Black Friday SEO for DTC Shopify Brands 

Q4 is the most competitive time of the year for eCommerce brands. CPCs rise, margins shrink, and every DTC performance team feels the pressure to keep revenue growing without burning through ad spend.

But while brands fight over paid clicks, the majority are still missing an obvious, compounding opportunity SEO visibility around Black Friday and Cyber Monday.

After analysing the top 50 Shopify brands (using BuiltWith data), I uncovered that 80% still don’t have a dedicated Black Friday landing page, and only 4.4% of international brands actively manage a Cyber Monday page.

That’s a huge amount of intent-rich traffic left on the table during the biggest shopping weekend of the year.

Why Most Brands Leave Money on the Table

What the data shows: 80% lack a Black Friday page; only 4.4% manage Cyber Monday

Even some of the highest-grossing Shopify brands fail to build and maintain dedicated landing pages for Black Friday or Cyber Monday.

Those that do often take the wrong approach creating short-term URLs such as  /black-friday-2025, these pages exist for a few weeks, rank briefly, and are then deleted only to be re-created the following year creating a fluctuation in authority and relevancy year after year. 

When November rolls around, those brands are starting from scratch again, trying to re build visibility for queries like “brand + black friday” or “product + cyber monday deals” while others with evergreen pages continue compounding authority.

Evergreen URL Strategy 

Use a permanent /black-friday (no year) + optional /cyber-monday

The fix is simple build a single, evergreen /black-friday page and reuse it every year. Use on-page metrics such as the metadata, hero copy, and internal links to reflect the new offers but never change the URL.

If Cyber Monday is also significant for your brand, create a /cyber-monday page that mirrors the same logic. These can cross-link during peak week to reinforce intent and internal authority.

Off-season copy, sign-ups, and internal links to preserve authority

Once Black Friday is over don’t remove this landing page instead keep it live but out of sight so no longer in your main menu, to ensure it still has some overall UX impact should anyone land on that page consider adding a UX message such as:

“Our 2025 deals have ended, but you can sign up to be the first to know when next year’s Black Friday offers go live.”

Implement quick links using custom meta fields to add relevant sale or clearance pages to help users navigate elsewhere and to maintain crawl activity.

This approach keeps your authority compounding, ensuring the page holds its ranking potential and improves CTR when the next season starts.

Page Architecture

Core collection page: intent-led headings, copy, filters, FAQs

Treat your Black Friday page like a content hub, not just a sale announcement. As you develop this landing page ensure you add headings that match search intent (“Best Black Skincare offers”), a short intro paragraph, product filters, and internal links to relevant collections.

Add a short FAQ block covering shipping deadlines, return policies, and sale timings all of which support featured snippet opportunities. I’d also include FAQs related to key collections you sell allowing for clear internal linking within copy.

Support content: “Top Black Friday Deals” listicle (products, discounts, expiry)

Search behaviour is shifting toward listicle-style content. Adding a supporting section or blog post like “Top Black Friday Deals 2025” helps capture informational intent while funnelling users to your main sale page.

Keep it scannable, visual, and updated in real time with products, discounts, and expiry dates. This content needs to have a clear focussed header structure which can also help influence any references available for LLM search traffic.

H3: Navigation & homepage tiles: surfacing BF/CM early and often

As early as October, add homepage banners and navigation tiles linking to your Black Friday hub.

Google needs time to crawl, index, and understand seasonal intent so surfacing your page early helps it rank in time for the peak.

Keyword Strategy for High-Intent Demand

This is where the real opportunity lies. Long-tail terms like “skincare black friday”, “perfume black friday deals”, or “men’s skincare cyber monday” have high intent but lower competition.

These are the searches where shoppers know what they want they’re just waiting for the best deal these terms are also typically easier to rank for since they have lower competition than generic terms like “Black Friday”.

Black Friday SEO FAQs

Should my Black Friday URL include the year?

No  keep it evergreen. Use /black-friday once and update content yearly. Adding the year forces you to rebuild rankings and backlinks every season.

Do I need a separate Cyber Monday page?

Only if your offers differ or your market treats Cyber Monday separately. If not, your main /black-friday page can cover both, supported by sub-sections or internal anchor links.

Is it too late to launch if we’re two weeks out?

Not at all. Even last-minute changes — like internal linking, fresh copy, or adding a dedicated /black-friday URL can drive incremental traffic and improve paid ROI.

How should I handle internal linking before and after the event?

Link early and widely from the homepage, navigation, and high-traffic PDPs. After the sale, update links but keep the page live year-round with off-season content and CTAs.