When working on brand visibility for a specific date or season, Google Ads is the first thing that comes to mind, and for good reason. Google Ads target a specific number of keywords, which is particularly effective when you want to be in top position for a specific date and time. But have you ever thought about using SEO to boost your traffic around a specific season?
Black Friday has become more a Black Friday season in which retailers have been able to take advantage of the build-up of anticipation towards the big day by holding pre and post Black Friday deals and events. As with anything SEO, the tips hereunder aren’t limited to the Black Friday season and may apply to other seasons as well!
Start by strengthening your foundations
Although the increased Black Friday and Cyber Monday traffic on your site is handled by your SaaS Oxatis e-Commerce site, you can still improve your page load time by reviewing your images. Compressing the images before uploading them to your site can increase speed and thus conversion.
Also take a minute to make sure your site content is optimised. For example, make sure your product descriptions are complete, relevant and original. Install the product page tabs to fold in more textual content without over populating your pages. Check the SEO properties for your product pages to see if the description is attractive and relevant to the page it talks about. You can optimise category pages with textual content that you can place at the bottom of your page to prevent the content from shielding your products.
Choose your keywords wisely
Google displays the pages that best respond to the users’ searches first, so make sure Google selects your pages by providing it with the most relevant content everywhere. To learn from past experiences, you can combine findings from Google analytics with the solution’s back office metrics to find the pages that drove the most traffic and converted best last year and duplicate best practices you discover for your less performing pages.
It would be tempting to just add ‘Black Friday’ anywhere on your pages, but as probably most of the competition will be doing the same, it is wise to consider ‘long-tail keywords’. These longer keywords must precisely describe the product or deal you are highlighting, for example: ‘Hand-woven Persian carpet’ or ‘hand-woven Persian carpet Black Friday Sale’. Also consider using words like “gifts”, “coupon”, and “deals” as these are very common in the days running up to Black Friday.
Build dedicated landing pages
Now you can get your promotion planner out and start building dedicated experiences for your special Black Friday and Cyber Monday deals.
Landing pages ensure your qualified traffic is directed to the right place or product increasing your SEO as Google values relevancy most when indexing your pages. You can create categories for your discounted products, but also think of compiling a list of products that feature on the Black Friday gift sale for Dad (or Mum!) page or build categories with gifts under £20 as those are frequently returning themes throughout the holiday season. Make sure these pages are optimised with key word optimised meta tags and of course write great copy for each of your pages. As you are building pages dedicated to your Black Friday Sale, you can play into the anticipation by adding countdown timers to your pages. Don’t forget to create a sense of urgency when the deal is actually live with words such as “Only today!” and by adding Flash Sale deals, enticing your customers to decide on the purchase right here, right now.
Engage your audience
To give Google some time to index your seasonal content it is best launched at least 3 to 4 weeks in advance. Your landing pages should include videos, gift guides or other engaging content to increase your brand’s online reputation. Make sure your Social Media channels are regularly fed teasers and product videos and your followers can share the products they want you to discount on their personal pages. All this interaction is considered by Google when indexing your pages. Make content fun, or at least interesting enough for your customers to share so your customers will get into contact with your product or brand more often, increasing the likelihood they will purchase it.
Also increase trust, and add valuable relevant content to your site by asking your customers to rate your products, and then placing these comments with the product description. A BrightLocal survey found that 92 percent of shoppers read online reviews and 68 percent say positive reviews make them trust a business more. The Oxatis solution includes Shopping Satisfaction customer review requests (from the Start subscription plan). Make sure you customise the request mails to increase the probability of your customers rating your products even more.
Another audience you want to engage are influencers, bloggers, directories and all other prospective content creating partners out there. Link building – when done intelligently- can have an enormous impact on your organic SEO as Google recognises your site’s popularity. But don’t forget, the landing pages you have your ambassadors link to must be built to convert so you can see an immediate impact on sales as well.
Take it up a notch with paid advertising
Remarketing visitors prior to Black Friday is an effective way to recapture this elusive audience. Make sure you have the GDPR compliant mandatory cookie notification installed to give visitors a choice in whether they want to be tracked by your targeting software though. Google Ads, Facebook Ads and Bing Ads all qualify as great traffic drivers as long as your landing pages match your descriptions!
Black Friday is still a couple of weeks away. You still have time to turn your promotion planning into a full scale Black Friday marketing strategy that makes sure Google and your customers know where to find the best Black Friday and Cyber Monday deals!