5 SEO best practices for Good Friday and the holiday season

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The world’s biggest shopping season – Black Friday through Christmas – is here.

Will the rising cost of living, declining customer confidence and frequent changes to the Google algorithm spell the demise of SEO specialists?

In this article, we’ll discuss some SEO tips that will help you navigate this holiday season and plan for the next.

1. Create dedicated landing pages for Black Friday

To increase the visibility of Black Friday and Cyber Monday related searches, it’s beneficial to build a dedicated evergreen landing page for this holiday season.

To find the best deals, users often search for keyword combinations that include [brand name] or [product], plus the words: deals, discounts, or promos.

Using the historical findings of Google Trends, it is possible to find out which choices are popular in certain product categories. If the intention is to offer discounts on Black Friday or Cyber Monday, it may be worth dedicating a separate page to each product or service.

If you’re able, it’s a much better idea to start planning the creation of these landing pages and their content as much time in advance as possible.

Then, until those pages are really needed, implement a 302 redirect (a temporary redirect, as opposed to a permanent 301 redirect). This gives you plenty of time to prepare the pages for your Christmas consumers and Google to research the site thoroughly.

In fact, you could build a “minisite” with Black Friday/Christmas themed pages that can be hidden from visitors until the holidays approach.

Once the pages are created, they need to be added to your XML sitemap and navigation. Remember, the purpose of building these new landing pages is to drive traffic from vacation-related searches.

However, make sure that returning visitors can see the updated pages to take advantage of your holiday specials. By adding the new pages to your sitemap, you provide crawlers with a map to quickly find and index them.

Doing these two things will increase the visibility of your new holiday landing pages to both visitors and search engine crawlers.

Remember: Holiday-related URLs on your site are not temporary. That’s why it’s important to keep these pages as green as possible.

2. Focus on user experience

The top priority for online Christmas shoppers is always discovering the best offers.

This year, several merchants have developed tools and filters to make it easier to discover and manage Black Friday and Cyber Monday sales.

One of the biggest frustrations for shoppers is when they can’t easily find the offers on a website or when they come across products that are out of stock after browsing your site for a while.

Because it’s so easy for online buyers to quickly switch to another option, brands need these kinds of changes to keep customers on their sites and spend money.

Use faceted navigation

Faceted navigation is a way to help your customers find exactly what they need by allowing them to personalize their searches by providing numerous filters depending on listing criteria.

You may encounter the following issues when implementing faceted navigation:

Several solutions are available to address faceted navigation problems on both small and large websites.

This topic cannot be covered enough in a single section of this page, so for more information, dig deeper into the following posts:

Optimize shopping carts

Also consider the following shopping cart optimization suggestions.

Offer multiple delivery options

It is essential to provide a variety of delivery alternatives to meet your customer’s needs. These options include regular local delivery, next or same day delivery (in the case of florists), delivery charges and local collection, just to name a few.

Offer different payment methods

Millennials and Gen Z customers, who are the most influential digital consumers, are demanding a range of payment alternatives.

If their preferred method is not available, it may result in them forgoing a purchase, not their intention.

The desire for what they want to buy will prompt them to start a new quest and complete that purchase elsewhere.

Enable account creation and social media login

Creating an account that requires manual data entry could potentially lead to abandonment.

Instead of spending time entering personal information for every transaction on an e-commerce website, consumers want to be able to checkout quickly.

Send Abandoned Cart Email Notifications

Whether a customer left the cart because they were shopping or because of distraction, a personalized message to remind them they had things in their cart could prompt the customer to check the cart again.

Adding a section where customers can be encouraged to use coupons is yet another ecommerce tactic to encourage customers to complete a transaction.

Customers enjoy promotions and they wouldn’t pass up the chance to redeem a coupon.

Consider evaluating your website’s mobile responsiveness during the early stages of web construction.

This way, you can identify and fix issues in time before it’s too late, and a bad user experience will cost you a drop in revenue.

Implement a custom 404 error page

When a product is out of stock or when a visitor types an incorrect URL, having a 404 error page prevents customer traffic from crashing.

It also prevents visitors from finding anything on the website.

Improve page experience

Working to improve core web vitality (CWVs) and the page experience can contribute to a significant increase in revenue due to an improvement in traffic.

According to this Web.Dev article, several brands have seen up to 70% increase in sales from working on their page experience.

Make sure the elements that make up the page experience are optimal.

When it comes to essential web vitals, it’s crucial to make decisions based on the most accurate reports. Here are the best tools to evaluate the CWVs:

Dig deeper into these invaluable resources:

3. Work with paid search

While Black Friday and Cyber Monday (BFCM) are the most important long weekends of the year for retail, it’s important to align your organic search strategy with paid search. This provides your users with the most unified omnichannel experience possible.

Your paid search campaign, like your SEO strategy, should be based on a combination of historical ad performance data and new keywords.

Here are a few things to remember when planning a PPC campaign for the holiday season:

4. Optimize your Google Business Profile

In How to turn your Google business profile into a revenue-generating channel, I discussed the importance of a Google business profile in your SEO strategy.

Whether you’re a small business or a big brand, GBP can be an important source of income if optimized properly.

Here are some things you can do during Black Friday Christmas season to increase revenue:

5. Hone in on digital PR and links

In the days leading up to and during Black Friday, there will be a lot of items that use the phrases ‘Black Friday’, ‘deal’ or ‘offer’. This just illustrates how hungry journalists are for Black Friday sales material.

The next few weeks of your business should definitely involve promoting Black Friday deals for your ecommerce business on relevant media.

Here are some things you can do to get links before and during the holiday season:

What if our revenue declines even with a top-notch SEO strategy?

Just imagine: your team or yourself:

You notice that the results in traffic and rankings are great and you were not affected by an algorithm update.

Yet despite all this, you see a significant drop in sales.

Here it is important to evaluate all possible external events and assess what could affect consumer confidence.

Declining consumer confidence, influenced by the current global economic crisis and general pessimism, is a phenomenon that will become quite common in 2022.

That said, you’re not alone here. The demand for brands and agencies to win customer trust is greater than ever. Despite widespread pessimism, consumer behavior shows signs of optimism.

Some may think, “Black Friday SEO is a great topic. But of all the aspects that matter to SEOs, economics and economic drivers? No SEO.”

Our job is to evaluate everything that could potentially affect our SEO results and find and propose solutions in this way.

If those solutions aren’t part of your day-to-day work, delegate and collaborate with other teams.

So, what to do if we are affected by factors beyond our control?

The most important aspect is to focus on communicating with your stakeholders.

As for your customers, focus on the following to build trust and increase purchasing confidence:

Working for seasonal sales is one of my favorite types of work as an SEO. However, in order to have a great Black Friday/party season, it’s best to plan as much time in advance as possible.

The views expressed in this article are those of the guest author and not necessarily Search Engine Land. The authors of the staff are listed here.

Maria Amelie White works as Head of SEO at Kurt Geiger, a luxury British retailer with concessions in luxury stores such as Harrods and Selfridges in the UK.

Maria is an MSc in Psychological Research from the University of Oxford and has worked in SEO for over 12 years, specializing in Technical SEO, International SEO, Local SEO and Digital PR.

Is it worth it to wait for Cyber Monday?

Compared to a normal sales day, online traffic rises to 220% on Black Friday and 155% on Cyber Monday. Sales events that last all day or for a longer period of time are more effective than flash sales. Over 70% of Black Friday desktop buyers spend their money at retailers that offer free shipping.

Some Cyber Monday deals are total steals, saving you $30 or more compared to the Black Friday price. For starters, retailers typically offer site-wide coupons on Cyber Monday. In fact, the coupons often pile up resulting in excellent price drops.

Is it better to buy on Black Friday or Cyber Monday?

Are Prices Falling on Cyber Monday? Are Prices Falling on Cyber Monday? Both Cyber Monday and Black Friday offer great deals and discounts, and the prices are usually comparable. However, we’ve found that when brands offer two different promotions for Black Friday and Cyber Monday, Cyber Monday savings tend to be a bit higher.

Is Black Friday the same as Cyber Monday?

A solid rule of thumb is that Black Friday is a better time to buy newer big-ticket items and shop in stores. Cyber Monday is a better day to shop for tech deals and smaller gifts; you will also see slightly better prices online.

Should I wait to Cyber Monday to buy CPU?

Black Friday and Cyber Monday offer global shopping experiences. The main difference between the two shopping extravaganzas is that Black Friday belongs to the retail shopping arena while Cyber Monday is designed for online shopping. Black Friday traditionally follows the Friday after Thanksgiving.

Is Cyber Monday a good time to buy a laptop?

If you can wait until Black Friday, Cyber Monday, and the holidays to buy components for a new computer or upgrade, you can probably save a lot of money.

Do computer parts go on sale on Cyber Monday?

If you’re looking for a new desktop or laptop, Cyber Monday means huge discounts. Likewise, if you’re eyeing Apple’s impressive MacBook Pro, Cyber Monday is an ideal time to let your dollars go further. In fact, many of the Cyber Monday computer deals you’ll find here represent this season’s best deals.

Should I wait till Cyber Monday to buy a PC?

True to its name and its roots, Cyber Monday is a great day to go shopping for computer parts. Whether you’re building a workstation from scratch or upgrading your existing PC, most of the parts you’ll need are now available at a discount (unless you’re looking for a graphics card).

Is it better to buy gaming PC on Black Friday or Cyber Monday?

Cyber Monday: Cyber Monday is the Monday after Thanksgiving, and historically it’s the day when online retailers offer huge discounts. So that’s always a good day to look for computers on sale. You’ll probably notice that computers are discounted throughout the holiday season.

Is it better to shop on Black Friday or Cyber Monday?

Since most of the more exciting gaming PC deals are likely to happen on Black Friday, we personally don’t recommend waiting for Cyber Monday specifically to buy a PC, given the competitive offers over the weekend.

Is it better to buy on Black Friday or before?

Is Cyber Monday the same as Black Friday? Black Friday and Cyber Monday offer global shopping experiences. The main difference between the two shopping extravaganzas is that Black Friday belongs to the retail shopping arena while Cyber Monday is designed for online shopping. Black Friday traditionally follows the Friday after Thanksgiving.

Is it better to shop before Black Friday?

Depending on what you’re shopping for, Black Friday can be the cheapest time to buy. But not every deal in November is a good deal, and this sales season will benefit most from the savvy shoppers who plan ahead.

When should I start buying for Black Friday?

“The retailers still need to keep an eye on each other and close deals earlier in the year,” he said. Duber-Smith says if you’re looking for a particular gift or just something special for yourself, the best thing to do is buy it now and not wait for a Black Friday sale.

Does everything get cheaper on Black Friday?

When is Black Friday 2022? Black Friday officially takes place on the Friday after Thanksgiving, this year November 25. But one of the biggest takeaways from the 2021 holiday season is that brands and retailers are likely to start selling in late October or early November.

Is it better to shop on Black Friday or after?

Every year on Black Friday, all the major retailers go out of their way and offer discounts on just about every category of items. Some of the big players include Amazon, Best Buy, Walmart, and Target, but most national chains will be offering some sort of sale over the Thanksgiving weekend.

Should I buy iPhone on Black Friday or Cyber Monday?

“If an item is on sale during Black Friday and the price is right, buy it. Think of Cyber Monday as a second chance to grab items that sold out during Black Friday sales — because retailers generally repeat their deals, if you wait until Cyber Monday, you’re limiting yourself,” McGrath said.

All major retailers are participating in the Cyber Monday sale, with certain offers you won’t find during Black Friday. It might seem like a good idea to buy a new iPhone on Cyber Monday instead of Black Friday, but if you go through with it, you might not get what you want.

Is it better to buy Apple products on Black Friday or Cyber Monday?

Is it cheaper to buy an iPhone on Black Friday? Black Friday is one of the best times to buy an iPhone, especially if you’re hoping to save on an older generation (like the iPhone 13, iPhone 12, or iPhone SE). Still, this year, you’ll find tons of Black Friday deals on the iPhone 14 and iPhone 14 Pro from various retailers and phone carriers.

Does Apple have Black Friday Cyber Monday sales?

Black Friday 2022: How to Get the Best Deals While Cyber Monday promises impressive deals, prices tend to be lowest on Black Friday. Plus, there’s always the risk that the Apple device you want will sell out and you’ll miss out on the great deal everyone else got.

Is it better to wait for Black Friday or Cyber Monday?

To get an idea of what kind of deals to expect this year, it’s worth checking out some of the best deals we’ve seen in 2021. In recent years, Apple has offered a four-day shopping event, starting on Black Friday and through Cyber Monday.

Are Apple products cheaper on Black Friday or Cyber Monday?

Do Apple prices go down on Black Friday?

Retailers like Amazon typically offer the best discounts on Apple devices during Black Friday. That’s why Black Friday AirPods deals and Black Friday Apple Watch deals are always bestsellers during the November sale.

Do iPhones get Cyber Monday discounts?

Apple holds an annual four-day shopping event that runs from Black Friday to Cyber Monday (November 25-28 this year). However, don’t expect any real discounts. Instead, Apple offers $25-$200 gift cards when you buy certain products.

Are iPhones discounted on Black Friday?

Cyber Monday always has great iPhone deals, but it’s probably worth weighing your options before going ahead with buying one. Once you’ve found a deal you like, check out a few other retailers before making your purchase.

Does Apple ever have Cyber Monday deals?

While Apple itself rarely drops the prices of its phones, other retailers, as well as the major US carriers, tend to offer great Black Friday discounts and deals on iPhones.

Do Apple prices go down on Black Friday?

While Apple is happy to discount third-party retailers on their gear, you won’t find any Black Friday or Cyber Monday deals at the Apple Store.

Does Apple iPhone go on sale Black Friday?

Black Friday 2022: What to Expect from Mac Deals We’ve already seen ongoing discounts of up to $400 on the 14-inch and 16-inch MacBook Pro, $150 on the 13-inch MacBook Pro and $100 on the M2 MacBook Air, so keep an eye on those models to go even lower.

Should I wait until Black Friday to buy an iPhone?

It’s that time of year again: Black Friday is just around the corner and if you’re looking for Apple deals, it’s a great time to shop. From November 25-28, every product Apple sells will be on sale, and we expect to see some always-low prices for MacBooks, AirPods, and iPads, along with great deals on Apple Watches and iPhones.

Why do people go Black Friday shopping?

While some stores may offer gift cards when you buy the latest Apple iPhone at full price, it’s usually best to wait until about December to score some savings on the latest iPhone.

Why the hell do people go shopping on ‘Black Friday’? For some, bargains are the draw, but for others, it’s more about continuing tradition, getting together with friends and family, and creating memories.

Why do people like Black Friday?

Why are customers excited about Black Friday? It is notorious for its reduced prices in e-commerce and brick-and-mortar stores, driving consumer spending soaring. Black Friday is typically the start of the Christmas shopping season.

Why is Black Friday so popular?

What are some advantages of shopping on Black Friday?

The phrase “Black Friday” to denote a positive boost in retail sales didn’t start growing across the country until the late 1980s, when traders began spreading the red-to-black earnings story. Black Friday was described as the day when stores started turning a profit and as the biggest shopping day in the United States.

What are advantages to shopping Black Friday?

Discounts save money. In addition, Black Friday can be a great way to save on products that we really need. During these days there are discounts of up to 70% on selected products, there are special packages, 2-for-1 shopping, offers activated for one day and with a countdown and even coupons.

What are disadvantages of shopping on Black Friday?

There are great deals to be found on Black Friday. The prices of some great gift items can be among the lowest or even the lowest they’ve been all year. Many people do their research well in advance to find out which store they will visit to get their best Black Friday pick of the season.