If you don’t have SEO strategy in place yet then sorry… it’s too late. You are not going to rank for Black Friday related keywords this year (unless you work on powerful website).
But read these tips and start getting started for next year:
#1 Alright, so NEVER use the year in the URL.
If your landing pages look like this then you’re doing SEO wrong.
- website.com/black-friday-deals-sales-2019 ❌
- website.com/black-friday-deals-sales-2020 ❌
- website.com/black-friday-deals-sales-2021 ❌
- website.com/black-friday-deals-sales-2022 ❌
- website.com/black-friday-deals-sales-2023 ❌
You have multiple pages trying to rank for the SAME keyword.
You’re going to suffer from issues with duplicate content, poor UX (if Google ranks an older page and a customer ends up on 2019 page instead of 2023), and issues with crawling.
If you just made your page live do you really think it stands a chance of ranking? 🤨
Instead, just make one landing page:
website.com/black-friday ✅
There’s so many benefits to having an ever-green landing page (such as link-building and ensuring the page builds authority over time).
There’s just too many benefits to list here , so just do it. If you have multiple pages consolidate them into one.
#2 Internal Link
What’s your goal of your BFCM page?
- Do you have a countdown clock? (For anticipation)
- Can users give you their email? (For email sales)
- Can users browse current deals? (For the customers with extra cash)
All of those points may help you make more money this holiday season BUT updating your navigation & internal links will also do something really important.
Internal linking will help Googlebot, Bingbot and friends FIND your webpages and understand them (by crawling of-course).
Create relevant content in your blog & link to it – all of this will help improve topical relevancy. This could be in the form of product reviews, gift guides, comparisons etc.
#3 Look At These Great Examples
To round off, here are some great BFCM landing pages. Look at these examples, and see how you can apply learnings from these pages to your own store:
- https://www.nordstrom.com/browse/sale/black-friday
- https://www.bestbuy.ca/en-ca/collection/black-friday/413517
- https://www.amazon.ca/blackfriday
- https://www.walmart.ca/en/cp/gifts-holidays/black-friday/6000197172382
- https://oldnavy.gapcanada.ca/browse/info.do?cid=1166554
And that’s it.
Black Friday SEO doesn’t have to be complicated. Do the basics right – along with other aspects of SEO – then sit back and watch your keyword rankings rise!
