Search engine optimization can be tricky and with the major providers doing everything they can to keep you out of their proverbial black box of secrets, it's nice to occasionally get some practical advice.
Google's John Mueller recently posted some guidance, for example, on how to deal with recurring and updated items - such as when you have a recurring event or a regularly published content item such as a quarterly report and want to maximize the asset's value for search.
In the case of an event specifically, Mueller's guidance is to place the current version on a generic, non-versioned URL (/event-asset/) and copy last year's version onto a versioned URL (/event-asset/2016/).
Muller suggested that doing it this way will help the generic URL to gain value over the years, while still allowing the older versions to be accessible if someone explicitly looks for them.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.