Preparing for Black Friday only when the campaign starts means arriving late. In our Pre-Black Friday SEO case study, El Corte Inglés Portugal’s campaign page (elcorteingles.pt/black-friday/) started being found weeks ahead of the date: organic clicks up 94% and Google impressions multiplied by 9, between 1 September and 25 October 2026, compared with the equivalent period in 2025.
The full study, with the strategy and charts, is available as a free download. You can also browse our other case studies.
The Challenge: A Black Friday Page That Reached Google Too Late
In 2025, the page only started showing on Google on 28 October, one month before Black Friday. Until then, it was found almost only by people already searching for the brand, its content still talked about Black Friday 2024, and the homepage had no link to the campaign.
The Goal: Reach Black Friday 2026 Already Ranking
We set four goals for the 2026 edition:
- gain visibility weeks before the campaign, with people who have not yet decided where to buy;
- reach the top 10 for “black friday” and “quando é a black friday”;
- bring in new audiences who do not search for the brand;
- keep the page visible all year.
The SEO Strategy: Four Fronts of Work
Between October 2025 and October 2026, UniK SEO worked on four fronts: content and on-page, internal links, technical foundation and editorial link building. In the case study, each front shows the 2025 starting point and what changed.
SEO Results Before Black Friday
The numbers:
- +94% organic clicks;
- 9× impressions on Google;
- 7 in every 10 clicks come from new audiences who do not search for the brand.
The most contested search, “black friday”, enters the top 10 before the campaign. Which position, how many searches it won and what is still to be measured? It is all in the case study.
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Frequently Asked Questions
What is pre-Black Friday SEO?
It is the optimization work done weeks or months before the campaign, so the Black Friday page is indexed, well ranked and receiving organic traffic before demand peaks.
When should you start preparing Black Friday SEO?
As early as possible. At El Corte Inglés Portugal, the work started in October 2025, a year before the 2026 edition, and the page stayed visible all year.
Do the results already include Black Friday 2026?
No. The data covers the warm-up phase, from 1 September to 25 October. The final comparison closes on 27 November 2026.
