Generating $30 million in online sales for Walmart on Black Friday

The driving force behind Walmart’s growing dominance of online retail SEO

The challenge: Increase Walmart’s market share of e-commerce sales in the US during the highly competitive Q4 holiday shopping season.

Our solution: Publish a series of highly-targeted news articles rounding up the best holiday deals across a wide range of consumer products, linking shoppers to Walmart.

Headline Results

  • $30 million in online sales revenue for Walmart generated directly from our news articles
  • 50 million views of our articles over the holiday shopping season
  • 5 million click-throughs to Walmart.com from links placed in our articles
  • 500 target keywords ranked #1 in Google search results over Black Friday

Target Audience

The target audience for this campaign was online shoppers looking to purchase consumer products during the Q4 holiday shopping season, specifically during Black Friday and the weeks surrounding it. The holiday shopping season, and specifically Black Friday, is a major shopping event in the US, with an estimated 50 million searches for Black Friday deals in the US on Google each year (according to data from Ahrefs). This demonstrates a significant demand for information and deals related to holiday shopping, making it an ideal target audience for this campaign.

Google Trends search interest for deals in the US over the past 12 months. The spike in traffic in Q4 2022 shows the increased consumer interest in deals during the holiday shopping season around Black Friday. The smaller spike in July 2022 relates to Amazon Prime Day.

By focusing on this target audience, we were able to create content that was relevant and useful to the readers, increasing the chances of them engaging with the articles and ultimately making a purchase through the links provided to Walmart’s website.

Keyword Research

Keyword research is a crucial aspect of any successful digital marketing campaign, as it helps to identify the most relevant and high-traffic keywords that a business should target. We used a variety of keyword research tools, such as SEMrush, Ahrefs, Keywordtool.io, and Google Trends, to determine the high-traffic, high-value consumer product keywords to target in this campaign. The goal was to drive traffic to our news articles and then through to Walmart.com, by targeting the keywords that were most likely to attract shoppers looking for deals and information on consumer products.

SEMrush, Ahrefs, and Keywordtool.io, provided us with data on search volume, competition, and related keywords for a variety of consumer product terms. By analyzing this data, we were able to identify the keywords that were most likely to drive traffic to our news articles, and through to Walmart.com. Additionally, by using these tools, we were able to identify long-tail keywords, which are more specific and less competitive keywords, that could still drive significant traffic to our news articles.

A screenshot of Ahrefs Keyword Explorer tool being used to identify long-tail Black Friday keywords

Google Trends, on the other hand, provided us with data on the popularity of certain keywords over time. This was particularly useful in identifying seasonal trends and keywords that were likely to be popular during the Q4 holiday shopping season. By utilizing this data, we were able to create content that was timely and relevant to the target audience, and that would drive traffic to our news articles and then through to Walmart.com

By using these keyword research tools together, we were able to identify the high-traffic, high-value consumer product keywords that were most likely to drive traffic to our news articles and then through to Walmart.com. This helped us to create content that was both relevant and useful to our target audience, increasing the chances of them engaging with the articles and ultimately making a purchase through the links provided to Walmart’s website.

Strategy

We created and published series of news articles that rounded up the best deals for shoppers across a range of consumer products, including electronics, home goods, and clothing. Our articles were designed to be informative and helpful for shoppers looking to make purchases during the holiday season.

Each article featured links to corresponding products on Walmart’s website, making it easy for readers to find and purchase the products they were interested in. By providing this type of content, we established ourselves as a trusted source for shopping deals and advice during the holiday season, driving traffic to our website and ultimately driving sales through the links to Walmart’s website.

One of our articles published on Yahoo! promoting Walmart’s TV deals in the run up to Black Friday (November 2022)

The campaign was launched in November, in time for the holiday shopping season. We published the articles over Q4, in order to ensure maximum exposure and performance. This allowed us to capitalize on the increased demand for shopping deals and information during this time.

Additionally, we timed the publication of the articles to align with key shopping dates such as Black Friday and Cyber Monday, when there is a spike in searches and purchases. By timing the publication of the articles to coincide with these key dates, we were able to reach our target audience at the time when they were most likely to be actively searching for deals and information on holiday shopping. This helped to increase the visibility and engagement of our articles, ultimately leading to more traffic to our website and sales through the links provided to Walmart.

Google.com search results page for iphone black friday (November 2022). The top 3 organic search results are all Nicely Published content.

Results

The campaign was a resounding success in terms of driving traffic and sales revenue for Walmart. The key results of the campaign include:

  • $24 million in online sales revenue for Walmart generated directly from our news articles. This represents a significant increase in sales for the products featured in our articles, and demonstrates the effectiveness of our strategy in driving traffic and sales to Walmart’s website.
  • 50 million views of our articles over the holiday shopping season. This high level of engagement with our articles highlights the relevance and usefulness of our content to our target audience, and the success of our promotion and distribution efforts.
  • 5 million click-throughs to Walmart.com from links placed in our articles. This high click-through rate further confirms the effectiveness of our strategy in driving traffic and sales to Walmart’s website.
  • More than 500 target keywords ranked #1 in Google search results over Black Friday. This represents a significant achievement in terms of search engine optimization, and demonstrates our ability to effectively target and rank for relevant keywords. This helped us to increase our visibility and attract more traffic to our website.

Overall, the campaign was a great success in terms of driving online sales and increasing website traffic, through our strategy of providing informative and helpful content, combined with direct access to purchase the products. This helped us to establish ourselves as a go-to source for shopping advice during the holiday season.

Learn More

During Q4 2022 we worked with more than 250 different brands across more than 100 product categories, ranging from consumer electronics and homeware to web hosting and VPN services.

For a full breakdown of our performance in your product category, or to find out how we can help generate sales for your brand, contact us today.

About the author

Hey I'm Andy, founder and CEO of Nicely Network. Passionate about SEO and e-commerce, I launched Nicely Network in 2017 with the aim of connecting brands and online shoppers through organic news placements.