When did refreshing a seasonal post actually pay off — timing-wise?

When did refreshing a seasonal post actually pay off — timing-wise?

Q: I have a "holiday gift guide" post. When do I update it?

A: Short answer: 8 weeks before the season, not during it. Longer answer: an outdoor-gear site had a "summer hiking gear" guide that peaked every July. One year they refreshed it in late June, mid-rush — and barely moved. The next year they updated it in early May: new products, fresh prices, updated date. By the time search demand spiked in late June, Google had already re-crawled and re-ranked it, and it sat at position 2 for peak season versus position 7 the prior year. Traffic during the July window jumped 140 percent. Seasonal content has to be ready before the wave, not surfing it late.

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