How to optimise your site for Black Friday

Here are our top tips for optimising your website for Black Friday & Cyber Monday

Here are our top tips for optimising your website for Black Friday & Cyber Monday sales that will help you make the most out of increased traffic volumes!

Get the most out of the biggest spending weekend of the year by optimising your site for Black Friday and Cyber Monday. In November 2015 there were 4,078,070 searches for the term ‘Black Friday sale’ with shoppers spending around £3.3bn over the weekend. That is a heap of people searching for deals. If you want a slice of the action, our tips will help you stand up against your competitors.

In no particular order, here are our top 5 tips to be SEO ready for Black Friday:

1. Be Mobile Ready

Your load times will be extremely important during the Black Friday sale. People will be scanning for deals on their mobiles while they’re on their way to work, on their couch and at any point they have some downtime. Google expects mobile shopping to surpass desktop again this year so make sure you have a mobile responsive website that can seamlessly handle any extra traffic for the day. Every additional second taken to properly load a page directly costs you revenue, as people get bored or frustrated and leave. According to Kissmetrics, 47% of people expect a site to load within 2 seconds, with 40% of users abandoning a site if it takes longer than 3 seconds to load.

Some of the most common problems people have cited as frustrating on mobile sites are:

  • Sites that take too long to load
  • Sites that crash, freeze or receive an error
  • Sites that have bad formatting making it difficult to read
  • Sites that don’t function as expected
  • Sites that aren’t available

    So check your site against the points above for any last minute tweaks that can be made prior to the sale. A useful tool to check how your mobile experience rates is to assess your site in the Google Search Console mobile friendly tool.

2. Sync up with Paid Search

Ensure you have consistent messaging across both paid and organic search channels as this will enhance your overall SERPs performance. Data from Google published in 2012 demonstrated that when both PPC and SEO have a result on the page in SERPs it drives a higher click-through-rate (CTR). Keeping your content high quality and relevant can also help reduce the cost of PPC as it can improve the brand’s Quality Score which assesses how relevant a page is.

To get a view of how your channels are currently working together it’s worth going into the Multi-Channel Funnel report in Google Analytics and viewing the volume of conversions that can be attributed when both channels are used in conjunction.

If you are a product based site then you will want to ensure your Google Shopping/Google Merchant Center is up to date. It runs much in the way as adwords does, with the main opportunities being in monitoring and optimising your campaigns.

3. Rework your Meta

Change your Meta titles and Meta descriptions to reflect your promotional message on the main pages of your website. This can create a lovely campaign sandwich in SERPs with a PPC ad on top and organic listing below.

As part of your meta optimisations you should also consider using a structured mark-up such as schema.org. By adding the correct type of schema mark-up (either Microdata or JSON-LD) you can increase the amount of space dedicated to your search result. You can mark-up items for offers, product name, price, availability and reviews. In particular, by using the “priceValidUntil” property, people will even be able to see your flash sale offer directly within the search results!