The problem with changing URLs

Each year, Black Friday happens. You might be tempted to create a URL for listing the promotions for that event on a page like:

https://mysite.com/black-friday-2024/ 

But what will happen in 2025? A new URL will be necessary, like:

https://mysite.com/black-friday-2025/ 

The problem is, if a URL gets some links to it, changing it year after year is not a good tactic, even with a 301-redirect.

What Works

Create a single URL for Black Friday, something like:

https://mysite.com/black-friday/ 

Each year delete what's on the old Black Friday page and replace it with the current year's offers.

And if in 2025 you still need to show someone "Look, in 2024 we had the so-and-so offers", just create a page like this:

https://mysite.com/black-friday-2024/  and move/archive the outdated content there.

And, for 2025 and further years, constantly use a single URL:

https://mysite.com/black-friday/ 

How to use this solution

Of course, this applies to other yearly campaigns, like Back-to-School, or other similar events.

Having a single URL for a campaign is most helpful when a website receives links from other websites, but it's also useful for a search engine to know & index a single, specific URL.

A quote from a Google representative, in 2018:

“The bigger effect will be from changing a lot of URLs (all pages in those folders) - that always takes time to be reprocessed. I'd avoid changing URLs unless you have a really good reason to do so, and you're sure that they'll remain like that in the long run.”

(via Google Says Avoid Change URLs Unless You Really Have To https://www.seroundtable.com/google-avoid-change-urls-26217.html) 

via: https://www.reddit.com/r/SEO/comments/97gm3o/engb_vs_uk/