Black Friday SEO: Six Things To Do Before November

A new Black Friday page can take one to two weeks to get indexed and settle into a position, and that’s before it has earned a single link. Publish in late November and Google is still working out what your page is while your customers are already buying.

In this masterclass, Neil Bates, our SEO team lead, shows you how to get the organic side sorted in September and October, so you go into November with the hard work already done.

What you’ll learn

• Why one permanent Black Friday URL beats a new page every year, and what to do with the page on 1 December
• How to build a hub and spoke structure around the category and brand searches that make you money
• How to use seasonal search data properly, and the three keyword patterns worth going after
• How to get your sale prices showing in Google, including markup and Merchant Promotions
• The Core Web Vitals numbers to hit, how to load test your site, and when to freeze it
• How to get your brand recommended when shoppers use AI tools to find a deal