See more work
The brief
Standing Out in Search to Secure Q4 Revenue.
Black Friday gets more and more crowded every year. The event is also no longer just one day - it's now "Black Friday month".
Q4 is a critical period for Musto, and they came to us with a clear commercial goal. They needed Black Friday to do lot of the heavy lifting for Q4.
Their brief was simple but ambitious: Increase organic revenue in November by 20% compared to 2024.
Black Friday is a fiercely competitive period in search. Every retailer is fighting for visibility, and generic “sale” pages rarely perform well. Musto needed a smarter way to capture demand across a wide range of discounted products, without relying on paid media to do all the work.
They wanted organic search to become a genuine revenue driver for Black Friday.
61%
Organic Traffic increase YoY.
59%
Purchaser-rate increase.
18%
New User increase.
What we did
A content-first SEO strategy built to capture high-intent Black Friday demand at scale.
We started by analysing Musto’s product range and sale mechanics to understand exactly what would be discounted and how customers search during Black Friday.
From this, we built a dedicated Black Friday landing page strategy:
Identifying individual product categories and collections that would be included in the sale
Designing a new web page structure to give each of these areas its own SEO-focused landing page
Creating 25 brand new Black Friday landing pages, each aligned to real search demand
Writing optimised copy for these pages, ensuring they were commercially persuasive and fully search optimised
Aligned internal linking and site architecture so these pages could be discovered, crawled and ranked quickly
Rather than funnelling everyone into one generic “Black Friday” page, we created a network of highly relevant, intent-led landing pages. This meant Musto could appear for far more specific searches like category-level and product-led sale terms, capturing users who were already in buying mode.
Everything was launched in advance of the Black Friday period, giving Google and AI Search platforms time to crawl, understand and rank the new content.
The results.
61% organic search revenue increase. 18% increase in new customers.
The outcome exceeded every target.
Organic search revenue increased by 61% in November 2025 versus 2024
Organic search transactions increased by 94%
New users grew by 18%
Not only did we help Musto smash their original goal of a 20% uplift, we more than tripled it.
The impact went beyond Black Friday itself. The strength of organic performance in November “took the pressure off” Christmas trading, enabling Musto to hit their Q4 revenue targets earlier than planned.
Black Friday became a growth lever, not just a promotional spike.
This campaign shows what happens when SEO is treated as a commercial channel, not just a traffic play. By building the right pages for the right intent, Musto turned search demand into meaningful revenue at one of the most competitive times of year.