The next few months are going to be uncharted territory for all of us, with serious challenges for both brick-and-mortar and online businesses. Many e-commerce sites are already facing a unique situation right now, and it looks something like this:
These are hand sanitizer results from Staples.com, and this screenshot is just a portion of the first page. I'm not picking on Staples — this page is representative of a problem across every major e-retailer right now. While there are many ways to handle out-of-stock and discontinued items under normal conditions, this situation is very specific:
- Multiple similar items are out-of-stock at the same time
- Retailers may not know when they'll be back in stock
- These products may not stay back in stock for long
- Demand is high and continuing to rank is critical
From an SEO standpoint, it's essential that these pages continue to rank, both for consumers and retailers, but in the short-term, the experience is also frustrating for consumers and can drive them to other sites.
Is this a technical SEO problem?
The short answer is: not really. We want these pages to continue to rank — they're just not very useful in the short-term. Let's take a quick look at the usual toolbox to see what applies.
Option #1: 404 (Not Found)
This one's easy. Do not 404 these pages. These products are coming back and you want to sell them. What's more, you want to be able to act quickly when they're back in stock. If you remove the page and then put it back (and then, most likely, remove it again and put it back again), it can take Google a lot of time to reconcile those signals, to the point where the page is out of sync with reality. In other