Weather having adverse effect on search engine traffic across Industries

Recent data suggests that record warm weather throughout Europe in May has had an adverse effect on a wide array of keyword searches. On an indexed basis some keyword searches saw declines in the range of 40-50% from beginning of April to May. Although most execs would frown twice at middle managers blaming below forecast attainment on the weather it shows how important external factors are. It is well known that seasonality is a strong driver of traffic and business in general. This shows how the weather specifically attributes to seasonality effects.