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Shoppers Trampled on Black Monday

The Friday after Thanksgiving this year my sister-in-law was up early to hit a special 4am sale at Best Buy. When she got back loaded with electronics she jumped on the Internet looking for special sales at other local retailers.

If I had really been on my game I would have asked her a few months ago what she would have been searching for over the next couple of days and set up pages that were optimized for her keywords. Knowing a little bit about her Xmas present budget I think I could have made a tidy sum off of affiliate deals from her alone.

So what does this mean for a local retailer? If you really want to pull out all of the stops for days like Black Monday, Cyber Monday or whatever you want to call it here are a couple of suggestions for the SEO part of your strategy:

1. Figure out what words your customers are going to be searching for in the days after Thanksgiving. For example if you live in Pleasanton, CA they might be looking for the following:

– “Pleasanton Thanksgiving Sale”

– “Day after Thanksgiving Sale in Pleasanton”

– “Black Monday sale Pleasanton” (although I wonder how many people really have this term top of mind when searching)

– “Best Cyber Monday deals in Pleasanton, CA”


2. Several months ahead of time create pages on your website focused on these terms. Write an article about what your business is doing for Black Monday and be sure to mention sales by other stores. Make sure you mention the local big box store sales and link out to them. Use terms for these stores that you think people will use when searching so you have a good chance of showing up in Google when they search. Make sure each page that mentions another store has a very prominent promotion for your own sales to entice

3. Get some links to the pages on your site with your targeted terms.

Another strategy that could work is for mom and pops to join together to make a single site like which would have sales info for all of the member stores. Each could link to the site from their own sites and each page on this mega site could target a different search term. The local chamber of commerce usually has a site like this already available, but they likely don’t know much about chamber of commerce sites and search engine optimization. If you want to get this strategy going for next year you may want to start talking to them now.

Happy shopping!

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7 Response Comments

  • luxury guy  June 28, 2008 at 3:13 am

    Up early for shopping only ??
    What your sister wants to buy? – new car ? :-)

  • Andrew Shotland
    Andrew Shotland  June 28, 2008 at 7:14 am

    I am missing the humor luxury guy. Are you implying something about my sister? Is this some sort of cross cultural thing? Does “up early” mean something a little salacious in your mother tongue?

  • google nemesis, google nemesis  August 4, 2008 at 2:05 am

    Nice post you have here! And i think that you gave a cool reply to Luxury Guy. I really appreciate that you didn’t deleted his comment and that you preferred to reply.

  • Mike R  January 18, 2009 at 3:10 pm

    That is very interesting it is always nice to know what people are buying on the market and then make your web site suit that. In conclusion give what people demand.

  • Craig Mullins  November 27, 2009 at 2:44 am

    Are ya getting up at 4 am to go shopping for black friday best buy deals?

    Need a black Friday computer or server?

    Not me, staying away from the crouds this year. Just watching the servers in case they need a reboot from the traffic…

  • Luxurios guy  December 9, 2009 at 5:49 am

    Hi Andrew !
    Of course it’s not salacious !
    I’m just want to say that it’s very difficult to get up early, even in hot shopping days.
    Nothing personal :)


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