Are title tags supposed to change with the season? (i.e., why do title tags reflect ac repair in the dead of winter? Are other tags being changed to accurately reflect seasonal shifts in search terms?)

While title tags are seasonally adjusted, we never completely remove heating keywords during cooling season or cooling keywords during heating season. The reason that is is because Google needs to see a level of consistency on your website throughout the entire year. If you’re completely removing heating or cooling keywords depending on the season, you’re not going to be reinforcing with Google the fact that the dealer does both heating and cooling and keyword rankings will suffer. This methodology is applied to other elements on the website as well.

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