Before the event, we focused on adapting the content to answer informational searches, making sure our clients stood out in the news carousel and ranked their publications organically. As a result, we achieved a prominent presence in the search results for the keyword “Black Friday”, with double appearances in the Top stories module and a publication in the national top 4.
In addition, the strategies we used included answering frequently asked questions, geolocating results for clients with a physical presence in several regions, and segmenting by product type, which resulted in greater visibility through the news module and a better CTR for those publications. Adapting and optimizing the content to specific search trends has been key to our clients' success this Black Friday.
What buying links is for
Buying SEO links is a strategy that aims to strengthen a website's authority by getting quality links from other pages. Below are some of the fundamental reasons to consider this tactic:
- Improved domain authority: Domain authority is a critical factor for search engine performance. Buying links from relevant, high-authority websites can contribute significantly to raising the authority of your own domain.
- Increased visibility in search engines: Links are like votes of confidence in the digital world. The more quality links point to your site, the more likely search engines are to consider your content relevant and rank it more prominently in the results.
- Boosted organic traffic: Links not only affect your position in the search results, they can also generate direct traffic. A link placed strategically on a related site can attract interested visitors, thus contributing to organic growth.
Black Friday searches in News and SERPs
In the run-up to the event, search intent related to Black Friday is purely informational: people look for information about dates, promotions, businesses that will take part in the event, etc.
That is why what we did was adapt all the content published before the event to address this type of search intent, with the goal of standing out in the news carousel, ranking the publications organically or even appearing in Discover. In short, drawing as much attention as possible.
These were some of the results for the main keyword “Black Friday”, appearing twice in the Top stories module under the “Dates and discounts” category or placing a publication in the national top 4 of the organic results.
People Also Ask: “When is Black Friday”
Within the content structure we worked on, we ask several exact questions with the aim of also securing a spot in the featured question results, for example:
Local Black Friday search: “Black Friday Galicia”
Another strategy we implemented to work with a client with a physical presence in most Spanish regions was to geolocate the results, using the most relevant media outlets in each region and directly targeting the keyword Black Friday plus the name of the region.
Black Friday search by sector: “Black Friday appliances”
Another technique we used with positive results was segmenting by product type. We targeted different types of products that generated searches during the event, giving the promotions visibility through the news module and ranking several publications organically.
During this strategy, we edited some of the featured images, adding “Live” labels and buttons, which helped us increase the CTR of these publications.
Final conclusions
In this case, we have shown part of the strategy we mapped out for a single client, blurring the publications for privacy reasons.
All of it was carried out through our free managed service, analyzing the client's needs and possibilities and making the best choice of media outlets and content for them.
When the client came to us, they needed a strategy that would let them reach as many users as possible before and during the Black Friday event, as well as strengthen the landing page dedicated to the event.
We split the publications into different stages, launching a first batch of informational content that we used not only to address the specific search intent we were targeting, but also to give the brand visibility by featuring its Black Friday campaign in the content and announcing its start dates, the types of products that would be discounted and other details of its campaign.
In the second stage, we ran all the more transactional publications, scheduling them for the days before the event and even for the day of the event itself.
In the end, we managed to give our client's campaign visibility and strengthen the link profile of its specific Black Friday URL, which will keep serving it in the years to come.
Black Friday, Christmas, reputation… At Growwer we always analyze the specific needs of each project and suggest a strategy that delivers what the project really requires at that exact point, no more, no less. We adapt completely and strive to offer a professional, results-based service.
If you want us to help you with your strategy, just request the managed service and we'll get to work.
