Tag Archives: UK

Google Local Reviews With Guardian Top Ten Icon

Glass Digital shared a screen shot on Twitter of Google showing extra local review data from the popular UK paper, The Guardian. In fact...
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UK Biddable Media Awards 2017 Open for Entries by @sejournal

Join the UK Biddable Media Awards 2017 at the Montcalm Marble Arch, London, on May 25 2017. Send your entries now!

The post UK Biddable Media Awards 2017 Open for Entries by @sejournal appeared first on Search Engine Journal.

Bing UK now displaying National Health Service data for GP & hospital search queries

Searching for nearby GPs and hospitals on Bing UK will surface information pulled from the country's publicly-funded national healthcare system. The post Bing UK now displaying National Health Service data for GP & hospital search queries appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.
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Google and Bing to Demote Pirate Websites in UK Search Results by @MattGSouthern

Google and Bing have come to a voluntary agreement with the UK government to demote websites in UK search results which provide links to download copyright infringing content.

The post Google and Bing to Demote Pirate Websites in UK Search Results by @MattGSouthern appeared first on Search Engine Journal.

Google & Bing To Step Up Demoting Piracy From UK Search Results

News is out that Google and Bing have made a deal with the Intellectual Property Office and British Phonographic Industry (BPI) and Motion Picture Association organizations for both search engines to do better removing or demoting pirated content in the UK search results...

Google says no algorithm changes in new deal to demote pirated content in UK search results

Google and Microsoft Bing agree to reduce pirated content from their search results in an agreement named the Voluntary Code of Practice. The post Google says no algorithm changes in new deal to demote pirated content in UK search results appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

A Google Intrusive Interstitials Mobile Penalty False Positive

A site named Just Miniatures in the UK seemed to have been hit by the Google mobile interstitial penalty, when in fact, it probably should not have been. This is in addition to many sites that should have been hit...
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How Black Friday can lead to valuable organic search opportunities

Black Friday can be a great commercial opportunity for brands, but how can you create a successful strategy for the big day?

Black Friday is a perfect retail opportunity, but it still requires the proper analysis of data to create a strategy that will lead to desired results.

According to Adobe Digital Index, US online sales on Black Friday increased by 14.3% in 2015, while The Guardian reports that shoppers spent £1.1bn online in the UK on Black Friday in 2015.

The Pi Datametrics Gamma report offers interesting insights on what makes a successful Black Friday strategy and how US and UK brands react to it.

What makes Black Friday so appealing and what’s the first step towards an effective strategy?

The PIRP strategy

The first step is to create an effective plan to organise your actions. Pi Datametrics introduces the PIRP strategy:

  • Plan early
  • Influence at the right time
  • Peak at the right time
  • Repeat – utilise last year’s page

Every step is important and you can’t be prepared for a seasonal event without the right strategy. Therefore, it’s important to organise the content, plan how you will use it, analyse your audience, make the necessary consumer research and reach the peak purchase with a greater certainty on how your brand can stand out and boost sales.

Your Black Friday strategy should focus on capitalising the increased traffic, using it for future campaigns (Cyber Monday, Christmas, etc.)

How Black Friday can lead to valuable organic search opportunities

Identifying the most valuable organic opportunities

A valuable search term is one that may lead to the desired conversion, going beyond the traffic. This means that a brand shouldn’t always focus on the most popular choice, but rather the most useful one.

For example, the term “Black Friday” may have the highest search volume, but it’s the only the fourth most valuable search term on the day in the UK and the seventh most valuable term in the US.

How Black Friday can lead to valuable organic search opportunities

On the contrary, the term “Black Friday deals” seems to be the most valuable organic opportunity, both for the UK and US searches. A closer look at the two tables indicates how longer-tail keywords with higher relevance can become more valuable, offering bigger chances of conversion. It may even help a brand beat the competition, or reach a new audience by thinking outside the box.

How Black Friday can lead to valuable organic search opportunities

The rise of the term “deal”

Searches that include the word “deal” seem to be on the rise and most of them are specific enough to add value to the user.

Every year the number of searches for “deals” increases, which may help a brand understand its consumers and focus on the most useful terms.

How Black Friday can lead to valuable organic search opportunities

How US brands reach UK users

It’s interesting to note that US brands dominate Google UK, especially when it comes to the term “Black Friday”. Seven out of the top 9 sites in Google UK for “Black Friday” are US-based, which shows that UK retailers need to improve their optimisation.

The top five UK performers for “Black Friday deals” are Argos, Amazon UK, Currys, Tesco, and HotUKdeals, with many of them aiming at a consistent presence throughout the year. This allows them to implement the PIPR strategy and enjoy the results during the peak period.

How Black Friday can lead to valuable organic search opportunities

Argos reaches #1 on SERPs for “Black Friday deals” and it seems to be consistent during the year, with its landing page ensuring that it doesn’t miss its focus.

How Black Friday can lead to valuable organic search opportunities

How can retailers benefit from Black Friday?

Black Friday may be a great retail opportunity, but not all retailers benefit from it.

Moreover, it’s not just a day that will bring to your site a traffic boost and sales, but rather a carefully planned strategy which may run throughout the entire year.

Here are the key tips to remember:

  • Black Friday is not just about one day (plan ahead, think of future opportunities)
  • Right after Black Friday, your business should use the momentum to plan for Cyber Monday, but also Christmas. How about linking them all together to your strategy?
  • Don’t focus on generic terms, find the best ones that work for your audience
  • Keep in mind how consumers prefer online and mobile purchases and plan accordingly. It might even require a shift of focus towards Cyber Monday
  • Not every business benefits from Black Friday, don’t be obliged to join if it’s not bringing you the planned ROI.