Black Friday SEO: Keys to Multiplying Revenue in 2025

By focusing on SEO for Black Friday, your online store can drive higher sales and increase revenue. This campaign isn’t just a day of massive sales, but also the grand finale of the year-round shopping season, along with Cyber ​​Monday . It can even extend from just Friday to the entire week (Black Week) or month (Black Month).

The key is to plan ahead and build organic visibility in advance so you are ready for the big day. Think of it as a preseason for a top team. Train well beforehand, and when the event arrives, you will have a strategy in place and a stronger chance of success. 

How can you prepare your brand’s website for Black Friday SEO? Here’s a guide with 11 key points to consider for your SEO strategy during this year’s Black Friday campaign. So your customers don’t have to search through thousands of options, because you’ll be the first to appear on their screens. In case you’re still not sure, when is Black Friday in 2025? It’ll be November 28th. 

How to prepare your ecommerce SEO for Black Friday? 

Black Friday is often associated with big marketing budgets. However, the real competitive advantage lies in SEO, as it gives you consistent organic visibility, attracts more qualified traffic, and boosts your long-term positioning. 

Here are some SEO tips for Black Friday so that you can achieve better results this campaign and ensure that they last over time. 

Identify whether the online store can play on Black Friday (or not)

Not all e-commerce businesses can afford to run a Black Friday campaign based on massive discounts. For example, if you sell products without high seasonal demand, the effort may not be worth it. Ask yourself questions like: 

• Do my products have significant searches on Black Friday? 
• Can I offer competitive discounts without sacrificing margins? 
• Are there more interesting campaigns for my sector.
• Are there enough discounted products to generate a dedicated Black Friday page cluster or just a landing page?

Don’t lose URLs from one year to the next

One of the most common mistakes is creating a new URL for each Black Friday campaign and deleting the landing page at the end of the campaign. What impact does this have on your brand’s SEO? It means losing page authority and accumulated backlinks. 

One practice we recommend is to use an evergreen URL and maintain the same URL year after year (for example: https://yourdomain.com/black-friday-offers) and update the content. Avoid URLs such as: https://yourdomain.com/black-friday-offers-portatiles-2025, since in this case the URL will still need to be changed with the change of year.

This way, the link stays active and you avoid starting from scratch every year. Plus, you can use that landing page during downtime to capture leads with a subscription form to notify them when offers begin. 

Synergies with other acquisition channels

SEO gains even more traction when integrated into an omnichannel strategy to boost overall results. For example, you can focus on the following channels:

• SEM/PPC. Optimising your landing page for SEO helps improve your Quality Score in Google Ads and Meta Ads, reducing your cost per click. (CPC).
• Email Marketing.Email campaigns should direct traffic to the optimised URL, consolidating authority in one central location. You can complement this with SMS Marketing or by incorporating WhatsApp into the strategy.
• Social Media. Communication on social platforms should generate excitement and drive traffic to the campaign’s main landing page.

If you’d like to learn more about creating an omnichannel strategy with SEO at its core, we’re here to offer you a personalised solution.  Let’s talk!

Segment strategies based on RFM analysis of the business

RFM (Recency, Frequency, Monetary Value) analysis allows you to segment your customer base based on their purchasing behaviour . This business intelligence must be connected to your SEO strategy. 

If your highest-value customers favour a specific product category, feature that category prominently on your Black Friday page to boost conversions.

Practical example:   

Imagine that after analysing your database, you discover that your highest-value customer segment (those who spend the most and buy most frequently) show a clear preference for high-end gaming laptops. 

In this case, your Black Friday page(s) should highlight this category in a prominent place. For example, by including a banner at the top or a featured products section at the beginning. 

This way, you not only align your offer with what those customers want, but you also maximise conversion rates and increase campaign ROI.

Other examples for other audience groups could be: 

• Loyal customers . Reward them with early access or extra benefits.
• Occasional buyers . Engage them with more visible promotions.
• New users . Capture attention through enticing discounts and well-prepared product listings.

Prepare the phases with enough time

In SEO, results aren’t immediate. Search engine algorithms require time to process and assess adjustments. Ideally, start at least three months before Black Friday. Or better yet (if possible), work on the strategy immediately after the previous campaign ends. 

However, below is a timeline for developing your brand’s Black Friday SEO strategy: 

• August – September (Strategic Phase): Keyword research, technical website audit, information architecture definition, and content planning.
• September – October (Implementation Phase): Content development and publication, metadata and heading optimisation, and implementation of the internal linking strategy.
• November (Activation Phase): Final web performance check, coordinated campaign launch, and ranking and traffic monitoring.
• December (Analysis Phase): Gathering and analysing performance data to draw conclusions and define optimisations for the next edition.

Aligning supply with search demand based on data

Selecting products to promote should not be based on intuition, but on data. It’s a good idea to review: 

• Search trends on Google Trends.
• Keyword volume in SEO tools in the run-up to Black Friday.
• Best-selling products from past campaigns.

Aligning your inventory with existing search demand is critical to maximising revenue. This ensures your catalog is tailored to what customers are searching for during those dates. 

Working on headings, texts and products

Your content should match what users are looking for. Achieving this requires carefully refining and aligning your page elements to meet both user intent and search engine expectations. Do your best:

• Titles with keywords and a catchy focus. For example, your H1 could be: “Black Friday 2025 Deals on (product or service you offer).”
• Optimised meta title and meta description . They should grab attention in search results, including calls to action (CTAs) and key differentiators. For example: “Up to 50% off” or “Free shipping.” 
• Valuable content. In addition to the products themselves, the text should provide useful information and include descriptions that explain the products’ benefits.  
• Optimise product listings.The listings for individual products on sale should also be carefully crafted to capture long-tail searches. Also include clear technical data and visible reviews. Not only visually, but also in the Schema.org structured data , including both the original and sale prices.

Internal linking

Think of your website as a map: internal links are the signals that guide both Google and your users.

• Link to your Black Friday landing page from your homepage and main categories. This action conveys the priority relevance of that page to search engines.
• Create cross-links between related products.
• Prioritise link juice flowing to the main offers page.

Extra tip: URLs should be descriptive, readable, and concise, incorporating the main keyword. The same goes for the anchor text used to link to them.

Keyword Research specific to Black Friday 

A common mistake is to use only generic keywords. Ideally, you should:

• Do your research thoroughly. Don’t focus on the obvious, on terms like “Black Friday deals” that everyone uses. Take the time to use analytics tools and find hidden gems, more specific terms that your audience is actually searching for. Think about how they would say it: “Black Friday deals on 4K TVs?” or “Cyber ​​Monday deals on high-end phones?” These more specific searches often have a much stronger purchase intent. 
• Identify the intent behind the search. Not everyone is ready to pull out their card. Some just want to browse. Create content for each stage of the sales funnel with informational searches (When is Black Friday 2025?), comparative searches (“Best Black Friday phones”), or transactional searches (“Buy an iPhone on Black Friday 2025 cheap”). 

Loading speed and user experience (UX)

Fast loading times are essential for search performance and conversion rates, and this is addressed within technical SEO . It’s necessary to use tools like Google PageSpeed ​​Insights to diagnose and correct what’s slowing down your page speed. Google itself has a manual on the correct loading times for your website’s performance. 

Additionally, many purchases will be made via mobile phone. Make sure your website looks and works perfectly on any screen. If navigation isn’t intuitive, they’ll go to another store.

Black Friday SEO Targeted by AI Searches

In 2025, one of the channels gaining increasing importance is AI-powered searches. It’s essential to adapt your SEO strategy to achieve recommended results for various user queries in AI-powered searches, such as AIO overviews, Chatgpt, Claude, and Copilot, among others.

• Make it easy for AI to crawl : The first step to being able to appear in AI is to ensure that AI can crawl your content and that you aren’t blocking them, either through a robots.txt file or a CDN. Another point to consider is including an llms.txt file to make your online store’s context easier for AI to crawl. 
• Semantic optimisation and natural language : Use synonyms and variations, without limiting yourself to specific keywords, and use a rich vocabulary since AI understands the context and intent behind queries.
• Clear and accessible content structure : Use a heading hierarchy to structure your content, create lists, compare products with Black Friday discounts, and implement frequently asked questions with concise answers.
• Improve EEAT (Expertise, Knowledge, Authority, Trustworthiness): AI values ​​information from authoritative sources. For Black Friday, where trust in the purchasing decision is very important, it’s necessary to enhance this by demonstrating in-depth knowledge of the products and sector, working on the brand’s online reputation and exposure, obtaining links from relevant sites and citations with real customer reviews, improving transparency by identifying content authors, and ensuring accuracy with prices, availability, and conditions.

Why work on your Black Friday SEO strategy in advance?

SEO is a game of timing and consistency. Preparing your SEO strategy for Black Friday is a strategic necessity for four key reasons:

1. The nature of algorithms. Search engines require time to crawl, index, and evaluate the changes made to your site. The results of SEO work are not immediate. If the landing page goes live on launch day, it won’t have enough traction to rank adequately.
2. Cost of acquisition (CAC) optimisation. Strong organic positioning reduces dependence on paid campaigns, the costs of which increase exponentially during Black Friday.
3. Building brand authority. Strong pre-event positioning generates trust and positions the brand as a benchmark in the consumer’s mind.
4. Generation of long-term digital assets. The technical optimisations, content, and authority accumulated by the campaign URL are assets that endure and benefit the domain as a whole beyond the duration of the event.

If you haven’t started your SEO strategy for Black Friday yet, we’re here to help. Our SEO team can create and implement the tailored action plan your ecommerce business needs to achieve maximum results during the year’s most important campaign. Shall we talk?