Black Friday SEO Tips & Best Practices 2025 (UK Guide)

eCommerce SEO Tips for Black Friday to Boost Sales?

Black Friday 2025 in the UK falls on Friday, 28 November 2025. Optimising early is key to capturing peak demand. SEO should be at the forefront when planning your digital marketing strategy for Black Friday and Cyber Monday. Yes, it’s probably just a week-long event, but for most businesses, it’s one of the strongest-performing weeks. So, having a sound Black Friday SEO strategy is key for continued success year after year during Black Friday week.

E-Commerce SEO Strategy for Black Friday 2025

Black Friday 2025 SERP Landscape (September 2025 Snapshot)

When searching for “Black Friday 2025” in the UK (September 2025), the results are still traditional search listings rather than AI Overviews. That could change closer to November, but for now, the Black Friday SERP on Google is highly competitive and diverse, with retailers competing alongside publishers and deal sites. To rank, your page needs to combine evergreen optimisation (to compete with retailers) and informational depth (to compete with publishers).

• Publishers dominate: The Independent and Which? appear prominently with guides and informational content about the event.
• Retailers have visibility: Argos, John Lewis, Currys, and Very already have their evergreen Black Friday landing pages live, counting down to the event.
• Informational resources: Wikipedia and Awareness Days rank for date and background queries.
• Deal aggregators: BlackFriday.com and Parcel2Go feature roundups and shopping tips.
• SERP features: Google is showing a date panel (Fri, 28 Nov 2025), “People also ask” questions (e.g. What date are Black Friday sales in the UK?), and related searches (Cyber Monday, Boxing Day, Christmas Day).

I want to share some best practices that you can implement to rank your Black Friday page on the first page of Google and maintain top rankings year after year. Placed below are my Black Friday SEO tips;

Step 1: Launch your Black Friday Page Early

Don’t wait until the last minute to publish your Black Friday landing page. If you set it up only in early November, or worse, mid-November, you’ve already lost valuable time. Launching the page as early as late summer or early autumn gives Google more time to index it, allows the page to build authority, and gives you more runway to optimise for both short-tail and long-tail queries.

The earlier your page is live, the stronger position you’ll be in to compete when search demand surges in November.

Step 2: Create and Maintain an Evergreen Black Friday Landing Page

Don’t build a new Black Friday page every year – instead, reuse the same static landing page and URL (for example, flannels.com/black-friday and not flannels.com/black-friday-2025). This approach allows the page to build authority over time and avoids the problem of starting from scratch each year.

You can launch the page months in advance, even before your promotional details are finalised. Keep it generic at first with copy, FAQs, and links to your main categories, sales, and gift sections. Add elements like a newsletter sign-up to capture leads and notify users when offers go live. Consider including a “When is Black Friday 2025?” FAQ block early on the page to capture high-volume informational queries.

In the run-up to Black Friday, update the page with that year’s promotions (e.g., sitewide discounts, exclusive codes, gifts with purchase). Once the event ends, remove the time-sensitive details and return the page to a more general state. By January, refresh the copy and meta tags with the new year to ensure you’re already preparing for the following Black Friday season.

This “always-on” evergreen strategy gives your Black Friday landing page year-round visibility, helps it rank for long-tail queries, and steadily grows its SEO authority.

Step 3: Optimise the Page Title Tag and Meta Description of your Black Friday Page

Ensure you update the year in the page title to the current year. It’s also recommended that you optimise the meta description of your Black Friday landing page. Write an enticing snippet to increase click-throughs to the site from the SERP. Make sure you include USPs such as free shipping, next-day delivery, etc, if applicable. Check out the SEO best practices for metadata here.

You could also include your primary target keywords as a part of your Black Friday page title. For example, for a luxury brand such as Flannels, I would recommend the following page title: Black Friday Designer Sales 2025 | Luxury Fashion Deals | Flannels.

Step 4: Optimise Internal Links

In the run-up to Black Friday, gradually increase the number of internal links pointing to your landing page. Place links in high-authority areas such as the homepage, navigation menu, footer, sales categories, and your HTML sitemap to make it easy for Google to crawl and index. A homepage link is especially valuable, as it typically carries the most authority and passes ranking power directly to your Black Friday page.

Update your navigation and contextual links to explicitly include “Black Friday 2025” rather than generic terms like “Sale.” Where possible, use keyword-rich anchor text such as “Black Friday 2025 deals” to reinforce topical relevance. Finally, map your keywords carefully to avoid cannibalisation across multiple pages to ensure only your primary Black Friday page is optimised for the core “Black Friday” terms, while supporting content can target related long-tail variations.

Step 5: On-page Optimise your Black Friday Page

Your normal SEO on-page best practices also apply to the Black Friday landing page. Things you can do;

• Optimise your headings and copy. Include “Black Friday” phrases in your page H1 title. Also use secondary H2/H3s with long-tail variations: “Best Black Friday UK Deals 2025,” “When is Black Friday 2025?” etc.
• Target Black Friday variations on the content of the landing page.
• Optimise your images. Ensure your image filenames use keywords. Use alt text for your images. Ensure both your image filename and alt text contain “Black Friday” phrases.

Step 6: Implement relevant Schema Markup

Some brands, like AO.com, include a list of questions and answers pertaining to Black Friday. You can mark up these FAQs with FAQPage structured data to make them eligible to have rich results on SERPs. Implement Event schema for “Black Friday 2025” with start and end date (Fri, 28 Nov 2025 – Mon, 1 Dec 2025).

This is the latest list of Black Friday question-based keywords from Ahrefs, with search volumes as of September 2025. The complete list is available in this Google Sheet. It covers a range of informational, commercial, non-branded, and non-local queries.

Black Friday FAQs & People Also Ask Keywords

People also ask Questions	Volume
when is black friday	116000
when is black friday 2024	108000
when is black friday 2024 uk	25000
when is black friday uk	8100
whens black friday	5800
when does black friday end	4600
what is black friday	3300
when is amazon black friday 2024	3200
when is black friday in uk	2600
when is black friday 2025	2500
what date is black friday 2024	2400
why is it called black friday	1900
when does black friday start	1800
when is black friday?	1800
what date is black friday	1600
what day is black friday	1500
when is amazon black friday	1500
when do black friday sales start	1500
when black friday 2024	1500
when.is black friday	1400
when is it black friday	1300
how long does black friday last	1300
when is black friday in the uk	1200
what day is black friday 2024	1200
when’s black friday	1200
when black friday	1100
when is black friday 2025 uk	1000
why is black friday called black friday	1000
when does amazon black friday end	1000

Step 7: Build Backlinks to your Black Friday Page

Black Friday landing pages often attract links naturally from publications, deal sites, affiliates, and forums, especially if you’re offering competitive discounts. These external links can significantly improve your organic rankings.

Go further by doing competitor research to identify sites linking to rival Black Friday pages, and reach out to request inclusion of your own page. Pair this with proactive Digital PR campaigns that tie into trending search demand. For example, if terms like “Black Friday trainers” or “Black Friday homeware” show strong year-on-year growth, use them as the hook for a press release or data-led story. Original insights, customer surveys, or product trend reports make your content more newsworthy and more likely to earn coverage and backlinks.

You can also amplify awareness with a pre-launch press release or blog roundup — e.g., “Black Friday UK 2025 deals preview”— to secure early mentions. Paid search and display campaigns in early November can help put your offers in front of journalists, who may later include your deals in their Black Friday coverage.

The goal is to build momentum year after year: as backlinks accumulate, your evergreen Black Friday page becomes increasingly authoritative and easier to rank.

Step 8: Other Important Considerations & Black Friday SEO Marketing Tips

• Before November, run a full technical health check: fix broken links, 404s, and redirect chains, and ensure your Black Friday page passes Core Web Vitals. Small issues left unresolved can cost valuable rankings during the peak.
• Prepare for the huge surge in traffic. Ensure your server can handle the load through the week from Fri – Mon (inclusive).
• Pay attention to your site speed, especially the Black Friday landing page.
• Test your page in Google’s Mobile-Friendly Test, as Black Friday shoppers are predominantly mobile.
• Have a site-wide sticky banner at the top of your site linking to your Black Friday page.
• Ensure you call out all the key USPs on your Black Friday landing page, such as delivery information, links to buying guides, accepted payment gateways, free delivery, gift with purchase, etc.
• Include structured FAQs about delivery cut-offs, returns during Black Friday, and whether Cyber Monday is included – these reduce bounce rate and help you rank for transactional queries.
• Providing special opening hours information for in-store sales if they are different from regular opening hours.
• Creating Google posts promoting your Black Friday page.
• Make your Black Friday landing page accessible – add descriptive alt text, captions on videos, and high-contrast colours where needed.
• Simplify navigation and product discovery. Avoid overwhelming users with too many options by grouping deals into clear categories and adding filters.

Start preparing your Black Friday (and Cyber Monday) SEO strategy for 2025 today. Launch early, optimise smartly, and capture your share of the UK’s biggest shopping weekend.

Black Friday Keywords, SERP Landscape & Search Trends in the UK

Black Friday Google Trends

Here is the Google search trend chart for “Black Friday” in the UK spanning the past five years. The pattern shows a rise in searches beginning from November 18th, leading up to Black Friday, a trend that consistently repeats each year. Similarly, search peaks for various Black Friday-related keywords occur every year, indicating Black Friday is not going away and is here to stay.

Black Friday Google SERP Landscape

The SERP for “Black Friday 2024” showed a variety of results. Wired was present twice in the top 10, while The Independent had a featured snippet. There were sections for top stories and highly searched items like PlayStation 5 Black Friday deals, as well as a news section. The SERP included a mix of informational, news, and e-commerce sites such as Amazon, Argos, Which.co.uk, TheSun.co.uk, Moneysavingexpert, Wired.co.uk, Calendarpedia, Wired, Cosmopolitan, GQ, and others. Additionally, there was a section for videos on Black Friday deals.

Achieving a first-page ranking for high-volume Black Friday terms like “Black Friday 2025” is challenging for retailers. While Amazon and Argos do appear on the first page, the rest of the SERP is dominated by news publisher sites, top stories, video results, Google text ads, and shopping ads. This diversity in the SERP, featuring everything from information and news to e-commerce, highlights the competitive nature of ranking for black friday keyword variations.

When building your Black Friday SEO strategy, it’s important to balance generic, high-volume keywords with transactional queries that signal strong buying intent. In addition to broader terms such as “Black Friday deals” and “Black Friday sales,” targeting commercial intent phrases like “Black Friday fashion deals UK 2025,” “luxury Black Friday sales 2025,” “Black Friday trainers UK 2025,” and “Black Friday tech deals 2025” ensures you capture shoppers actively looking to make a purchase. Including these phrases naturally in your content helps you move beyond visibility into driving qualified traffic that is ready to convert.

Black Friday Keywords

This is the latest Black Friday keyword research from Ahrefs, with search volumes as of September 2025. The complete keyword list (150k keywords) can be found in this Google Sheet. It includes a mix of informational, commercial, non-branded, and non-local keywords.

Black Friday Keywords	Volume
black friday 2024	248000
black friday	190000
when is black friday	116000
when is black friday 2024	108000
black friday deals	43000
when is black friday 2024 uk	25000
currys black friday	24000
black friday 2024 uk	19000
black friday sale	16000
argos black friday	15000
best black friday deals	15000
best black friday deals 2024	15000
pandora black friday	14000
amazon black friday	14000
black friday sales	13000
john lewis black friday	13000
amazon black friday 2024	12000
black friday 2025	12000
next black friday	12000
black friday uk	11000
currys black friday deals	9500
boots black friday	9100
when is black friday uk	8100
air fryer black friday	7300
black friday sales 2024	6400
dyson airwrap black friday	6300
nintendo switch black friday	6000
whens black friday	5800
ps5 black friday	5800
black friday tv deals	5600
black friday deals 2024	5600
black friday 2018 uk	5300
dehumidifier black friday	5100
black friday deals uk	5000
gymshark black friday	4700
when does black friday end	4600
ee black friday	4500
nike black friday	4500
apple black friday 2024	4200
amazon black friday deals	4100
black friday phone deals	4000
apple black friday	3600
zara black friday	3500
ikea black friday	3400
black friday offers	3400
what is black friday	3300
ralph lauren black friday	3200
black friday 2019 uk deals	3200
black friday laptop deals	3200
when is amazon black friday 2024	3200

 

Conclusion

Black Friday is the biggest shopping event of the year, and search success depends on early preparation, reusing the same evergreen page, and keeping content updated year-round. Pair this with optimised metadata, schema, strong internal links, and technical checks like mobile speed and server capacity.