How to position yourself in SEO for Black Friday?
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The objective is not to make your page accessible to customers four months before Black Friday, unless you have an exceptionally forward-thinking audience. Instead, the aim is to create this page well in advance so that Google can index it when users conduct Black Friday-related searches. This ensures your page's visibility and increased traffic during this critical period.
The content to be published should include at least an SEO page dedicated to Black Friday, with a <title> tag containing Black Friday keywords targeting the phrase: [brand] + “black Friday”. If your offering is extensive, you can publish pages with both textual content and offers targeting: [offer/product] + “Black Friday”. This allows Google to become acquainted with these keywords on your site well in advance, enabling the search engine to assess your relevance and potentially display your site in the search results. A few weeks prior to November 24th, it's advisable to elevate these pages within your site's hierarchy and link them from your homepage to bolster their SEO traffic and enhance their standing in Google's eyes. You can also acquire backlinks to these pages, improving your visibility and reputation related to this commercial event.
Consider the "Pick Up in Store" Feature to Convert Searches into Purchases
Many consumers initiate product research online and then visit physical stores to inspect the products and make their purchases. Hence, it's relevant to offer your potential customers access to a "Reserve in Store" or "Pick Up in Store" feature (without requiring online payment) on your website, while ensuring that the Black Friday discount is accurately reflected in the in-store price. This feature can sway a purchase decision if the customer knows they can pay online and simply drop by your store for collection.
After Black Friday, Anticipating the Following Year
The page created for Black Friday should not be deleted! This is strongly discouraged, as it may lead to 404 errors for your visitors and a loss of traffic that can be avoided. Instead, consider moving it down in your site's hierarchy or even making it temporarily invisible. You don't have to delete the page; you can retain the text content while removing the offers. Indicate that this page will be updated for the next Black Friday. To prevent visitors from returning to Google after landing on your page, provide links to the main categories of your site. This way, you won't turn your Black Friday page into an exit point for your traffic throughout the rest of the year.
To maintain consistency at the URL level, it's advisable not to include a year in the URL. However, you should update the <title>, <h1>, <meta description>, and text content every year. The following year, follow the same process outlined in this article, starting four months in advance.
In Conclusion for Black Friday SEO:
- The content for your Black Friday SEO pages should be planned as early as July, with the pages launched several weeks before November 24th.
- Recycle your pages from year to year (without changing the URL, of course, or using 301 redirects).
- Modify the title and H1 tags annually and get creative with your meta description to make it enticing in search results, enhancing the click-through rate!
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