With the holiday season approaching, you’re likely going to add a few holiday-specific pages to your site. Come January, what should you do with those pages? Google has some tips.
You can read more about Google’s thoughts on this from this article on Search Engine Journal.
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If you have seasonal content on your website, such as Christmas events or special hours, Google offers a few ways to handle that content during the rest of the year.
Their first suggestions is to just make sure the content is published for a “reasonable length of time”. Making sure that Google has time to find the pages each year is helpful, and linking to the page from your home page (which you would likely do anyhow) is a good signal to Google that the page is important.
Their second suggestion is to use a single URL for all of your seasonal content throughout the year. For example, you could create a “special hours” page that shows your store hours during holidays, and update it for Thanksgiving, then for Christmas, then for Easter, etc.
Another option, one that I’ve used with good success in the past, is to leave the page up year round but only promote it when needed. Back when I worked in the church world, VBS (Vacation Bible School, a week-long camp for kids) was a big deal. I created a VBS page and left it up year round. I’d update it frequently in the spring and summer with info about what was coming, and had a “see you next year” kind of message on it during the fall and winter. This way the URL never changed, it was always about the same subject, and it ranked really well. There are roughly 500 churches in our county, and our site consistently ranked #1 for “vbs +location” for years. Things have changed quite a bit since there, particularly with local SEO, but the general idea still works well.
In any case, when the holidays are behind us and you’re updating your site, take some time to decide how best to handle those pages to give you the best head start for next year.