Google offers Black Friday ‘best practice’ tips
Black Friday and Cyber Monday is edging closer and with the boom in ecommerce this year, the potential is huge. If you are going to create a specific Black Friday offering on your online shop (and ya should), there are a few things you should consider – other than our useful preparing for Black Friday tips, of course.
Search engine giant, Google, shared a few best practice tips for retailers to make sure things go according to plan. Spoiler alert: nothing ever really goes according to plan.
Google’s Black Friday Best Practice tips for ecommerce retailers
Get ahead of the game
We have told you this already, but if you do not want to take our word for it, perhaps you’ll listen to Google. Make sure that you create your Black Friday landing pages early.
This is especially important if you do not have a content strategy (wait, why do you not... ahem, we can help with that...and everything else, actually) that aligns with your shop and e-mail marketing. This will give Googlebot enough time to crawl, discover and index your pages.
Do not try and cheat the SEO stuff
As per Google’s blog on the topic:
Follow standard SEO best practices. A list of SEO best practices for landing pages can be found in our Search Engine Optimization (SEO) Starter Guide.
Link to the landing pages from your home page (or similar) to increase their prominence, helping users (and Google) find the landing page quicker.
Use a recurring URL, not a new URL for each occurrence of the event. Give the landing page of recurring events a meaningful URL that reflects the event that is used each year (for example: use /sale/black-friday, not /sale/2020/black-friday).
Make it pop
Just like the bubbly will pop to celebrate record sales. Make sure you include a relevant, high quality image or images. And do not forget the ALT text.
If your product images are a little bit less than fab, now is a good time to sort that out.
Do not forget to add a high-quality and up-to-date image of your offering.
Trim any whitespace around the borders of the image, and ensure that the image is visually engaging and is of good quality. For additional guidance on image quality, review the Google Images best practices and Images Web Fundamentals.
Get the data structured
Structured data is a must for all ecommerce retailers, so make sure yours is sorted. You know, so people can actually find your stuff.
Request a recrawl
Errrr….awks. Well, sort of. Recently, Google had serious indexing and canonical issues. While the bulk of these have since been fixed, they have disabled the “request indexing” option in Search Console while it undergoes maintenance.
Google said that they hoped to have it all back up and running before you realise you started way too late and none of your pages have actually been indexed.
We refer you back to tip number one: get started ahead of time.
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