recurring Terms—where you’ll find the products, brands, models, and queries that are exploding right now. These are the terms that your competitors, if they are still following a static plan defined in September, have not yet picked up on.

The “two-pronged” lightning-fast action (Paid and Organic)

You’ve found the “hot term,” but now you have to act, and do so on both channels, because the user searching for that term is the same, whether they click on a paid ad or search in organic search. The most common mistake at this stage is to think that SEO and SEA are separate silos. In this final sprint, they are two sides of the same coin: responsiveness.

The first move is on the budget. Take that “recurring term” and immediately add it to a new dedicated Ad Group in your Google Ads campaigns. You are intercepting a hyper-specific purchase intent at the exact moment it emerges. The tactical advantage is enormous: as it is an emerging trend, the Cost Per Click (CPC) will probably be much lower than the highly competitive generic keywords that all your “static” competitors have been targeting for weeks. You are, in fact, buying qualified traffic at a bargain price.

However, ADV alone risks being a waste if the landing page is not aligned. This is where the second front comes in, the organic one, which supports and amplifies the first. Open your Black Friday “hub” landing page (the one you put online in October) and update it. No need to rewrite it: just change the H1 title or add a clearly visible H2 at the top of the page that explicitly includes that term. For example: “Black Friday Appliance Deals: Focus on [Hot Term Found]”. This seemingly small update has a threefold strategic effect:

1. It improves the user experience. Visitors who click on your specific ad find immediate consistency and visual confirmation, increasing trust and conversion rates.
2. It lowers ADV costs. The perfect relevance between the keyword, ad text, and landing page title dramatically increases your campaign’s Quality Score, further lowering the CPC of that Ad Group.
3. Boosts SEO. This content “refresh” signals to Google that your page is current, relevant now, and well-maintained, giving it an advantage in organic rankings for that emerging trend.

Your competitors’ moves: analyze (and exploit) their actions

Believing that you are acting in a vacuum is a strategic mistake: your competitors are optimizing, launching offers, and pushing campaigns with the same urgency as you. Monitoring their “last-minute” actions therefore becomes a tactical activity of primary importance. This comparative analysis, however, ceases to be a defensive activity (simply “reacting” to their moves) and becomes a real offensive maneuver: your goal is to identify their weaknesses, exposed right now by the pressure of the peak season, and occupy the spaces they are inevitably leaving uncovered.

What are your rivals pushing (and paying for)?

To understand a competitor’s “final rush” strategy, the quickest way is to look at where they are investing their budget. Their paid campaigns are a clear statement of the “hero” products they are pushing and the promotional claims they are focusing on.

To obtain this information, enter the domain of one of your direct competitors in Domain Analysis, navigate immediately to the section ADS Insight and open the Ads tab. Here you will find a complete gallery of their Google Ads creatives, both active and recent. Analyze the text, calls to action, and images: are they focusing on “free shipping,” a “percentage discount,” or an “exclusive bundle”? Which specific landing pages are they promoting? This analysis gives you a clear picture of their value proposition and allows you to calibrate your offer to be more competitive, or simply different.

Exploit their weaknesses: the reverse “content gap”

Once you understand what they are pushing (the main attack), you need to find out where they are exposed (the weak flank). At this stage, the classic content gap analysis (i.e., “what do they have that I don’t”) is a planning activity, which is too slow. Now you need to apply reverse logic: look for topics they have already covered but are unable to perform on.

Open the Opportunity Finder tool and, instead of your site, enter your competitor’s domain. The platform analyzes their site and returns a list of their pages that are not performing at their best, i.e., those stuck on the second or third page. Sort this list by “Volume not achieved” and you are looking at a ranking of their biggest organic weaknesses.

These are topics for which Google considers them ‘sufficient’ but not “excellent.” It is highly likely that, busy with Black Friday campaigns, they are neglecting these pages. This is your opportunity. Analyze those URLs, study their content, and plan an article or category page that is better, more comprehensive, and more optimized than theirs, on that specific topic that you now know to be their weak point.

Conversion obsession: remove all friction before the click

You’ve done a tremendous job. You’ve optimized your launch pages, synchronized your advertising campaigns with emerging trends, and analyzed your competitors’ moves. As a result, you’re driving qualified, “hot,” and purchase-ready traffic to your landing page. Now, what happens if this expensively acquired traffic hits a wall of impatience and milliseconds?

You read that right: forget the old “3-second” rule, which is now too long. For years, Google and Deloitte have shown that an improvement of just 0.1 seconds (100 milliseconds) in mobile page load time can lead to an increase in conversion rates of up to 8.4%. This is the psychology of Black Friday, where every seemingly microscopic delay becomes lost revenue. And while many consultants these days will focus on future visibility in AI Overviews, your battle for sales this month will be won here: on loading time and checkout fluidity. In the last 20 days, the most profitable optimization is no longer seeking new traffic, but better converting what you have, obsessively removing every single friction point in the purchase path.

Speed is not a detail: it’s the first filter

Black Friday users are impatient, bombarded with offers, acting on impulse, comparing 3-4 tabs at the same time. They won’t wait for your heavy scripts. Your “hub” landing page and, above all, your “hero” product tabs must be instantaneous.

This is the time for ruthless technical analysis. Log into your SEOZoom project and open the SEO > Core Web Vitals section (or use direct measurement tools) to test those specific URLs. Focus on two metrics: LCP (Largest Contentful Paint), which measures perceived loading speed, and INP (Interaction to Next Paint), which measures the responsiveness of the page to user clicks. If the values are slow, take immediate action: optimize those images (use modern formats such as AVIF or WebP), defer the loading of non-essential scripts (defer/async), and verify that your server and CDN are ready to handle the peak.

Mobile checkout and reassuring micro-copy

Over half of all online purchases during Black Week will be made on smartphones. For your user, your site is your mobile site. The checkout must be flawless. This means enabling guest checkout (don’t force the user to register now!), highlighting fast payment wallets such as Apple Pay and Google Pay, and simplifying forms by removing any fields that are not strictly necessary. Every button must be large and clickable with a thumb.

But technical speed is not enough if trust is lacking. Just before entering their credit card details, users are assailed by pragmatic doubts: “When will it arrive?” “What if I need to return it?” If this information is hidden in a link in the footer, you’ve lost the sale. This is not the time for FOMO (fear of missing out), but for reassurance. Your microcopy (small pieces of informational text) must be visible above the “below the fold,” near the “Add to Cart” button. Clearly and immediately communicate estimated shipping times and your return policy (which should be extended for Black Friday).

Extended customer service and fast channels

In the chaos of Black Friday, customer service also becomes a deciding factor, and users who find an unresolved issue will not return. Offer an immediate point of contact: live chat, WhatsApp, callback, or a visible form on the page. The speed with which you respond to a question is as much a part of your competitive advantage as the price.

If you handle high volumes, communicate the availability of support transparently: “We respond within 15 minutes” is a clear promise, “we will contact you as soon as possible” is a deterrent. Every message, every channel, must convey that you are operational and present.

Offer strategy: use data for higher perceived value (and a higher receipt)

When competitors start a price war, the temptation is to follow suit, destroying margins. But in the final rush, the most powerful lever is not the lowest price, it is the highest perceived value you can build around your offer.

Users who browse frantically are not just looking for a discount, they are looking for “the deal.” Instead of cutting another 5% off a single product, the winning strategy is to use data to increase the average receipt value, making your offer psychologically more advantageous and difficult for the customer to compare.

You need a change of perspective: value is not the discount, but you build it with small pricing interventions, smart bundles, and messages that amplify convenience without distorting profitability.

Specifically, focus on these three simple optimizations which, guided by research data, shift the battle from price to strategy and allow you to defend margins and increase the average receipt.

1. Smart bundling: shift the comparison from the product to the solution. A user is not just looking for a tablet; they are looking for “tablet with pen and case.” Offering the complete bundle (perhaps with a discount on the total) makes your offer “uncomparable” to that of a competitor who only discounts the tablet.
2. Targeted incentives (not indiscriminate): instead of generic coupons, apply pressure on specific psychological levers. “Free shipping above a certain threshold” (which encourages the addition of a product to the cart) or a “timed coupon” only on a specific category that is already growing in popularity.
3. Authentic scarcity (logistics): you know, trust is everything. Instead of using fake “last few items,” use logistics as a value lever: “Confirmed stock. Guaranteed shipping within 24 hours.”

How to create smart bundles using search data

An effective bundle is not born from warehouse inventory, but from search intent. To find out which products users already associate, you need to analyze their queries.

The best tool for this is Keyword Infinity. Enter your “hero” product (example: “tablet”) and start the analysis. Ignore generic keywords and look at ‘Groups’ or recurring terms. You’ll notice clusters such as “with pen,” “with keyboard,” and “with case.” These aren’t random accessories: they’re the complete solution the user has in mind.

Building a “Complete Tablet Bundle (with pen and case)” offer at an attractive price is a psychologically stronger move than simply discounting the tablet. You turn a price comparison (where you might lose) into a unique value proposition (where you can win).

The perception of savings comes from contrast: a clear overall price, a visible discount percentage, and the feeling of getting more value with just one click. Your message must convey this balance: “Pay less, get more, and solve an entire problem.” During the middle of Black Friday, update the bundles every 24 hours based on search trends: the product pairs that are performing well today may not be the same tomorrow. The agility with which you modify the offer is worth more than the size of the discount.

Beyond bundles: use logistics and targeted coupons

If bundling is not applicable, use surgical incentives. Avoid generic and “blanket” coupons. Use data from Indaga Settore to identify the categories that are receiving a spike in interest in Google’s database right now. For those categories, activate a time-limited “dynamic coupon” (“Extra 10% off the [Category Name] category for 24 hours only”). This tactic focuses the promotional push only where demand is already high.

Finally, use authentic scarcity. In the last three weeks, the user’s biggest fear is not missing out on the discount, but not receiving the product on time. Replace the generic (and often fake) “last pieces” with a strong logistical message: “Stock confirmed. Guaranteed shipping within 24 hours.” And remember: show stock transparently, indicate updated delivery times, specify the areas where shipping is still guaranteed by the weekend. This information transforms haste into confidence, which, at this stage, is worth more than a discount.

The daily war room: how to manage the last 10 days

The last ten days before Black Friday transform strategy into pure execution. Planning is over, reaction begins. At this stage, optimizing your e-commerce is not a long-term project, but something that changes and generates data hour by hour—the amount of information grows exponentially, decisions become daily, and every intervention must be based on concrete signals.

Managing this flow requires a method, an operational “war room” that allows you to move from observation to action without wasting energy. You don’t need a complex report, but a control routine focused on a few vital KPIs and immediate corrective actions. It is the discipline with which you manage these days that determines success, allowing you to correct course, shift budgets, and respond to competitors in real time.

The minimal dashboard: what to check in the morning and evening

To act quickly, you need to look only at the data that matters. Your daily dashboard is not Google Analytics, but the nerve center of your Project in SEOZoom.

In the morning, open the Overview. Your focus should be here:

• AI Traffic Overview and AI Overview Gap: are you gaining or losing citations in AI responses on your main categories? Are new competitors emerging?
• Operational Actions (AI SEO Assistant Suggestions): has the AI detected a sudden drop in a key page or a competitor gaining ground?
• Keyword and Page Trend Tables: check for “keywords in decline” and “pages in negative trend.” A drop today means a loss of revenue tomorrow.

In the evening, the focus shifts to campaigns. Open the ADS section of your project (or do a quick analysis of your competitors) to see what new creatives have been launched and what claims your rivals are using. Cross-reference all data with actual sales and campaign returns: discrepancies between visibility and conversion are the most useful signal for understanding where to intervene.

The operational routine: what to change every 24 hours

Use the data from the dashboard to establish a routine. In the morning, take the “pages with negative trends” identified in the Overview and analyze them. If a key page is losing positions, open Keyword Studio > Potential for that page: you may be losing crucial secondary queries. Perform surgical optimization by checking whether the title or offer has lost consistency with the query.

The afternoon is dedicated to ADV. The data you have collected from Trending News or competitor analysis should be translated into new ad groups. If you have identified a “hot term,” now is the time to activate the campaign and update the H1 of the landing page.

After the peak: transition to Cyber Monday and closing

The work doesn’t end at midnight on Friday. Black Friday is just the first peak of “Cyber Week.” The data you’ve collected (which pages converted best, which bundles worked, which ADV campaigns had the highest ROI) is your strategic plan for Cyber Monday.

Save the keywords and claims that performed best. The pages that gained positions thanks to your last-minute optimizations are now your strongest assets. For Cyber Monday, you can reuse the same infrastructure and landing pages, simply updating the micro-copy and banners: the urgency shifts from “offers” to “last 24 hours.” If you’ve managed the “war room” well, you’re not improvising for Monday, you’re just executing phase two of a plan already validated by data. And by closing Black Friday well, you’ll open December better.

Final FAQs on last-minute actions for Black Friday: the final rush is won on responsiveness

Black Friday is not a marathon; it’s a series of obstacle sprints. The planning of the past few months has brought you to the starting line, but it’s the responsiveness and optimization of these last three weeks that will determine who wins the race.

Real-time data is the fuel. The untapped potential of your “launch pad” pages, the “hot” micro-intentions that emerge from trends, your competitors’ moves, and, above all, the flawless fluidity of your conversion process are the levers you can pull today to have a measurable impact tomorrow.

Those who stop now, believing that the plan is “finalized” and that it is enough to watch the campaigns “run,” are already losing. You have the data, you have the tools. Now, you just have to act. And if you still have doubts, here are some common questions that we will try to answer.

1. Is it too late to index a new Black Friday page?

Yes. For a strategic new entry or a complex category, you’re out of time. Today, November 4, Google needs time to discover, scan, index, and evaluate the authority of new content. Your organic energy must now be invested 100% in optimizing what already exists, particularly by enhancing “potential” pages that Google already knows and ranks on the second or third page, as we saw in the first H2.

2. Does it make sense to create a last-minute “Black Friday” landing page or enhance existing categories?

With just a few days to go before the event, it’s better to improve what already exists. Category pages have authority and history, while a new landing page would take too long to rank. Update categories with copy, badges, FAQs, and pricing schemes optimized for “Black Friday” searches. If the landing page already exists, use it as an internal linking hub to distribute traffic and semantic strength.

3. At this stage, is it better to invest in SEO or ADV?

That’s the wrong question. You need to invest in synchrony. Use your ADV budget in a “surgical” way to target emerging trends and hot terms you’ve identified. Use “last-minute” SEO—optimizing potential pages and, above all, improving speed and checkout—to maximize the ROI of that budget, ensuring that traffic (both organic and paid) lands on fast, relevant pages that convert without any friction.

4. What KPIs should you monitor in real time during Black Week?

At this stage, you need to shift your focus from “traffic volume” to “cost per conversion” and “fluidity.” Your vital indicators are not how many visitors arrive, but how many do not complete their purchase. First and foremost, keep an eye on your cart abandonment rate: if it suddenly rises, you have a technical problem with checkout or a trust issue, such as surprise shipping costs. At the same time, monitor load times under stress (LCP/INP), especially on mobile, and the conversion rate for specific landing pages, to understand which offers are really performing and shift your advertising budget to them in real time.

5. Isn’t the focus on GEO and AI Overview a priority right now?

It’s a strategic priority for your 2026, but it’s not a tactical lever for the next three weeks. Optimization for being cited by AI engines (GEO) is a long-term activity based on building thematic authority. Furthermore, current analysis shows that AI Overview boxes almost exclusively impact informational queries (“how to,” “what is”), while transactional and e-commerce searches (“buy,” “offer”) are almost entirely exempt for now. Your battle for sales this month will be won at checkout, not on GEO.

6. A competitor has just launched a more aggressive discount. Should I lower my prices immediately?

Not necessarily. Entering into a “price war” destroys margins and is a weak strategy, especially if you can’t sustain it. Black Friday is not won on price alone, but on perceived value. If you can’t beat them on price, beat them on trust and service. This is where your copywriting becomes your best weapon: reinforce your communication on “Extended warranty,” “Free returns up to 60 days,” “Guaranteed fast shipping,” or offer a bundle (the product + an accessory) that makes your overall offer more desirable than theirs.

7. My ‘hero’ product is out of stock. Should I turn off the campaigns and the page?

Absolutely not. Turning off the campaign means throwing away all the buzz and traffic (paid and organic) you’ve generated. You’re just giving that customer away to your next competitor. You need to turn that traffic into an opportunity. Update the product page immediately:

• Communicate that it is out of stock: don’t let the user click “buy” and then discover the bitter truth.
• Offer an alternative (cross-sell): insert a visible block “Is [Product X] out of stock? Our customers are buying [Product Y], with similar features and available now!”
• Capture the contact: insert a form “Would you like to be notified when it becomes available again? (You’ll get an extra discount)”. Turn today’s lost sale into a qualified lead for tomorrow.

8. What do I do if my site crashes during peak traffic?

This is part of the Emergency Plan you should have prepared in October. If you haven’t done so, it’s too late to change your server infrastructure now. The immediate actions you can take are:

• Communicate transparently: immediately use social media channels and a lightweight static page (prepared in advance) to notify users of the problem and give an estimated time of return.
• Check payment gateways: often the site holds up but the payment provider crashes. Having an alternative gateway ready (e.g., PayPal in addition to Stripe) can save sales.
• Contact technical support: having a direct, on-call channel with your developers or hosting provider is essential.

9. Which signals in the snippet have the greatest impact on CTR in SERP during Black Friday?

At this stage, CTR is determined by immediate clarity and relevance of the promise. The title and meta description must respond to the user’s urgency. The strongest signals are:

• Exact match with the query: If the user searches for “offer,” “discount,” or “Black Friday,” these words must appear in the snippet.
• The economic advantage: Including the actual benefit (“-30%” or “Free Shipping”) directly in the title or description attracts clicks.
• The “freshness” signal: Including the year (“Black Friday 2025”) or a time reference (“Offers valid now”) reassures the user that the promotion is active and not a leftover from the previous year.

10. How can I tell if my ADV campaigns are “cannibalizing” organic results for a query?

“Cannibalization” in this case is not necessarily a bad thing; the goal is total ROI on the SERP. If the paid ad and the organic result appear together, you are taking up more space and pushing out a competitor.

For a strategic analysis, use Ads Insights or the ADS section of your project. Compare the keywords covered by active campaigns with those where you are already stable in the top three organic positions. If you notice an overlap on a high-transactional-intent keyword, the question to ask yourself is not “am I cannibalizing?”, but “does the click on the ADV convert better or at a lower cost than the organic click?”. During Black Friday, it often pays to keep both active (paid and organic) to maximize market share on that specific query.

11. Okay, GEO isn’t the priority. But are there any last-minute tweaks that AI notices?

Yes. If GEO optimization is a marathon, there are “sprints” that AI notices quickly. AI engines, including AI Overview, reward so-called “freshness signals.” Instead of rewriting an article (a slow process), you can update your key pages (especially categories and product listings) by adding specific and current data:

• Update prices and make them clearly visible.
• Include validity dates (“Offer valid until November 29”).
• Communicate stock availability (“Immediate availability”).

These pragmatic tweaks signal to the algorithm that your content is the most up-to-date and reliable on that specific offer, increasing your chances of being cited over a competitor with static information.