Yesterday, we shared a Black Friday infographic showing just some of the stats from last year. Black Friday was the largest day online last year for sales, but most retailers were not ready for the customers to be as engaged in Black Friday as they were, meaning, lots of companies missed out.
Nevertheless, some retailers fully saw the gains when they increased their spend for the weekend by 145%, with the retailers spend for Black Friday at £810m. This was up 60% year-on-year! Not only did this effect conversion rate in a positive way but also time spent on pages, average page views, and bounce rate, which all have a positive effect on your SEO.
But how do you ensure that your website is SEO ready for Black Friday? Due to the scale of opportunity that Black Friday presents to businesses, this is something that isn’t to be sniffed at. We looked at Google Trends to show just how much search growth there was last year, showing you what you could be capitalizing on.
We always recommend that your landing page remains up for the whole year. You need to have a dedicated Black Friday landing page up all year round. One retailer who does this well is Currys. You can see their landing page below, which never gets taken down. They ensure this is kept up to date by changing the page title to the relevant year, and the content on site is then changed to reflect this, meaning it’s always relevant even when it’s out of season.
Not only is there a countdown and invitation to “put the date in your diary”, but there is also plenty of information about the online shopping experience, with links to buying guides, price promise, payment and collection methods, delivery and installation – all planned to comfort the customer, and reassure them that Currys is the place to get their deals from on Black Friday.
A lot of customers were left with bad customer experiences from Black Friday, with lots of retailers struggling with the demand to adhere to their delivery dates. Therefore, this reassures the customers that Currys are ready this year and will provide a great service to their customers.
To increase the out-of-season relevancy and practicality of the page, there’s also a link to ongoing sales (the autumn sale, as shown in the screen grab below) and plenty of information about buying a laptop bundle from Currys, including a link to “view our range”.
With this rich and fresh content, Google will think your page is really relevant and will push you higher up the rankings, whilst having internal links to other pages on your website is also a great bonus.