When it comes to Black Friday, the competition for organic visibility is stiff. What started as an event for American customers ready to cook up their Thanksgiving dinner has grown into a global event that customers and brands are struggling to capitalize on.
So how do you go about getting these customers to your site?
The truth is, a good SEO strategy is key to flagging both Google and users on your Black Friday landing page. While there are many best practices throughout the year, there are specific ways to prepare for this busy shopping event. Building a solid foundation within your Black Friday campaign can be achieved successfully by optimizing your Black Friday landing page to meet user expectations and clearly state the deals you are offering.
Here we give you our top tips for ensuring search engine success.
Create a successful landing page for Black Friday
For many, Black Friday can be a roller coaster ride; with so many deals on offer, it can be difficult to know where to shop. At this prime time in the retail calendar, maintaining a high ranking status within the SERPs is imperative. Using both our SEO and CRO expertise, we’ve put together five tips for getting into good Google books that should, in fact, boost conversion:
1.) Create a page dedicated to Black Friday
This first is simple: create a simple, hassle-free URL that can be reused year after year. By having the same dedicated URL and landing page each year, it lets Google know exactly where to find Black Friday content on your website and cuts down on the time it takes to reindex your page. This can then be updated annually to reflect your current offers.
2.) Create your page early
Setting up your Black Friday page for the first time? Make sure you create your dedicated Black Friday landing page early, so that Google can then index it and jump to it right from your home page. The sooner you do it, the better. Linking to it from the homepage allows Google to crawl, index and rank the website efficiently.
Tip: Speed up the crawling process by using the “Inspect my URL” feature in Google Search Console. Copy and paste your Black Friday URL and click “request indexing link” – then you will be added to a priority crawl list where Google will actively seek to crawl your page.
3.) Include the description of the event
It is important that you make the intent and purpose of the page as clear as possible to Google and your users. In this case, you want them to see and buy your Black Friday products, so it is essential to include the description of the event in the page title and to describe the event in all content on the page. Mention popular offers that users will look for (such as “50% Off Trainers”) to make it clear what they’ll get when they visit your site.
4.) Include general information about the event in advance
If you choose to wait to reveal sales details on the day of the event (either to create suspense or just to give yourself time to decide what discounts to offer), it may be a good idea to include general information about the event in advance. So, for Black Friday, you can’t post specific details about the deals, but giving information about the dates the event takes place from, as well as the best tips for shopping on Black Friday, is one way. useful to make it clear to Google what the page is about.
It can also help with conversion, as it prepares people for the event, with features like ‘wishlists’ letting people search for what they want to buy and letting you see what customers are looking for. and wait. As a bonus, it allows customers to pre-build their shopping lists for quick and quick payment.
5.) Use pictures
Include relevant images for the sale on the landing page. As a general rule, Google normally discourages the use of text in images, but in the context of Black Friday it said it was a good idea to have text in the banner explaining the purpose of the sale and what what customers can expect. Take this opportunity, but be sure to cover yourself with alt text for these as it effectively pushes the information on the page to Google.
For example, if you have a banner with “Black Friday Sale – Buy 2 Get One Free!” You need to make sure your alt text reads something like, “Promotional banner that says, ‘Black Friday sales – buy 2, get one free!’ “. This will make your page more accessible to users with screen readers while ensuring that Google can see this offer.
Good SEO practices
Another method of ensuring search engine success is to follow general SEO best practices, which can seem very open and intimidating, but they shouldn’t be.
The tips below are worth keeping in mind, not just for Black Friday, but throughout the year to ensure you get the best possible visibility on your site.
6.) Conduct keyword research
For Black Friday, you will need a set of keywords that you are going to target. The types of keywords you should be targeting should be tailored to your specific offering – they will have a much lower search volume, but it will be a much more achievable goal to rank.
Targeting keywords with high search volume is something you probably won’t reap any rewards for unless you are already a big player in ecommerce. High search volume keywords that are too broad for your niche (eg, “when is Black Friday”) are likely to be too competitive to make a difference. Instead, start refining your targeting: “Black Friday TV deals” are already more specialized, and “Black Friday 4K TV deals” even more.
7.) Optimize page content
Once you have your set of keywords, then you need to move on to optimizing page content such as H tags, using keywords in these areas and also in the body of the text. It is important to keep in mind that the copy should be smooth and natural. After all, you’re writing for humans, taking into account what search engines are looking for.
Since meta titles and descriptions are what is displayed on the Google results page, it’s a good idea to include a main keyword if possible. While not a ranking factor, it clearly indicates what the page has to offer and indicates what a user might be looking for, thus encouraging a high click-through rate.
9.) Make sure the image size is correct
Another to please both humans and Google: you need to make sure that all of the images on your Black Friday landing page are properly sized, formatted, and compressed. This is vital on eCommerce websites where there will be a lot of images that could influence the load speed and the overall user experience.
10.) Awareness to gain backlinks
Raising awareness to get backlinks to the page can be tricky and time consuming, but can make a huge difference in the success of a Black Friday landing page. Google takes into account the number of external links on a page, so it’s a good idea to see if there are any posts that might want to make Black Friday deal listings in your niche or industry. It’s a great way to link to your Black Friday landing page and can boost overall organic performance.
Black Friday landing page success
While the sooner the better for any SEO, it’s still not too late to make some key changes that will impact traffic generation. But what happens when that traffic hits your landing page?
Making sure your Black Friday campaign is on a solid structural foundation with both a thoughtful SEO strategy and an optimized landing page can make a monumental difference when it comes to driving sales. They are closely related, because while alignment with Google’s guidelines is essential, if your landing page doesn’t impress, the hard work might not pay off.
If you’d like to learn more about how to turn those organic visitors into sales using conversion rate optimization, you can watch our full webinar on “How to Build the Perfect Black Friday Landing Page” here.
By Joe Wheeler – SEO Specialist – ClickThrough Marketing