Best Practices for Search and Social Media to Get Found on Black Friday


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In 2012, Black Friday was the single biggest day for retail website traffic, up 20.7% from the 2011 holiday season. Online sales on Thanksgiving grew by 17.4% from the previous year, showing that consumers use this day to jumpstart their holiday shopping and research. Attend this webinar and learn key search marketing and social media strategies to drive more drive traffic to your website and brick-and-mortar stores during this critical kick-off to the 2013 holiday season. Search marketing and social media experts from Covario and Rio SEO will engage in a round table discussion as they discuss strategies, tips and tactics you can put in place now to prepare for next month’s big day.

Key topics include:

+ 2012 Black Friday client case studies – what worked and what didn’t

+ Basic and advanced SEO strategies, including keyword research and selection, creating interactive and engaging content, as well as new and innovative campaign ideas

+ Strategies to maximize your paid search ads to get the most of every search query

+ Local search strategies to target consumers searching with local intent across multiple devices

+ Benefits of social retargeting to your brand advocates and their ‘look-alikes’

Moderator: Steve Beatty, Sr. SEO Director, Covario


Jessica Lambert, Sr. SEO Strategist, Covario
LuRae Lumpkin, VP of Global Paid Media Services, Covario
Bill Connard, VP of Local Search Solutions, Rio SEO
Ben Straley, VP of Social Technologies, Rio SEO

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  • Increased frequency of price matching and free shipping deals, combined with more online retailers to choose from, has encouraged shoppers to spread purchases across multiple sessions.
  • Google Trends reports increased search demand for Black Friday and Cyber Monday terms. With increased awareness & retailer adoption, this number will continue to see gains.
  • Select keywords appropriate for your vertical based on search demand, internal search data, competitiveness & include product specific searches
  • Its is KEY to gain the valuable traffic and power driven by optimizing your map listings for:Correct Business InformationLocal DescriptionsImagesProper Local Categories Link to Local Landing Pages
  • Without having a designated landing page for Black Friday it will be near impossible to rank for affiliated terms. If you don’t have the development time; optimize your meta descriptions for Black Friday terminology to increase CTR on the SERPs.Make sure:Mobile site is optimized for Black Friday related termsThere are Black Friday landing pages accessible on a mobile deviceAll product level fields such as price & reviews are up-to-dateHave optimized local landing pages for all brick & mortar locations
  • Build relevant local backlinks to your local landing pages or website through optimization across Acxiom, Infousaexpressupdate, and NeustarLocaleze found on:GPS DevicesLocal Data ConfirmationNavigation SystemsNiche Directories
  • Gift ideas? Product reviews? Most popular stocking stuffers? Last minute deals?Consumers are more informed than ever before & thrive on content that helps them in the decision making process. Creating engaging content that will support other holiday related vernacular while pointing back to your main Black Friday page will heavily support your Black Friday strategy & ultimately your ROI. Start generating content for Black Friday early to build buzz, link equity & positive social engagement. Countdown clocks, daily promotions days/weeks before the final day, & even early “black Friday” promotions ensure an advantage on your competitors.
  • Best Practices for Search and Social Media to Get Found on Black Friday

    1. 1. Get Found on Black Friday Best Practices for Search and Social Media MediaPost Webinar Series #blackfridayseo / @covario / @rio_seo
    2. 2. Here with you today Paid, Local, Social and Organic Search Experts… Steve Beatty Sr. SEO Director Covario Matthew Hanagan Senior Manager, SEO JCPenney Bill Connard LuRae Lumpkin Ben Straley Jessica Lambert VP of Local Search Rio SEO VP of Social Technologies Rio SEO #blackfridayseo VP of Global Paid Media Covario Sr. SEO Strategist Covario
    3. 3. Welcome to the discussion  What We Found • 2012 & 2013 case studies – what worked and what didn’t • Tips from JCPenney’s Matthew Hanagan  SEO, Paid Search, Local, and Social Strategies • What to do Now • What to do Short Term • What to do Long Term  Q&A and More Resources #blackfridayseo
    4. 4. What Have WE Learned Insights from Past Black Friday Campaigns #blackfridayseo / @covario / @rio_seo
    5. 5. 2012: Desktop VS Mobile/Tablet Traffic Desktop traffic experienced a less impressive +10% lift Mobile traffic across all web channels was up +24% 5,000,000 4,500,000 500,000 4,000,000 450,000 3,500,000 400,000 3,000,000 350,000 2,500,000 300,000 250,000 2,000,000 200,000 1,500,000 150,000 1,000,000 100,000 500,000 50,000 0 Nov 15-19 Nov 22-26 0 Nov 15-19 Nov 22-26 Traffic driven by mobile/tablet devices was highest on Thanksgiving Day and Black Friday while desktop traffic spiked on both Black Friday and Cyber Monday. #blackfridayseo
    6. 6. 2012: Tablet Search Traffic By OS Apple dominates market with 83.83% of tablet traffic 2.72% 1.28% 12.17% Android Apple Other RIM 83.83% Nov 22 - Nov 26, 2012 #blackfridayseo
    7. 7. Black Friday 2012 Review Activity on Cyber Monday 160% 140% 120% Average order value (AOV) decreased 29% for two years in row 100% 80% 60% 40% 20% 0% -20% -40% Visits #blackfridayseo Orders Revenue AOV
    8. 8. What’s Trending For Black Friday 2013 48.9% of retailers expect to offer Free shipping US retail ecommerce sales will grow 14% on avg. from 2012 - 2017 #blackfridayseo
    9. 9. 2013 Will Be Bigger Than Ever Before Rank Website 11/23/12 11/22/12 1 Amazon 28,687,448 25,020,945 15% 2 Walmart 18,414,113 24,612,631 -25% 3 Best Buy 9,186,980 11,478,521 -20% 4 Target 8,752,148 11,405,555 -23% 5 JCPenney 5,517,400 4,393,553 26% Source: Experian Marketing Services #blackfridayseo % Change Top 5 retail sites visited on Black Friday create over 150 Million Visitors
    10. 10. What You Can Do Now Immediate Strategies to Succeed this Black Friday #blackfridayseo / @covario / @rio_seo
    11. 11. Build Your Organic SEO Foundation Holiday Related Keyword Variations & Insights 700000 600000 500000 400000 300000 200000 100000 0 Convert with Offers & Incentives in current initiatives Start with Keyword Research and Selection #blackfridayseo / COVARIO
    12. 12. Properly Allocate Your Budgets Properly allocate your budgets to cover Black Friday AND Cyber Monday Cyber Monday LuRae Slide Black Friday #blackfridayseo
    13. 13. Be Visible To Local Consumers Claim your local MAP listings on Google, Yahoo and Bing #blackfridayseo
    14. 14. Make Content Sharing Fast & Easy Hidden Social Opportunities • 1% of your audience can drive 10%, 20%, or more of site traffic • 90% of users share the URL via copy and paste or mobile share Tactic Potential Impact “Call to Share” Add Sharing Buttons Above the Fold 5-7X Increase in Sharing Limit Sharing Options to 5 – Including Email #blackfridayseo 3X Increase in Sharing 1.5X Increase in Sharing
    15. 15. Strategy For The Rest Of 2013 More Opportunities for the Holiday Season Rush #blackfridayseo / @covario / @rio_seo
    16. 16. Act Now To Convert Searchers Create evergreen landing pages and optimize your meta descriptions Optimize for in-store shoppers or price comparisons through a mobile presence #blackfridayseo
    17. 17. Maximize Every Search Opportunity Get tags in place for a second chance at messaging prospects with remarketing Be present on all device types AND have the right landing page experience across devices #blackfridayseo
    18. 18. Send Data To The Local Ecosystem Enhance your local business presence by submitting to 3 Major Data Aggregators #blackfridayseo
    19. 19. Social Influencer Retargeting Easily Remarket to your brand advocates • • • Tag Your Content Create Target Segments Scale Targeted Segments #blackfridayseo
    20. 20. Best Practices For The Future Planning For Digital Marketing Strategy Long Term #blackfridayseo / @covario / @rio_seo
    21. 21. Build Content for the Long Term Create supportive long tail SEO content Utilize current campaigns for early publication next year #blackfridayseo
    22. 22. Long Term Increased Conversions 1. Leverage all ad extension types 2. Create landing pages designed for paid media 3. Be found across device types – especially mobile 4. Organize campaigns by expected volume and budgets for maximum, continuous coverage 5. Align shopping feeds with product availability 6. Test, test, test – carve out a testing budget #blackfridayseo
    23. 23. Long Term Local Search Strategy 1. Build Local Landing Pages 2. Build Mobile Landing Pages 3. Best Practice Local SEO 4. Claim and Optimize Map Listings 5. Validate and Verify NAP on Information Services & Directories #blackfridayseo
    24. 24. Maximize ROI from Social Sharing 1. Conversion AND Sharing = Dual Goals for Your Content 2. Recognize and Reward Users for Sharing 1. Referral Rewards 2. Gamification 3. Measure and Track ROI and Identify Drivers of Sharing #blackfridayseo
    25. 25. Thanks For Joining! Get Found on Black Friday Best Practices for Search and Social Media MediaPost Webinar Series / 855-236-2095 / 855-236-2103 #blackfridayseo / @covario / @rio_seo