The Search for Black Friday/Cyber Monday: Why keywords matter for your store’s Google ranking

| By Alexandra Hunter

The Search for Black Friday/Cyber Monday: Why keywords matter for your store’s Google ranking

Multiple dollar signs mark the biggest shopping weekend of the year on every business’ calendar. Black Friday/Cyber Monday—or BFCM, in the biz—might be months away, but it’s never too soon to get your store ranking higher on Google. How? Through the power of your SEO and keyword strategy.

Bad news: you’re already behind if you haven't looked at your SEO yet. Good news: you can turn that around today. Whether it’s more online sales, or more people through the door this holiday season, The Taproom is here to level up your site ranking. 

Grow your online presence

First thing. Do you have an online store on Shopify? Consider this: Shopify merchants made over $1 billion in BFCM sales in 2017—and $1.1 million was sold in a single minute. (See this BFCM infographic for more details.) Why are these numbers impressive? Unlike Amazon on Prime Day, Shopify’s platform doesn’t even blink at this volume of web traffic—meaning customers can check out on your store during the busiest time of the year without a glitch.

Shopify helps you bring new customers in and keep them coming back with promos. Not only can you create discounts like Buy One, Get One Free (BOGO), but you can also use Shopify apps like to reward your most loyal customers. Out of the box, Shopify also has built-in SEO features with fields for page titles, meta descriptions, URL and handles, not to mention image alt text and schemas.

Boost your Google ranking

Second thing. You need to increase your standing in Google. Like, in the top 10. More than 90% of people view only the first page of search results, and the number 1 spot gets you 32.5% of all hits. That’s what you should be aiming for.

The Taproom can create a monthly SEO strategy customized for your store, part of which includes targeted keyword research.

Why keywords matter

Keywords are the terms people type or speak into a search engine like Google. By doing your homework and optimizing your content, keywords help your target customers find what they’re looking for on your site. And not just the top keywords matter: 25% of all search volume comes from outside the top 100 million keywords.

Trying to decide which keywords to rank for? Or if you should rank for your niche or category? What about specific terms? Oh, the questions… Well, we have answers. A lot of factors determine which keywords to rank for:

  • search volumehow much people search for a term
  • seasonality of search termswhen people search for a term
  • competitorswho among your direct competitors is ranking for a term
  • the destination URLwhere does the link take people on your site, and is that where they should go?

After your SEO strategy has been implemented from start to finish, the next step is analyzing the reporting from your keyword ranking. This can help you understand your Google Analytics better and make the changes that will impact your business.


Wherever you’re at with your SEO and keywords, we can boost your Google ranking through keyword research and findings, plus on-page, off-page, and technical implementation. The Taproom’s team of professionals specialize in helping you rank for the keywords that drive traffic, as well as writing blogs and press releases to increase your online authority. And if you are a brick-and-mortar business, we'll give you a strategy to get more people in the door.

Once you know what to look for, impactful keywords are easy to find—and use.

Want an SEO wizard who can help you find those magic words? Get in touch!


Learn how to boost your store’s SEO in part 1 of this 2-part blog series, “Get Your Store Ready for Back to School.”

Extra resources

Browse these Shopify BFCM articles or download the Shopify Plus BFCM Health Check.

Learn more about the importance of keywords in this article.


Want a custom SEO strategy? Let's chat!


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