There is one thing you should never put in your URL. Never. [pullquote]Slip these 4 characters into the URL and you could be wasting your best performing post.[/pullquote]

Never add the year to your URL.

I shall explain…

Halloween is coming, swiftly followed by Christmas (sorry, I know, Summer's only just gone but it's fact-facing time).

Right about now mothers around the world are searching for ‘Cute Disney Halloween costumes 2015‘ or if they're feeling super-organised ‘Top Christmas Toys 2015‘. They add the year to their search term so they find only this year's fresh new content.
To get seen in the search results you should add the year to your post title.

As your post get seen and liked and shared and linked to, it will slowly build up Google-love (not the technical term) and rank higher and higher in the search results.

And then Halloween or Christmas, or whatever seasonal event you wrote about passes, and this powerful blog post is no longer needed, loved or even looked at.

But in 10 months time, when it's time to produce fresh seasonal content, you can recycle the URL. The links and shares and Google love are all still there. You can keep the intro, summary and calls to action pretty much the same. All you need to do is update the middle bit with fresh content to reflect the new year.

Of course this only works if you didn't stuff the year into the URL. Because having a title that says ‘2016' but a URL containing ‘2015' is mighty confusing. So before hitting ‘Publish' scroll, to the URL bar and edit out the year.

You're welcome.