During a hangout Question and Answer segment, one SEO professional submitted a question to John about expanding their pages with more up-to-date topics on seasonal topics and events.
Their main question was: what do they do with such pieces of content when the season or event, such as Black Friday, is over?
Should they just leave sections on the page permanently?
Or do they want to remove them after the event and add them again next year?
John answered that from Google’s side, it’s entirely up to you how to deal with this. Keeping the pages there is fine.
Also, removing them after a while is fine. If they’re no longer relevant, what you will likely see is that traffic to these pages will be down when it’s not the actual season.
If people are not looking for Black Friday, then they’re not going to find your Black Friday pages.
Then it doesn’t really matter if you have the page or not, because you’re not missing out on any impressions there.
If you make a page noindex, or if you make it 404 for a while and then bring it back later, that’s fine.
The one thing he would watch for with seasonal pages is that you reuse the same URLs year after year.
Instead of having a page that’s called Black Friday 2021, and then Black Friday 2022, just have a page called Black Friday.
This way, if you reuse that page, all the signals that you have associated with that page over the years will continue to work in your favor, rather than you having to build up new signals every year for seasonal events.
This happens at approximately the 37:36 mark in the video.