By Michael Ryan, CEO and founder of Ink Digital
As one of the largest days for online shopping, Black Friday, approaches, it’s a prime time to optimise your website traffic through strategic Search Engine Optimisation [SEO].
This year, Brits are expected to spend an impressive £3.8 billion over the Black Friday weekend, a 27 per cent increase on last year’s figures, according to The Finder.
SEO is the process of enhancing your website’s visibility on search engines like Google, ensuring your content appears high up when potential customers search for products or services you offer. By optimising elements like keywords, meta descriptions, and site performance, you can attract more traffic and convert clicks into sales.
To help ensure your business is well positioned to seize this opportunity, here are some key strategies to unlock your full SEO potential this Black Friday.
Create dedicated landing pages
Developing a dedicated landing page for Black Friday is a smart way of capturing the seasonal search behaviour of potential buyers. During this time, shoppers tend to search for specific products or brands alongside key words like ‘deal’, ‘discount’ or ‘promo’.
To maximise impact, set up pages well in advance, using a temporary redirection if necessary. This ensures you have enough time to refine the page and optimise its performance for Black-Friday related searches.
A successful landing page features bold headlines, fast loading speeds and prominently displays special offers, creating an engaging experience that boosts visibility, drives traffic and increases conversions.
Prioritise customer experience
A seamless shopping experience is crucial, especially on Black Friday, when time sensitive buyers demand speed and efficiency. Poor website navigation can quickly drive customers away, but you can counter this by implementing faceted navigation. This feature allows users to filter their searches, helping them find products quickly and effortlessly.
Additionally, optimise your checkout process by offering multiple delivery and payment options to suit diverse customer needs. Free shipping, in particular, can be a decisive factor – 49 per cent of shoppers cite it as the reason they make a purchase when hesitating, according to Skrill. These adjustments not only enhance the customer journey but also improve conversion rates.
Leverage paid search
Combining organic and paid search strategies is essential to maximise your site traffic during Black Friday. Use paid ads with a focus on seasonal and branded key words to create highly targeted campaigns that resonate with shoppers’ search intent
Consider integrating urgency-focused language like “Shop Now. Limited Time Offer” in your ads, as this can prompt quicker decision making.
Remember ads on platforms like social media can also be effective, nudging customers to act before the sales go live.
Links and digital PR
During Black Friday, media outlets and blogs often publish articles tailored to the shopping season, incorporating popular keywords. Take advantage of this by pitching your deals to relevant publications. Thoughtful and targeted outreach can result in valuable backlinks to your site and increased visibility.
Be aware that journalists receive a flood of Black Friday pitches, so craft yours carefully to stand out. Establishing awareness of your deals ahead of time ensures your site is top-of-mind for shoppers once the sales begin.
Final Thoughts
A successful Black Friday strategy hinges on two key factors: driving traffic and delivering an exceptional user experience. Ensure your website is fully optimised, from navigation to checkout, to handle high volumes of visitors seamlessly.
Don’t overlook keyword research – it’s vital to targeting the right audience. If you put time into perfecting these core elements, you can make Black Friday one of your most profitable days of the year.
