Brands could create “evergreen” holiday URLs for SEO success

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2019, 12:06 PM UTC

Using the same URL year after year can increase a brand’s authority for that page.

Having a good holiday SEO is important for brands to benefit from the seasonal SEO opportunities. Companies must conduct a keyword research to identify keywords that generate the maximum interest in their vertical. They must start optimising pages for the base keywords and also optimise for promotional keywords.

Businesses must create “evergreen” holiday URLs for successful SEO. If brands use the same URL for every festival all year round and year after year, they begin to build more authority for that particular page. But, marketers must avoid using date specific URLs.

Also suggested is creating an internal linking strategy that boosts the frequency and prominence of links to the brands main holiday landing pages. This helps improve their indexing and crawling by search engines.

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