Black Friday is rapidly approaching, and that means Cyber Monday isn’t far behind. Do you have your SEO marketing in order for both huge sales days?
Assess Your Site
Before considering your SEO strategy, assess your website to ensure it can handle the traffic for the biggest sales days of the year. That means correcting slow load times, broken or redirected URLs, content duplication, lack of linkage and anything else that keeps your site from operating in top form.
Mobile use continues to grow. In 2018, approximately 1/3 of all customers ordering online did so via their smartphones, and that number is only expected to increase. If your website is not optimized for mobile users, your page rankings and sales could suffer. Prior to Black Friday, make sure all image sizes and formatting issues affecting mobile use are addressed.
The Right Keywords
Simply adding “Black Friday” or “Cyber Monday” to your keywords is not going to give you any advantage, since every other retailer is likely doing the same thing. Instead, focus on long-tail keywords, which better describe the product or service you are selling and more likely mirror user intent. If you sell clothing, consider a long-tail keyword such as “imported down jacket Black Friday sale.” If you sell sporting equipment, just using a term such as golf shoes isn’t going to help your rankings if you are a small online retailer. More specific terms, such as men’s or women’s golf shoes and the brand name, as well as identifiers such as spike less, can bring users to your website as the specificity makes your site stand out.
Other good keywords to include are terms such as gifts or coupons, which are so much a part of online holiday shopping.
Various tools are available for holiday keyword optimization. In addition to Google Keyword Planner, look into sites such as SEMrush, Moz Keyword Explorer and Neil Patel’s Ubersuggest. These are some top keyword platforms, but there are many others.
New Landing Pages
Consider creating new landing pages for your Black Friday and Cyber Monday deals. Design these new pages around relevant keywords and use SEO such as “Black Friday offers” or “Cyber Monday discounts.” Depending on the nature of your business, it may prove worthwhile to create a Black Friday or Cyber Monday page for every product on offer.
Black Friday and Cyber Monday SEO strategies are part of general coordination for all of your holiday marketing. If using paid ads, make sure your SEO keywords are included. Your social media posts regarding Black Friday and Cyber Monday deals should link to your new landing pages.
Knowing whether your SEO and other holidays marketing strategies are working is vital. To that end, use Google Analytics and Search Console to see what is working and what needs work in real-time. You will receive up-to-date reports on page view, click-through rates and the metrics crucial to your particular business.