Many industries have a clear season. The website and content should get ahead of the season, because customers plan purchases in advance.
What it means in practice
Seasonality is the cyclical change in demand over the year: air-con in summer, heating in autumn, gardens in spring, weddings in summer, renovations before holidays. Most industries have clear peaks and dips.
Why it matters for your business
Customers plan purchases in advance, and Google needs time to value new content. Those who prepare their website and campaigns before the season collect enquiries; those who react at the peak pay more for less.
Examples and good practice
- Check in Google Trends when interest in your service rises.
- Publish seasonal content 2–3 months before the peak.
- Plan offers for quieter months.
- Adjust ad budgets to the season.
How Novi handles it
The topic plan in the Content Power Pack takes your industry’s seasonality into account: seasonal pages are published in advance so they have time to rank.
