Seasonal Campaigns and Reusing Landing Pages
Most businesses run roughly the same promotions every year. And most build a brand new page each time, at a new URL, which starts from zero, then leave last year's page live to compete with it. Doing this for five years produces a site full of expired offers ranking above the current one.
The reuse pattern
Keep one permanent URL per recurring promotion, without a year in it: /fall-tune-up/ rather than /fall-tune-up-2026/. Each season, update the content, dates, and offer on that same page. It accumulates links, history, and ranking rather than resetting annually.
What to change each cycle
- Dates, prices, and the specific offer.
- The headline, to reflect this year's angle.
- Photos, so it does not look like an archive.
- Proof from the most recent season.
- Structured data for any event or offer dates.
What to do between seasons
Do not delete the page and do not leave an expired offer visible. Convert it to an evergreen state: explain the service, say when the promotion runs, and offer a way to be notified. That keeps the page useful year-round and lets it hold its ranking so it is already in position when the season arrives.
When a new page is right
One-time events, genuinely new offers, and paid campaigns that need a stripped-down page with no navigation. For paid landing pages, keep them out of the sitemap and out of the menu; they serve traffic you are sending, not traffic you are earning.
Housekeeping that pays for itself
Once a year, search your own site for expired promotions and old year-stamped URLs. Redirect the dead ones to their evergreen equivalent, update internal links, and remove references from your navigation. Businesses regularly discover four years of abandoned campaign pages doing nothing but confusing search engines about which page is current.
Plan the takedown when you plan the launch
Put the end date in the calendar at the same moment you publish. The reason expired offers sit live for months is that nobody was ever assigned the removal.
