SEO Shop Up – Seasonal Pages in eCommerce: Get Ready Now

Hey Friend,

I’ve just returned from my locker in the building I live in. I put the boxes with some old seasonal decorations there (don’t judge me, I know I had plenty of time to do that much earlier 😀 ).

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As I was looking at the boxes in my locker, I thought: yeah, I go here every year to get the Halloweens decorations, then Christmas decorations, Easter decorations… You get the idea.

Why do I do that? Because I want to reuse them. it just makes sense from an economic standpoint. I don’t want to buy everything from scratch every single year.

That’s exactly what online stores need to be doing with their seasonal pages – reuse them!
(and that’s where many stores fail…).

The thing is: you don’t need to create a new page for Mother’s Day (Christmas, Easter – insert any holiday here) every year. You need to create it just once and then use it over and over again. This helps to:

• Save money on the content and development
• Benefit from all the SEO signals your seasonal page has already acquired 

As you know, I’m all about practical tips. So here are the 5 tips that will help you use the seasonal pages properly:

1. Create an evergreen URL. 

This means no year indication. Make it simple, for example, /mothers-day. You can update the title tag to include the year for higher relevancy.

2. Make your seasonal pages available all year round.

No 301s, no 404s, no canonicals pointing somewhere else. They need to return 200 HTTP status codes. (You don’t brake Christmas balls and then glue them next year. You carefully pack them and put them aside, right? It’s the same here.)

3. Make your seasonal page easily accessible during the season.

Put it in your main navigation, promo banner, etc. That’s how you attract people to it. 

4. While off-season, just remove the page from your navigation.

It’s ok to even make such a page orphan for a while. 
You can also have a separate page with all the promos which then link to specific seasonal URLs.

5. Always have relevant content on your seasonal pages.

Are seasonal products still available? List them there. 
Are seasonal products not available off-season? Tell your customers about it and offer other products instead. 

Why am I telling you this now? Because building a process for seasonal sales needs to be done before the season starts. And also because I wanted you to know that I finally moved those boxes to my locker.

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Let’s summarize:
Create evergreen seasonal pages and reuse them every year to save time and money as well as benefit from the authority these seasonal pages have already acquired

Kristina Azarenko

I cook digital marketing dishes. Take 3 tablespoons of on-page SEO, add 2 pinches of backlinks and sprinkle it all with paid advertising. Season to taste with actionable data from Analytics and bake until golden brown. Serve hot.