Ecommerce SEO Strategies for Black Friday 2023
Black Friday is one of the biggest shopping days of the year for retailers, with billions spent online. It marks the beginning of the festive shopping season and offers a prime opportunity for businesses to drive sales. Here, we’ll explore some of the key ecommerce SEO strategies you can use to help maximise the impact of your website and digital marketing during this important retail period.
Optimise your product page with the right keywords
When optimising your site for Black Friday, one of the most important elements is selecting the right keywords and search terms to target. Start by analysing your site analytics and identifying which product and category terms are popular with your existing customers. This provides an insight into the types of keywords you should focus on when optimising product and category pages.
Look for high-volume, low-competition keywords that closely align with your best-selling items or promoted deals. You can also add in relevant seasonal keywords like “black Friday gifts”, “[product] deals”, or “[brand] cyber monday”.
Including the season or event alongside the products and brands you want to promote can help you better target users specifically looking for bargains. Keyword research tools like Google Trends are also useful for finding rising searches around gifts, deals, discounts and other search terms commonly used by Black Friday deal-hunters.
Focus on Speed
With Black Friday driving more shoppers online, a fast, frictionless website experience becomes critical. Research clearly shows slow load times lead to higher bounce rates and lost conversions. Use this high-traffic shopping period to analyse and enhance your site speeds.
Conduct thorough performance checks using speed tests for both desktop and mobile. Look for any issues dragging down page load times. Optimise images, compress files and remove unnecessary code to streamline performance.
You may also consider temporarily removing non-essential elements like chat widgets or intrusive pop-ups to further optimise site speed during peak traffic times. In the fast-paced Black Friday search for deals, every millisecond matters to the customer experience.
Prioritising site speed and eliminating bottlenecks will help shoppers seamlessly navigate your site. Pages that load efficiently lead to greater engagement, higher conversion rates and more online revenue this Black Friday season.
Leverage Rich Snippets
Implementing rich snippets can be an impactful strategy for promoting Black Friday deals and standing out in competitive search results. Rich snippets are short summaries of content that can appear directly within Google search listings.
By leveraging structured data markup schemas, specifically the Offer schema, retailers can highlight key details about their promotions, such as sale prices, discount percentages, offer timing and availability. The Offer schema enables you to effectively showcase the most appealing aspects of your deals to searching users.
With the help of tools like Google’s Structured Data Markup Helper, implementing rich snippets can be a straightforward process, and the enhanced visibility and clickthrough rates make them a worthwhile investment this Black Friday season.
Backlink Building
Backlinks remain one of the top ranking factors for Google. Using this time as an opportunity to build relevant links can provide ecommerce SEO value well beyond just the Black Friday season. Look for guest posting opportunities on blogs and websites in your industry. Offer to provide an exclusive deal, product tutorial or feature in a gift guide in exchange for a backlink.
You can also connect with influencers on social media and ask them to share your Black Friday content if they find it useful. Look particularly for influencers in the deal and bargain space. The key is securing backlinks from reputable and topically relevant sites. This builds your domain authority in ecommerce and deal-related searches, fuelling lasting rankings growth.
Dedicated Landing Pages
Creating dedicated landing pages is an impactful way to promote your best Black Friday deals and products. These targeted pages make it easier to optimise for key search terms, including local keywords if you have a physical store as well, without disrupting your main website content.
Craft the content on these pages around the specific keyword you want to rank for. Include the deal details, discounts, promo codes, and urgency messaging to entice clicks. Use compelling page titles and meta descriptions that speak directly to that term or offer. With dedicated landing pages, you can go after the high-volume searches around hot deals and trending products. Then include clear calls-to-action across the page to convert visitors into customers.
Black Friday represents a huge opportunity for ecommerce businesses to drive major sales and spike their revenue. But with so many retailers competing for searcher attention, it also poses an SEO challenge. We’re expert in all aspects of SEO and can help ensure you implement the right optimisation strategies for your business. Contact us today and a member of our knowledgeable team today to find out more.
