Black Friday SEO Guide: Prepare Your E-Commerce Business Now

Every year, Black Friday presents a golden opportunity for e-commerce businesses like yours to boost sales and increase customer engagement. What’s unique about Black Friday is that it is 100% online—traditionally, brick-and-mortar retail stores don’t participate. 

While many businesses focus heavily on paid advertising like Facebook Ads or Google Ads during this busy time, I’m here to tell you that organic search optimisation, or SEO, can make all the difference because you’ll need SEO, Google Ads, and Facebook Ads to compete in Black Friday Sales and Christmas e-commerce gift-giving season.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.

Unlike paid advertising, which requires constant investment, SEO provides a sustainable way to attract traffic and convert sales. If you start preparing in September, you’ll be miles ahead of the competition, maximising your visibility during this peak shopping season.

Black Friday isn’t just another shopping event; it’s a critical period, especially here in the Australian retail market. In 2022, Aussies spent over $5 billion alone during Black Friday weekend.

That’s huge! And I want your business to be a top choice for consumers planning their holiday shopping. 

So, let’s dive into why preparing your SEO strategy now can give you a real edge and how you can start putting things into motion.

Read the Black Friday Marketing Performance in Australia to understand how critical is Black Friday in Australia.

Why Do SEO for Black Friday When Most Use Ads?

Now, I know what you’re thinking: “Why bother with SEO when everyone else is just throwing money at ads?” Here’s why. While ads can drive quick sales, they can also become quite expensive, especially when big businesses ramp up their spending just before Black Friday and keep it going through Christmas. Competing in this space can be tough, especially if you’re working with a tight budget. 

That’s where SEO comes in. It allows you to gain visibility without those skyrocketing costs associated with paid ads.

By focusing on SEO, you can build a strong foundation that continues to attract traffic, even as ad prices soar.

Think about it—when people search for deals online, wouldn’t you want your website to pop up in the organic search results? It’s all about getting noticed early. With SEO, you can make your e-commerce site a priority for shoppers, ensuring you capture their interest and spending before they decide to splurge elsewhere.

Need help with your SEO? Book your FREE 1:1 consultation today and get started.

Get Ahead of Big Ad Spenders with SEO

You’ve probably seen it yourself—the big players always increase their ad spend right before Black Friday. They start throwing cash at Google Ads and Facebook ads a few days before the event and keep up the pace throughout the Christmas period. This ad frenzy can make it really tough for smaller businesses to compete. But with a solid SEO strategy, you can establish a strong online presence without having to break the bank on ads. SEO helps level the playing field by allowing you to attract organic traffic through well-optimised content.

Starting your SEO efforts in September means your e-commerce site will be ready when customers are planning their holiday shopping. By ranking higher in organic search results, you’ll attract customers looking for deals early, reducing the risk of being overshadowed by big brands during the peak shopping period. Ultimately, SEO gives you a competitive edge, allowing you to secure sales before your competitors even get started.

When is Black Friday in 2024?

I’m glad you asked! Black Friday in 2024 falls on Friday, 29th November. That’s right—it’s not too early to start preparing your SEO strategy. By optimising your website for SEO in September, you can make sure it’s fully optimised by the time consumers start searching for deals. This preparation is key to capturing early interest and driving traffic to your site.

Timing is everything, especially when it comes to SEO. The earlier you start, the more time you have to implement changes and see results. By the time November rolls around, your site will be well-positioned to attract traffic, making it a top destination for Black Friday shoppers.

Does your team need help with your SEO? We can do a workshop. Book your FREE 1:1 consultation today and get started.

Keyword Research and Content Planning

Now, let’s talk about keyword research. It’s the foundation of any successful SEO strategy. For Black Friday, it’s essential to identify the core keywords that your customers are likely to use when searching for deals on products you offer. I recommend starting with tools like Google Keyword Planner or SEMrush to find keywords related to Black Friday and your specific products or services. Look for terms with high search volume and low competition to maximise your visibility.

Once you’ve got your core keywords, create a content calendar for blog posts, product descriptions, and landing pages centred around these keywords. Include terms like “Black Friday deals,” “holiday sales,” and product-specific keywords. Planning your content in advance ensures it aligns with your SEO strategy and meets the needs of your audience.

Does your team need help with your SEO? We can do a workshop. Book your FREE 1:1 consultation today and get started.

On-Page SEO Optimisation

On-page SEO optimisation is crucial for making sure your website shows up in search engine results. Start by auditing your existing content to ensure it aligns with your target keywords and Black Friday intent. Update meta titles, descriptions, and headers to include Black Friday-related terms. It’s all about making your content relevant and informative. This helps search engines understand what your site is about and increases your chances of ranking higher in search results.

Creating new landing pages specifically for Black Friday can also help attract more traffic. Focus on top-selling products or categories, and optimise these pages for conversion and SEO. Make sure they’re user-friendly, load quickly, and provide all the information a potential customer might need to make a purchase. Technical SEO checks, like page speed optimisation and mobile-friendliness, are also important for improving your site’s visibility and user experience.

How I Optimise Product Pages for a Beauty Store

Alright, let’s dive into optimising your product pages for SEO, specifically for a beauty store selling products like perfume. This is crucial to make sure your pages rank well in search engine results and attract organic traffic. Here’s a step-by-step guide to help you optimise your product pages effectively, using tools like SEMrush, Moz, and Google Search Console.

Step 1: Perform Keyword Research

First things first—keyword research is the foundation of your SEO strategy. For a beauty store, you want to find the most relevant keywords for each perfume you sell. Think about what your customers are typing into search engines when they’re on the hunt for new fragrances.

  • Use SEMrush or Moz: Start by entering the perfume name or related terms into SEMrush or Moz’s keyword research tool. Look for keywords with high search volume but low to medium competition. For example, terms like “luxury women’s perfume” or “long-lasting men’s cologne” might be exactly what you need to target customers effectively without having to compete against the biggest brands out there.
  • Analyse Competitors: Don’t forget to check what keywords your competitors are ranking for. Tools like SEMrush allow you to analyse their websites and see which keywords are driving traffic to their perfume pages. This can give you valuable insights and help you find new keyword opportunities.
  • Long-Tail Keywords: Long-tail keywords are your secret weapon. These are more specific phrases like “best floral perfume for summer” or “affordable vanilla-scented perfume.” They might not get as many searches as broader terms, but they usually have less competition and higher conversion rates because they target customers who are closer to making a purchase decision.

Step 2: Optimise Product Titles and Meta Descriptions

Once you’ve got your keywords sorted, the next step is to optimise your product titles and meta descriptions. These are important for both search engines and your potential customers, so make them compelling and include your target keywords.

  • Product Titles: Make sure each product title is unique and includes the main keyword. Keep it concise but descriptive. Instead of a generic title like “Perfume,” use something more specific like “Chanel No. 5 Eau de Parfum – Timeless Floral Fragrance for Women.”
  • Meta Descriptions: Your meta descriptions should also be compelling and include your main keyword. They need to entice users to click through to your site. For example, you could write, “Explore the allure of Chanel No. 5, a timeless floral perfume for women. Perfect for any occasion, this fragrance will leave a lasting impression.”
  • Use Google Search Console: Here’s a handy tip—use Google Search Console to check how your product pages are performing in terms of click-through rates (CTR). If you notice any pages with low CTRs, consider rewriting your meta descriptions to make them more engaging and aligned with search intent.

Step 3: Enhance Product Descriptions

Product descriptions are more than just a list of ingredients; they’re a chance to tell a story and sell the experience of wearing the perfume. They should be detailed, unique, and include relevant keywords.

  • Include Keywords Naturally: Sprinkle your primary and secondary keywords throughout the product description, but make sure they fit naturally. You don’t want to overdo it—keyword stuffing can actually harm your SEO and turn off potential customers.
  • Focus on Benefits and Features: Highlight the benefits and unique features of the perfume. Describe the scent profile—whether it’s floral, woody, fresh, or spicy—and the emotions it evokes. Use bullet points to list key notes and what makes this fragrance special. This not only helps with readability but also makes your product descriptions more engaging.
  • Answer Common Questions: Think about the questions customers might have about the perfume. Include information on longevity, sillage (the trail left by the fragrance), and the occasions it’s best suited for. Addressing these questions directly in your product description can help you capture voice search queries and might even get you featured in search snippets.

Understanding EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness in SEO

Step 4: Use High-Quality Images and Optimise Them

Images are crucial for showcasing your perfumes, but they also need to be optimised for SEO.

  • Use Descriptive File Names: Before uploading your images, rename the files with descriptive, keyword-rich names. Instead of something generic like “IMG1234.jpg,” use “chanel-no-5-perfume-bottle.jpg.”
  • Add Alt Text: Alt text is important for SEO and accessibility. Describe what’s in the image and include relevant keywords. For example, “Chanel No. 5 perfume bottle with gold cap and clear glass design.”
  • Compress Images: Use tools like SEMrush’s image optimisation feature to reduce your image file sizes without compromising quality. This helps your pages load faster, which is crucial for both user experience and SEO.

Step 5: Implement Schema Markup

Schema markup, or structured data, is a powerful tool that helps search engines understand the content on your product pages and can make your search listings more attractive.

  • Add Product Schema: Use Google’s Structured Data Markup Helper to add product schema to your perfume pages. This can include details like price, availability, and customer ratings, which can enhance your search appearance and attract more clicks.
  • Monitor with Google Search Console: After you’ve added schema markup, keep an eye on Google Search Console for any errors or issues. This tool will alert you if there are problems with your structured data so you can fix them promptly and ensure your pages are optimised.

Need help with your SEO? Book your FREE 1:1 consultation today and get started.

Link Building and External SEO Efforts

Link building is an important part of any SEO strategy. An effective internal linking strategy can help guide visitors from blog posts or older content to Black Friday-specific pages, increasing the chances of conversion. Make sure to link to relevant pages within your site to keep visitors engaged and encourage them to explore more of your content.

Building backlinks from reputable sites can also improve your SEO. Think about collaborating with influencers or bloggers who can promote your Black Friday deals. Guest posts and partnerships can help you reach a wider audience and drive traffic to your site. Remember, building these relationships and links takes time, so it’s important to start early.

Local SEO and Google My Business Optimisation

If you have a physical location, optimising for local search is essential. Make sure your Google My Business profile is up-to-date and reflects your Black Friday hours and promotions. Local SEO helps you attract customers searching for deals in your area, making it easier for them to find and visit your store.

Encouraging customers to leave positive reviews can also improve your local search rankings. Reviews build trust and credibility, which can influence potential customers’ decisions to visit your store or shop online. Start collecting reviews well before Black Friday to build a strong online reputation and attract more customers.

Monitoring and Analytics Setup

Tracking key metrics is crucial for measuring the success of your SEO efforts. Use tools like Google Analytics and Google Search Console to monitor metrics like organic traffic, bounce rates, and conversion rates. Regular monitoring lets you see what’s working and make adjustments as needed to improve your site’s performance.

Setting up conversion tracking is also important for understanding how your site is performing during Black Friday. By tracking specific goals, like email sign-ups or purchases, you can gain valuable insights into what’s driving conversions and optimise your strategy accordingly. Monitoring your analytics regularly will help you stay on top of your SEO efforts and make informed decisions.

Need help with your SEO? Book your FREE 1:1 consultation today and get started.

Content Strategy for Black Friday Success

Creating content that drives conversions is key to a successful Black Friday. Product roundups and comparison articles can help customers make informed decisions and find the best deals on your site. Focus on creating content that’s informative, engaging, and aligned with your SEO strategy.

Buying guides are another effective content type that can drive conversions. Target keywords like “best Black Friday deals for [product]” to attract customers who are searching for specific items. Customer testimonials and case studies can also build trust and credibility, making it more likely that visitors will choose your site over competitors.

Engage with Email and Social Media

Email campaigns are a powerful tool for building anticipation and driving traffic to your site. Plan your email campaigns in advance to provide exclusive previews of Black Friday deals and engage with your audience. Segment your email list to target specific groups of customers and maximise your reach.

Social media is another effective way to engage with customers and promote your Black Friday deals. Use social media teasers to create excitement and drive traffic to your site. Align your social media content with your SEO efforts by using similar keywords and phrases, ensuring a consistent message across all channels.

Technical Preparations for Black Friday Traffic Surges

Making sure your website can handle increased traffic during Black Friday is crucial for a smooth shopping experience. Perform load testing to identify potential issues and optimise your site’s performance. Review your hosting plans and server performance to avoid downtime during peak traffic periods.

Security is also important for Black Friday. Make sure your site has an SSL certificate and other security measures in place to protect customer data. Optimise your payment gateways for quick and secure transactions, ensuring a seamless checkout process for your customers.

Need help with your SEO? Book your FREE 1:1 consultation today and get started.

Starting your SEO preparations in September is essential for capturing early consumer interest and driving traffic to your e-commerce site. By focusing on keyword research, on-page optimisation, link building, and local SEO, you can ensure your site is visible when customers are searching for Black Friday deals. Engaging with email and social media, and preparing for traffic surges will help you provide a smooth and enjoyable shopping experience for your customers. Make sure to monitor your analytics regularly and adjust your strategy as needed to maximise your success.

Take action now to start optimising your SEO strategy for Black Friday, and ensure your business stands out in the competitive Australian retail market. By preparing early, you can capture consumer spending before your competitors and set your business up for a successful holiday season.

About the Author

Crom Salvatera is a seasoned social media consultant and digital marketing mentor who specialises in helping e-commerce businesses maximise their online presence. With a deep understanding of SEO, Crom provides insightful, research-backed strategies that empower businesses to stay ahead of the competition, especially during peak shopping seasons like Black Friday. What makes Black Friday unique is that it’s 100% online—traditionally, brick-and-mortar retail stores don’t participate. Known for his approachable and engaging style, Crom blends expertise with a light-hearted touch, making complex marketing concepts accessible and enjoyable. Whether you’re a business owner, marketer, or creative, Crom’s guidance can help you unlock your brand’s potential and achieve lasting success.

Like what you’re reading? Follow or connect with Crom Salvatera on LinkedIn to get more digital insights.