Black Friday is the Olympics for retail; this is where some sellers soar, leaving others in the dust. While many companies rely upon advertisements to raise awareness for their deals, SEO should play a role in your promotion strategy. Below are three tips for improving Organic Search awareness for your Black Friday sale.
- Create a page dedicated to Black Friday so you can optimize as many ranking factors as possible. These include your URL, title tag, headers, inbound links, and text. Make sure to reference your product-type (such as gourmet foods or hardware), as well as buzzwords like “sale,” “discount,” and “best.” Plus, if you operate a brick-and-mortar location, reference the geographic communities you serve.
- Do not take down or redirect the URL after Black Friday passes. Instead, keep the page live but remove any reference to it within the main navigation, a practice done by companies such as Express, Chewy, and even car dealerships like this. The strategy allows the URL to retain the value of any inbound links that point to it, as well as mature with time. This sets you up for more success and less work for future Black Fridays to come.
- Don’t rely too heavily on banners/images to convey your message. You and I can read a graphic and extract the necessary information, but the same can’t be said for search engines. Therefore, make sure that search engines have a robust crawling experience by communicating via text enhanced by images and not vice versa. This does not mean that you should write fluff for the sake of fluff, but rather that you should be strategic with the page layout.
