How Retailers Incorporate PageRank to Maximize Sales Through Organic Activity for Black Friday & Cyber Monday
For most Americans, ‘Black Friday’ and ‘Cyber Monday’ are often marked as the informal beginning of the country’s Christmas shopping season. While many people consider these two holidays to be nothing more than a few days dedicated to shopping, retailers often consider them as the most important days of the year. The statistics explain the reasoning behind this mentality – the most recent Black Friday in 2017 saw web traffic increase “150% compared to a normal sales day.” For this reason, shop owners begin preparation for the busy trading day months in advance to ensure that their web presence is fully equipped to deliver successful Black Friday and Cyber Monday campaigns across all digital channels.
While the article, ‘Maximising Sales Through Organic Activity for Black Friday & Cyber Monday’ offers helpful tips such as how to ensure that webpage servers can manage a large volume of traffic and that all webpages are mobile-friendly, it also incorporates topics that we discussed in class such as PageRank. PageRank is an algorithm that ranks websites in search engine results according to the relevance of the webpages and the search term(s). The article makes recommendations for retailers to conduct an internal link project to ensure that search engines such as Google recognizes which pages that important and deserve to be shown first. To ensure that PageRank flow is optimal, retail websites should add a link to the optimized Black Friday or Cyber Monday page from the homepage at least one to two weeks in advance of Black Friday.
By optimizing PageRank, retailers have the opportunity to improve the effectiveness of their sales and significantly increase profits. While there are many factors that contribute to a winning retailer campaign, PageRank is an important consideration to make the best promotions for holiday campaigns and to make the most out of Black Friday or Cyber Monday. Prior to this real-world application of PageRank, I considered expensive advertisements on television and billboard ads as the primary mode of delivering Black Friday and Cyber Monday campaigns. However, PageRank is an equally important consideration for retailers, and can potentially increase their profits by 150%.
Link: https://www.retailtechnews.com/2018/10/23/maximising-sales-through-organic-activity-for-black-friday-cyber-monday/