An expired campaign still needs a deliberate destination
Choose whether to retain, update or redirect a campaign page based on its ongoing usefulness and available replacement. Deleting every old campaign URL can break links that still send relevant visitors.
A campaign ending does not automatically make its landing page useless. Visitors may arrive from old emails, saved links or external references. Decide whether to explain the expired offer, provide an accurate alternative or retire the page based on its continuing purpose.
A worked example
A hypothetical seminar page still attracts visitors after registration closes. Keeping a clear closed status and useful related material can serve them. Redirecting it to an unrelated new offer would change the promise made by the old link. A separate temporary thank-you page may warrant a different treatment.
How to apply it
- Inventory remaining traffic paths and the page’s role after the campaign.
- Choose a current-content, relevant-redirect or retirement response deliberately.
- Remove obsolete registration actions and verify that any alternative is clearly described.
What the result can establish
Acceptance includes correct offer dates, working next steps and consistent sitemap/indexing treatment. Do not leave a form collecting inquiries for a service or event that is no longer available. Preserve necessary records privately without keeping an obsolete public promise active.
Reference: Google: canonicalization.
Supporting documentation
Google: canonicalizationGoogle: noindexGoogle: technical requirements