Global search engine optimisation (SEO) agency Megantic reveals how fashion retailers can boost Black Friday sales by increasing website visibility on search platforms.
Black Friday and Cyber Monday are lucrative opportunities for your business to target new and repeat customers. Unfortunately, your competitors will also be targeting those exact same customers.
Optimising your website for search engines is the key to making your website sit above your competitors in Google, so you will be seen first and can make the sale.
Last year, over 5.2 million Australian households made online purchases during Black Friday sales, an increase of nearly half a million from the previous year, according to Australia Post.
Select Megantic clients from a variety of industries have volunteered their Black Friday results from 2023 to be shared. On average, those who participated in Black Friday SEO strategies had more traffic to their website, with a higher conversion rate and 32x revenue. We can’t guarantee these results for you, as we can’t control your customers. But let’s work together to understand their shopping habits and come up with a forecast.
Let’s deep dive into the data for one of our fashion brands. The brand had a 26.5% increase in website traffic for the period of September to November compared to June to August. In the same period, their conversions increased by 45.7% and total revenue increased by 43.6%.
First things first, get to know your customers and research your Black Friday keywords.
Keyword research is a challenge around big sales periods—unless you're a huge brand like Amazon or JB HiFi, it's very unlikely you're going to rank for generic terms like "Black Friday sales," so you need to pair them with your key categories or product offerings like "Black Friday luxury sheet deals" or "Black Friday earrings sales."
Don't overthink it; simple is best. Put more effort into your product data, ensuring it's as perfect as possible. This doubles up as improving your paid media campaigns on Google as well!
Get your targeted selling pages live and ready for your shoppers today.
We suggest opening multiple landing pages for each category of products you sell, around 1-2 months before the sale. This will provide you with more opportunities to rank in Google’s search results.
This is one of the secrets to our clients’ success. Just look at Hello Molly—we opened 350+ new category pages on their website, each chosen around the ways their ideal customers shop and search for products. They saw a 22% increase in new shoppers and 13% increase in total revenue.
How do you know if your business has enough traffic, categories, or products to warrant multiple pages? As a rough guide, you need 10 or more high-selling products in each category for optimum results, but a minimum of 4. Less than this, don't create a specific page.
For all sales events that are reoccurring, including Black Friday, we recommend keeping the URLs evergreen so they can be reused every year. For example, /blackfriday/ instead of /blackfriday/2024/. Any "link juice" that is made this year will remain for next year. So instead of starting from zero every year, you'll start a few steps ahead.
Try opening a specific Black Friday page for FAQs. This page can answer frequently asked questions that your customers ask yearly.
- How long do your Black Friday sales last?
- What are your best Black Friday deals?
- What is your return policy?
Not only is this another page that may appear in search results, it is also an easy way to align with Google's best practice of providing highly unique and useful information to customers.
What is best practice if you sell out of a product?
If you might sell out of an item, plan now if the page will redirect to a similar item or category. You could also invest in a platform to handle restock notifications via email or SMS. Need advice on what to use here? Just ask us!
How Megantic can help you with visibility this Black Friday
Beyond the immediate sales, the potential for increased revenue when you have higher visibility in search results extends to the long term. Successfully participating in Black Friday builds brand awareness, attracts new customers, and establishes a strong foundation for customer relationships.
Megantic’s proprietary SEO software and strategy have won Best SEO Agency and Best eCommerce Agency. The strategy enables online retailers to target educated and ready-to-buy customers that are traditionally ignored by most SEO campaigns.
This month only, jump in on the sales season hype by getting your project started with us and receiving 50% off our Research and Implementation services (a savings of up to $10,000).
Black Friday is soon approaching. Don’t miss out on this lucrative opportunity to boost your online sales in preparation for the shopping season!
Level 8/100 Albert Rd, South Melbourne VIC 3205
Tel: 03 9001 9997
Email: hello@megantic.com.au
ABN: 65 157 711 923
megantic.com.au