The season is a spike. A wet fortnight sends thousands of people searching at once, and pages published that week arrive far too late to appear for any of them.
Identification content works all year. People photographing something in a wood want to know what it is, and although few of them book immediately, they remember where the answer came from when the courses open.
Experiences are bought as presents in the wrong season. A voucher purchased in December for a walk the following October is a real transaction, and a page for it works when the woods are empty.
Private and corporate walks are quieter money. A family group, a birthday or a company day books outside the public schedule and pays for exclusivity, which smooths a business that otherwise lives on six weekends.