Google’s John Mueller recommends that web sites with rotating seasonal content material ought to maintain all of it contained on one URL.

This matter got here up throughout a current Google Webmaster Central hangout when somebody requested for recommendation on easy methods to deal with seasonal content material when the season is over.

The person asking the query stated he has a shopper who removes Christmas content material when the season is over and republishes it once more the next 12 months.

Might that trigger issues with rating and indexing? If that’s the case, what’s the very best plan of action?

In response, Mueller provided two potential options.

Answer 1: Publish the content material for an affordable size of time

Recurrently eradicating and republishing content material will trigger Google to have a look at the content material in a different way than it could in any other case, Mueller says.

If that’s what the shopper insists on doing, then Mueller recommends at the very least leaving the content material up for a “affordable” size of time.

It would additionally assist if the content material is linked to elsewhere on the web site, particularly the homepage.

That can let Google know the content material is related and ought to be thought-about vital.

Right here is Mueller’s actual response:

“I believe that’s all the time a difficult scenario if in case you have one thing that’s so seasonal that you just wish to take away the content material afterwards.

If you take away the content material, and whenever you take away it from our index, then the subsequent time we discover the content material once more we’ve got to consider is that this content material actually right here or is that this simply going to vanish once more. In order that’s one thing the place I don’t know what the very best strategy there could be.

I believe for those who can maintain your Christmas content material up for an affordable period of time, that it’s not only a matter of days we’ve got accessible to really index this content material, then most likely that may work.

Usually you additionally have to be sure that it’s clearly related inside your web site as nicely. So, particularly, in your homepage and elsewhere in your web site, sort of hyperlink to your Christmas content material.

So it’s not simply that we are able to discover these URLs, however truly in order that we see it’s one thing actually vital that you just suppose is related there. And that’s one thing you could possibly do for seasonal content material basically.

Answer 2: Use a single URL for all seasonal content material

One other answer that may work is utilizing one URL for all seasonal content material printed all year long.

From Google’s perspective it’s acceptable to swap out Thanksgiving content material with Christmas content material, after which once more with Easter content material, and so forth.

Mueller recommends this answer as a result of the URL would construct up hyperlink fairness. Google would then perceive that the URL is related and vital.

Once more, this may solely work if the content material stays on the URL for an affordable size of time.

Swapping out content material on the identical URL on a day-to-day foundation isn’t beneficial.

Right here is Mueller’s actual quote:

One factor you could possibly additionally do is use one single URL and reuse that relying on the person seasons that you just wish to goal.

So if in case you have Thanksgiving content material, after which you’ve Christmas content material, after which you’ve Easter content material, or no matter you’ve, then it’d make sense to have one web page that’s simply for seasonal actions primarily. The place you swap out the content material relying on what season you’re attempting to focus on.

That will make it slightly bit simpler for us to acknowledge that’s truly one thing actually vital. As a result of that one URL would accumulate hyperlinks over an extended time frame. It might be one thing that folks might confer with and hyperlink to in the long term.

That’s one thing that may assist us to grasp that that is truly fairly related. Even when the theme of that web page adjustments over the course of the 12 months, so long as you’re not altering the theme of the web page day-by-day, then I believe basically that may work out.”

Hear the total query and reply within the video under (beginning at 32:57):