Black Friday SEO Takeaways — Jordan Koene // Searchmetrics

Searchmetrics’ SEO Strategist, Jordan Koene, reviews Black Friday. Consumers are researching products online and opting to go in-store for purchases. Plus, eCommerce sales have dipped since 2020. With the trend continuing into the holiday season and consumer wallets tightening, challenges lie ahead. Today, Jordan takes a look at what happened over Black Friday.

Show Notes

  • 03:33
    Why Black Friday and Cyber Monday 2021 sales were down
    Consumers have come to expect deals all year round. Plus, supply-chain issues reduce consumer confidence in terms of shipping deadlines.
  • 05:14
    Trends in SEO for Black Friday and the holiday season
    Customers did more online research before purchasing. So, online cyber monday conversions were lower. Due to shipping issues, people opted to purchase products in physical stores.
  • 07:26
    How Black Friday is changing
    Consumers have less disposable income now and are more hesitant about purchases. However, there's been an increase in buy now, pay later practices amongst consumers.
  • 08:28
    Optimization and the holiday season
    While consumption patterns have reduced, people will still be shopping online and looking out for items they are unable to locate in physical stores.


  • "Folks that monitor sales recognize 2021 and the Cyber Weekend as a down year." -Jordan Koene, SEO Strategist, Searchmetrics

  • "Consumers in the US, especially for online consumption, are expecting deals and offers to be coming all the time. So that's one challenge we're facing." -Jordan Koene, SEO Strategist, Searchmetrics

  • "If I have to buy it online, I expect it to be shipped to me. People just arent super confident in that right now, regardless of what the product may be." -Jordan Koene, SEO Strategist, Searchmetrics

  • "Specialty players saw a very strong performance. People went directly there, bought what they wanted and got out of there, versus the big box stores." -Jordan Koene, SEO Strategist, Searchmetrics

  • "We saw amazing traffic, but conversion numbers werent the same from previous cyber weekend deals. So people were finding these products, but they weren't buying." -Jordan Koene, SEO Strategist, Searchmetrics

  • "People arent waiting for products to arrive at their doorstep. Once they know what they want, they may physically go to a retailer that has it in stock and pick it up." -Jordan Koene, SEO Strategist, Searchmetrics

  • "Adobe analytics data indicates that there was a 460% increase in buy now, pay later options compared to 2019." -Jordan Koene, SEO Strategist, Searchmetrics

  • "There was a 250% increase in consumers finding out of stock items in eCommerce experiences this year compared to last year." -Jordan Koene, SEO Strategist, Searchmetrics

  • "eCommerce players are getting pushed into a corner because of supply-chain factors, human factors, and societal changes that are collectively pushing back consumption during the holidays." -Jordan Koene, SEO Strategist, Searchmetrics

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