Cell phone, video games and subscription to streaming channels lead the searches in the month; E-commerces need to guarantee, from now on, the best positions on search engines for their sales champions, with an eye on Black-Friday, says expert
São Paulo, September 27, 2022 - With two months to go until Black-Friday 2022, which this year falls on November 25, internet searches in the largest e-commerces operating in Brazil in four categories - Electronics; Home, Decoration and Housewares; Fashion and Footwear, as well as Entertainment - are already giving good clues as to which will be some of the best sellers in e-commerce's biggest season of promotions. In September, the first special edition of the Simplex/Black Friday 2022 Radar revealed a surge in online demand for cell phones, subscription games, video game consoles, refrigerators and streaming subscriptions.
In the specific case of Electronics, the highlights of September are for cell phones and video game console, both with more than five million searches, and various notebooks, with about 2.4 million searches.
In Entertainment, the most searched for products have been online games, also with five million searches, and streaming services, with around two million searches. In the Home and Housewares area, the products with the highest demand are fridges, airfryers, wallpaper and kitchen cabinets. In Fashion and Footwear, sneakers stand out. All of these items registered more than one million searches when the websites of the main e-commerces are added together.
Time to populate the internet
For João Lee, founding partner of the startup Simplex, which specializes in increasing traffic and converting sales online, now is the time for e-commerces to start populating search engines with the term Black Friday and similar terms - such as Black Friday Warm-Up, Black October, Black Promotions and other variations. "You need to associate your promotions with the term Black Friday if you want to rank well on search engines over the next few weeks, which are critical for any retailer, particularly online retailers," he warns. According to the expert, the chances of an e-commerce page being better ranked at the height of the Black Friday season in eight weeks' time are increasing from now. And there's more. "When an online retailer inserts themes related to the term Black Friday, search engines favor it, as they consider it relevant to consumers interested in promotions, and position their pages better," he explains.
Other care
Lee warns e-commerces to avoid making major changes or structural alterations to the site in the run-up to or even during Black Friday. "The greater the stability of a page now, the better it will be able to take advantage of the benefits of caching services, i.e. that layer of storage which memorizes the main characteristics of a page and allows it to be uploaded at high speed," he explains. This doesn't mean that the content of the pages can't be updated over time as Black Friday approaches. "Information such as price updates, product availability and shipping can be changed, without Google considering these changes as a completely new page. In practice, if the page is old and highly visited, its relevance is greater for the search engine algorithm," he says.
Lee gives some tips for online retailers to better position themselves in the main promotion season, avoiding one of the deadly sins of Black Friday: slow page loading. A few milliseconds of slowness are enough to bring down the positioning of pages on search engines, compromising their exposure to consumers in the first places. "In this period of intense traffic, an adequate and flexible infrastructure is needed to support an absurd variation in the number of accesses with peaks that exceed the entire history of the year," he recommends. "The scalability of cloud computing and the use of a Content Delivery Network (CDN) system - which guarantees the immediate loading of cache pages during the increase in accesses - are good practices that make all the difference", he indicates.
So much effort makes sense. On Black Friday 2021, Brazilian e-commerce totaled BRL 4.2 billion in revenue, according to data from NielsenIQ|Ebit, surpassing sales before Christmas. "For those who work specifically in online commerce, Black Friday has become the most relevant date of the whole year and deserves maximum attention to leverage revenue," says Lee.
About the Simplex Radar series Special Edition Black Friday 2022
The Special Simplex Radar uses a research tool that monitors searches in the largest e-commerces in traffic in Brazil four product categories: Electronics; Home, Decoration and Housewares; Fashion and Footwear; and Entertainment, surveying in each of them the items with the highest demand in the months of September, October and November 2022 and those with the highest growth compared to their recent history. The research also compares the online search behavior of the most searched items in October and November when they are associated with the term Black Friday.
