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SEO: Black Friday

How can we use data to leverage branded Black Friday search interest for our global retail brand client?

Challenge

Black Friday accrues lots of attention in regards to retail sales, and our global client wanted to help turn that attention into increased search interest in order to boost sales.

Engage focused on this goal by taking a closer look at previous search analytics.

Insight

Used search analytics to learn that there were 550,000 branded Black Friday searches in 2016, an increase of 83% year-over-year.

Impact

Client outperformed search interest by redirecting previous, equitable pages to the new experience, while maintaining targeted and highly visible product pages.

+158% YoY increase in US SEO attributed online revenue.

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