Every November, ecommerce teams rush to create their Black Friday pages.
Campaigns are designed, deals are loaded, and landing pages are launched only for those same pages to disappear a few weeks later.
From an SEO perspective, that’s like building a house every year and knocking it down before it’s finished.
More retailers are realising the value of keeping their Black Friday pages live all year. Many websites now maintain evergreen Black Friday hub pages that stay indexed, retain their backlinks, and build topical authority over time.
If your site still starts from scratch each year, you might be missing one of the easiest ways to strengthen seasonal visibility and make future campaigns more efficient.
Why Black Friday Pages Should Stay Live
1. Preserve Authority and Link Equity
When a page is taken down or redirected after Black Friday, you lose any backlinks or engagement signals it built.
By keeping your URL stable (e.g. /black-friday/), you allow that authority to accumulate year after year.
2. Capture Early and Late Search Demand
Interest in “Black Friday deals” doesn’t start in late November it starts in September and often lingers into December as shoppers look for extended offers or price comparisons. Keeping your page live means you’re visible when those early researchers start looking, giving you a head start before competitors launch.
3. Easier Year-on-Year Refresh
A live page is much easier to update than rebuild. You can update copy, swap in current offers, and keep the same URL, avoiding redirect chains or new indexing issues each year.
4. Consistency for Users and Search Engines
People trust pages they can come back to year after year. Keeping your URLs stable not only helps your visitors but also makes it easier for Google to understand what your page is all about
How to Structure Your Black Friday Section
Think of it as a mini content hub rather than a single landing page.
Main Hub
- URL: /black-friday/
- Purpose: Target broad, high-volume terms like Black Friday deals and Black Friday sale 2025.
- Content: Overview text, countdowns, FAQs, and links to category pages.
Category Subpages
- /black-friday/womens-clothing/
- /black-friday/electronics/
- /black-friday/brand-name/
Each subpage targets a long-tail query, improving relevance for users and allowing internal links from related sections.
Technical Considerations
- Keep URLs and canonicals stable.
- Don’t noindex or redirect after the event.
- Update metadata each year (e.g. “Black Friday 2025 Deals”).
- Add structured data for offers when live.
When It’s Out of Season
You don’t need to serve outdated promotions year-round. Between sales, use a clear message such as:
“Our 2026 Black Friday deals will be live soon. In the meantime, explore our latest offers.”
Keep the page linked from your footer or main sale section so it stays crawlable. That way, search engines continue to recognise it as a key landing page even when inactive.
How to Measure Success
Track how your evergreen Black Friday pages perform over multiple years:
- Organic visibility for “Black Friday [brand/product]” terms year-on-year.
- Backlink growth to the Black Friday hub.
- Traffic trends from early shoppers in September–October.
- Conversion data comparing launch years vs new URL launches.
You’ll typically see rankings return faster each year and traffic grow as authority compounds.
Final Thoughts
Black Friday SEO isn’t something to rush at the last minute. Keeping your pages live all year makes them stronger, simpler to manage, and more likely to be seen when it really matters.
It’s one of those small operational changes, like bringing SEO into a migration early, that quietly pays off over time. Treat seasonal URLs as long-term assets, and you’ll spend far less time rebuilding them next year.
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