Black Friday is a huge shopping event. A crucial week for most e-commerce sites.
Since I focus on e-commerce, I decided to take a quick glance at how some of the major retailers were doing this year at protecting their Black Friday Branded SERPs.
As you can see in the pictures below, I used a similar “Store Name Black Friday Ad” query for each of the retailers below. I took a screenshot of the results and grouped them into Winners and Losers. At the bottom of the post, you’ll find a few tips you can use if you run an e-commerce yourself.
Note: This post is focused on Black Friday, but can be repurposed for other competitive Brand + Keyword results as well. Think terms like “Zappos Coupons.”
Branded Black Friday Losers
ToysRUs.com Black Friday SERP
Macys.com Black Friday SERP
Kmart.com Black Friday SERP
JCPenney.com Black Friday SERP
HomeDepot.com Black Friday SERP
Branded Black Friday Winners
Kohls.com Black Friday SERP
Target.com Black Friday SERP
Branded Black Friday Biggest Losers
Sears.com Black Friday SERP
Walmart.com Black Friday SERP
Branded Black Friday Biggest Winner
BestBuy.com Black Friday SERP
Tips for Protecting Your Black Friday Branded SERP
Create a Static Page for Your Black Friday Sale
Creating a static page that you reuse year after year is an extremely important part of owning your branded black friday SERP. This allows you to update the page each year and continue to accrue links and authority to one page, thus giving it the ability to rank in the number one spot.
If your current company is creating a new page each year (domain.com/black-friday-sale-2014), you are doing it wrong.
Utilize a Subdomain
BestBuy.com was the only major retailer above utilizing a subdomain specifically for Black Friday. The result? Owning the #1 and #2 spot in the SERPs for their branded Black Friday query. A subdomain still gives you a better shot at owning two results in a competitive SERP compared to having multiple pages targeted at a keyword on the same domain.
Run PPC Ads
This should be a given. PPC + Organic work extremely well together. The cost bidding on your own brand is negligible so you should not ignore this. PPC allows you to pick your Copy, Offer and Landing Page. Something that is not as easy to manage in Organic.