Many industries experience predictable seasonal swings. A drop in organic traffic is not always a sign that something broke. It may be a normal reflection of demand. The key is to tell the difference between seasonal patterns and deeper issues.

Check year over year patterns

• Compare this month to the same month in previous years.
• Look at whether the shape of the traffic curve repeats.
• Note specific times when interest has always been higher or lower.

If the pattern repeats, you may be seeing seasonality rather than a new problem.

Use quiet periods for Information Center investments

• Plan and publish new articles when customer demand is lower.
• Refresh older content so it is ready for the next busy period.
• Experiment with topics that address early research questions.

This way you use slower months to build up your Information Center, so that when demand returns, you have more and better content in place to capture it.