Seasonal content responds to demand that recurs at a certain time of year – before the heating season, at tax deadline times, before holidays, at the start of the school year, or when calls open each year. The key principle is lead time: content must be published and indexed before demand peaks, which in organic search means weeks to months. It proves better not to recreate content from scratch every year, but to maintain a single page that is updated before the season with new figures, dates and conditions – this way it retains the backlinks and ranking it has earned. Seasonality can be identified from your own data on past years' demand, which tends to be more reliable than general estimates.
See also: Seasonality of demand, Editorial calendar, Updating Existing Content.
