Question: Our problem is that our special offers continue to rank after the promo has ended. People remember and search for it because we do it annually. Can you give any insight on pros and cons of SEO promotion of a temporary page on your site? Say you are offering a week-long or month-long coupon or promotion? Guessing a valuable 404 page that links to other helpful info on your site also plays a critical role if the page ranks high AFTER the promotion has ended.
Answer. Oh to have such problems! I wish. So you are saying you
The fact that they are still searching for it… implies it is very much something that your customers / stakeholders WANT, so I would treasure that fact and be creative. KEEP the HTML Title tag, Meta Description, content, etc. to be “friendly” towards the original page and place a big graphic that says something like: EXPIRED and then points to the NEW content / NEW offer, etc.
In terms of 404 (Error pages) and SEO, I wouldn’t use straight 404 pages, as those tend to get DE-INDEXED by Google over time. I would avoid a “true” 404 page, and instead just tweak the real content to direct the humans to what you want; but keep Google / the Googlebot happy that this content is real and relevant. So do not do a true 404, but rather a “real” page that redirects the humans….
If you have a magnet pulling in content, you want to treasure that, and use it judiciously to pull in traffic to other elements. Once you got ’em, sell ’em!
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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