Keyword seasonality means that the number of searches for a term rises and falls in a recurring pattern during the year. Keywords with such a pattern are called seasonal keywords.
What kinds of seasonality exist?
DinoRank separates time-based seasonality, tied to seasons such as summer travel, from event-based seasonality, tied to occasions such as Christmas or back-to-school. Google also notes that current events influence search traffic, so not every peak follows a calendar.
How do you find seasonal patterns?
Google’s own documentation for Google Trends suggests looking for seasonal trends in the data to decide which topics to prioritize. Google Trends shows relative interest over time, scaled from 0 to 100, so it reveals the shape of the curve but not absolute volume. Keyword Planner shows monthly values, and Google points out that search traffic is influenced by seasonality and current events.
What do you do with it?
According to reports, SEO agencies commonly publish or refresh seasonal pages ahead of the peak so they are indexed when demand rises. How far ahead depends on the topic, and no search engine documents a fixed lead time. Many teams keep one evergreen URL per seasonal topic and update it each year instead of creating a new page every season.
Example
Searches for “winter tires” typically rise in autumn and fall in spring in countries with cold winters. A shop would review the page, stock information and internal links in late summer. Compare the curve in Google Trends before relying on this pattern for a market.
FAQ
What are trending keywords? Terms whose search interest is currently growing. Google Trends offers a “Rising” view for related queries.
Sources
- Get started with Google Trends – Google Search Centraldevelopers.google.com
- Average monthly searches in Keyword Planner – Google Ads Helpsupport.google.com
- What are Seasonal Keywords – SEOptimerseoptimer.com
- Seasonal Keywords – DinoRankdinorank.com
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