Many industries have a clear season. Your website and content need to be ahead of the season, because customers plan their purchases in advance.
What does this mean in practice?
Seasonality is the recurring change in demand throughout the year. Think air conditioning in summer, heating in autumn, gardens in spring and renovations before the holidays. Most industries have clear peaks and troughs.
Why does this matter for your business?
Customers plan their purchases ahead, and Google needs time to value new content. If your website and campaigns are ready before the season, you get the enquiries. If you only respond once it's busy, you pay more for less.
Examples and best practices
- Use Google Trends to see when interest in your service rises.
- Publish seasonal content two to three months before the peak.
- Plan campaigns for quieter months.
- Align your advertising budget with the season.
How we do it at Ikoon
With the Business Blog with Content Plan module or the Content Power Pack, we plan your topics around the seasons in your industry. Seasonal pages go live well in advance, so they have time to be found. A Google Ads campaign also lets you capture the peak in demand.