Black Friday has become the biggest day of the year for eCommerce businesses.
In 2023, the Black Friday traffic doubled the daily average sessions in October. This year, 75% of respondents also plan to shop online during the holiday season. With Cyber Week 2024 expected to break records yet again, early SEO and proper site preparation are critical for eCommerce businesses to capture their share of this peak shopping season.
Promodo’s SEO expert, Alina Zakharchuk, has prepared nine essential insights on a well-working Black Friday SEO strategy.
To make the most of the high season, it’s essential to start planning your Black Friday SEO strategy well before the holiday rush. The main reason is that SEO takes time to produce results. Begin planning your Black Friday strategy at least five months ahead to ensure your content, product pages, and technical SEO updates are well-indexed by search engines.
Launching early Black Friday SEO strategy:
Rather than creating a new page each year, use an evergreen Black Friday page that can be updated from season to season. Such an approach helps the page retain SEO authority, which grows over time and enhances rankings.
How to make an evergreen page for Black Friday
Don’t neglect meta optimization and timely content updates to attract relevant search traffic during Black Friday. Start by ensuring that your meta tags— SEO titles and descriptions—are enriched with Black Friday-related keywords. It not only aids in search engine indexing but also entices users to browse holiday deals.
Additionally, updating on-page content to showcase seasonal offers and highlight special promotions is essential. Clear calls to action should be woven throughout your content to guide potential customers toward making purchases. Maintaining a natural flow of target keywords within your content is important, as this enhances user experience and boosts SEO rankings.
Using PR articles is a smart strategy to enhance visibility as Black Friday approaches. By crafting and publishing engaging PR content about your special deals, you can generate buzz and attract potential customers early in the shopping season. These articles not only spotlight your unique promotions but also help drive valuable backlinks from reputable sites, boosting your website's authority.
To maximize impact, focus on highlighting exclusive offers and limited-time deals within your PR content. This early engagement creates anticipation among consumers, positioning your brand as a must-visit destination for holiday shopping. Ultimately, effective use of PR can significantly increase your reach and drive traffic, ensuring you capture a larger share of the Black Friday market.
Find out how we increased total site visits from all channels by 21.4% with an effective PR campaign in our case study!
Make sure that your website is ready for the increase in traffic and conversions on Black Friday. It’s important to ensure stable server performance and optimize load times well in advance. Increased website traffic can strain your server, and any slowdowns or crashes during peak shopping hours can lead not only to the worsening of your search rankings but also to a considerable loss of sales and revenue.
Testing server response and implementing load-speed improvements like:
This proactive approach not only supports higher conversion rates but also reinforces your brand’s reliability during high-demand periods when every second counts for keeping customers engaged.
Don’t miss any opportunity to show search engines that users find your page valuable and engaging. Paid advertising is definitely the fastest way to attract targeted traffic to your Black Friday landing page. However, you may also use other digital marketing channels like email newsletters and social media posts to attract visitors.
High engagement metrics—such as time spent on the page, scroll depth, and interaction rates—signal quality to search engines, helping improve your rankings naturally. By actively encouraging user engagement, even without paid traffic, you’re likely to gain a competitive edge and increase your page’s visibility during the high-traffic season.
Undoubtedly, applying a comprehensive Black Friday SEO strategy and creating different types of content about holiday deals is important. However, don’t let competition between your Black Friday page and other site content, like blog articles or product pages mentioning Black Friday. It’s better to consolidate and direct relevant traffic to a single, central page. Use internal linking to guide users and search engines alike toward this main Black Friday page, which avoids keyword cannibalization and maximizes the SEO strength of a single page.
While Black Friday is a key event, 43% of customers plan to shop on Cyber Monday in 2024, making it another major opportunity to drive sales. However, maintaining consumer interest over an extended sale period can dilute urgency and affect buying decisions. To keep the excitement alive beyond Black Friday, adjust your messaging to reflect limited-time offers and countdowns, which can sustain momentum. Plan content highlighting exclusive Cyber Monday deals, while ensuring your strategy supports both events without overlap. This approach helps retain urgency, maintains customer engagement, and encourages repeat visits throughout the entire shopping weekend.
Users start searching for information like “When is Black Friday?” months in advance. By targeting these queries early, you can capture traffic from users preparing for the event.
Content Tip: Publish a blog post or an FAQ section that addresses these questions and links back to your Black Friday page to drive additional traffic.
With Black Friday and the holiday shopping season just around the corner, Promodo is ready to help your eCommerce brand make the most of this peak time with tailored, data-driven SEO strategies.
Leveraging over 20 years of digital marketing experience and a team of 450+ in-house professionals, Promodo offers a 360-degree marketing approach that’s focused on capturing high-traffic volumes, driving conversions, and optimizing every touchpoint for maximum lead generation and sales.
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