SEO Question: Hosting Events

Question:

Christine Cardellino Here’s an SEO question: I blog about seasonal events that take place at the same time every year. From an SEO perspective, is it better to create a new post about the current year’s event, or to update the original post (which has a high Google ranking-page 1) with the new event date, new photos, etc.?

Answer:

Thanks for the question, Christine! This seems to be a common question people have regarding hosting events online. From an SEO perspective, you don’t want to create new pages for each event. It’s important to update the information for new events and keep your content fresh. What we would recommend doing is having a consistent landing page that hosts these events, and an archive of the old ones for reference. This would be a great opportunity for internal linking.

John Mueller answered a similar question during a Google Hangout on Sept. 20, 2019 and expressed the importance of having a page that can gain value over time.

Here is what he said: “So something kind of like a persistent page that says our next event is then and if you want to keep an archive of the old events, maybe have a separate archive section but kind of have one persistent place for for the events.”

Therefore, we would recommend creating a page that hosts these posts and updating it with new events each time. This way you will have a persistent landing page that people can link to and will be updated with new information as time goes on. Organizing them into the current and old is what would be important here.

Here is a transcript of the question for context:

Question 0:43 - Hi John. So one of our clients, they're a nonprofit organization so they arrange a lot of events a lot of times. So when they arrange an event they published it on their blog post on their blog about the event but when the event is finished they take of the page from their blog. So in this case we need to create anything we do 301 redirection for those event page?

Answer 1:15 - I think the the part that's kind of where they'd be missing something where it would be useful for their website in general is if there were some kind of persistent landing page for these kind of events. So for example if they do a monthly event then having one page for that monthly event just kind of as a placeholder we do this event every month and like some information about it so that people can link to some persistent place and that page can gain value over time. Whereas if you have just individual event pages for each date and those turn into 404, then that's something where all of the links, all of the value that they collect for those pages they kind of disappears again. So something kind of like a persistent page that says our next event is then and if you want to keep an archive of the old events, maybe have a separate archive section but kind of have one persistent place for for the events.

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