November is one of my favourite months in agency land as we gear up for one of my favourite days of the year – Black Friday.
Black Friday landing pages are now live, deals are confirmed, and our Black Friday PR team has been in full swing throughout the month, securing high-authority and relevant Black Friday links and coverage across every vertical.
With less than one month left before we wrap up Q4, let’s take a look at some of our standout results across our clients in November.
- Our clients were featured in top-tier publications including the Daily Mail, Metro, Evening Standard, GQ, Good Housekeeping, Travel + Leisure, Runner’s World, and many more.
- We secured widespread Black Friday coverage across our eCommerce brands deals.
- Blackcircles: “Tyre Theft Hotspots” campaign earned national, regional and niche coverage, including a feature in Auto Express.
- Christmas Tree World: Maintained position 1 dominance across key “Christmas tree” terms in peak season.
- Delivita: Entered Black Friday with top rankings for “Black Friday pizza oven” and other similar terms.
Coverage Highlights: Who Featured Where?
GO Outdoors, Blacks, Millets, Christmas Tree World, Emma & Outdoor Toys | Black Friday Coverage
Across the month, we secured widespread coverage for Black Friday deals across our client portfolio. You can see example pieces of coverage across a selection of our ecommerce clients below.
GO Outdoors – The Guardian
Blacks – Runners World
Millets – Motorcycle News
Christmas Tree World – Daily Express
Emma – The Telegraph
Outdoor Toys – Net Mums
These features placed our clients’ deals directly in front of high-intent shoppers at the most commercially valuable moment of the year.
Wander | Travel + Leisure
Wander’s latest digital PR campaign, the Winter Adventure Index, reveals the best states for a luxury winter adventure vacation.
This campaign is perfect for Wander’s target market and has secured widespread coverage across relevant publications, including Travel + Leisure and The Manual.
→ Read the story here.
Emma | Good Housekeeping
Our product PR team has been very busy securing reviews and round-ups for Emma mattresses across lifestyle press in the UK.
A selection of Emma mattresses were reviewed by a panel of testers at Good Housekeeping for at least six weeks, and the brand now has one of GHK’s highest-scoring mattresses ever.
→ Read the story here.
Harley Street Skin Clinic | Metro
We launched a high-impact campaign with Harley Street Skin Clinic featuring an open letter to the government, calling for urgent action to ban non-medical professionals from administering injectables.
Injectables like Botox are prescription-only for good reason – yet currently, a beautician can take a weekend course and begin injecting members of the public. This campaign tackled that issue head-on and has already secured widespread attention.
→ Read the story in the Metro here.
Digital PR Campaign Highlights
Blackcircles | Tyre Theft Hotspots
Blackcircles, the online tyre retailer, launched its Tyre Theft Hotspots campaign to uncover where motorists are most at risk of tyre theft.
Using FOI requests and ONS data from the past five years, we revealed unique insights that were supported by expert commentary from Nyo Logan, Tyre Expert at Blackcircles. The result? A hyper-relevant campaign that speaks directly to the brand’s audience and positions Blackcircles as a leading voice on tyre safety.
Coverage highlights include Auto Express.
Why Does This Matter For Blackcircles?
- Hyper-relevant to the brand’s core product offering.
- Strategic internal linking to key category pages, meaning any links passed authority through to key areas of the site.
- Establishes Blackcircles as trusted source on tyre safety.
SEO Highlights
Christmas Tree World | Retaining Rankings in Peak Season
Christmas Tree World continued to see incredible results throughout November, and consistently ranked in position 1 for “Christmas tree”and “Xmas tree”, and importantly for November, they also ranked in position 1 for “Black Friday Christmas Tree”. Our collaborative approach also saw the PR team secure widespread Black Friday coverage for Christmas Tree World’s Black Friday deals in publications such as Daily Express, T3, and Wales Online.
Heading into 2025’s peak season, we rewrote priority collection pages, prioritising focus and value to readers over volume. We also focused on building tighter content clusters, prioritising clear internal links between decorations categories and subcategories (such as baubles, wreaths, and lights) to build topical authority outside of Christmas Tree World’s primary product offering, supporting this with high-intent informational content, such as How Many Lights Do You Need for Your Christmas Tree. Advanced collection page schema has also been implemented across all categories, to ensure that as much information as possible is being served to crawlers.
A key goal for 2025 was to improve the performance across non-tree categories, and the results speak for themselves:
- Clicks to their decorations collection are up by 255% YoY
- Tree skirts are up 462% YoY
- Tree toppers are up by 1,977% YoY
Why Does This Matter For Christmas Tree World?
- Retains priority commercial keywords driving revenue in their peak season.
- Outperforms major competitors including Balsam Hill, B&Q, and Argos.
- Improved performance and visibility across non-tree categories.
Opera Beds | Ranking in Position 1 For Priority Keywords
Our client, Opera Beds is ranking in position for hospital bed(s), adjustable bed(s), and medical bed(s) in the UK – their highest priority keywords.
Following ranking drops in previous months, we reassessed our collection page content. With our MD James’s recent research on the optimal length of content on e-commerce category pages fresh in mind, we took decisive action to reduce the length of category page copy. The approach of including 2,000 words on a category page had worked well in previous years, but it’s clear that Google has changed the kinds of content it rewards. Too much informational content on category pages appeared to be diluting topical focus.
We reduced the length of copy on category pages from over 2,000 words to around 500, focusing specifically on the information users want to know when they’re about to make that purchase. Within days of these changes, these keywords were back in position 1, driving traffic and sales for Opera’s priority categories.
Why Does This Matter For Opera Beds?
- A strategic pivot to focused, lean category content brought immediate ranking recovery.
- Improved user alignment resulted in stronger conversions and SERP performance.
Delivita | Going Into Black Friday With Top Rankings
For pizza oven challenger brand Delivita, Black Friday visibility was a key priority.
With competition from major players in the space, securing position 2 for “Black Friday pizza ovens” – especially during their first ever Black Friday sale – was a standout achievement.
Our work included launching a dedicated /black-friday/ URL optimised for “Black Friday pizza oven” variations to capture high-intent traffic at scale.
Why Does This Matter For Delivita?
- Drives visibility during peak shopping season.
- Ensures high-intent audiences discover Delivita ahead of competitors.
- Builds a foundation for long-term seasonal search performance.
The Bigger Picture
As we enter the final month of 2025, our focus remains on driving commercial impact for our clients throughout December and into the new year.
At Digitaloft, we don’t chase vanity metrics, we execute strategies engineered to deliver commercial growth.
Want some of this success for yourself? Get in touch to chat about how Digitaloft’s SEO, Digital PR, Content, and GEO experts can secure standout wins for your business.