Seasonal online content can be an incredibly effective way to grab the attention of fresh traffic and add new clients to your customer base. This is especially true during the holiday season when there is a constant rotation of “seasons” to be taken advantage of, starting at Thanksgiving right up until New Years Day.

During a recent Google Webmaster Central hangout, a participant raised an important concern about seasonal content: Can the way seasonal content is handled once that season has come to a close cause issues with ranking and indexing?

As it turns out, the answer is that it can.

Seasonal Content Can Cause Google to Mistrust Your URL

Google’s John Mueller responded by saying that removing content from Google’s index, and then re-adding it to that same URL at a later date, causes the search engine to question the content. Will the content stay? Or will it simply be taken down again at a later time?

How to Handle Seasonal Online Content Marketing

Mueller provided three important pieces of advice when it comes to seasonal online content marketing.

  1. If the content must be taken down, make sure it stays up for a reasonable amount of time. Though the exact amount of time wasn’t given, Mueller did advise that the longer the content is up and available for indexing, the better it will be for your website’s URL.
  2. Make sure the content is relevant within your website. If at all possible, keep a link to the content on your homepage and in other locations throughout your website.
  3. Use one URL for all seasonal online content. Having a single URL for all seasonal content helps the link build up “link equity.” So even if you swap Thanksgiving content for Christmas content and later with spring pool opening and Easter content, Google would continue to understand that the URL is important and relevant.

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