Project
Driving Record-Breaking Black Friday Performance Through SEO-Led Strategy with Silver UK
Josh Chipperton
Junior Digital Experience Designer
24/12/2025
A UK jewellery brand achieved strong results during a key retail period by aligning search optimisation with customer intent. By focusing on high-performing categories and responding quickly to changes in search behaviour, the campaign maintained visibility and drove meaningful growth in sales, revenue, and overall search performance.
Black Friday remains one of the most competitive and commercially important periods in the retail calendar. For jewellery brands in particular, the stakes are high, with increased competition, volatile search results and a short window to capture high-intent shoppers. This year, our work with Silver UK demonstrates how a focused, data-led SEO strategy can deliver measurable results when it matters most.
With Black Friday acting as a key revenue driver ahead of Christmas, November performance was critical. Using the previous year’s results as a benchmark, the goal was not only to maintain visibility during a highly competitive period but to exceed previous revenue and sales performance.
Search demand was strong across core jewellery categories, but competition for high-value keywords such as silver rings, silver necklaces and silver earrings increased significantly as Black Friday approached. Rather than spreading effort too widely, the opportunity lay in protecting and strengthening visibility for the terms most likely to drive commercial return.
SEO sat at the centre of the strategy, with a clear focus on revenue-driving outcomes rather than rankings alone. We began by identifying Silver UK’s strongest-performing collection and product pages and mapping them against keyword opportunities based on search volume, difficulty and historic performance.
From there, the activity focused on:
- Improving priority collection pages through targeted on-page optimisation
- Strengthening internal linking to direct authority and traffic to high-converting categories
- Monitoring keyword volatility closely to identify fast, high-impact optimisation opportunities
- Reacting quickly to drops in rankings or clicks for commercially critical terms
By reviewing performance data regularly throughout November, we prioritised actions that protected first-page visibility while also capturing additional gains on peak trading days.
The impact of this approach was clear across both the full month of November and the Black Friday weekend itself.
Across November, Silver UK achieved:
- A 41.7% YoY increase in items purchased
- A 73.0% YoY increase in total revenue
- A 24.6% improvement in average keyword position
During the Black Friday weekend alone:
- Items purchased increased by 32.8% YoY
- Revenue grew by 65.6% YoY
- Average keyword positions improved by 17.5%
Despite expected volatility during one of the busiest shopping periods of the year, rankings for priority terms remained consistently strong on the first page, driving high-intent traffic and conversions.
This performance highlights the value of well-timed, data-led optimisation. In this case, targeted improvements to priority pages and keywords delivered significant gains without requiring large-scale structural changes.
At B2, we balance long-term SEO foundations with focused bursts of activity around seasonal and high-priority keywords. By aligning optimisation work directly with customer search behaviour at critical moments, we help brands remain visible, competitive and commercially successful.
Looking Ahead
With momentum from Black Friday carrying into the Christmas period, this approach is set to continue delivering value for Silver UK. Ongoing activity will remain aligned to seasonal demand, while also exploring emerging opportunities such as AI Overviews and how content can be structured to maximise search visibility during peak periods.
For businesses looking to turn seasonal trading moments into sustainable growth opportunities, this case study demonstrates what can be achieved when SEO is treated as a performance-driven channel. If you would like to explore how this approach could work for your brand, our team would be happy to talk.
