Food Blogging News Roundtable: Black Friday Strategies, New Raptive Requirements, and a Guide to GEO for 2026

Disclaimer: This transcript was generated using AI.

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Ann Morrissey: Welcome back to another episode of the Food Blogger Pro podcast. I’m Ann from the Food Blogger Pro team, and in this episode, we’re bringing back Emily Walker, the Associate General Manager of Food Blogger Pro, to the podcast to chat with Bjork about the latest news and updates shared in the blogging newsletter that went out last week. If you didn’t get a chance to read the newsletter, don’t worry. This episode covers the key blogging updates and explains why they’re important for food bloggers like you. Emily and Bjork will chat through topics like Black Friday strategies to help you grow your revenue, looking at those of you who sell products like meal plans or eBooks, the latest Raptive requirements, tips to plan for GEO in 2026, and more. If you enjoy the style of episode and want to hear more like it, let us know. Your feedback helps shape what we create next. And now, without further ado, I’ll pass it over to Bjork.

Bjork Ostrom: Emily, here we are again.

Emily Walker Hello. Good to see you.

Bjork Ostrom: There’s more news, believe it or not, since the last time that we talked, there’s more news to talk about in the world of content creation.

Emily Walker: Yep. News keeps trekking along.

Bjork Ostrom: So we’re back. We’re going to do it. There’s only five news articles this time. There’s many more that were published, but these were ones that as you do and our team does surface the ones that we think are relevant or interesting or important to talk about. We send those in a newsletter which people can click on and actually read for themselves. Sign up for that foodbloggerpro.com. But we thought, Hey, you know what? We have a podcast. We have two people who like to talk to each other and we have an who likes to listen to people talk to each other. Let’s talk about some of the things that are happening in the news starting with this first article from our friends at Kit. Do you want to cue this one up a little bit?

Emily Walker: Yeah, sure. This will be most useful for our listeners who have eBooks, meal plans or other products that they sell to their community. But Kit put together a really useful guide, particularly useful if you use Kit on Black Friday slash Cyber Monday strategies to help sell your products and make sure you’re set up for success because Black Friday is at this point about four weeks away, I think Black Friday and then Cyber Monday’s December 1st this year. So if you haven’t already started thinking about it, now is the time to do it and make sure everything is ready to go. And even if you don’t have a product to sell, if you are planning to do gift guides or sale guides, which I think almost everyone does these days, thinking through what your affiliate link strategy will be, now is the time. So a few of the key takeaways that I noted, if you’re selling a product that fewer clicks mean higher conversion rates, especially if it’s a limited time offer. So this is actually something that we’re going to change in our Cyber Monday sale. It’s that if you send an email, don’t have a link that sends people to a page that then they have to click to the cart to add the code, send them directly to checkout, and you’ll get the conversion rate will be higher, which makes sense.

Bjork Ostrom: That’s great. Yeah, they highlight a few things that I think are important just to think about in general for anybody who’s doing email and they list ’em out, I think there’s five of ’em. They talk about the importance of visual automations. So essentially just creating an automation so somebody signs up for a thing and it just starts this automation, which is one of the great things about modern email marketing is you can create these automations. Number two was the one that you just mentioned, send buyers directly to checkout. It’s actually something that when we did meal plans for Pinch of Yum that we did essentially just like you said, it’s removing the landing page because when we’re sending it via email, we’re almost thinking of the email as the landing page that should do the work of convincing the person that the thing that you were talking about is worth buying. And so then what you are checking out with isn’t then a link to another landing page to try and convince people. Again, it’s just a link straight to the checkout.

Emily Walker: Third, because they essentially signed up for your email list, they’re a warm customer. They’re likely already on the fence about buying something. So you don’t need to go through the work of bringing them on board for that. They already believe in your product, they’re signed up for your email list. So just send them straight to checkout, get them to buy it immediately because if someone opens it as a tab like we were talking about before this, then the likelihood of them coming back and buying it, especially if it’s a limited time offer really goes down pretty drastically.

Bjork Ostrom: Yeah, that’s great. So many of these things are, it’s the great thing. It’s also the overwhelming thing about doing what we’re doing, which is building a content business, building an online business, there are thousands of little optimizations that you can have that collectively have a huge impact. That’s one of them. Another one is this point number three that they make, which is direct buyers to their next step immediately after purchase. I would tweak this a little bit to make it usable for anybody, whether they are selling a product or not, which is direct readers or direct people to their next step immediately after the past action. And so doesn’t sound as good. When I said that, I was like, this actually sounds really dumb, but the idea is every time that somebody is taking an action, we have an opportunity at the next step to put something in front of them. And so in this case, what they’re saying is you want to make sure that if it’s a buyer that they click and then the landing page after they buy is really highly targeted. But I’d also encourage people to think about that for an email signup. So just if you have somebody who’s signing up putting their name and email in, they click submit. How do you want to be strategic with that person who is giving you a lot of their attention in that moment for the landing page that they go to? Similarly, they talk about the importance of the email that goes out after. So all of these are little opportunities that we have as people who are running content businesses, which are largely about attention and what to do with that attention to be really strategic with it. So just to finish this one out, they also talk about tags and segmenting as number four, so you’re not pitching people who’ve already purchased something. I will say this kind of as a little bit of a version iteration off of that, that could be something that people could think about if you have something that you’re especially excited about and you want to make sure that people see it, but you also don’t want to inundate people with emails. One of the things I’ve seen people do is they will send an email out and it will be some type of email offer and they might end after that. Maybe it’s like an affiliate-related email, or maybe it’s like an actual email having to do with a product that you’re selling. And some people would say, I don’t want to send another email. I don’t want to bother people. Which is great. I think that you want to be strategic in terms of how much you’re emailing, but one of the things you can do is you could then send an email that is a very similar email or I’ve even seen people do the exact same email depending on how much time you have and how you want to approach it, but only sending it a few days later, a week later to people who didn’t open the previous email. And so it’s kind of this nice in between, maybe you’re not sending another email and then everybody sees it and it’s kind of a similar message, but you’re sending an email to people who didn’t open it, so then you get a higher open rate technically on that email that you sent out. So another option there. And then this last one is a time bound coupon code which would encourage action, which you can do within kit there. So anything else on this article that would be worth talking through?

Emily Walker: No, but I wonder if we should jump ahead to the last article that we discussed in the email, which is must have Q4 email strategies to grow your list boost traffic. So this was actually a podcast episode that our friend Allea did. She has a podcast that’s great. It’s called Happy Subscribers, all about email and keeping your subscribers happy. And this was really in the same vein, wondering how to make the most of your seasonal uptick in traffic in Q4, and as we approach big food holidays like Thanksgiving and Christmas. And so in this podcast episode, I listened to it and so if you want to listen to it, go for it. But if you don’t have time, I tried to summarize kind of the main takeaways, especially for food creators. I can walk through ’em really briefly. One of them is to create seasonal so you can go back and check what content performed really well for you in November and December of last year, and then create seasonal freebies or opt-ins to get people to your email list around centered around that content. So if your pumpkin pie recipes or pie recipes performed really well last year, you could make a seasonal opt-in of five delicious pumpkin recipe or pie recipes that every family loves and put it on your pie recipe pages and

Bjork Ostrom: Which we’ll get a lot of traction and traffic and

Emily Walker: And she also suggests you can, I know this is such a controversial thing for SEO people, but even testing those opt-ins as popups to see how they do just for this time period. And then she kind what you were saying too, she suggests sending more emails with your seasonal content. So if you send normally one email a week, consider sending two. We’re not talking every day. You don’t want to overdo it and overwhelm your audience because people will unsubscribe, but just consider taking advantage of this content to direct people back to the blog. And you can even duplicate emails, seasonal broadcast that you sent in previous years and tweak them slightly. And if you wanted to, you can include a custom opt out language in these emails just saying, if you don’t feel like receiving seasonal content or if you don’t want to receive Christmas content or whatever it may be, you can click here and then that way you can tailor, you can still send people your new emails or other bobcats but not seasonal recipes, for example.

Bjork Ostrom: That’s great. I love that idea of using previously sent content as inspiration and it probably can exist as an iterative version of what you sent last year. You don’t probably, unless you’re super short on time, you don’t want to do just a direct copy and then republish because if you do have those mega fans, they’re going to be like, wait a minute, this is the same thing. But if you’re linking to similar pieces of content, if you are featuring similar things, great, that’s awesome. And I think that’s smart content creation. I think it’s worth just revisiting the ways that you can strategically use email. Number one, if you work with an ad network, the importance of first party data. So anytime that somebody clicks on an email, if you are using a service provider like Kit and you have the kind of integration with Mediavine or Interactive turned on, essentially what that means is they are able to track information about that click and that person better. And so you’ll earn more from that click. So that’s one of the reasons. So just traffic and not only does traffic, but traffic with first party data. The other is the opportunity for affiliate. So if you have affiliate related content, you can link to that. Obviously if you have product content as well, that’s another great opportunity. And then you had mentioned this, Emily, but one of the things that I think we personally haven’t thought a lot about and then we’ve started to get more strategic on is just looking at the previous emails that we’ve sent and seeing what are the highest open rates, what are the highest click-through rates and iterating off of those, so to say, okay, we see some patterns here with things that worked well and then doing those again in this season, it really is such amazing time for content businesses in the food space, unless you’re like summer barbecue, but because it’s peak earnings, because it’s November and December, it’s Q4, it’s peak cooking and baking because Thanksgiving and the holidays, Christmas, Hanukkah, like all these gatherings where people are getting together and we’re coming to the end of the year. So not only are people spending more because of holidays and kind of buying behavior, Black Friday, Cyber Monday, but also these companies are spending through their advertising budget. So it’s really a great time to try and go all in, maybe send a few more emails and be more strategic around how you are really trying to capture some of that attention as many other people are as well. There’s a lot of people trying to figure this out, but there’s a reason and it’s because it’s valuable, especially in this season. So important to think about. Email. Go ahead. What were you going to say?

Emily Walker: I was just going to say, as I’ve mentioned, I think before that I help with email for a food blogger, and this is exactly what we’re doing right now for the emails I look back at, we sent four emails for Thanksgiving last year. Two did well, two didn’t do so well, so we’re only duplicating the two that did well. Adding in new recipes, freshening up the content. It’s different and I don’t think people will recognize it as the same thing, but it’s like half the amount of work and it’s optimized because we know it did well last year. And so use that data to your advantage. And gosh, you can only create so many emails or blog posts about Thanksgiving content, so don’t feel like you have to start from scratch or reinvent the wheel.

Bjork Ostrom: That’s great.

Emily Walker: Yeah.

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Emily Walker: I mean, it’s a huge deal. Going from a hundred thousand down to 25,000 is going to open up the doors for a lot more people. I think they emphasized in their press release about this that with the rise of AI, there’s a lot of sites that use heavily used AI and are getting a lot of page views just simply because they can churn out content so quickly, but they might not be the highest quality sites. And so this is really an effort on rap’s part to emphasize high-quality sites and realizing that there are many, many, many sites out there with 25,000 page views a month that are producing incredible content, have very loyal followings, and they want to bring them into the fold. They’d come out with Rise a year or so ago, which had a slightly lower page view cutoff than a hundred thousand, but that will now be folded into the first level of Raptive and yeah, it’s exciting.

Bjork Ostrom: That’s great. So Raptive, sponsor of the podcast, appreciate that they have the different levels that they talk about on raptive/creator-levels. This would be the Insider level, so kind of that entry level up to 250,000, 249,000 in annual ad revenue can check out the benefits there on riv.com. Also, Mediavine, which is another advertiser that folks in the space you use, I think has worth pointing out a similar, I think they call it journey for folks who are kind of in the early stages between 10 to 50,000 sessions per month. Does that sound right?

Emily Walker: Yeah, I think so.

Bjork Ostrom: Maybe you know you don’t. Yep. And I think you can find that by going to, if you search Mediavine requirements, there’ll be some information that walks through that.

Emily Walker: Yeah, and I should say that this is not like we are not speaking out this because Raptive is a sponsor of the podcast. We just think it’s interesting news. We are not being paid to mention this, but yeah, relevant to a lot of food creators. So we wanted to bring it up

Bjork Ostrom: And I think it’s really when you get to that 25,000 mark is where it gets to be eye-opening. Like, Hey, this is substantial amount of money that I’ve created from this thing that I’ve built. And if you’re working full time, you probably aren’t going to be able to quit your job on that, but it is enough to start to see how, okay, if I get 25,000 and then I increase this to 10,000, actually that’s like increasing whatever it is. RPMs are hard to predict, but let’s say it’s like, Hey, that’s an extra $500 or something like that. You can start to play the numbers game in a way where it starts to get exciting and you can start to be strategic in saying, okay, if I want to increase the amount that I’m earning by $500 a month, where’s that traffic going to come from? And you can start to play the numbers game a little bit, start to do some research and strategize around, Hey, I know using Grocers List who we’re advisors in and have invested in Grocers List, use the product, love the product. A comparable one would be ManyChat, but saying, Hey, we want to use this product to see if we can get some of the content that we have on Instagram when it goes viral to get people to sign up for the email list. And then from the email list, we know we can get 200 clicks a month and start to build a little bit of a strategy and predict where you might be able to get that traffic from. And that traffic then results in revenue, which is kind of cool. So it’s what we’re all about, but I think sometimes we get caught in just thinking about, Hey, we’re going to get traffic from SEO, but there’s a lot of other opportunities. And now that some of these platforms are allowing people in at lower page view amounts, it makes the game kind of fun because you can be a Food Blogger Pro, right? We talk about that pro piece, which means you’re getting paid to do the work as soon as you’re an athlete and you’re getting paid to do it, you are considered a professional. It’s just then a matter of at what level. So Exciting to think about that.

Emily Walker: And this is a great segue into the next article. So oh my gosh, we’re talking about GEO again. I think, we’ll, can

Bjork Ostrom: You explain just what that is for people who are like, we know SEO, but then we have this geo GEO?

Emily Walker: Yes. This is generative engine optimization. Kind of difficult to say GEO, and I think we’ve talked about this, every single one of these news roundtables we’ve done, but this is an article, it’s really, I think intended more for industry SEO people, but I actually felt like it was one of the best articles I’ve read about more practical takeaways for how you can be adjusting your SEO/GEO strategy in the next year. And one of the, just some stats to start us off, I know don’t snooze fest, but these are interesting stats.

Bjork Ostrom: Yep.

Emily Walker: Love

Bjork Ostrom: Stats, here for it.

Emily Walker: They tracked over the past nine months that Google is still searching with 417 billion searches per month. ChatGPT is currently processing 72 billion messages a month. But this is what was most interesting to me, that users under 45 use on average five platforms to search. So they’re using sites like TikTok, ChatGPT, review sites, Reddit, Google, of course, Instagram. So this multi-platform search is a really interesting opportunity for those of you who are up for adapting. And one of the interesting things about it is that there’s this thing called the exposure effect, and it shows that if your brand is seen in multiple touchpoints, so on different platforms, the audience is more likely to view you as credible and trust you and hopefully more likely to then come to your site, make your recipes come back. So even though it can feel kind of discouraging with AI or reviews and all this kind of thing, if you are willing to adapt your content strategy, there’s so many places for you to get discovered. Now, even sometimes I’m seeing on Google Reels are short form videos are surfacing above normal blue links. And yeah, I mean I think there’s more ways to be found now than ever before, which is a positive.

Bjork Ostrom: Yep. That’s great. I was thinking about this within the context of what we do as speaking specifically for Pinch of Yum. I’ve talked about this idea of marketing content or content marketing, I think GEO, this generative experience that people have. If you are somebody who is creating content to market a product, it is no different than SEO, which generally speaking is an opportunity to get in front of people to have exposure to your product. I think of our friends here in Minnesota who have started it as a cereal company, but it’s called Seven Sundays. They make a great product. They want people to know about Seven Sundays. And so whether that’s in ChatGPT or Gemini or on Google or on Instagram or on Facebook, wherever they can go, it’s great because they get exposure to this product. One of the things that we have to think a little bit slower about as people who are marketing our content, the content is the product is what is the mechanism that we are using to, this is such a soul sucking phrase, but it’s what I’m going to use extract value From that content. And essentially what that means is we can’t do this for free. And so what is the value exchange? It might be email, it might be you have ads that are running and you get paid for those ads. It might be you have a digital product. Where it becomes existential is if you are purely in the camp of I get traffic and then I get money from the ads, because more and more, there are AI overviews, there’s a ChatGPT answer. There are ways that people, there’s an Instagram reel and people just watch it and they’re like, oh, that’s kind of cool. And then they go to the next thing. If the only way that you are getting value from that content is traffic and ads, there is an opportunity for you to find a different way to create value from it. And so what was interesting for me as I was reading through this article on Search Engine Land, which we’ll link to, is thinking about the mindset that different business owners have as they come to a place like this. And I think the click down to go a little bit deeper for somebody who is in our world and is creating content and then marketing that content, and that is kind of the end of it. They don’t have another product, is to add in one additional kind of step that you can take to try and capture some of the value that you are creating. I think a really easy answer that we’ve talked a lot about is trying to get an email address. Okay, if that reel is showing up in a Google search result, somebody clicks on it and they watch that you reference an email sign up in that in order to get a resource or something like that, that is a way that you are able to get value from that free piece of content that you have created. But also if somebody’s really ambitious, if you do start to think about creating a product, that’s where I think there’s real opportunity here because then you have this power of understanding organic content and you are pairing it with some type of product or maybe it’s a membership where suddenly it doesn’t matter as much if you’re showing up in an AI overview if what somebody is searching for is a community of people who are trying to learn how to eat vegan, whatever it might be. So just a little thought exercise for people who are creating content to think about the opportunity here around attention. And then what are you going to do with that attention as you are showing up in different places beyond just monetization from display ads on your website.

Emily Walker: Yeah, that’s the end of my TED Talk. There was a quote from this article and then a couple more things I wanted to highlight. And the article, it was a very well written article, I would recommend reading it, but it said, we’re not in the game of chasing algorithms. We’re in the business of earning trust and GEO makes that more important than ever. So as a food blogger leaning into EEAT, experience, authority,

Bjork Ostrom: Mistrust it, that stuff.

Emily Walker: Yeah. And the last thing that I thought was kind of an interesting more practical step to take away from it is that there’s this behavioral bias known as the messenger effect. And so your community, it’s not enough for you to be sharing your recipes and saying, coming on Instagram stories, that’s great, but your community will trust you more and will come back to you more if you also share your audience’s voice. So you’ll often see this, Lindsay does a great job of this, is sharing photos of people making your recipes in their own kitchen, also sharing reviews and making sure people leave reviews and ratings of your recipes, getting an influencer or a trusted voice, so other food bloggers or showing that you have a community of other food creators who respect you, who like your recipes, that kind of thing. And then also media mentions always an important authority to show that you are a trusted resource in the field. So just thinking about conveying to your community that it’s not just you, that there are others who your recipes support you, that kind of thing is important in, and that generative engines like that as well, that are seeing you as a trusted resource like that.

Bjork Ostrom: That’s great. So a quick breakdown of that and then maybe a comparable in a non-industry unsimilar industry to help wrap our heads around why this is happening. So Google has this thing, we’ve talked about it before, Search Quality Evaluator guidelines. Essentially it’s these guidelines that they give to these people who are evaluating websites. Are they good or not? Generally speaking, that’s what they’re looking at. And EEAT is within there as guidance, experience, expertise and trustworthiness. So does this site reflect those four components? And as is so often in this world, it just comes back to what we naturally do, which is if we are, the example that I’m going to give is we’re going through this kitchen remodel as we are looking for contractors to work with. We want to make sure, number one, they have experience, number two, that they have expertise. If they’re a pool contractor, we’re not going to hire them to do our kitchen. So we’re trying to source that. The authority is this idea of reputation and recognition For us, what we did is we had some neighbors who worked with them and we talked to them like, Hey, what was that experience like for you? And then trustworthiness, are they showing up on time? Do they have the insurance and all of the different things that they need. And so for us as creators, we need to be thinking about what does that look like? And all of those different examples that you gave are good examples. How do you communicate in the content that you’re creating, your experience, your expertise, your authorit, and that you are a trustworthy source? And the reason that’s important isn’t because some Google people flipped through the dictionary and picked those words. It’s because they are trying to reflect human behavior, which prioritizes these as important components. Experience the real life, real stories expertise, or do you have experience cooking? What does that look like? The authority kind of tells you social proof, and then are you the trustworthiness? Are you human in what you’re doing? Do you have kind of a long history of performing well with the thing that you’re talking about? So a really important concept. There are some tactical things you can do with it, but also the spirit of it I think is what is most important.

Emily Walker: Yeah, great article. Just kind of the TLDR that to think beyond Google search as a means of discoverability, leaning into other platforms and being yourself, developing your unique voice and establishing trust in the community is I feel like more important than ever.

Bjork Ostrom: And last piece, that idea of brand. People talk about brand why brand is important, but really what it is is the difference between a site that ranks really well because you’ve figured out how to hack a SEO system versus a place where people go because they’re like, of all these things, I trust this person. They have experience, I have a good history of going here. And what this article is saying is that can exist and should exist through multiple platforms because that’s how people are interacting with content. They’re searching multiple places, Google, ChatGPT, TikTok, all of those are places that people are going to search. So great article. We’ll link to that in the newsletter and the show notes.

Emily Walker: Yep. Okay. Last up, and this should be a quick one. Google is testing something called the Analytics Advisor in GA4. And I mean, maybe by the time this episode goes live, it will be live, but it’s not, you won’t find it in your GA4 yet, but it is coming and it is a new conversational AI agent that can help provide assistance with data analysis, report finding and educational guidance. And I know GA4is not the most user friendly, so this should be very good news for most people who use GA4.

Bjork Ostrom: It’s like Clippy. It’s like the Clippy of GA four. I’m trying to remember if I had ever actually used Clippy probably at some point. But it’s this kind of like little, and I would imagine that we’d start to see this across multiple different platforms and tools, which is essentially a siloed version of a chat interface that allows you to interact with that specific data set in natural language. And I think we already are doing that with broad search like ChatGPT or Claude or whatever it might be. But I think this becomes especially helpful once we’re able to do this within platform. So keep an eye out for it and if nothing else, it’ll be a great tool for you to use to not have to click around a bunch in GA four to try and figure out what’s going on with your site.

Emily Walker: Yeah, says it should provide easy data exploration and simple visuals for improved decision making and performance, so should help you get a better idea of what’s going on with your data and maybe how to inform decisions moving forward. So

Bjork Ostrom: Love that.

Emily Walker: Keep an eye out.

Bjork Ostrom: Cool. Emily, if people want to sign up for the newsletter to get the email version of this, we’ll do the podcast version for the foreseeable future as well. What’s the best way for people to do that?

Emily Walker: Yep. I will include a link in the show notes for this episode. So you can sign up to get this, or you can just go to foodbloggerpro.com. And on the homepage there’s a place where you can opt in. We heard feedback that it would be helpful if these episodes were a little shorter and sweeter, so we tried to zoom through this week. You can always listen to us at 1.2 speed if necessary, but we’ll try to keep them quick.

Bjork Ostrom: I was talking to my doctor the other day and he’s like, I listened to stuff at three X speed.

Emily Walker: No, absolutely not. No. That I would be visibly stressed if I had to listen to something.

Bjork Ostrom: Yeah, we don’t need that in our life. Or if you want them to be longer, you could listen to it at 0.5,

Emily Walker: You could slow us down. I do know people do that to help them get to sleep, not with our podcast. I would never but with other podcasts, slow it down, help them relax. So anyways, we try to keep it short and sweet. I hope it was helpful, but let us know if you have any other feedback.

Bjork Ostrom: All right. Thanks, Emily. Bye-Bye.

Emily Walker: Bye. Hey there, this is Emily. Thank you so much for listening to that episode of the podcast. Since we are kicking off a brand new month, I wanted to hop on and let you know what you can expect in the Food Blogger Pro membership this month, this Thursday, November 6th, we will be publishing a brand new coaching call with Kam Sokhi, Allergy Chef. You can find the video replay of the Coaching Call, as well as the audio replay from Food Blogger Pro On the Go on the Live page within the membership. Next up, we will be releasing a brand new Quick Win, all about making a viral Reel from start to finish. This course will go live on Thursday, November 13th, and should be a really useful course for those of you looking to take your short form videos to the next level. Last up on Thursday, November 20th, we’ll be having a live Q&A all about branding for your food blog. We are thrilled to welcome Jasmine, who is the designer for Food Blogger Pro amongst many other things to answer all of your questions about branding and design for your site. That’s all we have planned for November. But as always, there will be new blog posts, podcast episodes, and conversations in the forum. If you are not yet a Food Blogger Pro member, you can head to foodbloggerpro.com/membership to learn more about our membership and join us. Last, but certainly not least, we will be welcoming Monique Volz from Ambitious Kitchen onto the podcast next week. So make sure to tune in next Tuesday for a brand new episode. Have a great week.