November SEO Winners & Losers — Tyson Stockton // Previsible
Tyson Stockton
Previsible
- Part 1 November SEO Winners & Losers — Tyson Stockton // Previsible
Show Notes
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02:45Trends in Black Friday shopping this yearRather than search demand spiking around Black Friday, it started earlier in the year. So, people start shopping before Black Friday which results in search demand no longer peaking on Black Friday.
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04:24Black Friday best practices for SEOsSearch demand for terms like Black Friday TVs showed traffic increasing up to Black Friday, rather than peaking on Black Friday. SEOs need to focus on all their sales pages to accommodate the shift in consumer buying patterns for the season.
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05:43eCommerce Black Friday SEO winnersBlackFriday.com is the top-ranked website for Black Friday-related terms. Within eCommerce, Targets Black Friday sale pages had more ranking keywords and higher ranking keywords than Walmart's.
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07:47Smaller brands that gained traction during the Black Friday seasonWithin Black Friday-related search terms, smaller players didnt attain any significant rankings. This search demand could have been the result of consumers opting to go directly to their preferred big-box retailer websites instead of searching generic terms.
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08:50Black Friday winners and losers from the top 10 online marketplacesWhile Amazon had no significant change in SEO performance, Walmart saw an uptick in its overall search visibility. eBays SEO performance softened, and within Black Friday-related terms, more SERP features were present in the week leading up to Black Friday.
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10:23Google SERP features and Black Friday keywordsDuring the week leading up to Black Friday, there were more SERP features like news and video carousels on desktop. However, as it got closer to Black Friday, some of those SERP features werent as present on desktop.
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11:18SEO winner of the Black Friday seasonTarget is this months winner because of how they integrated their Black Friday sales pages to their other sales pages. By doing this, other category-related sales pages benefited from an increase in conversions as well.
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11:49SEO loser of the Black Friday seasonBlack Friday is declining as a peak event for eCommerce brands. So, losers were those brands who focused solely on Black Friday terms rather than the general category pages during the holiday sales period.
Quotes
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"You can see in Google Trends that Black Friday peaked two years ago. From then, every year at the peak of Black Friday still has a nice rise, but it's been diminishing every single year." -Tyson Stockton, Co-Founder, PreVisible.io
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"As SEOs you can't go all in just on the one page of Black Friday sale. There needs to be a focus across the entire sale pages because people are still looking for the deals." -Tyson Stockton, Co-Founder, PreVisible.io
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"Within the specific terms, Black Friday, BlackFriday.com is still the one that's largely owning a lot of the real estate. They are the top-ranked website for it." -Tyson Stockton, Co-Founder, PreVisible.io
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"Within eCommerce brands, the one that stood out more than the others would be Target. They were the ones I saw the best experience for and the strongest rankings." -Tyson Stockton, Co-Founder, PreVisible.io
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"Rather than searching for a generic term like, “I want deals”, people are going directly to or searching for their preferred retailer, and then going directly to them." -Tyson Stockton, Co-Founder, PreVisible.io
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"eBay regained some market share in the June algorithm update. But since the August time period, we've been seeing a little bit of a softening from eBay's overall SEO performance." -Tyson Stockton, Co-Founder, PreVisible.io
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"The week leading into Black Friday, there were more SERP features, especially on desktops." -Tyson Stockton, Co-Founder, PreVisible.io
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"We're seeing the decline of Black Friday as a peak event, and its becoming more of an overall sales period." -Tyson Stockton, Co-Founder, PreVisible.io
Up Next:
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Part 1November SEO Winners & Losers — Tyson Stockton // Previsible
Tyson Stockton, PreVisible.io Co-Founder and Education Partner, looks at the trends behind SEO’s biggest movers, shakers, and slackers in November. Black Friday hasn’t been the same since the pandemic, and SEOs can no longer just focus on the Black Friday sale page to capture search demand. In fact, brands that took this approach to Black Friday were overshadowed by those that understood that Black Friday has become a sales period. Today, Tyson discusses this month’s SEO winners and losers.
