How do retailers phase out short term promotional pages for best SEO?
-
I have a high level question and am open to all discussions.
I work for a large ecommerce site and we are always making new landing pages, product assortments and promotions.
We have a challenge on how to retire these pages after a promotion is outdated.
What is this the MOZ community option on a way to retire, like 301 redirect to home page?
-
The guys all have some great thoughts here.
One more thought:
If a promotion or product is usually short-lived but comes back intermittently (e.g. once a year, twice a year, etc.), the URL can be kept live. A good example is rental real estate in a big city - the properties will come back on the market, but the URLs need to show visitors that the apartment is not available at the moment. RIghtmove (real estate in the UK) does this with rentals it knows will come back on the market, e.g. http://www.rightmove.co.uk/property-to-rent/property-21907128.html
They re-use the pages when the property is live again - I've seen them do it with both flats I lived in, and they rank remarkably well. Questionable usability if a page ranks and is actually unavailable, but effective.
Clearly this is only relevant if you will re-use / open these short-term promotions in the future.
-
I'm in ecommerce as well. We 301 promotion-specific pages to the homepage once the promotion is over, as each one won't come back around for a year.
-
Yeah if you can determine a set schedule, with no overlap, I would try to aggregate promotions onto a common URL.
For instance, we host local events in Brooklyn, for which the content becomes obsolete once the event is over. We maintain one URL for our events:
http://www.uncommongoods.com/designs/events
And simply rotate the content. That way the links to the page help build more specific authority for "design events". If we were to 301 redirect content to the HP, we'd lose this niche.
-
It depends on how quick the promotions are. If the promotions really are short-term, I like to create a "specials" or "promotions" page where they can all be aggregated along with some unique content. Pages like that can get crazy traffic and even links. Visitors love them.
Then, you can have those individual promotions pages branch off of that main one. 301s to the promotions page would work. Or, if possible, maybe creating brand new pages for each promotion isn't the right way to go about it, and those promotions should ONLY live on the main promotions page.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Site naming - longer tail with keyword or short but off-term - does it matter?
So, we've established that the actual domain name is not a big ranking factor for google. However your chosen domain & site name will feature in your content so I'm figuring it does matter indirectly. Eg given a choice between: bobsfidgetspinners.com, welcome to "bobs fidget spinners", we sell fidget spinners.... or spinnersfidget.com, welcome to "spinners fidget", we sell fidget spinners I'm going on the assumption that the former is better because it introduces more on-term content (as well as nicer branding). For the limit content that talks about your brand name anyway. Is this a correct assumption? Would it make any difference if the rest of the site content was on-topic (and good, obviously)?
Intermediate & Advanced SEO | | HSDOnline0 -
Best way to set up URL structure for reviews off of PDP pages.
We are adding existing customer reviews to Product Detail Pages pages. There are about 300 reviews per product so we're going to have to paginate reviews off of the PDP page. I'm wondering what the best url structure for reviews pages is to get the most seo benefit. For example, would it be something like this? site.com/category/product/reviews/page-1 or something that used parameters, such as: site.com/reviews?product=a Also, what is the best way to show that the internal link on the PDP page to "All Reviews" is a higher priority link than the other links on the page?
Intermediate & Advanced SEO | | katseo10 -
Best Permalinks for SEO - Custom structure vs Postname
Good Morning Moz peeps, I am new to this but intending on starting off right! I have heard a wealth of advice that the "post name" permalink structure is the best one to go with however... i am wondering about a "custom structure" combing the "post name" following the below example structure: Www.professionalwarrior.com/bodybuilding/%postname/ Where "professional" and "bodybuilding" is my focus/theme/keywords of my blog that i want ranked. Thanks a mill, RO
Intermediate & Advanced SEO | | RawkingOut0 -
After adding a ssl certificate to my site I encountered problems with duplicate pages and page titles
Hey everyone! After adding a ssl certificate to my site it seems that every page on my site has duplicated it's self. I think that is because it has combined the www.domainname.com and domainname.com. I would really hate to add a rel canonical to every page to solve this issue. I am sure there is another way but I am not sure how to do it. Has anyone else ran into this problem and if so how did you solve it? Thanks and any and all ideas are very appreciated.
Intermediate & Advanced SEO | | LovingatYourBest0 -
What is the best practice to optimize page content with strong tags?
For example, if I have a sub page dedicated to the keyword "Houston Leather Furniture" is it best practice to bold ONLY the exact match keyword? Or should ONLY the words from the keyword (so 'Houston' 'Leather' and 'Furniture') Is there a rule to how many times it should be done before its over-optimization? I appreciate any information as I want to do the BEST possible practice when it comes to this topic. Thanks!
Intermediate & Advanced SEO | | MonsterWeb280 -
Where is the best place to find an SEO coach?
I'm looking for a coach who can help me get to the next level with SEO and help me determine what's junk and what's true advice. Are there any recommendations any of you have out there on where to find such a person?
Intermediate & Advanced SEO | | kadesmith0 -
Best SEO META Description for forum topics
What would be the best SEO META Description tag for forum topics on a forum type website? I can think of a few options so far Snippet of first post. Title of the topic with templated trailing text Remove description tag completely Your thoughts and suggestions are greatly appreciated.
Intermediate & Advanced SEO | | Peter2640 -
Scrolling Text Old School SEO and hidden index page
We have taken over a site and now find our self looking at the homepage of the site which has hidden scrolling text. A old school way of adding text without leaving loads of paragraphs. I have also removed all links to the index.htm page but somewhere visitors are still coming to this page in there droves. I am considering using a canonical url code but I would rather nip it in the bud. Would love some feedback from some other experts here is the site - http://www.radiatorcentre.com You never stop learning in seo and maybe we can all learn from this example. Thanks
Intermediate & Advanced SEO | | onlinemediadirect0