How Greenlight’s Black Friday campaign for Dixons Carphone increased online revenue by 1,687%
The popularity of the US shopping tradition ‘Black Friday’ has continued to soar in the UK, redefining the Christmas shopping calendar in the process. To capitalise on this, Currys tasked us with creating a Black Friday organic search campaign.
We sought to achieve the following core goals:
We developed an all-encompassing SEO strategy to allow Dixons Carphone to achieve these objectives. The strategy was formed around the three main pillars of SEO: strong technical foundations, on-site optimisation and content & engagement activity (through link acquisition).
This comprised of identifying core Black Friday terms utilising our proprietary search tool, OneHydra, and optimising Currys’ Black Friday landing page for those terms. We ensured internal linking and correct redirects were in place to and from the page and acquired links to the page from high authority websites through targeted outreach. Finally, we created Black Friday-specific content for the site and Currys’ TechTalk blog.
Organic revenue from the Black Friday page was up 1,687% year-on-year
Organic visits to the Black Friday page in November 2015 increased by 224% year-on-year
Thanks to earning hundreds of high quality links to the page, it was the second most authoritative page on the site after the homepage. Example sites include The Telegraph, The Huffington Post and The Mirror.
Currys was the most visible retailer on Black Friday, appearing in the top half of page 1 for a variety of high volume Black Friday related terms, such as position one for the term ‘Black Friday Deals 2015’ and position 2 for ‘Black Friday 2015’.
Organic registrations to the Black Friday page increased by 17% YoY (a 13% increase on the target set).
Organic visits to the Black Friday page in November 2015 increased by 224% year-on-year (a 348% increase on the target set).
Organic revenue from the Black Friday page was up 1,687% year-on-year.