Community Workshop #13: Prepare for Black Friday — How to Make Your Brand Visible in AI Search

About this session

AI is changing how consumers discover products, compare options, and make purchasing decisions. With Google AI Overviews, ChatGPT, and other AI-powered discovery tools increasingly influencing the customer journey, brands can no longer measure search success by rankings and website traffic alone.

In this practical workshop, Carolyn Shelby, Principal SEO at Yoast, explains how AI-driven search is reshaping visibility and what marketers can do to adapt. Learn how to make your content easier for AI systems to find, understand, and cite; strengthen your brand’s authority; and create opportunities to influence purchasing decisions even when customers never visit your website.

With Black Friday approaching, we’ll explore actionable ways to improve your brand’s visibility during one of the most competitive shopping periods of the year, along with strategies that deliver value long after the holiday season.

Format: a one-hour live workshop, including time for your questions.

Suitable for: marketers, e-commerce and brand teams, and anyone who wants to stay visible as AI reshapes how people search and buy.

Language: English

About the speaker

Carolyn Shelby is a Principal SEO at Yoast, where she architects the search strategies behind the world’s most popular SEO platform. A 30-year veteran of digital strategy, she has led search for major media brands including Tribune Publishing (Chicago Tribune, Los Angeles Times) and ESPN, building a reputation for protecting search equity at global scale.

She is also VP of Strategy at Northside Metrics and shares her research and technical perspectives at CSHEL.com.

Our community partner

This workshop is brought to you together with Yoast, a proud Women in Marketing – Bulgaria community partner.