Case Study: Black Friday Post Creates a Conversion Spike
This SEO tactic drives strong traffic on searches related to a specific event. Here’s how you can use an event as a keyword and trigger a spike in sales.
Every once in awhile, you get thrown a softball. A perfect piece of low-hanging fruit is suddenly right in front of you.
For example, it doesn’t take an advanced marketing degree to know that there is a surge in spending on the Black Friday weekend. It is, more or less, a national shopping holiday.
The key with these softballs is recognizing – and taking advantage of them.
Marketing 360® has an eCommerce client who executed a fairly simple tactic. The NLA® team created an SEO landing page targeting these keyword phrases:
- Black Friday truck wheels
- Black Friday SUV wheels
They also optimized for variations of this search that showed buying intent, such as “sales”, “deals”, and “discounts”.
The result is a page one organic ranking for these searches.
Even though this is a fairly specific search, it garners considerable traffic around the Black Friday period. On a website with 37,679 organic clicks during the month of November, this page was the 6th most popular.
This contributed to the expected surge in sales during the Black Friday weekend.
Consider your business and events like Black Friday, Cyber Monday, Christmas, New Years, Easter, The 4th of July, Halloween, the Super Bowl…any event that motivates a certain type of shopping. The event itself becomes part of the keyword phrase.
Then create a landing page that is optimized organically for the search phrases. Include links to all the product pages where you have deals and discounts.
Chances are you’ll find these search phrases fairly easy to rank highly for. You’ll win traffic from shoppers with high buying intent and have the chance to see one of these “conversion spikes”.
Low hanging fruit is a great thing, but only when you recognize it and take action. Pick it before your competition does.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
