Last-minute SEO Tweaks to Guarantee a Successful Black Friday
There are only a few weeks left until Black Friday and Cyber Monday, and the competition will be fierce as always. In light of the fact that most SEO techniques take time to pay off and should be seen as long-term investments, these should have been prepared earlier in the year. Last-minute tweaks can still enhance traffic and revenue in time for the Christmas season.
First and foremost, do not be alarmed. Even if you're a little late to the party, you can still achieve your Q4 goals if you follow the advice below.
Your Website should be able to Manage the Additional Traffic
You may have already improved your site's speed in recent months as a result of Google's page experience change, but you'll want to double-check that your servers and site can manage the additional traffic that's coming. That effort would have been in vain otherwise.
Bounce rates and cart abandonment will go up if you don't provide a fantastic customer experience during these hectic sales periods, which can hurt your organic results.
An increase in the time it takes to load your website from one second to three seconds can boost your bounce rate by more than 10% percent.
It's Black Friday, so there are a few Last-minute Tweaks you may Make to your Website's Load Time
The CDN should be able to handle it. Make sure your CDN is ready to handle the extra traffic before you conduct any other work. Your hosting company can tell you how much traffic your server can manage and how much it will cost to switch to a server that can better handle the extra traffic if you aren't already utilising one. Before the traffic increase, go through your error logs to see if there is anything you can solve.
Visually check your work. When it comes to ecommerce performance, visuals are one of the biggest culprits. The photos on your homepage, Black Friday and Cyber Monday, and your most popular product pages should all be optimised for both desktop and mobile viewing.
Your material should be reduced in size. Because it's so simple to set up, you should make sure your server has it enabled to assist you reduce page load times. Because of its effectiveness and wide support in browsers, Brotli is my prefered compression method.
As far as possible, avoid the use of external scripts. Because third-party scripts like user reviews and AB testing can't be controlled, having a lot of plugins loaded slows down your site. When your site is at its busiest, only instal plugins that are absolutely essential, and only use 3rd-party scripts on pages that require them. Make sure those resources are not requested when the page opens if they aren't going to be used on Black Friday.
The Internet search engine has to be informed. However, even after you have removed all of the third-party scripts from your sites, you will still be relying on externally hosted resources such as a CDN for pictures, fonts and other measurement platforms. Preconnect in the head> tells the browser that your website plans to create a connection to another origin, and that you'd prefer the process to begin as soon as feasible, hence reducing your page's load time.
Activate HTTP caching. Repeated visits will take less time because the pages won't have to be rendered as often. All static materials delivered internally should be cached, so that they may be quickly accessed.
It's important to do a few speed tests using Google's Page Speed Insights and Lighthouse tools to figure out where you can make the most impact with these solutions. The homepage and any pages involved in the checkout process should all be included in this study.
You may lower your bounce rate by being more transparent with your users about what's going on in your interface, especially if performance enhancements are not possible or are being worked on.
Your Clients Deserve a Smooth Checkout Experience
Additionally, there are a number of additional things you can do to optimise your checkout process, reduce cart abandonment, and increase online sales during peak season.
Allow clients to check out without signing in or creating an account; many customers dislike being compelled to register before making a purchase, thus guest checkouts are a good idea.
Consider a single-page checkout if feasible to speed up the checkout process. To ensure a smooth checkout process, make sure there aren't any interruptions, including navigation bars or sidebars. After all, you'd like to keep your customers focused on making a purchase when they visit your site.
If a one-page checkout is out of the question, at the very least, provide your customers with a progress indicator so they know where they are in the process.
Customers who aren't ready to buy should be given the opportunity to "save for later" or establish "wishlists."
Before you ask for a customer's credit card number, get their name and email address and other less personal information.
For a limited period following Black Friday, offer your consumers an upsell or discount on things that are related to what they're purchasing.
As a last option, you may send abandonment emails or provide incentives to entice the customer who abandoned their cart to return.
When you order from Mixbook, for example, you have a limited amount of time before it delivers to alter or improve your order:
Last-minute Improvements for your Thank You Page
Take control of the search engine results pages (SERPs) with an optimised landing page.
You must have a specific landing page that is optimised in advance of the Christmas season in order to properly target competing phrases.
The page should be accessible to search engines all year round and present relevant material for customers, such as additional related bargains or offers, to maintain its ranking value. Because of this, in the next year, you won't have to create a brand-new page and start over from scratch (although you will still need to maintain the page on sitemaps, make sure it is crawlable, and preserve some internal links so that link equity continues to flow to it).
You'll just need to make a few tweaks to the page content next year to target relevant phrases, such as include the relevant year on some of these parts (e.g. www.example.com/black-friday-2021), but avoid using years in URLs if you want to maintain utilising them long term. Digital PR campaigns to develop links to your Black Friday website are especially beneficial since they allow you to aggregate the benefits of the backlinks gained year after year.
There are a few things you should do after creating and optimising a specific landing page for Christmas sales: publicise it. Visitors will notice your impending deals as soon as they land on your landing pages if you place a banner on the homepage and across the site.
For added urgency, consider using a timer. Now is also a good moment to start emphasising your unique selling propositions, such as free memberships, samples, and trial offers; next-day delivery; free returns; and so forth.
When can I expect delivery of my order?
Options for delivery are available (e.g. same day delivery, weekend delivery, free shipping, speedy delivery, etc.)
A wide range of delivery locations are available (e.g. home delivery, local post office, Click & Collect, etc.)
Postage Rates that are Relevant and Confirmation
Tracking and notifications by email or text message.
All of these should be prominently shown on the home, product, checkout, and shopping cart pages, respectively.
Final Black Friday tips Returns policy picture
The use of holiday-specific and transactional keywords can help to increase sales.
During the sales time, make sure your keyword targeting plan includes terms with commercial purpose. In Google's Keyword Planner, click on the "competition" tab to see how many people are bidding on that keyword in Google Ads. Those are the phrases clients who are likely to buy your product or service search for.
An indication that there's money to be earned is when there are many brands bidding on a certain term. Make it a point to optimise your transactional seasonal pages for "mid" and "high" competition keywords wherever feasible so that you can take advantage of the seasonal demand spike and maximise your return on investment.
Last-minute Links for Black Friday Illustration of a Keyword Competition
Use the'recommended bid' column in Keyword Planner to determine a higher suggested bid for transactions. It's important to keep in mind that they are more competitive, so you need to be conscious of your own limitations.
Gift guides are a Great Way to Draw Attention to your Items
Most shoppers began their Christmas shopping experience without knowing what they were going to purchase. If you categorise your gift recommendations by product category, consumer personas, occasion, price ranges, etc., you'll be able to reach more customers who are still unsure.
Boost your Organic Click-through Rates (CTRs) with Effective PPC Ad Wording
Increase your organic CTRs by working with your PPC team to gather data on the best-performing ad content variants from their paid search campaigns.
Prioritise your Black Friday and Cyber Monday sites, but don't forget to apply these lessons to reduced items as well.. If you want to get the most out of your efforts, start with the ones that bring in the greatest money.
How to Keep up with Customer Service
It's been shown that live chat widgets enhance conversions since customers who can ask inquiries before making a purchase are more inclined to do so than those who aren't given the opportunity to do so.
Make advantage of the questions and answers provided by this tool to enhance your website's content and promote it more effectively.
Finally, don't forget to establish an emergency contact in your development and SEO teams in case there are any problems during the holidays. Ensure that nothing is left to chance!
By using these last-minute strategies, you may avert a possible disaster in terms of lost revenue by ranking at the top of SERPs rather than on page 2. Aside from being useful during the holiday shopping season, these pointers may also be included into your broader SEO approach. To get help with your SEO, contact us today!