Changing your primary keyword to target seasonal demands

[Santaur]

The industry that my 3-commerce store caters toward has seasonal demands. For example (this is not my industry but the idea applies), let's assume that I have a sporting goods store and that I sell footballs in the fall, but I sell more baseballs in the summer. Would you ever consider changing the primary keyword on the HomePage title and within the body to target different keywords (football vs baseball) during different seasons (fall vs summer)? Or would you just create individual product pages which target the keywords and link back internally to your homepage?

Or is there a better way to target seasonal demands where conversions for the entire website vary greatly from season to season.

Sorry for all the elementary questions.

[Travis-W]

I would opt for option 2, creating individual product pages to cater to the seasonal keywords. Perhaps ramp up the content you're creating within those seasons. Personally, since it's hard to determine when your latest SEO change/update will have an effect, I wouldn't mess with the core of your site for only a season. For example, you may make a change in the fall, but it won't affect your rankings until spring.