What can eCommerce brands can do now to boost sales from SEO before Black Friday?
If you run an e-commerce store, there’s a good chance Black Friday is already circled (in bold) on your calendar. And with good reason. In 2024, UK shoppers spent a whopping £1.12 billion online on Black Friday alone — that’s a 7.2% jump from the previous year, according to Adobe.
It might still feel a bit early to be thinking about festive sales while the sun’s (hopefully) still shining, but when it comes to showing up in organic search results, the groundwork starts well in advance.
SEO and AEO (answer engine optimisation) aren’t last-minute jobs. They require time, consistency, and a bit of forward planning, which is why this is the perfect window to refine, optimise, and plan so that, when Black Friday rolls around, your site is ready to grab its share of the spotlight.
Whether you’re using an ecommerce SEO agency or going it alone, let’s explore what you can be doing right now to get your site SEO-ready for Black Friday and beyond.
The benefits of SEO for e-commerce during peak season
It’s tempting to throw all your energy (and budget) into paid ads in the run-up to Black Friday, especially with the pressure to stand out amongst the noise. But during peak season, SEO can be one of your most powerful tools. Why? Because while everyone else is competing in an auction, you’re building a channel that keeps delivering without paying for every click.
But to get there, you need to plan ahead, so follow the steps below.
Optimise your Black Friday Landing Page
Your Black Friday landing page is the hub of your seasonal SEO strategy. If you already have one from last year, you’re ahead of the game because keeping the same URL helps preserve the page’s authority, meaning it’s more likely to rank again this year. But the key is to keep it active year-round and start refreshing it well before November.
Why You Need a Dedicated Landing Page
A dedicated page helps you to build topical authority specifically around your Black Friday offers.
Even if your deals haven’t been finalised yet, that’s no reason to wait. Use placeholder content to start building relevance. Google rewards pages that demonstrate usefulness and authority over time.
Look at this example from festive behemoth - John Lewis. If you Google John Lewis Black Friday 2025, you can see the example of their page in the Search Engine Results Page (SERP)
The landing page itself is fairly basic, but provides links to common category pages alongside a CTA to sign up now for Black Friday/Cyber Monday (BFCM) deals and also points users to their current summer sale.
Want to update your Black Friday landing page(s)? Here’s how you can start
Introductory content
Begin crafting copy that outlines what your customers can expect from your Black Friday offers. This will depend on what you sell, but it’s wise to consider your overall offering, then categories and invidivual products.
For example - black Friday deals on electrical goods, black Friday deals on TV’s and then Black Friday deals on Sony Bravia.
Metadata
Update your title tag and meta description early. For example:
“Black Friday 2025 – Early Deals on [Product Type]
Email sign-up prompts
Add a call to action encouraging users to sign up for early access to deals. This not only helps build your list but also increases user engagement, which can indirectly boost SEO.
Whatever you do, don’t delete or replace your old Black Friday page with a new one each year. This resets all the SEO progress you’ve made. Instead, repurpose and refresh. You can change the imagery, update the copy, and tweak the layout, just keep the URL and core structure consistent.
If You’re Starting From Scratch
No page yet? No problem, but do get one live ASAP. Even a basic layout with “Coming Soon” messaging, a sign-up form, and a bit of descriptive text is better than nothing. Then build on it over the coming weeks.
Start Building Backlinks to your Seasonal Pages
Backlinks remain one of the strongest ranking signals in Google’s algorithm. If you want your Black Friday page to actually rank — and not sit buried on page three — you need to start earning links to it now. Not the week before the sales go live.
The Challenge with Seasonal Pages
One of the biggest problems with seasonal pages is that they don’t have year-round link equity. Most brands create a new page every year or only publish the page a week or two before Black Friday, which gives them little time to attract links organically.
That’s why doing it early gives you a real advantage. You’re giving your page time to mature and time for your link-building efforts to pay off.
SEO Tactics to Start Now
Here’s how to start getting backlinks to your Black Friday page before the sales begin:
Pitch Roundups and Deal Guides Early
Many publishers and bloggers create roundups like “The Best Early Black Friday Deals” or “What to Expect This Black Friday.” They often start planning these in August or September, especially for gift guides and high-ticket items.
Reach out now to get included before their editorial calendars are full — this is where a smart digital PR strategy can really shine.
Create Shareable Assets for Digital PR
You don’t need to wait until you have live offers. Create a “Black Friday Predictions” guide or a “What to Expect from Black Friday 2025” blog post on your site and link internally to your landing page.
This type of content works exceptionally well for digital PR outreach and provides journalists and bloggers with something relevant to feature before your sales launch.
Tap Your Existing Relationships
Got stockists, brand partners, or influencers you’ve worked with before? Ask if they’d be happy to include a link to your Black Friday page in a newsletter, blog, or even a social post with a “More deals coming soon” teaser.
Repurpose Last Year’s PR Wins
If you were featured in gift guides or Black Friday deal roundups last year, go back to those publications and ask if they’re planning something similar this year. Mention that your new page is already live and ask them to update the old link.
Internal Linking Matters Too
While backlinks from external sites are crucial, don’t overlook internal links. Link to your Black Friday page from:
Relevant blog content (past and present)
Your homepage or sitewide banner
High-traffic product or category pages
This helps pass authority from well-ranked pages on your own site and gives Google more signals that your Black Friday page is important. While you may not want to promote the page too early, revisiting your old blogs can be a great way to update your internal links.
Start Publishing Seasonal Blog Content
Seasonal content is one of the easiest ways to boost visibility and stay relevant to what your audience is already searching for. The earlier you get it live, the better chance you have of ranking in time for those all-important peaks in traffic. Think early bird gift guides, top 10s, “what to expect this Black Friday” — all of it helps you build relevance and gives you content you can share on social media, link to in emails, and repurpose across different channels.
When it comes to topics, focus on what your customers are genuinely looking for at that time of year. For example:
“The best [category] gifts for Christmas 2025” – a round-up of your products, with ideas tailored to different audiences (gifts for him, her, kids, under £20, luxury splurges).
“Black Friday deals: what to expect this year” – give people a sneak peek at trends, talk about the types of discounts you’ll be running, or share insights from last year to set expectations.
“How to spot a genuinely good deal this Black Friday” – show your expertise and build trust by helping readers cut through the noise of fake discounts and overhyped promotions.
You don’t need to stop at just gift guides or deal previews, either. Think broader:
A New Year “what’s trending in [industry] for 2026” blog to catch post-Christmas interest.
Valentine’s Day or Mother’s Day gift guides with a quick turnaround — perfect for showcasing smaller-ticket items.
Seasonal how-tos, like “How to get your home winter-ready” or “Summer essentials for [your category].”
The aim is twofold: you’ll build organic traffic now by targeting seasonal keywords, and you’ll also warm up your audience ahead of promotions. By the time Black Friday or Christmas campaigns land, they’ll already have engaged with your brand — making them far more likely to buy.
While it feels like summer is still here, what you do now will help you achieve your goals in the most competitive time of the year, and set your business up for a strong finish to 2025.
