Google made the recommendation in anticipation of Black Friday and Cyber Monday
Google recommends using permanent URLs for Black Friday pages rather than creating new URLs for each annual sale. Google shared this advice in a set of best practices for Black Friday and Cyber Monday pages, along with five additional recommendations.
Here’s more on the benefits of using recurring URLs, and a rundown of Google’s other advice for the upcoming shopping event.
Recurring URLs for Black Friday Pages
The holiday shopping season kicks off every year on the day after Thanksgiving – also known as Black Friday – with deep discounts from thousands of retailers. Each year brings new sales, but it should not bring new sales pages. The ephemeral nature of Black Friday sales may lead some site owners to believe setting up new pages each year, and later removing them, is the best course of action. However, that’s not ideal for Black Friday pages, or any web pages for that matter.
Here’s specifically what Google recommends:
“Use a recurring URL, not a new URL for each occurrence of the event. Give the landing page of recurring events a meaningful URL that reflects the event that is used each year (for example: use /sale/black-friday, not /sale/2020/black-friday).”
Why does Google recommend recurring URLs? Because recurring URLs allow sites to build link equity. Link equity refers to the SEO value of a link, which is something that’s gained over time. URLs build link equity when other pages link to them. The longer a URL exists on the web, the more link equity it has the potential to gain.
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