Black Friday SEO Tips

Are you ready for the busiest shopping day of the year?!

In 2018 Thanksgiving and Black Friday brought in over $10.1 Billion dollars in online sales and was a 28% increase over 2017 According to Forbes. Every year thousands of businesses like you wonder how to get a piece of the pie. This year we’re putting together some tips on how to put an effective Holiday SEO strategy into place. 

1. Optimize your site for Mobile traffic. Every year more and more online purchases are being done via mobile. For the first time the 2018 Black Friday season had more online mobile purchases (51.8%) than desktop.  

2. Make sure your mobile site is fast (or at least not slow!). Last year Google added page load speed to their search algorithm that punishes slow loading sites and rewards the fast ones with higher search results. 

3. Start early. Many larger retailers start black Friday deals early in November. 

4. Use retargeting, and abandoned cart, strategies. If a customer leaves your site the sale opportunity doesn’t end there. There are multiple apps that can be included into your site in order to retarget and get a second shot at converting the customer to a sale. 

5. Utilize your email listing to send targeted ads before the sale begins. This means optimizing your email list and making sure you build up your subscribers to maximize the result. Utilize a email marketing service (we can refer you) to test subject lines and optimize the emails. This is a science more than an art. 

6. On page visual cues. Update your website for the season and immediate inform your customers on what to expect with the sale. If “All Items are 50% off” let them know that right off the bat. Also create a specific targeted page for Black Friday deals that the cue links to. 

7. While there are many digital marketing options don’t forget the value of the old fashioned brick and mortar store. According CNBC, “Click and Collect purchases were up 73% YOY with stores like Target, Kohls, and Walmart taking advantage of these strategies.”



Content is King

All Hail the King!

In the past Digital Marketing was comprised of simple SEO tricks and PPC campaigns. Add in some back links and focus on a few keywords and you’d be ranked high enough to get some organic traffic to your site. According to Google Blog, however, this could soon change. 

Starting October 25th, 2019 Google has released its new BERT update. This update changes Google’s Search Engine Algorithm to, “Process words in relation to all the other words in a sentence, rather than one-by-one in order. Bert models can therefore consider the full context of a word by looking at the words that come before and after it-particularly useful for understanding the intent behind search queries.”  

According to, “If you create quality content and have a burning desire for more relevant organic search traffic than BERT is definitely good for you.” The age old question has always been how to create content that is useful and beneficial but also meets the requirements to get ranked. 

The key to content is to start with purpose. Google Blog says, “Content should be the focal point of every page.” So then ask your self why are you creating a website and what are you trying to communicate? If you’re creating a website to drive leads than you need to demonstrate your ability to perform the job, or service, and have the customer reach out. If your purpose is to provide information than you need to present it in a way that is easy to absorb and digest so customers will continue to use your site as a resource. 

What we do at On The Line Advertising is dig deeper into the SEO world. Google search algorithms are great at understanding what people are trying to find but humans are still better at understanding what we’re trying to share with the world. We’ll ask the right questions and come up with the right strategies to get your message out there and to your customers. We don’t have anyone named Bert working here but we do have a Mike and Ryan, haha! We look forward to hearing from you. 


How Insurance Agents are incorporating Digital Marketing into their business plans.

Insurance sales are always based on relationships, right?!

This has been the mantra insurance agents have been preaching for decades. The reason their agency is different is that they’re your advisor and not just a pushy salesman. This is all well and great but in this new digital age people are used to logging on with a few clicks and walking away with a policy in under 5 minutes.

So just send more mailers, right?! No!

Insurance agents more than ever need to partner with a Pay Per Click (PPC) Ad Management company to develop a campaign based around the goals of the agent. All of the same sales techniques of the past can hold true but you need to get your message in front of the consumer in a way that matches the times and that means Digital Marketing.

One of the most important things when looking for paid ad management services is someone that will maximize your ad dollars. An ad targeting very common keywords such as “Insurance” or “Medicare Leads” will be expensive and very competitive. If your certified Google Ad firm, like On The Line Advertising, digs a little bit deeper you can narrow down the target. Long Keywords such as “Tampa Medicare Assistance” or “Upper Arlington Experienced Medicare Agency” will be less expensive and provide you a higher conversion rate once they get to your site.

Although there are a lot of new tools coming to the forefront there is still a need for personalized service and advice. The trick is staying competitive and making sure your message is getting delivered correctly through a custom PPC management campaign. Stop wasting your money and reach out to us today.