Joost: If you think about this you'd say no, of course not. The weather doesn't impact rankings. That’s true, not directly. But if you sell air-conditioning, people search differently during a heat wave than in regular weather conditions. Now, they're looking for “ships today” or “delivered by tomorrow.” So it's an outside factor. The weather influences the way people click. It changes their behavior and that click behavior can dramatically impact rankings quite quickly. All because of how Google works with these things. So the weather can influence rankings, but the question is can you play into it in a good way. That's probably a lot harder, although not impossible.