Protecting Your Branded Black Friday SERPs

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

 

ToysRUs.com did a good job with their PPC ad. However, they failed to claim the number one spot on a branded SERP.

 

Macys.com Black Friday SERP

 

Macys.com also capitalized on a Black Friday PPC ad. Despite having what looks like a static page for Black Friday, they are still stuck in the #2 spot on their branded SERP.

 

Kmart.com Black Friday SERP

 

Kmart.com allowed two different websites to beat them for their own result. Shame on them.

Kmart.com allowed two different websites to beat them for their own result. Shame on them.

 

JCPenney.com Black Friday SERP

 

JCPenney-BlackFriday-SERP

JCPenney.com had a really solid PPC ad with mentions of both Black Friday and Cyber Monday. They need to get that nice static page up from #2 to #1 if they want to be in the winners column.

 

HomeDepot.com Black Friday SERP

 

HomeDepot.com is similar to everyone else in this group. PPC ad, but unable to claim the #1 spot in their SEPRs.

HomeDepot.com is similar to everyone else in this group. PPC ad, but unable to claim the #1 spot in their SEPRs.


 

Branded Black Friday Winners

 

Kohls.com Black Friday SERP

 

Kohls.com has a PPC ad managed to get the #1 spot in their SERPs. The Ad could be better, but they are doing alright here.

Kohls.com has a PPC ad managed to get the #1 spot in their SERPs. The Ad could be better, but they are doing alright here.

 

Target.com Black Friday SERP

 

Target.com managed to have no competitor PPC ads on their branded query. On top of that, they own the #1 spot in their Black Friday SERP. Nice job.

Target.com managed to have no competitor PPC ads on their branded query. On top of that, they own the #1 spot in their Black Friday SERP. Nice job.


 

Branded Black Friday Biggest Losers

 

Sears.com Black Friday SERP

 

Sears.com has a PPC ad, but it completely misses the mark.  In organic, they allow two websites to beat them in the SERPs. On top of that, they allow another brand to get organic sitelinks on their branded query.

Sears.com has a PPC ad, but it completely misses the mark. In organic, they allow two websites to beat them in the SERPs. On top of that, they allow another brand to get organic sitelinks on their branded query.

 

Walmart.com Black Friday SERP

 

Walmart did a good job on their PPC ad. That's where the good part of this SERP ends for them. They are result #4 for their own branded query. Their Black Friday sale triggers news results, but there is no guarantee those sites will funnel the traffic effectively to Walmart.com.

Walmart did a good job on their PPC ad. That’s where the good part of this SERP ends for them. They are result #4 for their own branded query. Their Black Friday sale triggers news results, but there is no guarantee those sites will funnel the traffic effectively to Walmart.com.


 

Branded Black Friday Biggest Winner

 

BestBuy.com Black Friday SERP

Best Buy's SEO team did the best job of protecting their branded Black Friday terms.

Best Buy’s SEO team did the best job of protecting their branded Black Friday terms.


 
 

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.