The holiday season is a pivotal time for online businesses, with Black Friday and Cyber Monday being the two most anticipated shopping events. Ensuring that your website is optimised for search engines during this period can significantly boost sales and drive organic traffic.
Learn five essential SEO BFCM and holiday strategies for 2023 based on insights from the latest trends and expert recommendations.
1. Crafting stellar landing pages: creating the best first impression
Creating specific landing pages for events like Black Friday, Cyber Monday, or the general holiday season can significantly enhance user experience and conversions.
It’s crucial that your landing pages have appropriate titles, meta descriptions, and high-quality product images that resonate with the festive theme.
A title page is the main heading of a web page displayed in search results, while a meta description provides a brief summary. They are vital for SEO as they help users locate relevant content and decide whether to click.
Improve your website's search performance by choosing relevant keywords, being concise, and accurately representing your content in the title page and meta description. Include a strong call to action and update them regularly for better search engine visibility and user engagement.
These pages can be reused yearly, with some tweaks to ensure they remain relevant and current. An “evergreen” approach to these pages ensures that the content remains timeless, and minor adjustments can keep them updated.
For example, if you're promoting cosmetics products, your landing page can have a theme like “Cosmetics deals you can't resist this Black Friday.”
Good UX isn't just a buzzword. Especially during high-traffic periods like Black Friday, your landing page should offer intuitive navigation, ensuring visitors can easily find what they're searching for. Incorporate clear call-to-actions (CTAs) like “Grab your Black Friday Special Now!”
2. Balancing keywords: tapping into the right queries
A successful SEO strategy is based on selecting the right keywords. You have to strike a balance between long-tail and short-tail keywords, aligning them with user intent.
Long-tail keywords are specific and detailed search terms, while short-tail keywords are broad and general terms used in online searches.
For instance, while “Black Friday deals” might be a popular short-tail keyword, “Black Friday tech gadget deals 2023” could be an effective long-tail keyword that narrows down the audience and increases the chance of conversions.
Additionally, utilising keyword research tools can provide insights into the most trending terms during the holiday season.
Sprinkle your content with seasonal keywords. Instead of “top laptops,” consider “top laptops for Christmas gifts 2023.” Use SEO tools like Google's Keyword Planner, SEMrush, or Ahrefs to help you figure out your holiday keywords.
3. Website optimisation: enhancing the experience
Website optimisation isn't just a one-time task. It's an ongoing process, particularly essential during the peak BFCM 2023 and holiday season.
Given that Google prioritises mobile-friendly sites in its search results, ensuring your site is also mobile-optimised can significantly improve your search engine rankings.
Given that Google prioritises mobile-friendly and fast-loading websites in its search results, optimising your site for mobile and improving loading speed can significantly improve your search engine rankings.
As online traffic surges, a seamless and intuitive user experience across devices can significantly drive conversions or make you lose a sale.
This includes aspects like website speed, page speed, broken links, and ensuring that there are no 404 errors. As online shoppers, especially during such high-demand seasons, have little patience for lagging sites.
An efficient website not only ranks better on search engines but also provides a seamless user experience, encouraging visitors to stay longer and make purchases.
Check your Google Core Web Vitals report to show how your pages perform. Test your website responsiveness on different devices (phones, tablets, and desktops) and browsers to ensure consistency in appearance and functionality.
4. High-quality content: engaging the holiday shopper
As with any marketing effort, it's essential to stay updated with the latest trends.
Engaging, festive-themed content can draw users in. Your visuals play a decisive role in not only grabbing attention, but also in enhancing the overall user experience.
Whether it's a blog post detailing the top 10 Christmas gifts for 2023, 10 unique gift ideas under £50, or a video showcasing the best Black Friday deals, content that resonates with the audience can significantly boost SEO and engagement.
Create unique seasonal content, like blog articles, buying guides or videos about gift ideas or holiday how-tos.
5. Reviews and user-generated content (UGC): building up the trust
Google's ever-evolving algorithm has a soft spot for authentic content. UGC like reviews, is perceived as genuine feedback, making your site more trustworthy in the eyes of the search engine. Reviews naturally contain long-tail keywords that potential customers might use.
Plus, social proofs are a powerful tool in influencing purchasing decisions. Showcasing reviews more prominently, especially positive ones, can boost credibility and organic reach.
Encourage your customers to leave reviews or even share their experiences on social media, tag your brand and use a specific hashtag.
Integrate a review plugin on your site that makes it easy for customers to drop reviews. Pair this with an automated email sequence post-purchase, kindly nudging them to share their feedback. But remember, always strive for authenticity and avoid incentivising reviews, as this can backfire.
The Black Friday and holiday season presents a golden opportunity for online businesses. Being proactive, understanding market trends, and crafting a strategic plan can pave the way for substantial success. The key lies in preparation, so the sooner you begin, the better!
1. How early should I start my SEO preparations for the holiday season?
Start at least 2–3 months prior. SEO isn't instantaneous, and you want to be at the forefront when the season begins.
2. Are festive keywords only relevant during the holidays?
While they peak during the season, starting early ensures you gain traction and can dominate the rankings once the season is in full swing.
3. How can I ensure that my website handles the holiday traffic surge?
Optimise your website's speed and invest in good hosting. Remember, every second counts!
4. What's the importance of mobile optimisation during the festive season?
A significant portion of users shop on mobile. An unoptimised website can deter potential customers.
5. Do I need to revert the changes after the holiday season?
Not necessarily. While you can tone down the festivity, the SEO groundwork will benefit you year-round. Just tweak according to the season and audience intent!