How to Set Up Seasonal Campaign Routing with AI Redirects

A seasonal campaign needs its own memorable URL, and that URL needs to route to the right live campaign page during the season, then either retire gracefully or route somewhere sensible once the season ends, all without losing the accumulated value that URL built if the campaign will return next year.

This guide is for merchants running recurring seasonal campaigns who want redirect routing set up to handle the full cycle, active season, off-season, and next year's return, cleanly.

Quick Answer

Yes, seasonal campaign routing can be set up to handle the full annual cycle. Use live redirects through SC Easy Redirects to send a permanent campaign URL to this season's live page while active, then redirect that same permanent URL to a relevant off-season destination once the campaign ends, toggling the redirect on and off each year rather than creating a new URL from scratch every cycle.

What This Involves

Seasonal campaign routing means establishing one permanent URL per recurring campaign, redirecting it to the active campaign page during the season and to a relevant off-season destination otherwise, toggling this live redirect on and off each year so the same URL accumulates value across cycles instead of restarting from zero.

Who Needs This

• Merchants running recurring annual or seasonal campaigns
• Stores currently creating a new URL for each year's version of a campaign
• Any business wanting a seasonal campaign's SEO value to compound over years
• Teams wanting a repeatable, low-effort process for each season's launch and wind-down
• Businesses running holiday, back-to-school, or other cyclical promotions

Why It Matters for Your Business

• A new URL every year restarts SEO value from zero each cycle
• A permanent URL toggled seasonally compounds ranking value over years
• Off-season routing prevents a dead page during the gap between cycles
• This turns campaign launch and wind-down into a quick toggle, not a rebuild
• Backlinks to a permanent campaign URL keep working across every cycle
• This scales cleanly across as many recurring campaigns as you run

How to Set Up Seasonal Campaign Routing with AI Redirects on Shopify

Step 1

Start by committing to one permanent URL per recurring campaign.

• Choose a lasting URL for each seasonal campaign, not a new one annually
• Identify a sensible off-season destination for each campaign's URL
• Set the toggle dates that align with each season's actual boundaries

Step 2: Install and Configure SC Easy Redirects

Install SC Easy Redirects and set up the routing.

• Create a live redirect from the permanent URL to the off-season destination
• Remove the redirect and publish the live campaign page when the season begins
• Reapply the redirect once the season concludes

Step 3

Build the toggle into your seasonal marketing calendar.

• Add the redirect toggle as a task on your campaign launch checklist
• Add the reverse toggle to your campaign wind-down checklist
• Keep the process documented so it survives staff changes

Step 4

Test the toggle before the season actually needs it live.

• Confirm the campaign page resolves correctly once the redirect is removed
• Confirm the off-season redirect fires cleanly once reapplied
• Check no cached or bookmarked links point at an intermediate broken URL

Step 5

Track the compounding effect across multiple seasonal cycles.

• Compare organic rankings for the campaign URL year over year
• Watch redirect statistics during the off-season for ongoing backlink activity
• Refine the off-season destination if it is not serving visitors well

Examples & Use Cases

Holiday Gift Retailer (Gifts)
Problem: A holiday campaign page was rebuilt at a new URL every year, discarding eleven months of accumulated ranking each cycle
Setup: Committed to one permanent URL, toggling its redirect through SC Easy Redirects each November and January
Result: Rankings improved year over year instead of resetting, with the campaign ranking faster each new season

Back-to-School Retailer (Retail)
Problem: Backlinks from parenting and school sites pointed at a campaign URL that returned nothing most of the year
Setup: Redirected the permanent URL to a relevant supplies collection off-season instead of letting it 404
Result: Backlink equity kept flowing year-round and the campaign's seasonal rankings started stronger each cycle

See more case studies.

Best Practices

• Commit to one permanent URL per recurring seasonal campaign
• Redirect off-season to a relevant, non-dead destination
• Toggle the redirect at consistent dates aligned with each season
• Add the toggle to your marketing launch and wind-down checklists
• Never let the URL return a 404 during the off-season gap
• Track year-over-year ranking as proof the strategy is compounding
• Document the process so it survives staff and team changes

Summary

Seasonal campaigns compound their SEO value only when the URL stays permanent and toggles between an active campaign page and a relevant off-season redirect, rather than restarting at a new URL every cycle. The core steps are committing to one lasting URL per campaign, setting up the live redirect toggle, and building that toggle into your seasonal marketing calendar as a standard task.

If your seasonal campaigns restart from zero every year, SC Easy Redirects can keep the URL alive and compounding across every cycle.