Getting Ready for Black Friday and the Holiday Season in 2023: 7 Essential SEO Tips
The summer has just drawn to a close, but is it too early to start preparing for Black Friday and the holiday season?
These are some of the most significant sales events of the year, and achieving high rankings on Google doesn't happen overnight.
The sooner you start preparing, the better.
So, if you operate an online store, it's time to kickstart your holiday season SEO strategy!
Remember, Black Friday (November 24) and Cyber Monday (November 27) mark the beginning of this year's holiday shopping extravaganza.
You have ample opportunities to create valuable content for these occasions.
In this article, we'll explore the crucial steps to get you ready.
The Landscape of Holiday Shopping in 2023
In today's digital age, online shopping has become the norm. It's convenient, and you don't have to deal with the disappointment of traveling only to discover that the product you want is out of stock.
Additionally, online stores often offer flexible payment options.
Last year, online sales hit a record-breaking $9.12 billion, and this trend is expected to continue growing. Therefore, it's safe to assume that a substantial portion, if not the majority, of holiday gift purchases will occur online this year.
To prepare for this holiday season, it's essential to stay informed about the latest trends. eMarketer Insider Intelligence has recently shared valuable insights in the form of actionable tips for the holiday season:
Incorporate discount deals and alternative payment options like "Buy now, pay later" into your strategy.
Ensure a consistent shopping experience across digital and physical stores for your brand.
Create comprehensive product pages to minimize returns.
Tailor your holiday marketing campaigns to each platform for maximum effectiveness.
Forecast a 4.5% growth in holiday retail sales, reaching $1.317 trillion this year, and be prepared for the return season.
Embrace the Online Shopping Trend
While in-store or curbside pickup remains popular, the majority of consumers conduct their research and make purchases online, sometimes weeks in advance.
Therefore, it's advisable to start your online deals well before Black Friday itself.
This approach not only spreads out the shopping season but also helps prevent overcrowding at physical stores on a single day. Such overcrowding is detrimental to the shopping experience for everyone involved.
Holiday SEO: Do it Now
Begin by analyzing the data you've gathered from previous Black Friday events and identify areas for improvement.
You can also link to previous holiday season pages, such as specific Christmas landing pages ('Top 7/10/25 Gifts for Under the Christmas Tree'), to boost their visibility closer to the holiday season—ideally around the 45 to 60-day mark.
This gives search engines sufficient time to follow your links and discover your holiday season landing pages.
2. Promote on Social Media and Through Email Marketing
Utilize social media platforms like Twitter, Pinterest (a visual search engine), Facebook, and Instagram to maximize the success of your online holiday sale.
Platforms like Pinterest are particularly powerful for creating wish lists, which can positively influence your sales.
Share your holiday gift pages on various social media platforms and consider leveraging top 10 lists, which still perform well on these platforms. Yoast SEO can assist in optimizing your social media posts before sharing them.
Don't overlook the importance of email marketing. Newsletters often contribute significantly to a company's revenue.
Plan an effective campaign for your newsletters, such as holiday gift guides, and share them with your subscribers.
You can compile comprehensive lists of gifts that cater to a wide audience, akin to ELLE and Target's approaches.
3. Introduce New Products
The holiday season provides an ideal opportunity to introduce new products.
If you anticipate potential bestsellers for the upcoming holiday season, begin crafting content about these products in advance.
This could involve exploring concepts, features, and other aspects, similar to how tech websites discuss potential iPhone features and innovations.
The more content you generate about new products in advance, the higher the likelihood that your sales pages for these products will rank well when it matters most.
Ensure that all pages created in advance are linked to a primary page, which you'll establish when the products become available for purchase. Treat this main page as cornerstone content.
4. Implement Structured Data on Product Pages
While updating or adding product pages to align with the season, don't forget to optimize them. Check if structured data has been incorporated into your product pages.
Rich results, which display ratings and prices, can give you a competitive edge over rivals.
Plugins like WooCommerce SEO, Local SEO, or Yoast SEO for Shopify can assist in implementing structured data.
5. Reuse Existing Content
Repurposing existing content can be a valuable strategy. If you already have a Black Friday guide from 2022, consider revisiting and reusing it for 2023.
Update the year and refresh details like popular brands and products for the new year.
When updating the URL slug, change it from, for example, '/black-friday-guide-2022/' to '/black-friday-guide-2023/' around August next year, and redirect the old URL to the new one.
Avoid creating entirely new pages, as this would waste valuable inbound links. This process is even more straightforward if you exclude the year from the URL, resulting in a slug like '/black-friday-guide/'.
In the months leading up to the holiday season, consider reposting popular posts from the previous year on social media.
Minor adjustments may be needed, such as adding 'this Ramadan' to meta descriptions or titles.
6. Optimize for Speed and Mobile
Prioritize the optimization of your website for mobile devices and speed. These aspects are critical and should be checked regularly.
As mobile usage and user experience become increasingly important, address issues related to Core Web Vitals, which
Google uses to evaluate site performance. Improve your site based on these criteria.
7. Develop a Measurement Plan
Finally, create a measurement plan to evaluate your success. Document all your plans and devise ways to track your actions.
This step is essential for understanding what to focus on in the following year.
Ensure you have the necessary analytics in place for effective measurement.
Managing Product Pages After the Holiday Season
As the holiday season draws to a close, consider how to handle product pages for holiday gift sets.
Even if a gift set or product performed exceptionally well and you intend to offer it again next year, it will take time for the page to regain relevance.
Therefore, it's advisable to keep the pages live without making them visible to regular site visitors.
Once the holiday season approaches again, you can link to these pages, rather than creating entirely new ones. This approach is more efficient than deleting and recreating pages.
Holiday Season SEO
The time to start preparing for Black Friday and the holiday season in 2023 is now.
Begin creating holiday gift pages, promoting them on social media and through email marketing, introducing new products, implementing structured data, repurposing existing content, optimizing for speed and mobile, and developing a measurement plan.
Remember to keep product pages for holiday gift sets active but hidden from regular site visitors, as this approach is more efficient for future use.
Be well-prepared, and start now!
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