Black Friday, done for you
And your January SEO project, done early
Every fall, it feels like your Black Friday emails get written the night before they go out. Every January, the SEO cleanup goes back on your list for when things slow down. But things never slow down.
This year, get both done at once. I call it the BFCM Glow-Up. The collection pages your Black Friday emails send people to are the same pages Google needs optimized, so I do the work once and you get the benefit twice over.
- I write your BFCM emails and your gift guide, and I rewrite the Shopify collection pages they send people to
- Your list, customers, and visitors browse and shop those optimized pages in November
- This SEO work keeps paying into next year: your collection pages get more visibility for the searches your customers already make, and new collections cover searches where you don’t have a page yet
Why work with me? I’ve worked with 100+ Shopify stores on SEO projects. And I’ve specialized in Shopify SEO for 15+ years.
Why collection pages? I studied 41 Shopify stores. At the typical one, a click from a Google search for what you sell was worth 66% more on a collection page than on a product page.
I’m taking on two Shopify stores this season, at one fixed price of $10,000. Book by November 6 and everything on your site is live by November 20, a week before Black Friday.
Get started by booking an intro call. It’s free, and it’s 25 minutes. I’ll ask what a good BFCM looks like for your store and what that’s worth to you. If this project isn’t worth several times the price, I’ll tell you, and I’ll point you to something that fits better.
“Kai, you’re my secret weapon. No one understood how to lay it all out in a way like you did that clearly says, ‘This is what you need to do, and here is how you freaking do it.’”— James Pieper - My Favorite Quilt Store
Two opportunities, one project
You get both high-value projects in one, with all the work delivered by November 20.
Black Friday, done for you. This is your biggest week of the year. Tackle it confidently with emails that bring your list back to your store, a gift guide for them to land on, and optimized collection pages for them to browse. An email pop-up grows your list while the holiday traffic is high. This half of our work together pays off this year.
Your January SEO project, done early. This is the “fix our SEO” project that keeps sliding to the next quarter. I’ll do the collection work: cleaning up your collection pages, rewriting page titles with the words shoppers actually search, adding real collection descriptions, and building new collections (full of your existing products) from search and competitor data.
SEO results typically take two to three months to show up after we finish our work together. Do that work in January and you’ll see it start to sprout in the spring. Do that work now, in October and November, and more search traffic can start showing up to your collections in January, right as the holiday traffic leaves.
Get these two done-for-you as one project because they depend on the same pages. Every BFCM email I write brings your visitors to collections I’ve just optimized and rewritten, and your store’s gift guide links to all of them. So our work together now will help these pages earn their keep in November while Google catches up in the new year.
What you get
You’ll get seven things, done by me, for your store for one fixed-price ($10,000):
A strategic plan covering both halves of our work
- An SEO analysis of what we tackle first, and what not to bother with. I start our work together by pulling your search data and your competitors’ collection pages through my custom software (Keyword Magic), then I go through the results line-by-line by hand. You get a short list of recommendations: which collections to rewrite, which new collections to build, and which products to feature and promote, with the reason for each.
“What I appreciated most about working with Kai was the abundance and quality of his suggestions. I would absolutely recommend Kai to others seeking SEO help for their Shopify stores. He’s knowledgeable, organized, and turns meticulous research into actionable steps.”— Simon Scott - CEO, shamanicsupply.com
Your January SEO project, done early
- Up to ten collection pages, rewritten. Each gets an SEO title that leads with the words shoppers search, a new H1, and a 60 to 80 word description above the products.
- Up to five new collections, built from search data and from your competitors’ lineups. I identify the opportunities, you approve what gets built, I build the new collections, you approve the products that go in each, and I take the collections live + they get linked into your emails and gift guide.
Black Friday, done for you
- A gift guide page. Gifts sorted by who they’re for or by price, one of your own product photos per pick, and Add to cart links on every product. The gift guide will link to your collections throughout and sits inside your current theme. See a sample →
- Nine emails, written and loaded into your email platform, or handed to your agency to build and send. Three warm-up emails go out in early to mid-November to warm up your list and segment them, then six emails go out during BFCM. The six BFCM emails send people to the gift guide or a collection page.
- Your list, split by who’s paying attention. One segment for people who click your emails and one for people who don’t. That way your BFCM emails reach the people most likely to buy first and I can report on engagement by segment.
- One exit-intent pop-up, with copy written for your BFCM promotion, that adds people to your list and tags them to receive your BFCM emails. It shows once per visitor and runs in the email tool you already use.
Plus a kickoff call and two rounds of revisions on everything.
What this project is worth to your store
The price for this project ($10,000) is based on the value of this project to your store: more visibility in search, your list’s eyes on your BFCM promotion, and your November back. Here’s what you’re buying.
This season
- Your list hears from you before the sale, not only during it. Subscribers who haven’t heard from you in six months or a year forget who you are. The warm-up emails reintroduce you before you ask anyone to buy.
- Every BFCM email has something worth clicking. That’s the gift guide, or a collection page with the words and products a gift buyer is looking for.
- The pop-up keeps paying. Everyone it catches during your busiest traffic season is on your list for the sales that follow, and you can email them in January.
- Get your November back. Your time investment is one kickoff call, two rounds of feedback, and setting up your promotion in Shopify so I can link to it.
Next year
- Earn search traffic that keeps coming. I studied 41 Shopify stores. At a typical store, a Google click to a collection page from a shopper searching for what you sell (not your store’s name) brought in about $1.88. A click to a product page brought in $1.13. That gap is why the work goes into collections.
- Get collection pages that hold their ground. Once a collection page reaches Google’s first page, it’s more likely than a product page to still be there four months later (roughly 35 to 45 percent of them, against 27 to 38 percent of product pages). So the work on your collections has better odds of holding its ground into the new year.
- New collections that work while search catches up. New pages are slow to earn search traffic, and most earn little in their first six months. So I build them to be useful from day one, as places your emails and gift guide send people.
| Collection page | Product page | |
|---|---|---|
| Earned per search click | $1.88 | $1.13 |
| Still on page one four months later | 35–45% | 27–38% |
You decide whether it’s worth it to work together, with your own numbers. On our first call I’ll ask what a good BFCM looks like for you this year, how you’ll know you got it, and what that’s worth to your store. If the answer isn’t several times the price, I’ll tell you, and I’ll point you to a different project that’s a better investment for your store.
How this project works
- The week after your deposit (November 9 at the latest): kickoff call, then the analysis. You tell me your one BFCM promotion and which products you want to promote and sell.
- Early to mid-November: the three warm-up emails start to segment your list.
- By November 20: the rewritten collections, the new collections, the gift guide and the pop-up are live, a week before Black Friday, and all six BFCM emails are written, approved and scheduled. We’ll hit that date as long as your approvals come back within two business days.
- Thanksgiving: you’re off, and so am I.
Your part: one kickoff call, two rounds of feedback, and your promotion set up in Shopify. My part: everything else, including loading the emails into your platform.
Who this is for
You sell on Shopify, and BFCM is your biggest week of the year. You have an email list you don’t send to as often as you’d like. And there’s an SEO project on your list that keeps sliding to next quarter, and you don’t think you’ve done a great job putting words on your collection pages.
This project isn’t a fit if you want ads, social content, video or a new site design, or if you need a guarantee of a specific sales number.
Price
$10,000, one fixed price for both projects. Half by November 6 to confirm your spot, half at kickoff.
Two stores only, because that’s how many I can do well. Booking the intro call holds a spot, and the two spots go to the first two stores that fit and move forward. Book by November 6.
Questions
Will this bring in Black Friday search traffic?
Not much. Search takes two to three months to respond to changes, so the SEO half pays off after the holidays. During BFCM, your emails and your gift guide are what send people to these optimized pages.
“I loved your honesty about not seeing immediate results. SEO, if done right, takes time and I love that you underpromise and overdeliver.”— Melissa Clayton - Founder, WagTrendz
Why work on collection pages and not product pages?
Collection pages are where shoppers who don’t know your name land from Google, they’re searching things like “women’s wool socks” or “gifts for gardeners”. In my Shopify SEO study, a search click to a collection page was worth more than a click to a product page. That’s why the work goes into collections, not product page rewrites.
What’s not included?
Product page rewrites, ads, social posts, video, photography, new designs, and email automations or flows.
I already work with an email agency. Can we still do this?
Yes. I’ll write the emails and hand the copy to your agency to build and send. We’ll agree on that before you send initial payment for our work together.
Can you run my promotion in Shopify for me?
You set up one promotion in Shopify, and I write everything around it. One promotion, described the same way everywhere, keeps customers from getting confused at checkout.
Will I need any new apps?
Not likely. The pop-up runs in the email tool you already have, and the gift guide is a regular page in your theme plus one small stylesheet. I’ll advise if we need any new apps.
What if something changes partway through?
Anything that changes gets a one-line email from me, so we both know exactly what’s in and what’s out.
Will you be around over Thanksgiving?
No, and you won’t need me. Everything will be live, approved and scheduled before the holiday starts.
Have a question that isn’t here? Bring it to the intro call.
P.S. Not ready for this full project? Start with the SEO half. My SEO Opportunity Report ($5,000) shows you which collections to rewrite and which new ones to build, and your team can do the work.