FULL AUDIO RECORDING HERE: http://rioseo.co/BlackFridayWebinarTips In 2012, Black Friday was the single biggest day for retail website traffic, up 20.7% from the 2011 holiday season. Online sales on Thanksgiving grew by 17.4% from the previous year, showing that consumers use this day to jumpstart their holiday shopping and research. Attend this webinar and learn key search marketing and social media strategies to drive more drive traffic to your website and brick-and-mortar stores during this critical kick-off to the 2013 holiday season. Search marketing and social media experts from Covario and Rio SEO will engage in a round table discussion as they discuss strategies, tips and tactics you can put in place now to prepare for next month’s big day. Key topics include: + 2012 Black Friday client case studies – what worked and what didn’t + Basic and advanced SEO strategies, including keyword research and selection, creating interactive and engaging content, as well as new and innovative campaign ideas + Strategies to maximize your paid search ads to get the most of every search query + Local search strategies to target consumers searching with local intent across multiple devices + Benefits of social retargeting to your brand advocates and their ‘look-alikes’ Moderator: Steve Beatty, Sr. SEO Director, Covario Speakers: Jessica Lambert, Sr. SEO Strategist, Covario LuRae Lumpkin, VP of Global Paid Media Services, Covario Bill Connard, VP of Local Search Solutions, Rio SEO Ben Straley, VP of Social Technologies, Rio SEO

1. Get Found on Black Friday
Best Practices for Search and Social Media
MediaPost Webinar Series
#blackfridayseo / @covario / @rio_seo

2. Here with you today
Paid, Local, Social and Organic Search Experts…
Steve Beatty
Sr. SEO Director
Covario
Matthew Hanagan
Senior Manager, SEO
JCPenney
Bill Connard
LuRae Lumpkin
Ben Straley
Jessica Lambert
VP of Local Search
Rio SEO
VP of Social Technologies
Rio SEO
#blackfridayseo
VP of Global Paid Media
Covario
Sr. SEO Strategist
Covario

3. Welcome to the discussion
 What We Found
•
2012 & 2013 case studies – what worked and what didn’t
•
Tips from JCPenney’s Matthew Hanagan
 SEO, Paid Search, Local, and Social Strategies
•
What to do Now
•
What to do Short Term
•
What to do Long Term
 Q&A and More Resources
#blackfridayseo

4. What Have WE Learned
Insights from Past Black Friday Campaigns
#blackfridayseo / @covario / @rio_seo

5. 2012: Desktop VS Mobile/Tablet Traffic
Desktop traffic
experienced a less
impressive +10% lift
Mobile traffic
across all web channels
was up +24%
5,000,000
4,500,000
500,000
4,000,000
450,000
3,500,000
400,000
3,000,000
350,000
2,500,000
300,000
250,000
2,000,000
200,000
1,500,000
150,000
1,000,000
100,000
500,000
50,000
0
Nov 15-19
Nov 22-26
0
Nov 15-19
Nov 22-26
Traffic driven by mobile/tablet devices was highest on Thanksgiving Day and Black Friday while desktop traffic
spiked on both Black Friday and Cyber Monday.
#blackfridayseo

6. 2012: Tablet Search Traffic By OS
Apple dominates
market with 83.83% of
tablet traffic
2.72%
1.28%
12.17%
Android
Apple
Other
RIM
83.83%
Nov 22 - Nov 26, 2012
#blackfridayseo

7. Black Friday 2012 Review
Activity on Cyber Monday
160%
140%
120%
Average order value
(AOV) decreased 29% for
two years in row
100%
80%
60%
40%
20%
0%
-20%
-40%
Visits
#blackfridayseo
Orders Revenue
AOV

8. What’s Trending For Black Friday 2013
48.9% of retailers expect
to offer Free shipping
US retail ecommerce sales will
grow 14% on avg. from 2012 - 2017
#blackfridayseo

9. 2013 Will Be Bigger Than Ever Before
Rank
Website
11/23/12
11/22/12
1
Amazon
28,687,448
25,020,945
15%
2
Walmart
18,414,113
24,612,631
-25%
3
Best Buy
9,186,980
11,478,521
-20%
4
Target
8,752,148
11,405,555
-23%
5
JCPenney
5,517,400
4,393,553
26%
Source: Experian Marketing Services
#blackfridayseo
% Change
Top 5 retail sites visited
on Black Friday create
over 150 Million Visitors

10. What You Can Do Now
Immediate Strategies to Succeed this Black Friday
#blackfridayseo / @covario / @rio_seo

11. Build Your Organic SEO Foundation
Holiday Related Keyword Variations &
Insights
700000
600000
500000
400000
300000
200000
100000
0
Convert with
Offers & Incentives
in current initiatives
Start with Keyword
Research and
Selection
#blackfridayseo
/ COVARIO

12. Properly Allocate Your Budgets
Properly allocate
your budgets to
cover Black Friday
AND Cyber Monday
Cyber Monday
LuRae Slide
Black Friday
#blackfridayseo

13. Be Visible To Local Consumers
Claim your
local MAP listings on
Google, Yahoo and
Bing
#blackfridayseo

14. Make Content Sharing Fast & Easy
Hidden Social Opportunities
•
1% of your audience can drive 10%,
20%, or more of site traffic
•
90% of users share the URL via copy and
paste or mobile share
Tactic
Potential Impact
“Call to Share”
Add Sharing Buttons Above the
Fold
5-7X Increase in Sharing
Limit Sharing Options to 5 –
Including Email
#blackfridayseo
3X Increase in Sharing
1.5X Increase in Sharing

15. Strategy For The Rest Of 2013
More Opportunities for the Holiday Season Rush
#blackfridayseo / @covario / @rio_seo

16. Act Now To Convert Searchers
Create evergreen
landing pages and
optimize your meta
descriptions
Optimize for in-store
shoppers or price
comparisons through a
mobile presence
#blackfridayseo

17. Maximize Every Search Opportunity
Get tags in place for
a second chance at
messaging prospects
with remarketing
Be present on all device
types AND have the right
landing page experience
across devices
#blackfridayseo

18. Send Data To The Local Ecosystem
Enhance your local
business presence by
submitting to 3 Major
Data Aggregators
#blackfridayseo

19. Social Influencer Retargeting
Easily Remarket to your
brand advocates
•
•
•
Tag Your Content
Create Target Segments
Scale Targeted Segments
#blackfridayseo

20. Best Practices For The Future
Planning For Digital Marketing Strategy Long Term
#blackfridayseo / @covario / @rio_seo

21. Build Content for the Long Term
Create supportive
long tail SEO content
Utilize current
campaigns for early
publication next
year
#blackfridayseo

22. Long Term Increased Conversions
1. Leverage all ad extension types
2. Create landing pages designed for paid
media
3. Be found across device types – especially
mobile
4. Organize campaigns by expected volume
and budgets for maximum, continuous
coverage
5. Align shopping feeds with product
availability
6. Test, test, test – carve out a testing budget
#blackfridayseo

23. Long Term Local Search Strategy
1. Build Local Landing Pages
2. Build Mobile Landing Pages
3. Best Practice Local SEO
4. Claim and Optimize Map Listings
5. Validate and Verify NAP on
Information Services & Directories
#blackfridayseo

24. Maximize ROI from Social Sharing
1. Conversion AND Sharing = Dual Goals
for Your Content
2. Recognize and Reward Users for
Sharing
1. Referral Rewards
2. Gamification
3. Measure and Track ROI and Identify
Drivers of Sharing
#blackfridayseo

25. Thanks For Joining!
Get Found on Black Friday
Best Practices for Search and Social Media
MediaPost Webinar Series
www.Covario.com / 855-236-2095
www.RioSEO.com / 855-236-2103
#blackfridayseo / @covario / @rio_seo