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Data Marketing
What to pay attention to during Black Friday
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Black Friday has become the most important retail event for all industry players, regardless of size or objectives, and one of the essential periods in terms of online marketing.
Moreover, the year 2020 and the pandemic accelerated the trend of shopping exclusively online and the impact of Black Friday discounts on transactions, consolidating the market's evolution in this direction.
This year, expectations are high, and most retailers are determined to compete in the market while investing significant resources into preparing platforms and marketing campaigns.
To meet the need for know-how among retailers during this period, we gathered the teams at Data Revolt with the goal of communicating, in brief, the main aspects and actions that owners and marketers must pay attention to when preparing and implementing Black Friday marketing strategies. All centered around data.
Search Engine Optimisation (SEO)
Pre-Black Friday
As Google becomes increasingly friendly toward accurate, complete, and specific information, a first step you should take is creating a dedicated page with relevant text, images, and information about how this event unfolds within your e-commerce platform. Best practice example: https://www.argos.co.uk/events/black-friday
- HUB Page: Ensure this dedicated Landing Page (LP) is a HUB page. Such a page can include sections with internal linking to all e-commerce categories, as well as elements like carousels or product listings under each displayed category, possibly accompanied by text, a recommended brands area, and a recommended articles area. Best practice example: https://www.walmart.com/cp/walmart-black-friday-2021/1076614
- Technical Check: Products displayed on the campaign landing page must be double-checked to ensure they do not lead to 404 or 301 status code pages
- Speed: The loading speed of the landing page must be very high.
- Optimization: Meta tags (title, meta description, headings) and the landing page content must be optimized.
- Sitemap: It is important to add the campaign page to sitemap.xml. After the campaign expires, products should be removed from this page. Only the text should be kept until the next Black Friday campaign, when the page will be repopulated with current products.