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Black Friday SEO: 9 Insights on How to Prepare Your Website for Cyber Week

SEO
October 29, 2024
6 min
Black Friday SEO
Content

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.

Cyber week shoppers participation by shopping event 2024

Promodo’s SEO expert, Alina Zakharchuk, has prepared nine essential insights on a well-working Black Friday SEO strategy.

1. Plan Your Black Friday SEO Strategy in Advance

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:

  • Conduct Keyword Research Early: Identify high-traffic keywords relevant to your products and the Black Friday event.  
  • Prepare for a Phased Content Rollout: Develop a content calendar that allows for the gradual introduction of promotional content, blog posts, and social media updates. Such an approach helps monitor performance and make necessary adjustments based on early traffic data.
  • Analyze Competitors: Keep an eye on what your competitors are already doing for Black Friday organic promotion. Besides, analyze their keyword strategies, landing pages, and promotional tactics used the previous year to make sure your current Black Friday SEO strategy covers all components.

2. Use a Single Evergreen Black Friday Page

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.

Example of a Single Ever-Green Black Friday Page
Example of a Single Ever-Green Black Friday Page

How to make an evergreen page for Black Friday

  • Comprehensive Content: Your page should offer full information, including detailed product descriptions, enticing offers, and all necessary data addressing common customer inquiries. This approach ensures that visitors find value and relevant information without feeling overwhelmed.
  • Product Listing Structure: To make an evergreen Black Friday page, it’s essential to structure it as a product listing page. This layout allows users to easily browse multiple items at once, find discounts and offers, and quickly identify which products fit their needs.
  • Yearly Updates: Incorporate “Black Friday [Year]” content to meet users' queries searching for specific deals relevant to the current year. This not only enhances your page's relevance but also helps in capturing seasonal traffic effectively.
  • User Experience: Prioritize a seamless user experience with easy navigation, fast load times, and mobile optimization. According to Deloitte, 48% of respondents plan to shop on smartphones this Holiday Season. That’s why a well-optimized page for mobile will reduce bounce rates and keep potential customers on your site longer.
  • Engagement Elements: Consider adding features like customer reviews, product comparisons, and interactive elements to engage visitors further and encourage them to spend more time on your page.

3. Optimize Meta Tags and On-Page Content

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. 

[[SLIDER-START]]

Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign
Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign
Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign
Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign
Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign
Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign
Examples of Meta Tags Enriched with Keywords for Black Friday SEO Campaign

[[SLIDER-END]]

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. 

4. Leverage PR and Tech-Related Backlinks

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!

5. Prepare Website Performance and Server Optimization

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:

  • image compression;
  • script optimization;
  • efficient caching.

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.

6. Use Behavioral Signals to Boost Page Performance

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.

7. Avoid Black Friday Content Cannibalization  

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. 

8. Cyber Monday and Extended Sales Periods

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.

cyber monday 2024 statistics

9. Capturing Early Black Friday Traffic with Informational Content

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.

black friday seo example

Get Ready for Black Friday 2024 with Promodo

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.  

Let's get your business ready for Black Friday!
Contact Promodo experts today for
a free consultation.
Written by
Olesia Holovko

Team Lead of Content for promodo.com

Content marketing manager at Promodo with 7+ years of writing.

When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.

Written by
Alina Zakharchuk

Middle SEO Specialist at Promodo

Over 3 years of experience in SEO and 3 years in digital marketing.

I have experience working on projects targeting the US and European markets.

I enjoy working in challenging niches: highly competitive fields or gray areas. I view SEO not only as a traffic channel but also as a way to boost brand awareness and an essential part of the sales funnel.

Published:
October 29, 2024
Updated:
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