The holidays are right around the corner and so are the cheesy, topical blog posts. Every year around this time we see a lot of nonsense on the web: “Do Business Like a Turkey: 5 Ways to Gobble Up the Competition” and “Santa’s 12 Easy Ways to Achieve SEO Success.”

I’ll admit, I’ve searched for some pretty random things, but I can’t remember the last time I wanted to know what Santa’s top marketing tips were. Yes, the guy can multitask, but as far as SEO goes, I’ll stick to asking the real experts. And I don’t really want to know what turkeys are doing to increase their conversion rates.

There is something about the holiday season that gives people pun confidence. They think they can use puns whenever they want, with no fear of the consequences. It sounds like pun, but it’s not.

Here are reasons why you should resist temptation and keep it mainstream this holiday season.

Topical Posts Can’t be Referenced Year Round

Topical posts usually have a life span of about a month. After that, they become nothing more than the plate of cookies you left for Santa: gone forever. When creating a title, think of something that could be shared on social media all year long, not something that is relevant one month out of the year.

I know you’re probably wondering why I’m writing about this when I wrote about zombies last month. You’re probably thinking, “look at that Andrea. She is such a hypocrite,” and to that I say: Zombies live forever. (See what I did there?)

If you want to be topical, choose something that will be around for a while. Don’t try to make Jack Frost and Pilgrims a thing. They’re not going to be a thing (Mean Girls reference. Nailed it.)

They Have No Search Value

Your awesome holiday article could be the best article ever written, but if no one is reading it then it’s useless. No one (in their right mind) is searching on how to set up nest eggs like Easter eggs, or what leprechauns have to say about the stock market.

Keep your title relevant and somewhat generic. If your headline is lacking keywords that are found in the content, it stands little chance of showing up in the SERPs. Unless you have real evidence that reindeer do business better than elves and you can write a whole article about it, stick to offering your valuable insights in a way that benefits the casual Googler.

Your Competition is Doing the Same Thing

It’s difficult to break away from the white noise, and it’s even harder if you are doing the same thing as everyone else. The Internet has become very predictable and cluttered, and it’s getting harder to be seen.

How many different interpretations of A Christmas Carol will you see this year? The ghosts of Christmas past, present, and future convince a curmudgeonly character to change his ways. We’ve all seen it. The same applies to blog content. How many ‘Twas the Night Before Christmas spin-offs will we read this season?

The best advice I can give is to go against the grain. Write what you are knowledgeable about and what your audience needs. If you are passionate about Santa, then by all means, write about Santa. And the people who like to read about Santa will find you. But don’t go down that path because you think you have to.

When creating content, make sure you create something that is useful and interminable. Topical blog posts are fun, but they will not deliver in the long run. Stick to evergreen topics that have search value and can be referenced year round. Leave the holiday themed articles to the amateurs. Your business tactics are too good to be compared to stuffing and sleigh bells.