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Google Recommends Permanent URLs for Black Friday Pages

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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:

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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.

And the more link equity a page has, the greater its potential to rank in search results.

An older URL with a moderate amount of link equity has a much greater chance to rank over a newly published page with no link equity.

So, instead of creating new pages for Black Friday every year, keep using the same URL as Google suggests.

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Additional Recommendations For Black Friday & Cyber Monday

Here are the remainder of Google’s best practices for Black Friday and Cyber Monday.

These are recommendations for retailers to help Google highlight and surface sales events in search results.

  1. Publish early: Create the Black Friday sales page well before the sale so Googlebot has time to discover and index it.
  2. Follow standard SEO best practices: For up-to-date information on what matters in SEO today, see Search Engine Journal’s complete guide to SEO here.
  3. Build internal links to the landing page: Link to the Black Friday landing page from other pages on the website, especially the home page. This will help communicate its importance to Google, and help visitors find the page faster.
  4. Include a relevant, high quality image: Provide a static image with an up-to-date representation of your sale. Google recommends trimming whitespace around the borders of the image, and ensuring the image is visually engaging and of good quality.
  5. Get the landing page recrawled: When the landing page has been updated with new or additional content, ask Google to recrawl the page to get your content updated more quickly.

Source: Google Webmaster Central Blog

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Google Workspace vs. Microsoft 365: What’s the best office suite for business?

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Google G Suite vs. Microsoft Office

Once upon a time, Microsoft Office ruled the business world. By the late ‘90s and early 2000s, Microsoft’s office suite had brushed aside rivals such as WordPerfect Office and Lotus SmartSuite, and there was no competition on the horizon.

Then in 2006 Google came along with Google Docs & Spreadsheets, a collaborative online word processing and spreadsheet duo that was combined with other business services to form the Google Apps suite, later rebranded as G Suite, and now as Google Workspace. Although Google’s productivity suite didn’t immediately take the business world by storm, over time it has gained both in features and in popularity, boasting 6 million paying customers, according to Google’s most recent public stats in March 2020.

Microsoft, meanwhile, has shifted its emphasis away from its traditional licensed Office software to Microsoft 365 (formerly Office 365), a subscription-based version that’s treated more like a service, with frequent updates and new features. Microsoft 365 is what we’ve focused on in this story.

Nowadays, choosing an office suite isn’t as simple as it once was. We’re here to help.

Google Workspace vs. Microsoft 365

Google Workspace and Microsoft 365 have much in common. Both are subscription-based, charging businesses per-person fees every month, in varying tiers, depending on the capabilities their customers are looking for. Although Google Workspace is web-based, it has the capability to work offline as well. And while Microsoft 365 is based on installed desktop software, it also provides (less powerful) web-based versions of its applications.

Both suites work well with a range of devices. Because it’s web-based, Google Workspace works in most browsers on any operating system, and Google also offers mobile apps for Android and iOS. Microsoft provides Office client apps for Windows, macOS, iOS, and Android, and its web-based apps work across browsers.

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