Your seasonal links are merry and bright during the right season but receive a much different response when they're no longer current. When you neglect to update your seasonal links and your publishers forget to swap them out for some new content, you're sending a stale message to your potential customers. And the unfortunate truth is that while it may be the publishers' responsibility to update the links on their sites, that negative, "out-of-season" connotation gets attributed to you. In addition, if your seasonal links aren't current, they're much more likely to be taken down by publishers.
The easiest way to avoid this is to update those seasonal links as soon as the season has ended. You may be thinking, "Can't I just expire my links?" and yes, you could, but the truth is that it's not quite so simple. The fact is, expired links just stop tracking, but they don't disappear, so those expired links will still sit on your publishers' sites (not making you or them any money) until they get updated or removed. So instead of forgetting about your seasonal links at the end of the year, commit to updating them throughout the year. You'll continue to provide your publishers with what they crave – the right content at the right time.
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